Public Relations Manager - USA (New York)

Tourism Australia•Los Angeles, CA

4d•$95,000 - $105,000•Remote

About The Position

Tourism Australia is seeking a Public Relations Manager to represent and market Australia. This fully remote role, based in New York, reports to the Regional Marketing and Communications Manager in Los Angeles. The position requires travel internationally and domestically and is crucial for telling Australian stories to audiences in the United States and Canada. The role involves developing and implementing PR strategies, leading media relations, creating media materials, managing PR activity evaluation, building stakeholder relationships, identifying promotional opportunities, leading the regional PR team, managing agencies and budgets, and contributing to regional strategy and planning.

Requirements

Minimum five years’ demonstrated public relations experience, with a core focus on working with top tier media and high-profile talent.
Tertiary qualifications in marketing, public relations or communications.
Knowledge of Australia and Australian tourism products and markets.
Exceptional written and verbal English communication skills, with the ability to produce clear, persuasive content for diverse audiences and channels.
Strong knowledge of PR strategy development, media relations and the measurement of PR activity against objectives.
Established media and talent management networks and demonstrated ability to build strategic internal and external partnerships.
Experience managing budgets, suppliers, contracts and commercial negotiations, with sound judgement and attention to governance requirements.
Demonstrated people leadership experience, including setting expectations, developing team members and managing performance.
Strong project management capability, with a record of delivering integrated activity on time and within budget.
Ability to manage issues, adapt to changing market conditions and translate ambiguity into clear, defensible decisions.
Creative and analytical thinking, balancing innovative ideas with a systematic approach to achieving measurable outcomes.
Ability to work effectively across cultures and within a global matrix environment, both autonomously and collaboratively.

Nice To Haves

Agency experience is not mandatory, but will be favourably viewed

Responsibilities

Develop, implement and evaluate the public relations strategy and activity plan for the USA and Canada, aligned with regional marketing and communications priorities and Annual Operating Plan objectives.
Lead an ongoing media relations program, including targeted media releases, story development, proactive pitching and timely follow-up with priority media.
Create clear, persuasive media materials and maintain the media database, systems and resources needed to respond effectively to media opportunities.
Manage and evaluate PR activity, media coverage and market developments, providing regular reporting and recommendations to improve performance.
Build strong relationships with Tourism Australia’s global and regional teams, State Tourism Organisations, Australian diplomatic posts, airline and trade partners, and other stakeholders.
Identify integrated PR and promotional opportunities with consumer marketing, distribution, partnerships and business events teams.
Lead and develop the regional PR team, setting clear expectations and supporting strong performance and professional growth.
Manage Public Relations / Earned Culture agencies, suppliers, budgets, procurement and contracts in line with business needs and governance requirements.
Contribute to regional strategy and communications planning, ensuring activity is delivered on strategy, on time and within budget.