Audience Marketing Lead — Data-Driven Growth & Engagement

National Museum of Australia; Canberra; On-site; AUD 110,000 - 150,000; Full time

Job summary

National Museum of Australia in Canberra is seeking an Audience Marketing Manager to define, grow and retain key audiences nationally and internationally. You will own audience segmentation, plan integrated campaigns, and ensure insights drive engagement and loyalty.

Lead the marketing team, manage budgets and partner with internal units and external stakeholders to deliver always-on paid digital campaigns, public programs and museum activities, while upholding brand integrity and safety

Qualifications

• Experience developing and delivering integrated, data-driven marketing programs.
• Experience in acquisition, growth and retention marketing.
• Brand management experience.
• Digital and traditional media campaign deployment and integration.
• Experience in media buying.
• Experience leading marketing teams and managing budgets.
• Strong analytical and reporting skills.
• Ability to work in fast-paced environments within the arts/cultural sector.
• Experience building and activating consumer customer bases.

Responsibilities

• Own audience personas and segmentation strategies across the customer lifecycle to build audience lifetime value.
• Conduct market research and data analysis to uncover audience insights and motivations.
• Day-to-day management of the Marketing Team and budget.
• Develop and implement strategic marketing campaigns for paid digital marketing and museum activities.
• Develop a new audience lifetime value program to deepen engagement.
• Collaborate with commercial and programs teams to deploy value-added benefits.
• Manage brand integrity across all marketing activities.
• Liaise with Media Liaison, Social Media Coordinator and other units and external partners.
• Assist with audience research, visitor number analysis and campaign evaluation.
• Support WHS compliance and safety culture within the Marketing team.

Skills

Performance marketing

Acquisition marketing

Growth marketing

Retention marketing

Brand management

Digital campaigns

Traditional media

Media buying

Team management

Budget management

Stakeholder liaison

Data analysis

Audience research

Job description

National Museum of Australia in Canberra is seeking an Audience Marketing Manager to define, grow and retain key audiences nationally and internationally. You will own audience segmentation, plan integrated campaigns, and ensure insights drive engagement and loyalty.

Lead the marketing team, manage budgets and partner with internal units and external stakeholders to deliver always-on paid digital campaigns, public programs and museum activities, while upholding brand integrity and safety