Lifecycle Marketing Manager: Growth, Loyalty & Segmentation

Fulcrum; Canberra; Hybrid; AUD 141,000 - 151,000; Full time

Job summary

Fulcrum is partnering with a major Australian cultural institution in Canberra to lead on audience marketing on site and online. The role owns on-going segmentation, loyalty, and measurement across acquisition, growth and retention, working with a small team to set direction and deliver results.

You'll manage the membership base, plan always-on paid digital activity, and apply market research and insights to refine targeting, messaging and channel mix, while ensuring brand consistency and

Qualifications

• Performance marketing experience with acquisition, growth and retention responsibility.
• Segmentation and lifecycle marketing experience.
• Integrated campaign delivery across digital and traditional channels.
• Strong analytical skills in attribution and campaign evaluation.
• Experience managing a small team and a significant budget.
• Negotiating partnerships to extend campaign reach.

Responsibilities

• Own audience segmentation and personas across acquisition, activation and retention.
• Develop membership base into stronger loyalty with commercial/programming teams.
• Plan and run always-on paid digital activity alongside campaigns.
• Use market research and audience insight to shape targeting, messaging and channel mix.
• Manage a small marketing team and 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.
• Collaborate with digital, programming, commercial and creative teams to turn audience insight into offers people act on.

Skills

Audience segmentation

Lifecycle marketing

Integrated campaigns

Analytics

Budget management

Partnerships

Team leadership

Marketing strategy

Job description

Fulcrum is partnering with a major Australian cultural institution in Canberra to lead on audience marketing on site and online. The role owns on-going segmentation, loyalty, and measurement across acquisition, growth and retention, working with a small team to set direction and deliver results.

You'll manage the membership base, plan always-on paid digital activity, and apply market research and insights to refine targeting, messaging and channel mix, while ensuring brand consistency and