Associate Director, PR Domestic

Associate Director, PR Domestic

Join Destination NSW, the champion and voice for the visitor economy within the NSW Government.

• Clerk Grade 11 / 12 position with a salary range $149,739 - $173,174 per annum plus superannuation
• Temporary role (up to 1 February 2027) located in The Rocks, Sydney

About the role

The Associate Director PR Domestic leads the development and delivery of innovative public relations activity that builds awareness of Sydney and NSW and inspires domestic travel. The role shapes and implements an integrated PR and influencer program aligned to the NSW Visitor Economy Strategy 2035, Destination NSW marketing priorities and brand positioning for Sydney and NSW. It ensures cohesive storytelling across key consumer and earned channels, including media relations, influencer partnerships, advocacy programs, familiarisations, events, activations and consumer promotions.

This role also manages and develops a high‑performing team, creating a collaborative environment that supports clear priorities and high standards. It provides strategic advice to senior leaders on publicity opportunities and emerging issues, while ensuring PR and influencer activity is well governed, measured and accountable. The Associate Director PR Domestic champions new ideas and media opportunities, oversees budgets and reporting, and ensures clear performance measures are in place to drive continuous improvement and meaningful results.

About Destination NSW

Destination NSW is the champion and voice for the visitor economy within the NSW Government. Spearheading a whole‑of‑government approach to visitor economy growth, Destination NSW influences and shapes the visitor economy through strategic research, policy and thought leadership, stakeholder engagement and consultation, commercial partnerships and investment in visitor experiences, business support, marketing and events. Destination NSW is also the major investor in Business Events Sydney (BESydney) for the purpose of securing more international and domestic conventions, incentive travel reward programmes, corporate events and exhibitions.

See destinationnsw.com.au for further details.

About You

You bring a strong background in public relations, with a track record of developing and delivering effective media strategies that cut through in a busy and fast‑moving media landscape. You understand the Australian tourism and travel market and know how to build compelling stories that resonate with audiences across traditional and emerging platforms. With well‑established media contacts, you are confident securing national coverage, managing issues when they arise and identifying opportunities to raise the profile of destinations, events and experiences.

You are an experienced people leader who can guide, motivate and develop a team to deliver consistent, high‑quality outcomes. Comfortable working across complex and sometimes sensitive stakeholder environments, you build trusted relationships with government, industry partners, media and influencers, balancing competing priorities with sound judgement. You bring a collaborative approach, clear communication and the ability to keep activity focused and aligned, even when expectations and demands are high.

To learn more about the role, please click here to download the role description.

How to Apply

Your application must include a cover letter (maximum 2 pages) and an up‑to‑date resume (maximum 5 pages) that details your capabilities and experience in relation to the above role. Applications must be submitted via our recruitment portal; applications will not be accepted by email.

Closing Date

Wednesday 28 January 2026 (10.00 AM)

Contact

Sally McRae, Talent Acquisition Partner via recruitment@dciths.nsw.gov.au

Working at the Department of Creative Industries, Tourism, Hospitality and Sport

At the Department of Creative Industries, Tourism, Hospitality and Sport we bring vibrancy to NSW by growing our creative industries and workforces, driving strong visitor and night‑time economies, ensuring a responsible hospitality sector, and putting arts, culture and sport at the heart of our communities.

Together we :

We believe diversity across our department allows us to be a true reflection of NSW citizens. We are a respectful workplace committed to diversity, equity, and inclusion. If you do require an adjustment during the recruitment process, please notify us on your application form.

A talent pool may be created from this recruitment action for ongoing and temporary roles for this role or similar roles that may become available over the next 18 months.

#J-18808-Ljbffr