Visit Victoria: Partnering for a post COVID Marketing restructure

Visit Victoria, the State’s tourism and events company, plays a key role in promoting Melbourne and Victoria as premier destinations through creative storytelling and enriching events. Employing 160 people locally and globally, their mission is to drive sustainable tourism growth and economic recovery.

We partnered with Visit Victoria and Melbourne Convention Bureau on a large-scale recruitment project to support their post-COVID resourcing needs.

THE CHALLENGE:

From October 2022 to February 2023, Visit Victoria engaged us to scale their talent acquisition efforts and drive visitor economy recovery. The project had three key goals:

• Replenish and scale resourcing in the Destination Marketing division following COVID-19 impacts, including filling newly created roles.
• Support the lean People & Culture (P&C) division by acting as an extension of their team to execute a large-scale recruitment project.
• Accelerate talent acquisition to meet critical timelines for their post-pandemic recovery initiatives.

The challenge was to swiftly deliver high-quality candidates across multiple roles while aligning with Visit Victoria’s EVP and ensuring a seamless recruitment process.

OUR APPROACH:

We appointed an Account Manager to work closely with Visit Victoria’s P&C division, operating as an extension of their internal team. Together, we developed a comprehensive Workflow and Project Process Map, ensuring alignment with both Visit Victoria and Six Degrees stakeholders.

Our approach included:

• Developing internal content, templates, and EVP packs to effectively represent Visit Victoria’s brand to the market.
• Providing real-time market insights and candidate feedback to inform recruitment decisions.
• Conducting weekly WIP meetings with P&C to maintain alignment, resolve challenges promptly, and ensure project milestones were met.
• Activating our specialist marketing and tourism networks, leveraging our pre-qualified talent pool to produce high-calibre shortlists within tight timeframes.

RESULTS:

The team successfully appointed all roles released during the project, enabling Visit Victoria to scale their marketing and visitor engagement capabilities.

With broad functional coverage, we placed candidates across diverse business functions, including:

• CRM Manager & Analytics Manager roles
• Group Manager, Marketing Development & Distribution
• Executive, Contract & Relationships
• Executive, Marketing & Campaign Programs (6-month FTC)
• Manager, Marketing & Campaign Programs
• Partnerships Executive, Official Visitor Products
• Marketing Executive, Official Visitor Products
• Media & Communications Manager

We created a long-term impact by supporting Visit Victoria’s post-pandemic resourcing needs and accelerating their visitor economy recovery. Our collaboration strengthened their marketing capabilities and established a trusted partnership built on efficiency, alignment, and results.

CLIENT TESTIMONIAL:

"The recruitment process ran very smoothly and was delivered within a matter of weeks. They really understood our brief and were able to find a shortlist of applicants within a week. Communication was very strong, and we are extremely happy with the outcome and how well the successful candidate is going in the role."

— Briony Cardile
Manager, Contract & Relationships, Visit Victoria

If you're looking to hire in the marketing space, or planning a restructure this year - please fill out our find talent form here.