General Manager - Brand and Marketing

About Us

The G’day Group is one of Australia’s leading and fastest growing tourism companies. With 300+ properties, and a portfolio that spans from holiday parks to some of Australia’s most iconic and internationally renowned properties, we are the largest regional accommodation group in Australia. 

The business has an enviable portfolio of brands, including 85+ owned and operated parks and resorts (Discovery Parks), 220+ licensed independent parks (G’Day Parks), one of the ‘Luxury Lodges of Australia’ in El Questro and 185,000+ Rewards Program customers (G’day Rewards).

More than a tourism company, we are also a major property investor and developer. In the coming financial year will invest $130M in new properties and $130M in developing existing properties and have an ambitious plan to double the size of the Group in the next five years through continued scale and diversification.

Our marketing team is expanding in line with this growth plan. We recently appointed a new CMO and are currently recruiting several positions to increase capability across digital experience, CRM, local area marketing, data and insights. Through this growth, we remain focussed on our promise to provide authentic holiday experiences that connect our customers with the best of Australia.

This is an opportunity to be part of leading one of Australia’s biggest and most progressive tourism marketing teams with benefits that include flexible working arrangements, wellbeing initiatives and a fantastic workplace culture.  

The Role

As the General Manager, Brand and Marketing you will be the custodian of G’day Group’s brands and report into the Chief Marketing Officer. You will have responsibility for brand strategy, advertising, content and social, internal design and creative agency relationships. You will lead a growth strategy, delivering impactful creativity that engages customers and keeps them choosing our travel brands. 

You will define the multi-brand architecture, tiering and positioning across the Group’s diverse portfolio. You will develop and embed brand vision, propositions and creative platforms that drive customer loyalty.

You will leverage customer insight and market trends to craft outcome driven marketing plans aimed at amplifying key seasonal and cultural opportunities. You will drive creativity, innovation and impact through contextual marketing activity across ATL, LAM and social platforms.

You will build a category leading content strategy to guide investment in differentiating programs as we scale our platforms and increase the value in our communities. You will maximise the impact of content investment and have a clear view on our next growth opportunities to make informed strategic decisions based on insight and experimentation.

You will have a passion for developing people, ensuring the right focus on building the capability of the Brand and Marketing team to support their growth and capability to execute best in class outcomes. You will influence internally and externally to ensure the voice of the customer is front and centre in our marketing approach.

Your Experience

To be successful in the role you will be a seasoned marketing leader with a genuine passion for both the brand and the customer. You will have commercial experience with a focus on delivering impactful creativity across ATL channels, combined with a strong record in elevating brands. You will have the expertise to harness the power of storytelling to engage diver audiences and deliver business outcomes.

This is a large brand and marketing role in an agile, high-growth business focused on rapidly developing a regional travel ecosystem known as the best in class. Moving at pace and shifting seamlessly between strategy and creative execution is critical, while establishing the standards and structures essential for the long-term growth of the G’day Group’s brands.

You will consider your communication skills, both written and verbal, one of your strengths and pride yourself on your ability to lead with integrity and passion. Commitment to developing your team and bringing them, and other stakeholders, on this marketing journey is a key measure of success.

You will be naturally curious and possess a high level of energy, self-motivation, autonomy, initiative and flexibility to be successful in meeting the business demands at G’day Group. Your naturally upbeat and open style will fit our cultural values.

Discovery Parks is a dynamic company with an energetic ‘market disrupter’ reputation. If you are passionate, adventurous, and ready to hit the ground running, we want to hear from you.

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Prior to an offer of employment being made, candidates must provide authority for a Federal Police Clearance to disclose any criminal offences or charges. Drivers Licence essential.

Discovery Parks is committed to ensuring the health and safety of all our staff, customers and the communities we operate in. Due to the latest highly contagious Covid-19 Delta variant, Discovery Parks has implemented a vaccination policy which requires all employees, wherever possible, to be fully vaccinated against Covid-19. This covid vaccination policy applies to all new G’day Parks employees.