The Chief Operations Officer (COO) is responsible for driving effective collaboration between Brand and Marketing, the South African National Convention Bureau (SANCB), and in-country tourism execution and operations teams. The role provides strategic and operational leadership to ensure the successful execution of South African Tourism’s five-year strategy and Annual Operational Plans.

The COO also has oversight of Corporate Services functions, ensuring efficient and effective support to internal business units. This position is based at South African Tourism’s Head Office in Sandton and reports directly to the Chief Executive Officer.

Key Outputs

Strategy Development and Execution Planning
The role is accountable for developing strategic objectives aligned to the organisation’s five-year strategy, informed by market intelligence and translated into actionable plans by regional general managers. This includes leading the development and implementation of transition plans linked to the Marketing Prioritisation and Investment Framework (MPIF), ensuring alignment between the Tourism Execution business unit and other divisions such as Brand and Marketing, SANCB and the Tourism Grading Council of South Africa. The COO is responsible for evaluating and monitoring divisional performance against approved strategies, Annual Operational Plans and budgets.

Tourism Execution Strategy Localisation and Delivery
The COO ensures strong cross-functional collaboration to support the localisation and execution of global strategies within specific markets. This includes incorporating in-market intelligence, adapting the corporate brand identity to local market dynamics, and leveraging regional strategic partnerships. The role ensures that the division delivers on MPIF outputs and five-year strategic imperatives to promote South Africa as a preferred leisure and business tourism destination.

Tourism Execution Performance Monitoring and Evaluation
The position is responsible for establishing mechanisms to identify best practices and continuous improvement opportunities within the unit and across the organisation. This includes maintaining agility in response to market and competitor changes, as well as managing strategy execution against defined targets, key performance indicators and operational budgets.

Human Capital Management
The COO leads the development and implementation of the organisation’s Human Capital Management Strategy and oversees the provision of efficient human capital services. This includes ensuring alignment of workforce planning, performance management, employee development and employee relations with organisational priorities and strategic objectives.

Information Communication and Technology Management
The role oversees the development and implementation of effective knowledge management frameworks and ensures the integration of ICT systems in line with the organisation’s digital and technology strategy. Accountability includes ensuring compliance with ICT standards and best practices, monitoring network capacity and performance, and strengthening ICT security to safeguard organisational data.

Innovation Planning and Management
The COO collaborates with heads of business units to customise and implement innovation and value-adding strategies within in-country operations. The role is responsible for monitoring, measuring and enhancing the impact of innovation initiatives across the unit.

Business Unit Resource Management
The role is accountable for developing, managing and monitoring the business unit’s operational plans, budgets and performance against defined KPIs. This includes ensuring adequate resourcing, providing relevant information to support staff performance, and managing employee performance in line with organisational policies.

Stakeholder Engagement and Communication
The COO establishes and maintains strategic relationships with key stakeholders to strengthen collaboration and partnerships that promote the South African brand. The role also ensures effective communication with employees regarding strategic direction, decisions, and the development of brand and marketing standards and best practices.

Key Requirements

Qualifications and Experience
Post-graduate qualification (NQF Level 8) in Management and/or Marketing
• MBA or relevant Master’s degree (NQF Level 9) will be an added advantage
• Strong understanding of marketing and management principles
• 10–15 years’ experience in marketing and advertising within the tourism sector or a similar environment
• Minimum of 5 years’ experience at senior management level
• Proven exposure to Corporate Services management

Knowledge and Understanding
The role requires in-depth knowledge of marketing operations management, public sector legislation and regulatory frameworks, including the Public Service Act, PFMA and Treasury Regulations. A strong understanding of performance monitoring, evaluation and reporting frameworks is essential, along with knowledge of corporate governance principles, including King IV. The position also requires sound knowledge of communications and information management legislation, human capital management principles, and ICT governance frameworks.