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 marketi