Manager, Audience Marketing

Role Purpose

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 Museum’s commercial and programs team to develop and deploy value added benefits that respond to and amplify, audience behaviours.

• Managing integrity and application of the Museum's brand and ensuring that the Museum's 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 Museum's continuous brand growth

• Demonstrate a strong commitment to Work Health and Safety (WH&S) by actively supporting a positive safety culture, following the Museum’s WHS policies and procedures, and complying with reasonable instructions to ensure alignment with the Work Health and Safety Act 2011. 

Skills, experience and qualifications

Essential:

• Demonstrated experience in the development, management and delivery of integrated marketing programs including:

o performance-based marketing that is strategic and data-driven

o Acquisition, growth and retention marketing strategies

o brand management

o creative campaign development

o digital and traditional media campaign deployment and integration

o print production

o media buying

o direct marketing

• 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. 

Desirable:

• High level marketing experience in the arts, cultural or services sector.

• Building and activating consumer customer bases.

Eligibility

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.

RecruitAbility applies to this vacancy. Under RecruitAbility you will be invited to participate in further assessment activity for the vacancy if you choose to apply under RecruitAbility; declare you have a disability; and meet the minimum requirements for the position.

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.

To Apply

Applicants must include a 2-page pitch addressing their suitability for the role against the essential and desirable Skills, experience and qualifications. Applicants must also provide a resume and contact details for 2 referees.

Visit https://www.nma.gov.au/about/employment and apply online. 

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.