Asst Mgr / Mgr, M&AD (Catch) - 12 Months Contract

[What the role is]

NAC's Marketing & Audience Development department advocates and amplifies the value and importance of the arts through various communications efforts. You will work closely with the whole of the Council and its parent Ministry to provide support in marketing communications, highlighting the Council's role as champion of the arts, and will collaborate with internal departments and external stakeholders to implement and manage marketing communications and digital initiatives aligned with NAC's mission, vision and strategic thrusts.

[What you will be working on]

Catch Marketing & Audience Growth

• Support the development and implementation of data-driven marketing initiatives and campaigns for Catch and related products to grow arts audience attendance and participation

• Execute integrated marketing communications strategies informed by audience insights and analytics to attract, sustain and retain diverse audience segments

• Assist in managing audience acquisition and retention campaigns using data to target diverse demographic segments

• Assist in overseeing electronic direct mailer campaigns to ensure alignment with audience growth and retention objectives

Brand, Website & Communications Management

• Support brand management, creative campaigns and messaging to ensure consistent brand positioning for Catch across all touchpoints

• Assist in content management and curation across the website and social media channels, informed by audience data and insights

• Support the day-to-day management and maintenance of the Catch website, including updating and publishing website content and ensuring content accuracy, freshness and consistency

• Support continuous improvements to the website experience by applying user-centred design and user experience (UX) principles, informed by user feedback, website analytics and audience insights

• Support creative development and approval processes, including review of content produced by the Catch creator community to ensure alignment with brand voice, editorial standards and campaign objectives

Customer Relationship Management (CRM) & Engagement

• Support the implementation and management of CRM and engagement programmes to build audience stickiness and enhance audience relationships

• Execute audience segmentation strategies and targeted communication plans informed by data analysis

• Monitor engagement metrics and surface recommendations based on findings

Data Analytics & Performance Optimisation

• Analyse audience data and insights to identify trends, preferences and growth opportunities for Catch

• Optimise and maintain performance dashboards to monitor audience metrics and campaign effectiveness

• Translate data insights into clear, actionable recommendations to optimise marketing strategies and tactics

• Track key performance indicators (KPIs) and ensure alignment with business objectives through continuous measurement

Partnership Development & Stakeholder Management

• Support the identification and leveraging of marketing communications opportunities through partnerships

• Assist in maintaining relationships with internal stakeholders (sector leads, statutory boards, ministries) and external partners (creative agencies, media buying agencies, marketing partners)

• Share data insights with stakeholders to support informed decision-making

Budget Management

• Support marketing budget tracking and expenditure monitoring across campaigns and initiatives

• Assist in optimising resource utilisation based on campaign performance data to maximise return on investment (ROI)

[What we are looking for]

• Minimum 3 years of relevant experience in corporate, digital and social marketing, with demonstrable experience in data analytics, audience insights and performance reporting.

• Hands-on experience with analytics platforms and tools such as Google Analytics, Meta Business Suite or equivalent, with ability to derive actionable insights from data and present findings clearly to diverse stakeholder groups.

• Proven track record in SEO, social media marketing and email marketing strategies, with a data-driven approach to campaign optimisation.

• Hands-on experience in managing and maintaining websites, including content publishing and website updates, with working knowledge of UX or user-centred design principles to improve digital experiences, website navigation and user journeys; prior experience supporting website redesign projects would be an advantage.

• Experience in CRM platforms and audience engagement programmes, with the ability to develop audience segmentation strategies and targeted communication plans informed by data analysis.

• Strong organisational abilities and project management skills, including experience in budget tracking and resource optimisation to maximise campaign ROI.

• Strong verbal and written communication skills, with strong interpersonal skills and the ability to work collaboratively across multiple stakeholder groups.

• Knowledgeable and passionate about the arts and culture, with the ability to apply data-driven approaches to audience development and engagement within the cultural context.

Functional Competencies required:

• Data Analytics and Research

• Media Analytics & Sensing

• Marketing Communications Strategy

• Cost and Budget Management

• Project Timeline Management

• Evaluation Reporting and Follow-ups