Head of Sales & Marketing

The Tasmanian Walking Company; City of Brisbane; Hybrid; AUD 100,000 - 150,000; Full time

Job summary

A leading eco-tourism company is seeking a Head of Sales and Marketing to oversee and direct their sales and marketing strategies. This full-time position requires strong leadership skills, a deep understanding of the tourism market, and a proven track record in sales management. The ideal candidate will be responsible for driving growth and developing comprehensive marketing strategies while ensuring alignment with business objectives. Opportunities for personal and professional development are also offered.

Benefits

Annual KPI-based bonus structure

Long-term incentive program

Ongoing training and professional development

Family & friend discounts across products

Exclusive pro-deals for discounted gear

Qualifications

• 10+ years of experience in marketing or sales management.
• Experience in leading sales and marketing teams.
• Strong understanding of market dynamics in the tourism sector.

Responsibilities

• Direct sales and marketing strategy for TWC.
• Develop comprehensive Sales & Marketing strategies.
• Lead digital marketing efforts across multiple platforms.

Skills

Team Leadership

Sales Management

Marketing Strategy

CRM Software

Business Acumen

Customer Insights

Education

Bachelor’s degree in business or marketing

Tools

CRM Software (Peak 15, Hubspot)

Job description

The Tasmanian Walking Company (TWC) have been walking for over 30 years, offering amazing wilderness experiences to our guests in some of Tasmania's most special and remote wilderness locations. We work to deliver a truly immersive experience as we create connections between people and place in remote cultural landscapes through our boutique multi-day walking experiences. Whilst our roots lie in Tassie, we operate on mainland Australia as The Australian Walking Company (AWC) and are excited to be experiencing a growth phase in the business as we introduce a number of new walks. This role is also responsible for leading the sales and marketing function for our Guided by Nature brand and international product line.

About the role

Our Head of Sales and Marketing is responsible for directing sales and marketing strategy across our business and leading the Sales & Marketing team. The most senior commercial role within our executive team, you will be accountable for lead generation, driving sales and developing our brand and marketing strategies. You'll be responsible for developing a commercial plan to support the expansion of TWC over the next three years, including into international markets.

This is a full-time permanent position, based either in our Launceston or Brisbane office. Regular travel will be required between Tasmania and Queensland.

Key Responsibilities

• Provide leadership to the Sales & Marketing team and influence across the organisation, fostering a collaborative work environment.
• As an active and influential participant of the Senior Leadership Team you will provide Managing Director commercial input into the process of product development including consideration of new product opportunities.
• Develop and implement a comprehensive multi‑year Sales & Marketing strategy that acquires, engages, converts and retains target consumer segments and aligns with TWG’s vision.
• Lead TWG’s digital activity and platforms, including website, content, search engine optimisation (SEO), generative engine optimisation (GEO), search engine marketing (SEM), social media, and email marketing, to engage with consumers.
• Develop understanding of customer mindsets, attitudes, and behaviours (competitive dynamics) and translate those insights into compelling marketing strategies.
• Oversee TWC’s PR and Crisis Communications activities ensuring alignment to strategic priorities.
• Lead a sales culture to drive revenue growth across B2C & B2B channels to exceed budgeted revenues while remaining consistent with TWG vision and values.
• Analyse market trends, competitive landscape, and customer needs to make data‑driven decisions and recommend appropriate sales initiatives.
• Lead yield management function including (but not limited to): pricing, discounting, FOCs, agent commissions, peak, shoulder and off‑season management, departure schedule, capacity, and density.
• Design and implement strategies, including establishing benchmark performance reporting, to enhance the customer experience, such as rewards, lifecycle marketing, and targeted promotions, to drive customer satisfaction and loyalty.
• Align all commercial strategic growth strategies with principles of sustainability.

What you will bring

To succeed as our Head of Sales and Marketing, you should have the following skills and experience:

Essential Skills/Qualifications

• Bachelor’s degree in business or marketing (or other relevant qualification
• Demonstrable experience in dealing with key national and state‑based industry partners
• Proven track record of at least 10 years in either marketing or sales management within relevant industry, with a track record of successfully leading and motivating sales and marketing teams to achieve targets
• Familiarity with CRM software and sales analytics tools (with Peak 15 and/or Hubspot being highly regarded)
• Strong business acumen and a deep understanding of market dynamics and customer needs in the tourism sector

Desirable Experience/Qualifications

• Experience in the eco‑tourism industry
• Demonstrated experience working with Boards and preparing recommendations for the Board’s consideration
• Demonstrated experience developing Expressions of Interest, Award and Grant submissions

What we can offer you

• Annual KPI‑based bonus structure
• Long‑term incentive program
• Opportunities to travel to the places in which we walk
• Opportunities for ongoing training, social events and professional development
• Exclusive pro‑deals program for access to discounted adventure gear
• Opportunities to experience our walking products
• Family & friend discounts across our walking products

How to show your interest

Please provide your current resume and cover letter explaining why you are interested in the position with Tasmanian Walking Company.

Tasmanian Walking Company is committed to fostering a diverse, inclusive and respectful workforce and we strongly encourage applications from people of all genders, cultures and walks of life.