Manager, Audience Marketing

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 - Canberra ACT

Full time, Contract

19d ago , from National Museum of Australia

We are seeking a high performing, strategic and data-driven Audience Marketing Manager to define, grow, engage and retain key audiences and segments nationally and internationally. This role is pivotal in ensuring our marketing efforts are highly targeted, relevant and impactful, ultimately driving higher engagement, conversion and loyalty. You will be the expert on who we are talking to and why they should care.

Key Accountabilities

• Own the creation, maintenance, and refinement of detailed audience personas and segmentation strategies across the customer lifecycle (acquisition, activation and retention) to build audience lifetime value.
• Conduct in-depth market research, competitive analysis, and internal data analysis to uncover deep audience insights, pain points, motivations, and behaviours.
• Day to day management of the Marketing Team and budget to ensure high quality work is delivered on time and on budget
• Developing and implementing strategic and impacting marketing campaigns for always-on paid digital marketing, public programs and other Museum activities. This includes creative campaign development, digital and traditional marketing integration and optimisation, production of marketing materials, and stakeholder management.
• Develop a new and compelling audience lifetime value program that creates a relationship between key audience segments and the Museum - deepening engagement over time.
• Working with the Museums commercial and programs team to develop and deploy value added benefits that respond to and amplify, audience behaviours.
• Managing integrity and application of the Museums brand and ensuring that the Museums brand is reflected in all marketing activities
• Working closely and liaising effectively with the Media Liaison Coordinator, Social Media Coordinator and other business units within the Museum, and external partners and stakeholders to leverage the best outcomes from marketing strategies
• Assisting with audience research, visitor number analysis and campaign evaluation to inform the Museums continuous brand growth
• Demonstrate a strong commitment to Work Health and Safety (WH&S) by actively supporting a positive safety culture, following the Museums WHS policies and procedures, and complying with reasonable instructions to ensure alignment with the Work Health and Safety Act 2011.

Skills, experience and qualifications

• Demonstrated experience in the development, management and delivery of integrated marketing programs including:
  • performance-based marketing that is strategic and data-driven
  • Acquisition, growth and retention marketing strategies
  • brand management
  • digital and traditional media campaign deployment and integration
  • media buying
• Demonstrated experience in developing and delivering successful creative marketing campaigns that reach new audiences in innovative ways
• Demonstrated experience in managing a team of marketing professionals, prioritising workloads, managing a significant budget and liaising with internal and external stakeholders
• Demonstrated ability to negotiate partnerships to leverage marketing campaigns to reach broader audiences
• Demonstrated high-level analytical skills with the ability to analyse and report on marketing results and audience research.
• Demonstrated experience as a flexible and highly organised multi-tasker, with the ability to work in a fast-paced and unpredictable environment, to both long and short deadlines.
• High level marketing experience in the arts, cultural or services sector.
• Building and activating consumer customer bases.

To be eligible to apply for this vacancy, applicants must:

• be an Australian citizen
• undergo pre-employment checks, including a police record check
• hold or be eligible to hold a security clearance at the level specified in the position description.

The National Museum of Australia is an equal employment opportunity workplace. Aboriginal and Torres Strait Islander people and those from culturally diverse backgrounds are encouraged to apply for roles at the Museum.

The Museum is committed to ensuring a child-safe and child-friendly environment. All employees are expected to demonstrate a commitment to, and support for, these principles, in theory and practice.

Applications close at 11:59pm, Wednesday 30 September 2026.

• Reasonable adjustments are available throughout the recruitment process. If you require, or would like to discuss reasonable adjustments, please contact the Contact Officer for this position.