Head of Marketing Passenger

📌 Core Information

🔹 Job Title: Head of Marketing Passenger

🔹 Company: KiwiRail

🔹 Location: Wellington, Wellington, New Zealand

🔹 Job Type: On-site

🔹 Category: Marketing

🔹 Date Posted: April 13, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Driving growth and performance across domestic and international markets
• Inspiring and leading a high performing visitor marketing team
• Leading the marketing delivery strategy for iconic New Zealand Tourism brands

ASSUMPTION: This role requires a strategic mindset, leadership skills, and extensive marketing experience, ideally within travel, tourism, or transport sectors.

📋 Key Responsibilities

✅ Develop and implement passenger marketing strategy

✅ Lead strategic planning to align with marketing sales activities

✅ Team leadership ensuring high performance and strategic alignment

✅ Oversee the digital marketing team and strategy

✅ Drive customer acquisition and initiatives

✅ Lead PR initiatives, trade events, and campaigns

✅ Oversee all digital, content, media deliverables

ASSUMPION: This role involves a mix of strategic planning, team leadership, and hands-on campaign management, requiring strong organizational skills and the ability to balance multiple priorities.

🎯 Required Qualifications

Education: Degree in marketing, business, or a related field, or equivalent experience

Experience: Extensive experience in marketing leadership, ideally within travel, tourism, or transport sectors

Required Skills:

• Proven track record in digital marketing, customer acquisition, and revenue growth
• Understanding of PR, media, and influencer partnerships
• Experience in content marketing, trade events, and campaign management
• Skilled in budget management and marketing performance analytics
• Experience creating strategic plans that align with business strategy and business goals

Preferred Skills:

• Relevant industry certifications in digital marketing, brand management, or PR

ASSUMPTION: Candidates should have a strong background in marketing leadership, with a proven track record in digital marketing and customer acquisition. Relevant industry certifications are a plus.

💰 Compensation & Benefits

Salary Range: Competitive salary plus 4% employer KiwiSaver contribution

Benefits:

• Professional development opportunities
• Access to NZ Rail Staff Welfare Trust benefits, including holiday homes, medical support, and discounted travel

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range is competitive and includes a 4% employer KiwiSaver contribution. Benefits include professional development opportunities and access to NZ Rail Staff Welfare Trust benefits.

📌 Applicant Insights

🔍 Company Context

Industry: Transportation/Trucking/Railroad

Company Size: 1,001-5,000 employees

Founded: 2008

Company Description:

• KiwiRail is the backbone of New Zealand’s integrated transport network
• One of the country’s biggest tourism operators and most significant property owners and developers
• Employ nearly 3,500 talented people throughout New Zealand

Company Specialties:

• Freight and logistics
• Commuter Services
• Scenic Travel Experiences

Company Website: http://www.kiwirail.co.nz

ASSUMPTION: KiwiRail is a large government agency with a diverse range of services, employing nearly 3,500 people. Its specialties include freight and logistics, commuter services, and scenic travel experiences.

📊 Role Analysis

Career Level: Executive/Managerial

Reporting Structure: Reports directly to the Head of Passenger Marketing & Trade

Work Arrangement: On-site, full-time (40 hours per week)

Growth Opportunities:

• Potential to grow into a more senior marketing role within KiwiRail
• Opportunities to expand marketing skills and experience in a large organization

ASSUMPTION: This role offers growth opportunities within KiwiRail, allowing candidates to expand their marketing skills and experience in a large organization.

🌍 Location & Work Environment

Office Type: On-site

Office Location(s): Wellington, Wellington, New Zealand

Geographic Context:

• Wellington is the capital city of New Zealand
• Known for its vibrant arts, culture, and food scenes
• Offers a high quality of life with a mix of urban and outdoor activities

Work Schedule: Monday to Friday, 9:00 AM to 5:00 PM

ASSUMPTION: Wellington offers a high quality of life with a mix of urban and outdoor activities, providing a great work-life balance for employees.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• In-person or video interview with the hiring manager
• Final interview with the Head of Passenger Marketing & Trade

Key Assessment Areas:

• Marketing strategy and planning
• Leadership and team management
• Campaign management and execution
• Budget management and financial acumen

Application Tips:

• Tailor your resume and cover letter to highlight relevant marketing leadership experience
• Prepare examples of successful marketing campaigns and their outcomes
• Research KiwiRail and the New Zealand tourism industry to demonstrate your understanding of the role and company

ATS Keywords: Marketing leadership, digital marketing, customer acquisition, revenue growth, PR, media partnerships, content marketing, campaign management, budget management, marketing performance analytics, strategic planning, team leadership

ASSUMPTION: The application process involves multiple interviews, focusing on marketing strategy, leadership, and campaign management. Candidates should tailor their resume and cover letter to highlight relevant marketing leadership experience and prepare examples of successful marketing campaigns.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., Marketo, HubSpot)
• Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
• Social media management tools (e.g., Hootsuite, Buffer)
• Search engine optimization (SEO) tools (e.g., Google Analytics, SEMrush)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: This role requires proficiency in marketing automation platforms, CRM software, social media management tools, SEO tools, and project management tools.

👔 Cultural Fit Considerations

Company Values:

• Safety and wellbeing of staff
• Investment in network and services
• Diversity and inclusion

Work Style:

• Collaborative and team-oriented
• Results-driven and innovative
• Adaptable and responsive to change

Self-Assessment Questions:

• How do you ensure the safety and wellbeing of your team members?
• Can you provide an example of a time when you drove innovation and results in a marketing campaign?
• How do you adapt to changes in the market or industry trends?

ASSUMPTION: KiwiRail values the safety and wellbeing of its staff, investment in network and services, and diversity and inclusion. Candidates should be collaborative, results-driven, innovative, adaptable, and responsive to change.

⚠️ Potential Challenges

• Managing a team in a large organization with competing priorities
• Balancing strategic planning with hands-on campaign management
• Adapting to changes in the market or industry trends
• Working in a government agency with specific regulations and processes

ASSUMPTION: This role may present challenges such as managing a team in a large organization, balancing strategic planning with hands-on campaign management, adapting to market changes, and working within government agency regulations and processes.

📈 Similar Roles Comparison

• Head of Marketing Passenger vs. Head of Marketing (Industry-specific context)
• Head of Marketing Passenger vs. Marketing Manager (Career path comparison)

ASSUMPTION: The Head of Marketing Passenger role is industry-specific, focusing on passenger marketing and tourism. It may offer more growth opportunities compared to a Marketing Manager role, but less so than a broader Head of Marketing role.

📝 Sample Projects

• Developing and executing a marketing campaign to increase passenger numbers during peak travel season
• Managing a team to create and implement a digital marketing strategy to improve online bookings
• Collaborating with PR and media teams to secure coverage and increase brand awareness

ASSUMPTION: Sample projects for this role may include developing and executing marketing campaigns, managing digital marketing strategies, and collaborating with PR and media teams to increase brand awareness.

❓ Key Questions to Ask During Interview

• What are the key priorities for this role in the first 90 days?
• How does this role fit into the overall marketing strategy for KiwiRail?
• What are the biggest challenges facing the passenger marketing team currently?
• How does KiwiRail support the professional development of its marketing team members?
• What is the team structure and dynamics of the passenger marketing team?

ASSUMPTION: Candidates should ask questions about the role's priorities, strategic fit, current challenges, professional development opportunities, team structure, and dynamics to better understand the role and company.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight relevant marketing leadership experience
• Prepare examples of successful marketing campaigns and their outcomes
• Research KiwiRail and the New Zealand tourism industry to demonstrate your understanding of the role and company
• Follow up with the hiring manager one week after submission to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.