Sales and Marketing Manager Scenic and Commuter Rail
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Sales and Marketing Manager
Scenic and Commuter Rail
Purpose:
The Sales and Marketing Manager is a key role within the Scenic and Commuter Rail
team reporting through to the GM Scenic and Commuter Rail. The role will work with
the GM Scenic and Commuter Rail in determining the future direction of Scenic trains
and Commuter marketing strategies by developing and implementing short and long-
term marketing business plans, focusing on building customer loyalty, achieving
revenue targets, improving margin contribution and actively growing new business
opportunities. In this regard, the role will lead an integrated team to deliver business
outcomes.
The role will primarily be responsible for developing and implementing a sales and
marketing strategy that adopts an integrated approach to the sales and marketing
function across The Great Journeys of New Zealand. This role is also responsible for
creating commercially viable business development plans aligned to particular
markets, services and locations. They will strive to meet stakeholder expectations and
facilitate cross functional team communication and coordination. Grow existing
business and create new opportunities. The team will be responsible for delivering
results across:
• Brand and Sponsorship
• Digital
• Strategic projects
• Demand and revenue generation
This is a broad role therefore the successful candidate needs to understand and deliver
marketing, customer experience, sales and pricing strategies that will deliver growth
in B2B and B2C environments.
Health and Safety is an important part of how KiwiRail operates. You will be a safety
leader and will be expected to “walk the safety talk”
Dimensions:
Reports to: GM Scenic and Commuter Rail
Responsible for: Direct reports include; Channel Management, Digital Experience
Manager, Scenic Marketing Manager, Senior Graphic Designer
Indirect Reports –Channel Management Associate, Digital
Communications Specialist, Digital Content Specialist, Scenic
Marketing Associate, Scenic Marketing Administrator.
Location: Wellington – travel will be a requirement of the role
Last Updated 26-Jul-21Budget: TBC
Internal Contacts:
Scenic and Commuter teams
Interislander Teams Wider Sales and Commercial Team
Internal Communications Team
ICT
Finance
HR
External Contacts: Wholesale Agents
Retail Agents
Tourism Organisations (TNZ, TIA, ITOC, PWT, DM, RTOs etc)
Creative, Media and Digital agencies
Key Accountabilities
Strategy
• Provide strategic input into Scenic and Commuter Rail growth plans and
strategies to help develop new markets and broaden and integrate customer
offerings.
• Help translate Scenic and Commuter Rail growth agenda into concrete sales &
marketing operational plans.
• Identify customer/ sector growth opportunities or/and innovative solutions
and work with other business areas to progress.
• Provide insight on the profitability of each customer segment and strategies
to optimise the relationship and market.
• Work closely with the Interislander Sales and Marketing Managers to enhance
any possible synergies in an integrated sales and marketing strategy.
• Work closely with the International and Domestic Sales teams to form market
strategies and growth for Scenic rail
Brand Strategy
• Take ownership of the Scenic trains brand identity.
• Develop a clear brand strategy for Scenic trains that maximises the groups
exposure in the market including domestic and international communication
channels.
• Ensure Scenic trains has clearly defined brand attributes, visual identity and brand
positioning.
• Lead the development of brand guidelines and ensure that these standards are
adhered to.
• Establish metrics to improve marketing effectiveness & ROI
Customer and Stakeholder Engagement
• Play a lead role in understanding customers’ long-term needs and market
trends, and ensuring the voice of the customer is heard and reflected in Scenic
and Commuter Rail service delivery and operations,
Last Updated 26-Jul-21• Support the business to best engage and connect with customers and
stakeholders, to deepen relationships and achieve the best customer and
business outcomes.
• Understand customer and stakeholder requirements, ensuring that Scenic and
Commuter rail strategies are aligned to their strategies, priorities and day-to
day requirements, and identify opportunities for growth and innovation to make
it easier for our customers to do business with us.
• Help create a step change in how Scenic and Commuter Rail engages with its
customers, by adopting new engagement and collaboration approaches to
facilitate partnership opportunities.
• Work with operational teams to develop plans to improve customer
satisfaction across customer segments.
Marketing Campaigns and Product Development
• Overall responsibility for Scenic and Commuter Rail Marketing and Tourism
functions.
• Lead the development of marketing strategies, campaigns and procedures to
ensure annual passenger revenue targets are achieved.
• Lead and develop an integrated production and design approach utilising internal
and external resources.
• Utilise marketing automation tools such as eDM and CRM to nurture and convert
customers
• Lead brand development and marketing of new product development initiatives.
Sponsorship
• Develops a cost-effective sponsorship strategy for Scenic Tourism.
• Review all current sponsorship activities and deliver value through a robust
sponsorship program.
• Lead and manage the development and execution of Scenic Tourism’s sponsorship
portfolio, strategy and leverage activities.
Digital Strategy
• Develop the digital strategy for Scenic and Commuter Rail including an assessment
of current and possible future state.
• Ensure the effective integration of web, SEO, social media and applicable digital
strategies and channels into marketing programmes.
• Deliver programs using digital platforms that are relevant to B2C and B2B
markets.
• Drive online market penetration for online sales beyond current levels to deliver
lower cost of acquisition and greater customer satisfaction.
• Ensure online properties are optimised for search engines.
• Develop and manage a content strategy to support advertising and digital
objectives
• Develop online initiatives to build brand awareness, drive sales and automate sales
process.
• Develop and implement social media strategies to ensure consistent and timely
communications with our customers reflecting appropriate brand attributes.
• Lead the development of the tools and processes for customer communications
through all digital channels including social media.
Last Updated 26-Jul-21Customer Relationship Management
Customer Centricity
• Lead changes where required to ensure internal systems, processes and
propositions reflect our customers’ needs.
• Utilise a demonstrated knowledge of CRM toolsets and direct marketing in
customer acquisition programs.
Research Management
• Lead the development and process of passenger research collection and data
distribution to the wider business and in particular, the front line staff.
• Lead the development and process for the collection and distribution of consumer
and market data to the business.
Loyalty
• Lead the development of customer retention programmes to enhance the
customer experience, levels of satisfaction and revenue generation. Explore the
introduction of new benefits meeting the needs of our most loyal customers.
• Lead the management and growth of our customer accounts database to provide
targeted direct marketing opportunities for the passenger business.
• Work closely with the International and Domestic Sales teams to maintain and
develop trade contracts and relationships
Customer Experience
• Work with the Customer Experience Design Manager to develop customer-
impacting strategy and initiatives acrossScenic and Commuter Rail to ensure that
they result in a coherent, positive customer experience that will support retention
and loyalty.
• Execute initiatives to improve customer experience & revenue.
• Engagement with market RTO’s, TNZ & customers to ensure plan alignment to
meet customer needs and drive revenue.
Leadership
• Lead the operational, capability and cultural shift towards customer experience,
employee engagement and commercial returns.
• Lead and embed strong leadership within own team and across Scenic and
Commuter Rail that drives increased diversity, engagement, capability and
performance.
• Actively leads and facilitates new and different ways of working across teams,
encouraging bottom-up engagement and collaboration and creating environments
that promote different thinking and ideas.
• Champion a culture that is focused on effective relationships and engagement with
our customers (both internal and external), our stakeholders and broader
communities.
• Manage performance in a way that provides staff with a clear understanding of
their objectives and the performance and behaviours expected of them.
• Ensure Performance Development Plans are in place for all staff. Mutually agree on
targeted KPI’s for the upcoming performance year.
• Develop all staff by providing appropriate and targeted training and development
opportunities as required.
• Lead investigations and disciplinary processes for alleged misconduct or serious
misconduct of staff.
Last Updated 26-Jul-21• Ensure that there is compliance with all Employment Legislation, Employment
Contracts and the KiwiRail Human Resources Policies, Procedure and Guidelines
and any other relevant legislation.
• Identification of revenue / investment opportunities and case to support
Finance and Cost Management
• Develops and adheres to marketing budgets.
• Delivers marketing initiatives in highly cost-effective means.
• Actively reviews budget spend in line with group performance and can demonstrate
resizing if required.
• Manage 3rd party relationships for services outsourced to agencies including annual
reviews of performance relative to contracted obligations.
• Manage debt through monitoring reports from Accounts and liaising with
Customers.
Zero Harm
• Responsible for complying with all rail safety system standards, procedures and
statutory requirements within your area of responsibility
• Responsible for your own safety and that of other rail employees, contractors and
visitors within your work environment
• Responsible for the identification, reporting and initial control of any safety or
environmental hazard identified within your area to your immediate manager
• Adhere to Kiwirail’s health and safety requirements and take responsible for
maintaining a proactive approach regarding both personal wellbeing as well as
that of fellow employees, associated client personnel, sub-contractors and
members of the public.
• Report all accidents and incidents to your immediate supervisor within one hour.
Person Profile
Essential: Desirable:
• 7 years’ plus of sales and marketing • Experience in an organisation
management experience. with a focus on logistics across
a diverse customer base
• Extensive experience in both B2C and
• Experience in International and
B2B environments domestic tourism and
• Brand Management passenger markets.
• Strategic and tactical pricing • Direct Marketing
management •
• People and change leadership experience
• Deep understanding of the role that
digital marketing plays in modern
business
• Analytical skills
• Proven track record of achieving digital
marketing results
• Proven track record of achieving sales
results
• 5 plus years experience of leading a team
Last Updated 26-Jul-21Education: Essential: Desirable: • Tertiary marketing qualification • Bachelor of Commerce Last Updated 26-Jul-21
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