About the organisation
The South Australian Tourism Commission (SATC) is focused on growing South Australia’s visitor economy and strengthening the state’s appeal as a compelling destination in an increasingly competitive global market.

South Australia has an extraordinary story to tell. Exceptional food and wine, nature, culture, creativity, major events and distinctive regions come together with genuine connection to people and place. These qualities give South Australia an opportunity to stand apart and give more people compelling reasons to visit.

SATC is entering an exciting next phase in how they take South Australia to the world. The team are evolving their approach to brand and marketing, combining creativity with consumer insight, data, technology, AI and partnerships to grow the state’s appeal and marketing impact.

It is an ambitious agenda, and one that depends on great people and different perspectives. SATC is a collaborative and inclusive workplace where curiosity is encouraged, ideas are welcomed and people are supported to challenge assumptions and do their best work. SATC want their organisation to reflect the diversity of the communities and visitors they serve, and to be a place where people feel they belong and can make a meaningful contribution.

About the role
As Chief Marketing Officer, you will lead the next evolution of South Australia’s destination marketing.

Reporting to the CEO and as a member of the Executive Leadership Team, you will lead an integrated portfolio spanning brand, consumer marketing, digital, content, trade and partnerships, with a explicit focus on growing South Australia’s appeal and translating that into visitation and visitor economy growth.

This is an opportunity to shape a contemporary marketing function at a time when the way people discover, consider and choose destinations is changing rapidly. You will bring together outstanding creativity, consumer and market insight, data and technology to build a more connected, effective and measurable approach to marketing South Australia.





Key responsibilities include:
• Lead South Australia’s destination marketing strategy, translating the state’s strengths into distinctive propositions that grow appeal and visitation.
• Evolve and steward South Australia’s destination brand, ensuring it remains distinctive, relevant and effective across markets and channels.
• Create an integrated approach across brand, digital, content, media, trade and partnerships to maximise the impact of SATC’s marketing investment.
• Harness consumer and market insight, data, technology and AI to improve decision-making, audience engagement, marketing effectiveness and destination discoverability.
• Build a robust culture of creativity, experimentation, measurement and continuous improvement.
• Lead a high-performing multidisciplinary marketing team and an effective ecosystem of agency, media, platform, trade and commercial partners.
• Identify emerging consumer, market and technology opportunities that can strengthen South Australia’s appeal and competitiveness.

About you
SATC are looking for an accomplished and contemporary marketing leader who combines brand-building capability and creative ambition with commercial thinking, curiosity and an orientation to results.

You will bring:
• Significant executive leadership experience in a sophisticated consumer, brand, customer or growth-focused organisation.
• A strong track record of building distinctive brands and translating marketing strategy into measurable consumer and commercial outcomes.
• Deep contemporary marketing capability spanning brand, digital, content, media,



customer experience and partnerships.
• Strong commercial acumen and the ability to use consumer insight and performance data to make clear investment choices.
• A solid understanding of how AI, data and emerging technology are reshaping marketing, consumer discovery and organisational capability.
• Experience building and empowering high-performing teams, creating the conditions for exceptional creative thinking and execution.
• The influence and judgement to operate across complex stakeholder environments and build productive relationships with government, industry, commercial partners and agencies.
• Intellectual curiosity, openness to different perspectives and the confidence to challenge established thinking.

Above all, you will see the opportunity not simply to market South Australia, but to help shape how one of Australia’s most distinctive destinations competes for attention, preference and growth.

Working at SATC
SATC strives to be a place where talented people from different backgrounds and experiences can do meaningful work, contribute ideas and have an impact.
Employees have access to a range of benefits including purchased leave, ongoing learning and development, wellbeing initiatives, Mental Health First Aid training, an Employee Assistance Program, staff recognition programs and an active social club.

SATC is committed to reconciliation and meaningful engagement with Aboriginal and Torres Strait Islander peoples. We believe diversity of perspective and experience strengthens our organisation, challenges our thinking and leads to better ideas.

SATC welcomes applications from people of all backgrounds, cultures and experiences, including Aboriginal and Torres Strait Islander peoples, members of the LGBTIQ+ community and people living with disability.

Enquiries and requests for a briefing document can be made by contacting Morton Philips via email, ••••@mortonphilips.com.au or by phone, 08 •••• •510.

📌 Chief Marketing Officer (Adelaide)
🏢 Morton Philips
📍 Adelaide