POSITION: Performance Marketing and Campaign Manager
LOCATION: Adelaide Fringe
START DATE: 1 September 2025
END DATE: 30 June 2027
REPORTS TO: Head of Marketing
EMPLOYMENT: 1.0FTE full time, flexible
SALARY RANGE: $74K-80K per annum (pro rata), plus 12% superannuation
POSITION SUMMARY
Australia's biggest arts festival is looking for a dynamic and highly analytical marketing manager to join our passionate and innovative marketing team. This pivotal role is instrumental in driving audience engagement, ticket sales, and partner visibility through integrated, data-driven marketing strategies, advanced marketing systems, and social media advertising.
Reporting to the Head of Marketing and working collaboratively with the Marketing & Commercial Manager, this role oversees the development, implementation, and optimisation of all marketing campaigns and assets. You’ll manage the end-to-end delivery of strategic campaigns across digital, social, print, and traditional channels, ensuring they are customer-centric, on-brand, and aligned with organisational growth priorities. This includes leading campaign performance analysis, drawing actionable insights, and guiding segmentation strategies to effectively target and engage our audiences.
A key focus of this role is leading Adelaide Fringe’s transition to Salesforce (Marketing Cloud and Data Cloud), ensuring seamless CRM integration, marketing automation, and advanced audience segmentation. You will also drive the adoption of digital tools and project management software to enhance marketing efficiency and team collaboration.
Combining strategic oversight with hands-on execution, the Performance Marketing and Campaign Manager will play a crucial role in delivering high-quality marketing outcomes, meeting audience and sales targets, and strengthening Adelaide Fringe’s position as one of Australia’s leading cultural events.
ORGANISATIONAL RELATIONSHIP
Department: Digital, Marketing and Ticketing
Supervises: Marketing Campaign Lead, Marketing Content Lead, Digital Communications Coordinator, Graphic & Multimedia Designer
Internal Liaisons: Marketing team, Partnerships and Business Development Team, Foundation Team, Digital and Ticketing team and other Adelaide Fringe staff
External Liaisons: Adelaide Fringe corporate and government partners, Adelaide Fringe suppliers, Adelaide Fringe agencies, local businesses and Adelaide Fringe promoters, artists and venues.
KEY RESPONSIBILITIES
Campaign Leadership & Strategy
* In collaboration with the Head of Marketing and the Marketing & Commercial Manager, lead the planning, development, and delivery of integrated marketing campaigns across digital, paid media, print, PR, social, outdoor, and traditional channels to achieve audience growth, ticket sales, and income targets.
* Oversee end-to-end campaign management, ensuring cohesive messaging, on-brand execution, and alignment with festival objectives and audience growth priorities.
* Manage agency relationships and coordinate internal teams to deliver high-quality creative assets, publications, collateral, and digital content on schedule and within budget.
* Ensure effective management and optimisation of marketing budgets, tracking spend efficiency and income generated from paid campaigns.
* Work with the Business Development and Partnerships teams to manage and deliver partner marketing commitments, ensuring all benefits (logo placement, approvals, leveraged campaigns, digital ads) are fulfilled and partners are effectively showcased.
Team Leadership & Collaboration
* Provide leadership, mentorship, and guidance to direct reports, fostering a culture of continuous learning, innovation, collaboration, and high performance across the wider marketing team.
* Work closely with the Head of Marketing and the Marketing & Commercial Manager to ensure cohesive planning, alignment, and effective delivery of all campaigns and initiatives.
* Collaborate effectively with cross-functional teams including Ticketing, Programming, Philanthropy, Business Development, Artists & Venues, Customer Service, and Digital to deliver integrated, organisation-wide campaigns.
* Foster a data-driven culture within the marketing team by setting clear performance expectations, ensuring regular monitoring and reporting on key metrics (ROI, CPA, CPL, ROAS, conversion rates, CTR, impression share), and guiding the team to make informed, data-led decisions for continuous improvement.
* Represent the marketing team in internal and external meetings and committees, acting as an ambassador for Adelaide Fringe’s culture and values.
CRM & Marketing Systems
* Lead the strategic transition from MailerLite to Salesforce (Marketing Cloud and Data Cloud), ensuring seamless CRM integration, marketing automation, and advanced audience segmentation.
* Define workflows, oversee data flows, and ensure system integrity across marketing and organisational platforms.
* Train and support team members to adopt Salesforce tools effectively, maximising utilisation for campaign planning and delivery.
* Drive adoption of digital tools and project management software to improve productivity, collaboration, and marketing efficiency.
* Continuously identify and implement system optimisations and emerging technologies that enhance marketing effectiveness, audience engagement and revenue outcomes.
Digital Advertising & Social Media
* Develop and manage targeted paid digital marketing campaigns across multiple platforms (e.g., Meta, Google Ads, YouTube, TikTok, LinkedIn, programmatic) to achieve ticket sales and audience engagement goals.
* Lead the strategy and oversight of paid social media advertising, managing outsourced media agencies while guiding ad creative development, bid management, budget allocation, and performance optimisation to achieve ticket sales and ROI targets.
* Collaborate with content and design teams to create compelling, on-brand ad copy and visuals that drive engagement and conversions.
* Monitor, report, and present campaign performance using key metrics (ROI, CPA, CPL, ROAS, conversion rates, CTR, impression share), making data-driven recommendations for ongoing improvement.
* Stay current with trends, algorithm changes, and emerging technologies in paid digital advertising to maintain a competitive edge.
Insights, Reporting & Optimisation
* Lead comprehensive analysis of campaign performance and customer behaviour across touchpoints, translating data into actionable insights for future marketing planning and decision-making.
* Guide advanced audience segmentation, targeting, and personalisation strategies to enhance engagement and conversions and overall ticket sales.
* Champion customer journey mapping to enhance audience experiences and improve conversion funnels.
* Establish robust frameworks for monitoring campaign ROI, ticket sales impact and marketing effectiveness, ensuring ongoing optimisation of budget allocation and strategy.
* Ensure strict compliance with data privacy laws (e.g., Australian Privacy Principles) and internal governance standards, maintaining the highest levels of data integrity and security while fostering these practices across the marketing team.
ESSENTIAL / DESIRED CRITERIA
Experience and Education
* Proven experience (5+ years) in a Performance Marketing, Digital Marketing Manager, or similar role within arts, events, or entertainment, with a strong portfolio of measurable results.
* Bachelor's degree in Marketing or related field; relevant industry certifications (e.g., Google Ads, Salesforce) are a plus.
* Expertise in data-driven marketing strategy, ROI, and conversion optimisation.
* In-depth knowledge of CRM systems, especially significant experience with Salesforce (Marketing Cloud/Data Cloud highly regarded).
* Expert-level proficiency in managing and optimising paid social media advertising (Meta Ads, TikTok Ads) and Google Ads, with a track record of exceeding targets.
* Proven experience in managing external agencies (social media, insights, creative, media) to deliver performance objectives.
* Advanced analytical skills: interpreting complex data, building dashboards, and presenting insights.
* Proficiency in web analytics (Google Analytics 4), A/B testing, and CRO.
* Experience managing and mentoring at least one direct report.
Soft Skills and Personal Attributes
* Strong project management skills; ability to manage multiple priorities and deadlines.
* Excellent communication, interpersonal, and stakeholder management skills; ability to present data clearly.
* Passion for the arts and culture.
* Positive, enthusiastic, and committed to the arts.
* Highly organised, data-driven, and detail-oriented.
* Innovative thinker with a drive for continuous improvement.
* Collaborative team player, yet self-reliant.
* Resilient under pressure, meeting tight deadlines with a performance mindset.
* Excellent interpersonal skills.
KEY COMPETENCIES
* Analytical Thinking
* Strategic Thinking
* Project Management
* Innovative and Creative
* Collaborative
CORE VALUES
It is required by all staff to embrace the Adelaide Fringe values:
* Creative
* Adaptive
* Persistent
* Collaborative
* Passionate
MANIFESTO
1. It is required by all staff to embrace the Adelaide Fringe Manifesto:
2. We believe in challenging artists to be brave and audiences to be braver. Be brave with us.
3. We believe that we can inspire audiences to take risks, be inspired and DO IT AGAIN!
4. We believe in collaboration and that we can only push creative boundaries and innovate if we work together.
5. We are committed to cultural diversity, inclusivity, acceptance and continuously educating ourselves and others.
6. We believe in the cultural, social and economic force of the Fringe and the Arts.
7. We believe the Fringe is an important driver for South Australia – it drives outcomes for artists, venues, communities, businesses and the state.
8. We are committed to delivering a Fringe that offers the best possible experience to artists, venues and audiences.
9. We believe in the WOW! … a festival should transform a place and can transform your mind.