Job Title
Marketing & Community Activation Lead – Sport & Hospitality
Caribou Kingston - 44 Jardine Street Kingston ACT 2604
Role Summary
Caribou is building Canberra's home of hockey — a Canadian‐inspired, sport‐driven venue that is a second home for fans, locals and teams.
We are seeking a highly independent marketing generalist with a genuine, built‐in passion for North American sport and hospitality. This isn't something that can be learned on the job and it must already be part of who you are.
This role is for someone who can own a task from idea through to execution and measurement, without constant direction, approvals or hand‐holding. You will be trusted to make decisions, read the room, adapt in real time and deliver outcomes.
You will:
* Choose the idea
* Activate it in‐venue or digitally
* Capture the content
* Publish it at the right time
* Measure the result
* Improve it next time
You'll work closely with:
* The Venue Manager and floor staff
* Canberra Brave players and management
* Fans, regulars and sporting communities
This is a hands‐on, on‐the‐floor role, clearly you must be comfortable inside busy venues, at games, and in the middle of the action.
Non‐Negotiables (Read Carefully)
To succeed in this role, you must:
* Have an existing passion for North American sport (hockey highly regarded)
* Love hospitality culture — busy nights, loud crowds, energy and connection
* Be a true generalist who can manage projects end‐to‐end
* Work independently with minimal supervision and input
* Be proactive, decisive and comfortable owning outcomes
If you need step‐by‐step instructions or constant oversight, this role is not the right fit.
Key Objectives
* Capture audiences → build database → retarget weekly
* Turn one‐off game night visitors into loyal regulars
* Make Caribou the home of hockey and sport culture in Canberra and the region
* Deliver consistent, fun, high‐energy marketing execution
Core Responsibilities
1. Game‐Day & In‐Venue Activation (End‐to‐End Ownership)
You own the planning, execution, capture and publishing of Caribou x Canberra Brave activations.
Home Games
* Run "Caribou Capture":
o Prompt fans to create and share content
o Drive tagging, sharing and prize entry
o Capture crowd moments, reactions and atmosphere
* Manage follow‐up posting and re‐use content across channels
Away Games
* Activate real‐time game‐based offers:
o Goals → rewards
o Win‐by‐X → bonus offers
* Translate live moments into immediate social content
Ongoing Brave Integration
* Coordinate and deliver:
o Player interview nights
o Monthly fan events
o Player‐driven social content
* Capture and publish high‐energy crossover content
You are expected to recognise moments and act on them without being told.
2. Event & Programming Strategy
* Build and maintain a full‐year event calendar
* Design recurring weekly anchors for quieter nights:
o Trivia
o Sport watch nights
o Food and drink specials
o Live music or community events
* Ensure events are marketed, activated and reviewed for effectiveness
3. Social Media & Content Execution
Goal: Make Caribou's channels feel alive, local, and authentic.
Responsibilities
* Full ownership of Instagram, TikTok and Reels
* High‐frequency posting (speed > perfection)
* Capture content yourself and through staff:
o Customer videos
o Staff features and challenges
o Behind‐the‐bar moments
o Game reactions and hype clips
o "Night at Caribou" recap videos
Channel Content Pillars
* People (staff, fans, players)
* Sport (hockey first, all sport second)
* Food & Drink (poutine, pours, prep)
* Community (teams, locals, regulars)
4. Competitions & Community Content
You will lead and execute Caribou's flagship UGC activation:
"Are You Caribou's Next Content Creator?"
* Launch, promote and manage the competition
* Source authentic, high‐energy UGC
* Turn submissions into reusable marketing assets
Also manage:
* Best game night moments
* Fan of the week
* Share & tag competitions
* Skill‐based and conditional incentives (where applicable)
5. Database, Reviews & Retention
* Build the customer database via:
o QR codes
o In‐venue competitions
o Game‐linked offers
* Segment key audiences (hockey fans, locals, families)
* Deliver regular "What's On" communications
* Help embed Google review requests into venue culture:
o Staff prompts
o Conditional incentives
o On‐the‐spot asks
6. Staff Enablement & Culture
* Identify staff who are natural on camera
* Give simple content prompts and clear expectations
* Encourage participation without over‐managing
* Help create a culture where content and energy are normal
7. Measurement & Continuous Improvement
* Track:
o Redemptions
o Attendance
o Engagement
o Repeat visits
* Identify what works and scale it
* Remove what doesn't — quickly
Ideal Background
* 2–5 years in hospitality, venue, sport or community‐led marketing
* Strong mobile content creation skills (Reels / TikTok)
* Comfortable filming, editing and posting quickly
* Experience working without rigid structures or layers of approval
What Success Looks Like
* Game nights that feel alive and shared online
* Strong repeat visitation and customer recognition
* Consistent, distinctive social content
* Caribou clearly positioned as Canberra's home of hockey
* Marketing that happens, not marketing that waits