What you’ll do
We are seeking an experienced Content & Optimisation Manager to be responsible for and oversee the planning, scheduling, and strategy of all content across NRMA Parks and Resorts’ customer lifecycle. This role manages content for organic, owned, and below-the-line (BTL) channels, ensuring a cohesive and engaging experience that drives conversions at key touchpoints. You will play a key role in developing data-driven content strategies and optimising the customer journey. Supported by internal stakeholders, you’ll produce high-quality collateral to support direct mail, promotional material, and point-of-sale marketing. You will also:
- Develop and execute comprehensive content strategies that support customer lifecycle goals, from discovery to booking and retention.
- Own the planning and management of content schedules and calendars, ensuring alignment with business objectives and campaign priorities.
- Lead content planning processes, integrating insights from internal teams (e.g., Data Analyst, Marketing Team).
- Design content frameworks tailored to key customer segments, aligning them with broader marketing strategies.
- Collaborate with the SEO strategy team to embed optimisation insights into planning and execution.
- Ensure a unified tone, style, and quality across all content, maintaining brand consistency.
- Strategically map content touchpoints across the customer journey to identify opportunities for engagement and conversion.
- Design and implement targeted BTL marketing campaigns, including:
- Direct mail campaigns to reach key customer segments.
- Promotional material development to support sales and campaigns.
- Point-of-sale marketing to drive bookings and engagement.
- High-quality collateral that aligns with content strategy and enhances customer touchpoints.
- Manage relationships with BTL marketing vendors and agencies, ensuring timely and cost-effective delivery of materials.
- Work closely with the Website Producer to enhance key landing pages, ensuring alignment with content strategies and customer journey goals.
- Oversee the Content Specialist in the creation and execution of high-quality content for organic, owned, and BTL channels.
- Monitor and adjust content schedules to align with campaign priorities, seasonal trends, and evolving customer needs.
- Coordinate with cross-functional teams, including the Media Manager and Website Producer, to ensure seamless delivery of planned content.
- Develop content briefs and guidelines, working with internal teams and external agencies to produce impactful campaigns.
- Define measurable goals and success metrics for all content initiatives and campaigns.
- Use analytics tools (e.g., GA4, LookerStudio) to measure and report on performance across websites, emails, BTL campaigns, and other channels.
- Present insights and actionable recommendations to stakeholders, refining strategies based on performance data.
- Regularly review customer engagement metrics to identify trends, opportunities, and areas for improvement.
What you’ll bring
- 5+ years of experience (travel, tourism or hospitality sectors preferred) in content planning, strategy, or optimisation, with proven success in managing content-driven conversions.
- Demonstrated ability to lead content planning processes, including the development of schedules and calendars.
- Expertise in customer journey mapping and content alignment to drive engagement and conversions.
- Proven ability to develop and execute BTL marketing campaigns, including direct mail and promotional material.
- Strong knowledge of SEO best practices and analytics tools (e.g., Google Analytics, LookerStudio).
- Advanced project management skills, with experience coordinating cross-functional teams and external agencies.
- Exceptional writing, editing, and communication skills, with a strategic mindset.
- Experience with data governance practices and data quality management.
- Excellent communication, presentation, and interpersonal skills with the ability to influence and motivate others.
- Experience working in a fast-paced, results-oriented environment.
- Flexibility to travel to NRMA properties or external partner locations as required
- Flexibility to work outside standard hours during major campaign launches or events
What’s in it for you?
At Parks & Resorts we are not just about discounts (although you do get these too). We know everyone leads a life of their own and regardless of what stage you are at we have something to suit!
- Progressive flexibility, leave and well-being benefits to help you balance all of life's priorities
- Travel discounts on SIXT car rental, cruises, and accommodation at our award-winning NRMA Holiday Parks and Resorts.
- Complimentary myNRMA membership including free Roadside Assistance & discounts on groceries, movie tickets, gift cards, gym memberships, attractions, restaurants and much more
- “ME” day – one extra day of paid leave per year, called a ME Day, to use at any time during the calendar year
- Market leading 18 weeks paid primary and 4 weeks paid secondary parental leave entitlements
- Discounts on all NRMA insurance products including car, home & travel
- Grow or progress your career and move around the country or across the NRMA Group's business with us.
Know you belong
At NRMA Parks & Resorts we celebrate and welcome difference and work together to create an inclusive workplace where our people feel respected, heard, valued and connected no matter what background or experience. We welcome people from First Nations and all walks of life and embrace unique perspectives.
While we continue to commit to an inclusive, equitable and diverse workplace we are proud of our key achievements to date:
- We made the 2022 AFR Boss Best Places to Work List
- Recognised by Reconciliation Australia for our ‘Stretch’ Reconciliation Action Plan
- Recognised by the Workplace Gender Equality Agency as an Employer of Choice for Gender Equality 2023-2025
- Certified as a Family Inclusive Workplace
- Awarded 2023 Australian Workplace Equality Index (AWEI) Bronze Employer, 2022 AWEI Most Improved Employer and 2024 Gold Employer
Are you nodding your head as you read this? Ready to roll up your sleeves and really make a difference? Apply now! We cannot wait to hear from you!
As part of our recruitment process, all employees at NRMA Parks and Resorts are subject to mandatory pre-employment checks.
