Lifecycle Marketing Manager

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 role

You 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 do

Own audience segmentation and personas across acquisition, activation and retention

Develop the existing membership base into a stronger loyalty proposition, working with the commercial and programming teams

Plan and run always-on paid digital activity alongside campaign marketing

Use market research and audience insight to shape targeting, messaging and channel mix

Manage a small marketing team and the marketing 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

Work with the digital, programming, commercial and creative teams to turn audience insight into offers people act on

What you'll bring

A 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 here

Segmentation and lifecycle marketing experience: defining audiences, building the funnel, and proving what moved

Integrated campaign delivery across digital and traditional channels, including media buying, direct marketing and print production

Strong 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 on

Experience managing a small team and a significant budget, and holding both to deadline

Confidence negotiating partnerships that extend campaign reach beyond paid media

Who this role is for

This role is for you if:

You would rather define segmentation, lifecycle design and the measurement behind them than inherit someone else's

You are as comfortable in the numbers as you are in the plan, and you use one to argue for the other

You have built retention and loyalty into a marketing programme, not just chased acquisition

You want the audience work to be the job rather than something you get to after the campaign has shipped

This role is not for you if:

You are a communications or public relations specialist who also does marketing. This role runs the other way round

You want to operate purely at strategy level. This is a small team and you will deliver as well as direct

You are looking for a fully remote role

Why you'll love working here

You set the audience strategy rather than inherit one

Measurement and reporting are in place, so the results of your work are visible

A healthy training budget and financial assistance towards further study

Flexible working, with most of the team working two days a week from home

Relocation support if you are moving for the role

The details

Canberra based, hybrid working

$141,107 to $151,454 as a total package, made up of base salary and employer superannuation

The process runs as a conversation and video screen with Fulcrum, then a panel interview with a short scenario presentation

Ready to apply?

Send us your CV with a short note on where you have owned acquisition and retention. We will come back to you either way.