Activation & Strategy

Position Number: P01020

Directorate: Strategy & Corporate Services

Service:
Strategic Property & Commercial
Activities Service

Location: Katoomba HQ

Date
Created/Updated

13 May 2026

Position
Classification:

Band: 11

POSITION PURPOSE/OBJECTIVE

The Program Leader – Property Commercial Activation & Strategy provides strategic
leadership and governance across Council’s commercial activation, visitor experience,
commercial marketing and precinct programming initiatives.

The role is responsible for driving commercially sustainable activation outcomes across
Council-owned precincts and assets through integrated events, partnerships, branding,
promotional campaigns, marketing initiatives and place-based activation strategies that
increase visitation, community engagement and commercial performance.

The position provides high-level strategic advice relating to tourism trends, commercial
opportunities, destination marketing, visitor engagement, precinct development and
stakeholder partnerships while ensuring governance, cultural integrity and operational
oversight are maintained across all initiatives.

The role supports the delivery of broader organisational priorities relating to destination
management, commercial activation, visitor experience, strategic marketing and place-
based economic development outcomes.

RELATIONSHIPS

Reports to Title: Manager - Strategic Property & Commercial
Activities

Staff Responsibility: 3-5

Key Internal Relationships: All Services, Councillors and Executive
Leadership Team.

Key External Relationships: Visitors, Traditional Owner groups, community
stakeholders, local businesses, contractors,
event providers, tourism organisations and
others.

KEY RESPONSIBILITIES

Strategic Activation & Precinct Leadership

- Provide strategic leadership across Council’s commercial activation and visitor

experience initiatives to support increased visitation, revenue generation and precinct
activation outcomes.

- Lead the development and implementation of activation strategies, annual work

programs and commercially sustainable initiatives aligned with Council priorities and
destination outcomes.

- Provide strategic advice relating to tourism trends, visitor behaviour, precinct

opportunities and commercial activation priorities.
- Support place-based activation and investment initiatives that strengthen visitor

experience, economic activity and long-term precinct performance.

Commercial & Financial Performance

- Oversee commercial activation programs, sponsorships, partnerships and visitor

initiatives to support revenue growth and commercially sustainable outcomes.
- Monitor financial performance, revenue targets and operational outcomes across

activation initiatives and associated precinct operations.
- Develop business cases, funding proposals and strategic investment

recommendations relating to activation and visitor economy initiatives.
- Ensure all commercial activities are delivered in accordance with Council delegations,

governance requirements and financial procedures.

Governance & Operational Oversight

- Provide governance oversight across activation programs, events and precinct

operations to ensure compliance with WHS, risk, procurement and operational
requirements.

- Oversee operational delivery frameworks, contractor coordination and service

standards associated with precinct activation activities.
- Ensure activation initiatives are delivered in accordance with Council policies,

accessibility principles and cultural integrity expectations.




- Provide strategic oversight of Council’s commercial activation precinct operations,

including the Katoomba Falls Kiosk and associated visitor experiences.

Marketing & Visitor Experience

- Oversee strategic marketing, branding and visitor engagement initiatives that support

activation outcomes and precinct identity.
- Support integrated marketing campaigns, partnerships and promotional activities

aligned with Council’s corporate branding and communications frameworks.
- Monitor visitor experience outcomes, activation performance and community

engagement to inform continuous improvement initiatives.
- Oversee Council’s activation-related digital presence, including campaign delivery,

website content, promotional platforms, branding and visitor communications to
support engagement and commercial activation outcomes.

Stakeholder & Partnership Management

- Develop and maintain robust partnerships with tourism operators, businesses,

community organisations, cultural groups and external stakeholders.
- Represent Council in industry forums, activation initiatives and partnership

opportunities that support strategic precinct outcomes.
- Support collaborative approaches to activation programming, sponsorship

opportunities and visitor economy initiatives.

Team Leadership & Organisational Contribution

- Provide leadership, mentoring and direction to the activation and visitor experience

team.
- Set priorities, establish performance expectations and foster a collaborative,

commercially focused and customer-oriented team culture.
- Contribute to broader organisational initiatives, service transformation priorities and

cross-functional strategic projects.

GUIDING PRINCIPLES

- We act as one organisation responding to the changing needs of our LGA and

community
- We are strategy led, driven by our Community Strategic Plan with clear priorities and

focus
- We are service focused, we continuously improve service provision and provide

excellent customer service
- We collaborate and work together to achieve our outcomes

- We ensure safety and well-being is at the centre of our organisation, operations and

culture
- We are a financially sustainable organisation, living within our means, ensuring best

value resource allocation

These Guidelines complement the Council’s adopted Values of: Work Together; Work
Safe Home safe; Service Excellence; Value for Money; Trust and Respect; and,
Supporting Community

WORKPLACE HEALTH & SAFETY

Ensure compliance with WHS obligations and responsibilities as outlined in Councils
policies and procedures and under the relevant WHS legislation. These include but are
not limited to: identifying potentially unsafe situations or work practices and notifying your
Supervisor or Manager (or the Health, Safety Manager/Area Safety Representative);
never performing a task that you believe is dangerous or for which you do not have the
experience, or have not received appropriate instructions and training or where the correct
equipment to carry out the task safely is not available; always work in a safe manner and
in accordance with safety instructions, where applicable; use the work equipment supplied
for the job, in accordance with the manufacturer's instructions), and any personal




protective equipment, which the Council deems necessary and has provided; be safety
aware and report any actions to your line manager which will assist the Council to meet
its legal workplace health and safety obligations.

You have the right to cease or direct cessation of unsafe work. In addition you are required
at all times to comply with Councils Asbestos Management Plan and Policy.

COMPLIANCE & RISK

You are responsible for ensuring that you conduct your risk management responsibilities
as described in council's Enterprise Risk Management (ERM) Policy and Procedure (the
ERM Framework) with the goal of ensuring that potential issues are identified and reported
in a timely manner.

In undertaking your work should you identify contaminated land or potentially
contaminated land, including but not limited to Asbestos contamination you are required
to notify your supervisor immediately.

COMMUNICATION

The individual will communicate daily with a wide range of people both internally and
externally. Excellent verbal and written communication skills will be an key attribute
for the position.

JUDGEMENT & PROBLEM SOLVING

The position exercises professional judgement in managing complex activation,
commercial and stakeholder matters across Council precincts and visitor economy
initiatives.
The role evaluates operational, commercial and reputational risks to develop practical and
strategically aligned solutions that support Council objectives and governance
requirements.

The incumbent operates with a high degree of autonomy within delegated authority and
provides strategic advice relating to precinct activation, visitor engagement and
commercial opportunities.

AUTHORITY

The position exercises delegated authority in relation to activation, precinct operations and
commercial initiatives in accordance with Council policies, procedures and approved
budgets.

The role oversees activation programs, partnerships and operational delivery
arrangements within approved frameworks and strategic direction.

The position provides recommendations to the Manager on complex, high-risk or
strategically significant activation and visitor economy matters.

SKILL, EXPERIENCE, QUALIFICATIONS & BEHAVIOURAL COMPETENCIES

ESSENTIAL

- Demonstrated leadership experience in commercial activation, strategic and

commercial marketing, tourism, destination management, events or related fields.
- Proven experience developing and delivering commercially focused marketing

strategies, promotional campaigns and revenue-generating initiatives.
- Relevant Demonstrated experience of 5 years and over in managing digital marketing

platforms, websites, social media channels, branding and promotional collateral.
- Strong commercial acumen with experience driving visitation, customer engagement

and commercial growth outcomes.
- Demonstrated strategic planning, project management and governance capability.

- Strong stakeholder engagement, negotiation and partnership management skills.

- Experience managing budgets, business cases and commercial performance

reporting.

- High-level written and verbal communication skills.

- Current NSW Class C Driver Licence.

DESIRABLE

- Qualifications in marketing, communications, tourism, business, events or a related

discipline.
- Experience in local government, tourism, precinct activation or destination

management environments.
- Experience working within culturally sensitive, tourism or World Heritage

environments.
- Experience managing place-based marketing or visitor economy initiatives.

📌 Program Leader – Property Commercial Activation & Strategy/10074) (Katoomba)
🏢 Blue Mountains City Council
📍 Katoomba