Role Summary
This is a key position in our organization, responsible for leading the development, implementation and optimization of all performance-based marketing activities.
You will be working closely with various teams to ensure consistent branding and voice across different channels. Your primary goal will be to generate specific, quantifiable actions and optimize for the highest possible Return on Investment (ROI).
Key Responsibilities
* Oversight of digital and social media strategy, including website, e-communications and social platforms to build audiences and maintain brand consistency.
* Development, implementation and management of paid digital marketing campaigns across various channels (Google Ads, social media ads, LinkedIn Ads, programmatic advertising).
* Conducting keyword research, audience targeting, competitive analysis and strategic segmentation for all paid initiatives.
* Collaboration with creative teams to create compelling ad copy and visual assets.
Marketing Systems & Operations
* Leading the transition from MailerLite to Salesforce (Marketing Cloud, Data Cloud), ensuring seamless marketing integration and optimal CRM utilisation.
* Oversight of adoption of digital tools and project management software to boost team productivity and data flow.
* Management, communication and presentation of project deliverables, timelines, expectations, goals and milestones to internal and external stakeholders.
* Understanding and compliance with organizational policies and procedures.
Budget Management & Optimisation
* Allocation and management of advertising budgets across platforms, working closely with Business Development team to ensure efficient resource allocation and maximizing ROI.
* Working with Ticketing, Customer Service, Digital and CRM teams to ensure that promotions are fully briefed and programmed appropriately.
* Meeting set KPI's and income targets for the department.
Performance Analysis & Insights
* Dive into performance data from various analytics platforms (Google Analytics, ad platform dashboards), leveraging insights from external agencies.
* Identification of trends, actionable insights and opportunities for continuous improvement.
* Leadership in ensuring delivery of regular reporting on all key performance indicators (KPIs).
* Presentation of findings and strategic recommendations to stakeholders.
* Continuous A/B testing on ad copy, visuals, landing pages and targeting to identify effective strategies and refine campaigns.
* Drive Conversion Rate Optimization (CRO) efforts to improve user journeys and conversion funnels.
Cross-Functional Collaboration
* Collaboration with Ticketing, Programming, Philanthropy, Business Development, Artists & Venues, and Customer Service teams for integrated campaigns and data alignment.
* Effective communication and customer service for the Fringe Membership Program, leveraging data to boost engagement.
Staying Current & Innovation
* Maintenance of up-to-date knowledge on latest trends, algorithm changes and best practices in paid digital advertising.
* Research and testing of new channels and technologies to meet evolving performance goals.
* Metric of Success: ROI, CPA, CPL, ROAS, conversion rate, click-through rate, impression share, customer acquisition cost.
* Representation of organizational culture and values to uphold and embed them within the team.
Requirements
* Proven experience in Performance Marketing or similar role with measurable results.
* Data-driven marketing strategy expertise, ROI and conversion optimisation.
* In-depth knowledge of CRM systems, especially Salesforce (Marketing Cloud/Data Cloud).
* Expert-level proficiency in managing and optimizing paid social media advertising and Google Ads.
* Proven experience in managing external agencies to deliver performance objectives.
* Advanced analytical skills: interpreting complex data, building dashboards and presenting insights.
* Proficiency in web analytics, A/B testing and CRO.
* Strong project management skills: managing multiple priorities and deadlines.
* Experience managing direct reports and excellent communication skills.
* Possession of a Bachelor's degree in Marketing or related field; relevant industry certifications are a plus.