Just looking for a bit of direction, I realise that the example given is possible to solve using brute force iteration, but I am looking for a more elegant (ie. mathematical
Your problem is almost identical to the Assignment problem, which can e.g. be solved by the Hungarian algorithm in polynomial time.
Note that the assignment problem is usually a minimization problem, but multiplying your matrix with -1 and adding some constant should make the method applicable. Further, there is no formal tie-braking condition, for case of multiple optimal solutions. However, the method yields you a solution having the optimal sum. Let m be the minimum summand. Modify your matrix by setting all entries less or equal to m to zero and solve again. Either you get a solution with the same sum that is better than the last one. If not, the previous solution was already optimal.