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.The roleYou 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.What you'll doOwn audience segmentation and personas across acquisition, activation and retentionDevelop the existing membership base into a stronger loyalty proposition, working with the commercial and programming teamsPlan and run always-on paid digital activity alongside campaign marketingUse market research and audience insight to shape targeting, messaging and channel mixManage a small marketing team and the marketing budget, including external agency partnersBuild the measurement and evaluation framework, and report performance across campaigns and channelsMaintain brand consistency across all marketing activityWork with the digital, programming, commercial and creative teams to turn audience insight into offers people act onWhat you'll bringA 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 hereSegmentation and lifecycle marketing experience: defining audiences, building the funnel, and proving what movedIntegrated campaign delivery across digital and traditional channels,



including media buying, direct marketing and print productionStrong 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 onExperience managing a small team and a significant budget, and holding both to deadlineConfidence negotiating partnerships that extend campaign reach beyond paid mediaWho this role is forThis role is for you if:You would rather define segmentation, lifecycle design and the measurement behind them than inherit someone else'sYou are as comfortable in the numbers as you are in the plan, and you use one to argue for the otherYou have built retention and loyalty into a marketing programme, not just chased acquisitionYou want the audience work to be the job rather than something you get to after the campaign has shippedThis role is not for you if:You are a communications or public relations specialist who also does marketing.
This role runs the other way roundYou want to operate purely at strategy level.
This is a small team and you will deliver as well as directYou are looking for a fully remote roleWhy you'll love working hereYou set the audience strategy rather than inherit oneMeasurement and reporting are in place, so the results of your work are visibleA healthy training budget and financial assistance towards further studyFlexible working, with most of the team working two days a week from homeRelocation support if you are moving for the roleThe detailsCanberra based, hybrid working $143,000 to $164,000 as a total package, made up of base salary and employer superannuationThe process runs as a conversation and video screen with Fulcrum, then a panel interview with a short scenario presentation.
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📌 Audience Marketing Manager (Canberra)
🏢 Doist
📍 Canberra