Public Relations Manager - USA (New York)

Australia Inc.; Los Angeles (CA); On-site; USD 95,000 - 105,000; Full time

Benefits offered by this job

401(k) plan with employer contribution

Paid annual leave (20 days)

Paid sick leave (15 days)

Bonus leave days (up to 3)

Medical, dental and vision insurance

Life insurance & long-term disability

Healthy Lifestyle Benefit

Job summary

Tourism Australia is hiring a Public Relations Manager to lead PR for the USA and Canada from a fully remote role based in New York, with travel to markets as needed. The role reports to the Regional Marketing and Communications Manager in Los Angeles and requires collaboration across global teams and partners.

We seek a senior PR professional with a track record in top-tier media, strong English communication, and solid leadership.

Qualifications

• Minimum five years PR experience with top-tier media.
• Degree in marketing, PR or communications.
• Knowledge of Australia tourism products and markets.
• Excellent written and verbal English communication skills.
• Strong knowledge of PR strategy development, media relations and measurement.
• Established media and talent management networks.
• Experience budgeting, suppliers, contracts and negotiations.
• Demonstrated people leadership and team development.
• Strong project management and delivery within budget.
• Ability to manage issues and translate ambiguity into decisions.
• Creative and analytical thinking with measurable outcomes.
• Cross-cultural collaboration in a global matrix environment.

Responsibilities

• Develop, implement and evaluate PR strategy for USA and Canada.
• Lead ongoing media relations, including releases and proactive pitches.
• Create persuasive media materials and maintain media databases.
• Manage PR activity, coverage, and market developments with reporting.
• Build relationships with Tourism Australia teams and partners.
• Identify PR opportunities with consumer marketing and partnerships.
• Lead and develop the regional PR team and performance.
• Manage PR agencies, suppliers, budgets, contracts and governance.
• Contribute to regional strategy and communications planning.

Skills

Public relations

English communication

PR strategy

Media relations

Budget management

People leadership

Project management

Cross-cultural collaboration

Issue management

Media networks

Negotiation

Education

Bachelor's degree in Marketing, PR or Communications

Job description

At Tourism Australia, we know and love this land. We also know our people are our strength, their different experiences and backgrounds are the key to Tourism Australia’s success. Every day we share our passion with the world, sharing the story of Australia and our 65,000 years of Aboriginal and Torres Strait Islander cultures. We are just as passionate about creating an incredible culture at Tourism Australia, recognizing and supporting the individuality of our people, in an environment where we learn and grow together.

Tourism Australia markets one of the most desired destinations on Earth, and we're looking for a Public Relations Manager to help represent and market one of the most beautiful countries in the world… Australia!

This role is fully remote, based in New York, reporting to the Regional Marketing and Communications Manager who is based in Los Angeles, and requires a willingness and availability to travel internationally and domestically. The role plays a critical role in Tourism Australia's efforts to tell captivating Australian stories to audiences in both the United States of America and Canada.

What you'll do

• 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. This dynamic calendar spans Always-On and Project-based activity across media relations, social media and content, experiential and events
• 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.

Let’s talk about you

At Tourism Australia, we believe that creating a strong, healthy, and positive culture, is the secret to making extraordinary things happen. What will set you apart from the crowd and ensure your success in the role? To succeed in this role, your profile will demonstrate the following knowledge and skills.

• Minimum five years’ demonstrated public relations experience, with a core focus on working with top tier media and high-profile talent. Agency experience is not mandatory, but will be favourably viewed
• Tertiary qualifications in marketing, public relations or communications.
• Knowledge of Australia and Australian tourism products and markets will be key.
• 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.

About us

Our values are the start of our cultural story. They determine who we are today and who we will be tomorrow. We bring our values to life through the way we behave every day. Our values are:

• We think big and without borders… We have a proud history of doing innovative and ground-breaking work. And we’re not done yet.
• We make each other better… We’re one team. We value diversity and listen to all opinions before aligning on the best way forward, but robust discussion makes our work stronger.
• We do the right thing… We are respectful of communities, cultures, and the earth we all inhabit, and take our responsibility to care for all three seriously.
• We only do work that makes a difference… There’s so much we can do, and want to do, but we focus on the things that will add the most value to our industry.
• We’re obsessed with telling the Australian story… We’re passionate about Australia, her land, nature, people, and culture. And We’re proud of our role in sharing her story with the world.

Why work with us

• 401(k) plan with a 5% employer co-contribution model
• 20 days of paid annual leave per year
• The opportunity to receive up to three additional bonus paid leave days per year
• 15 days of paid sick leave per year
• Medical, dental and & vision insurance
• Life insurance & long-term disability insurance
• A Healthy Lifestyle Benefit, up to AUD $265 per year

Tourism Australia is an Equal Opportunity Employer dedicated to providing an inclusive workplace where everyone feels a sense of belonging and connection including those with disabilities. We embrace individuals with diverse backgrounds, perspectives and experiences.

Applications closeFriday, 30 October 2026.

Salary Range: USD $95,000 – $105,000 per year
Actual compensation will be determined based on the candidate's experience and skills.

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