Lifecycle Marketing Manager
Fulcrum · Canberra · $141,107–$151,454 (stated in the posting)
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.