Tourism NT builds new marketing team ahead of major brand overhaul

Tourism and Events NT is building a new marketing structure under chief marketing officer Staci Mellman, creating three senior content and integrated marketing roles as it prepares for a major overhaul of the Territory's destination brand.

The new positions, director, global storytelling, integrated marketing manager and integrated marketing executive, will all report to Mellman and work across global markets, destination campaigns, major events, content and partnerships.

The recruitment comes as Tourism and Events NT progresses a destination brand refresh following a strategy and creative tender earlier this year, which was awarded to independent agency Rick Barry in July.

The agency was appointed to undertake a brand audit, refine the Territory's positioning and develop a creative refresh, evolving the long-running Different in Every Sense proposition.

The changes follow the merger of Tourism NT and the Northern Territory Major Events Company into Tourism and Events NT at the beginning of 2026, bringing destination marketing and major events under one organisation.

Mellman said the new appointments would help shape how the Territory presents itself to audiences in Australia and internationally.

“We're at a pivotal moment, growing our global storytelling function to help shape how one of the world's most distinctive destinations is seen, felt and experienced,” Mellman said.

“That means the people who join us won't just be delivering someone else's vision, they'll have a hand in creating something special.”

The new director, global storytelling will oversee global PR, strategic communications, social media and content strategy, while the integrated marketing positions will support campaigns across destination marketing, major events and partnerships.

All three roles will be based in Darwin or Alice Springs, with Tourism and Events NT seeking candidates from across Australia.

Mellman, who joined the organisation in October 2025 after holding senior destination marketing roles at Brand USA and VISIT FLORIDA, said the Territory offered an opportunity to combine ambitious marketing work with a different lifestyle.

“We're looking for people who think differently, see possibilities, bring out the best ideas in others, and want to create marketing that makes people feel something,” she said.

“Having come from the US to live here, I also know that living and working in the Territory is an incredible adventure of its own.”

The recruitment signals the next stage of Tourism and Events NT's marketing transformation, with a new internal structure being assembled alongside the agency-led brand refresh.