Jenny Gerada

I am responsible for delivering integrated publishing and distribution of content across Destination NSW digital channels. This includes the maintenance and optimisation of core content on the consumer sites www.sydney.com and www.visitnsw.com, campaign assets, event and partner programs, 13 international websites, and YouTube and Pinterest channel management.

In this role I lead, manage and coach a team of five staff to deliver high quality digital content across DNSW's international and domestic markets, servicing a diverse range of internal and external stakeholders and partners.

I also lead DNSW's digital product database of over 19,000 tourism products, integration of products across DNSW digital channels, delivery of the quality control program and customer support via the Get Connected Helpline.

Every project delivered by the team is aligned to the divisional objectives to ensure effective reporting on marketing programs to achieve the consumer marketing vision of being a global example of best practice in destination marketing.

Achievements:

• Delivery of digital requirements for the rollout of the new Brand on time and within budget
• Delivered the North Coast Flavour Trails itinerary planner in collaboration with key stakeholders
• Established processes and service level standards to deliver excellence in customer service
• Delivery of a digital solution for Sydney's Open for Lunch event
• Consistent product growth supporting increases to industry leads

Roles and responsibilities are as per the Associate Director Publishing and Distribution description. The role was recently reviewed and updated to better reflect the key accountabilities of the role.

Achievements:

• Delivered a full rebuild of the consumer websites from Drupal 8 to Drupal 9 CMS on time and budget
• Led the production of 13 new international sites, including content and translation requirements
• Implementation of the Food & Drink category on the websites and successfully growing ATDW product from 495 to over 3,200
• Planning, implementation and execution of the new blog strategy. Developing a new ‘articles’ pillar for the purpose of producing trending, data driven content for the Always On program
• Delivery of the digital requirements for the Road Trips pillar from design to execution, including editorial content for 34 itineraries. The program was recognised with an innovation award from Investment NSW
• Development and rollout of the Digital Consumer Content Strategy, YouTube strategy and Pinterest channel management.
• Delivery of the Sydney Solstice website in a record six weeks

• Developed, implemented and managed the digital content quality control and distribution for the Get Connected program
• Provided specialist advice and regular reports to internal and external stakeholders
• Lead a team of 3 internal staff and external contractors to deliver a high volume of projects within tight timeframes and on budget
• Established the new mandatory content standards and implementation on the ATDW-Online software
• Cleansed outdated content without compromising the quality of product offered on the DNSW consumer websites. Over 86% of the 12,500 products failed compliance. DNSW were the first state to achieve 100% compliance within 12 months
• Implementing a business intelligence module to measure quality and growth of products to demonstrate to stakeholders the power of ATDW and it’s reach across multiple digital channels
• Developed online training programs and set service level standards to deliver best in class customer service to the tourism industry via the online portal and help desk.

• Successfully coordinated the Hong Kong Food and Wine Expo
• This included design for the NSW stands, signage and support for 20 NSW food and wine producers
• Travel arrangements for the successful operators and the shipment of over 150 cases of NSW wines.
• The expo was a great success with NSW operators securing export contracts.

• Provided a broad range of client focused human resource services and advice to a diverse range of internal and external clients
• Improved business workflow processes through system upgrades
• Coordinated and monitored learning and development activities and the performance management development program
• Project managed the implementation of a new customised database to streamline the internal recruitment process.

• Managed a team of 14 staff on a rotating roster to cover the airport hours from 5 am to midnight
• Managed the daily operations of the Visitor Information Centre
• Established relationships with accommodation suppliers and negotiated standby rates for last minute visitors to Sydney
• Coordinated the rotation of over 20 Tourism Trainees per year to maintain the services at the Information Desk and manage the Tourism NSW call centre
• Set customer service standards and provided training to ensure excellent knowledge of NSW destinations and product
• Responsible for the Tourism NSW helpline advertised on billboards across the state.