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Head of Marketing

Applications close: 2025-04-29 (Midnight Adelaide time)

POSITION TITLE: Head of Marketing  
 
TERM: Fixed term, salaried contract position  
 
START DATE: Tuesday 20th May (negotiable) 
 
END DATE: 28 June 2028 
 
REPORTS TO: Executive Director - Audience

EMPLOYMENT: 1.0FTE full time, flexible 
 
SALARY: $100,000 per annum. + 11.5% superannuation

ABOUT ADELAIDE FRINGE 
  
Adelaide Fringe is an annual open-access arts festival run over four weeks and five weekends in Adelaide, South Australia during February and March. With free events, ground-breaking work, new talent, innovative thinking and original voices, we’re for everyone. It is one of the largest, most popular and diverse arts festivals in Australia. Thousands of artists from around Australia and across the globe participate alongside home-grown talent, in art forms spanning cabaret, comedy, circus & physical theatre, dance, film, theatre, music, visual art and design. 
  
Adelaide Fringe supports flexible and accessible working arrangements for all. This includes people with a disability, Aboriginal and Torres Strait Islanders, culturally, religiously and linguistically diverse people, young people, older people, women, and people who identify as gay, lesbian, bisexual, transgender, intersex or queer. We draw pride and strength from our diversity, remain open to new approaches and actively foster an inclusive workplace that celebrates the contribution made by all our people.  
  
BENEFITS OF WORKING AT ADELAIDE FRINGE 
  
  • Employee Assistance Program  
  • 9 Day Fortnight – every second Monday off 
  • 5 days bonus (post) festival leave for year-round staff (this is additional to four weeks annual leave)  
  • 2 days of Volunteer Leave for all full year and seasonal salaried staff 
  • Ongoing training opportunities 
  • Staff development days and opportunities 
  • An Adelaide Fringe Membership 
  • Flexible work environment 
  • An optional social calendar and events 

KEY RESPONSIBILITIES 
 
Strategy & Vision 
 
  • Lead the strategic direction of all Adelaide Fringe marketing activity in collaboration with the Director and CEO and Executive team, ensuring alignment with organisational objectives and audience development goals. 
  • Develop the overarching annual festival campaign strategy, including departmental OKRs, in partnership with fellow department heads, creative agency and aligned with the Director and CEO’s creative vision. 
  • Oversee all major marketing campaigns and strategies, including the Signature Project each festival, ensuring they deliver against income targets and organisational goals. 
  • Lead the development of brand positioning and long-term marketing vision for the organisation, ensuring consistent tone, voice and reputation. 
  • Champion inclusive marketing practices that reflect Adelaide Fringe’s commitment to accessibility and engagement with culturally and linguistically diverse (CALD) communities. Ensure that all campaigns, messaging and partnerships are aligned with the organisation’s mission to be the most inclusive arts festival in the world. 
  • Effectively communicate the vision of the Board and Executive team to inspire the marketing team and wider organisation to achieve key organisational objectives 
 
Audience & Market Growth 
  • Develop and lead strategies to grow audience engagement nationally and internationally, including targeted campaigns to increase visitation from interstate and overseas markets. 
  • Identify and explore opportunities to expand into new markets, including cruise tourism, package tourism, and international partnerships. 
  • Build relationships with travel partners, tourism bodies, and media outlets to drive awareness and conversion in key growth regions. 
  • Identify new audience segments including (but not limited to) culturally & linguistically diverse audiences and people with disability, and work internal and external stakeholders to develop strategies to encourage these communities to engage with Adelaide Fringe. 
  • Oversee the marketing and communications strategy for Adelaide Fringe’s philanthropic arm, Arts Unlimited, driving growth in donations, campaign performance, and public awareness. This includes leading messaging and brand alignment, collaborating on fundraising initiatives, and ensuring supporter engagement is integrated across broader marketing activity. 

 
Team Leadership 
  • Provide leadership to the Marketing and Graphics team, including the Marketing Manager, overseeing team structures, capacity planning, staff development, and performance management. 
  • Foster a collaborative, motivated and high-performing team culture aligned with Adelaide Fringe values. 
  • Ensure the marketing team has access to industry training, resources, and professional development opportunities. 
 
Stakeholder Relationships & Publicity 
  • Maintain high-level relationships with key marketing partners, sponsors, creative agencies, media agencies and digital agencies. 
  • Oversee all publicity and media activity in collaboration with the outsourced Publicity Agency, ensuring alignment with overall brand and marketing strategy. 
  • Maintain close communication between the Director & CEO, Executive Assistant and Publicist on all media outcomes, managing reputation and key messaging. 
  • Provide strategic oversight of the media buying and marketing agency (KWP+Partners), ensuring alignment with overall campaign strategy, brand positioning, and budget allocation. 
  • Oversee the delivery of all marketing-related Adelaide Fringe Partner benefits, working closely with the Business Development team. 
  • Support cross-department collaboration with Artists & Venues, Operations, Ticketing, and CRM teams to ensure consistent messaging, briefing, and campaign delivery. 
 
Insights & Evaluation 
  • Ensure that all marketing campaigns and strategies are data-driven and customer-centric. 
  • Lead analysis of campaign performance, customer behaviour and audience feedback, drawing actionable insights for future planning. 
  • Guide segmentation strategies in collaboration with Ticketing and Digital teams to target and engage audiences effectively. 
  • Monitor campaign outcomes and ROI to inform budget allocation and continuous improvement. 
  • Champion the use of personalised marketing and customer journey mapping. 
  • Ensure marketing team compliance with data privacy laws and internal data governance policies. 
 
CRM & Marketing Systems 
  • Oversee the strategic transition from MailerLite to Salesforce, including Marketing Cloud and Data Cloud, ensuring marketing integration within the new CRM environment. 
  • Lead the adoption of digital tools and project management software to improve team productivity and collaboration. 
 
Organisational Contribution 
  • Act as a senior ambassador for Adelaide Fringe values, culture, and brand. 
  • Represent the Marketing department in executive-level meetings and planning sessions. 
  • Ensure compliance with all Adelaide Fringe policies and procedures. 
  • Meet set KPIs and income targets for the department. 
  • Contribute flexibly to organisational needs as required by the Director & CEO. 


How to apply

Please ensure you upload a resume and a cover letter outlining your experience and in response to the selection criteria.

APPLY FOR THIS ROLE

View the full position description via the link below.

We strongly encourage applications from First Nations Peoples and welcome applications from those from marginalised groups.

Due to the high volume of applications received we will only contact successful candidates.

Position description (210 KB pdf )