Audience Marketing Manager

We have partnered with a major Australian cultural institution that reaches millions of people each year, on site and online. They are building out how they market to audiences rather than to events, and this role leads that work.

You own always-on marketing: who the audience is, how they are segmented, and what brings them back. That runs across acquisition, growth and retention, includes an existing membership base to develop, and comes with the measurement to prove what is working.

It is a strategic and analytical brief with delivery attached. You set the direction and, with a small team, you run it.

• Own audience segmentation and personas across acquisition, activation and retention

• Develop the existing membership base into a stronger loyalty proposition, working with the commercial and programming teams

• Plan and run always-on paid digital activity alongside campaign marketing

• Use market research and audience insight to shape targeting, messaging and channel mix

• Manage a small marketing team and the marketing budget, including external agency partners

• Build the measurement and evaluation framework, and report performance across campaigns and channels

• Maintain brand consistency across all marketing activity

• Work with the digital, programming, commercial and creative teams to turn audience insight into offers people act on

• A performance marketing background where you were accountable for acquisition, growth and retention numbers. Loyalty, CRM, tourism, retail, FMCG, membership, entertainment and agency backgrounds all transfer well here

• Segmentation and lifecycle marketing experience: defining audiences, building the funnel, and proving what moved

• Integrated campaign delivery across digital and traditional channels, including media buying, direct marketing and print production

• Strong analytical skills across attribution, campaign evaluation and audience research, with the ability to turn a data set into a case that non-marketers will act on

• Experience managing a small team and a significant budget, and holding both to deadline

• Confidence negotiating partnerships that extend campaign reach beyond paid media

This role is for you if:

• You would rather define segmentation, lifecycle design and the measurement behind them than inherit someone else's

• You are as comfortable in the numbers as you are in the plan, and you use one to argue for the other

• You have built retention and loyalty into a marketing programme, not just chased acquisition

• You want the audience work to be the job rather than something you get to after the campaign has shipped

This role is not for you if:

• You are a communications or public relations specialist who also does marketing. This role runs the other way round

• You want to operate purely at strategy level. This is a small team and you will deliver as well as direct

• You are looking for a fully remote role

• You set the audience strategy rather than inherit one

• Measurement and reporting are in place, so the results of your work are visible

• A healthy training budget and financial assistance towards further study

• Flexible working, with most of the team working two days a week from home

• Relocation support if you are moving for the role

• Canberra based, hybrid working

• $143,000 to $164,000 as a total package, made up of base salary and employer superannuation

• The process runs as a conversation and video screen with Fulcrum, then a panel interview with a short scenario presentation

Send us your CV with a short note on where you have owned acquisition and retention. We will come back to you either way.