ALWAYS LIVE is Victoria's home-grown live music experience.
We create and curate diverse and inclusive contemporary live music programs that enhance Victoria's national and global reputation as Australia's live music capital, on behalf of the Victorian Government.Following on from our recent Melbourne and Victorian Vibes series, ALWAYS LIVE is now gearing up for our next iteration that will see a host of new live music experiences launched across FY27.This is a rare chance to join a dynamic and passionate team driven by a genuine mission: connecting artists, audiences and communities across Victoria, and creating memorable live music moments that reinforce Victoria's reputation as Australia's live music capital.Position Title: Head of MarketingOrganisation: ALWAYS LIVEReports to: Chief Executive OfficerLocation: Melbourne, Victoria (Hybrid)Position:The Head of Marketing role at ALWAYS LIVE is a key leadership role responsible for shaping and strengthening the ALWAYS LIVE brand.
Through this work, the brand deepens its connection with audiences, partners and stakeholders - advancing ALWAYS LIVE's mission to deliver extraordinary live music experiences that generate significant cultural and economic benefits for Victoria.The role will lead the strategic positioning, audience development and public profile of ALWAYS LIVE to amplify its ongoing value to Victoria's cultural identity and economic ecosystem.
Working closely with the CEO and broader team, the position will help drive organisational strategy through development of creative campaigns, content initiatives and strategic partnerships that enhance brand reputation, expand audience reach, and ensure ALWAYS LIVE remains culturally relevant and aligned with Victorian government priorities.Key ResponsibilitiesBrand Strategy & PositioningLead the strategic direction, development and stewardship of the ALWAYS LIVE brand.Develop compelling brand narratives and messaging that resonate with diverse audiences across metropolitan and regional Victoria.Maintain a consistent and high-quality brand identity across all channels, partnerships, events and communications.Monitor brand performance, audience perception and market trends to identify opportunities to enhance relevance,



reach and reputation.Develop and lead marketing and content strategies that support ALWAYS LIVE's strategic initiatives and organisational objectives.Lead the planning and delivery of integrated campaigns across paid, owned and earned channels to maximise audience reach, engagement and impact.Oversee creative, PR and digital agency partnerships as required to deliver innovative campaigns that capture the energy of live music and elevate the ALWAYS LIVE brand.Leverage major cultural moments and seasonal opportunities to maximise brand visibility, audience growth and cultural impact.Champion creative excellence across all marketing and brand activity to ensure ALWAYS LIVE stands out in a competitive cultural landscape.Guide the development of high-impact creative campaigns that celebrate Victoria's vibrant live music ecosystem.Work collaboratively with creative partners and internal teams to ensure campaigns are engaging, culturally relevant and aligned with organisational objectives.Cross-Functional CollaborationWork closely with programming, partnerships, government and production teams to align marketing activity with event delivery.Identify opportunities for product development, packaging and partnerships that enhance audience experiences and increase reach.Build strong relationships with strategic partners and stakeholders to amplify the ALWAYS LIVE brand.Commercial Performance & ImpactEvaluate marketing and campaign performance using audience, commercial and performance insights to optimise return on investment and continually improve effectiveness and reach.Ensure marketing initiatives support broader organisational goals including economic contribution, visitation and industry development.Lead ALWAYS LIVE's digital presence including social media, content platforms, e-mail and online storytelling.Develop a year-round digital and content strategy that grows audiences, supports event promotion, strengthens brand affinity, and establishes clear digital KPIs and performance measures.Oversee the operation and management of social media channels and digital campaigns, working with agencies and casual staff as required.Manage relationships with creative, PR,



digital and media agencies to deliver high-quality outcomes.Ensure campaigns are delivered on time, within budget and aligned with strategic objectives.Oversee marketing budgets and resource allocation to maximise efficiency and impact.Work collaboratively with a small, dynamic team to deliver extraordinary live music events and experiences across Victoria.Provide leadership, mentorship and strategic direction within the organisation's marketing function.Foster a collaborative, creative and high-performing team culture.Skills & ExperienceSenior experience in brand, marketing or communications leadership roles.Proven ability to develop and deliver high-impact brand and marketing strategies.Media buying experience encompassing both above the line and below the line campaigns across both traditional and digital media.Experience leading large-scale campaigns, ideally within the arts, music, cultural or events sectors.Experience developing audience growth strategies using customer insights, digital analytics and data-driven decision making.Strong creative leadership with the ability to translate strategy into compelling storytelling and campaigns.Demonstrated experience managing agencies, suppliers and marketing budgets.Demonstrated deep knowledge of platform-specific best practice and trends for Instagram, TikTok, Facebook and LinkedIn.Solid analytical capability with experience evaluating campaign performance and ROI.Excellent stakeholder engagement skills, with the ability to collaborate across government, industry and community partners.Passion for live music, culture and community engagement.Personal AttributesStrategic and creative thinker.Leads with humility and collaborates effectively across diverse teams.Strong communicator and storyteller.Results-driven with a focus on impact and outcomes.Passionate advocate for live music and cultural experiences.Key InformationFinal position title will be commensurate with experience.The ALWAYS LIVE team is a mix of full-time and part-time team members, and we are open to discussing flexible arrangements for the successful candidate.Applications close on Monday, August 10.
Please submit your CV and a cover letter addressing what makes you a great fit for the ALWAYS LIVE team in this role - we love reading personalities shine through on a page!
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📌 Head Of Marketing (Victoria)
🏢 ALWAYS LIVE
📍 Victoria