Address- Port Melbourne location / 1 day a week WFH (Wednesdays)
- Bring your skills to this collaborative role
- $180-210k + super
About the role
We are seeking a visionary leader for the role of Head of Marketing at THE LUME Melbourne. With over seven years of senior Marketing Management experience, you will excel in driving business growth through strategic marketing, brand management, and PR initiatives. Your management style is marked by accountability — "if we say we'll do it, it happens."
Preferably from venue, entertainment, or media backgrounds, you possess hands-on team management experience, ensuring outcomes are achieved with a strong work ethic and attention to detail. You will lead a talented team of marketers and creatives, inspiring them to push creative boundaries and deliver impactful campaigns that captivate audiences and drive business objectives. A natural strategic planner, you thrive in high-pressure situations, remaining calm and organised under pressure. Your can-do attitude enables quick action, and you're not afraid to take calculated risks to drive innovation and growth. Join us at the forefront of driving THE LUME Melbourne's success in the competitive cultural and tourism landscape.
Key Responsibilities
- Lead the marketing, brand, and PR functions for THE LUME Melbourne, primarily focusing on driving business growth and enhancing brand positioning in the B2C market.
- Provide strategic leadership to an in-house team of marketers and creatives, fostering a culture of innovation, collaboration, and excellence.
- Develop and execute comprehensive marketing, brand, and PR strategies to drive ticket sales, visitor yield, and overall business objectives.
- Create and lead integration opportunities for traditional and non-traditional commercial outcomes, supporting the overall brand including out-of-the-box thinking
- Commercialise opportunities to combine mutually beneficial partnerships with nuanced integration concepts.
- Effectively manage all agency partners, ensuring alignment with strategic objectives and maximising ROI on external resources.
- Utilise data-driven insights and analytics to inform marketing decisions and optimise campaign performance.
- Drive in-house brand generation and creative production, maintaining brand integrity and consistency across all touchpoints.
- Manage an annual marketing budget of approximately $2.0M+, allocating resources strategically to maximise impact and ROI.
- Oversee end-to-end campaign management, including content production, media planning (digital, OOH, social), EDMs, social media, partnerships, PR, and events.
- Collaborate closely with the commercial team to secure and manage meaningful partnerships for THE LUME Melbourne as a venue and for each experience.
- Work with the commercial and operations teams to curate a program of owned events that reinforce THE LUME Melbourne's position as a cultural and event leader.
- Foster relationships and drive sponsorship/grants with key stakeholders such as Visit Victoria, Australian Tourism, Creative Victoria, and the City of Melbourne.
- Partner with key tourism bodies and our venue at MCEC to explore innovative strategies for increasing brand awareness and revenue generation.
- Stay abreast of industry trends, emerging technologies, and best practices in marketing, brand, and PR, ensuring THE LUME Melbourne remains at the forefront of innovation.
- Lead cross-functional collaboration initiatives to integrate marketing efforts with other departments, such as sales, operations, and customer experience.
- Develop and implement robust measurement and reporting mechanisms to track the effectiveness of marketing initiatives and drive continuous improvement.
- Champion a customer-centric approach in all marketing activities, ensuring a seamless and engaging experience for visitors at every touchpoint.
- Represent THE LUME Melbourne at industry events, conferences, and forums, positioning the organisation as a thought leader in the cultural and tourism sector.
- Mentor and develop team members, providing guidance, support, and growth and professional development opportunities.
- Cultivate a culture of innovation, accountability, and excellence within the marketing team, fostering an environment where creativity thrives and results are celebrated.
- Act as a brand ambassador for THE LUME Melbourne, embodying its values and vision in all interactions and communications.
About you
- Strategic thinker with over seven years of senior Marketing Management experience, adept at driving business growth through innovative strategies and initiatives.
- Inspirational leader with a hands-on approach to team management, fostering a culture of accountability and ensuring that commitments are met.
- Ability to lead, identify and capture commercial opportunities to support the overall brand strategy including board and nuanced integration.
- Preferably from venue, entertainment, or media backgrounds, with a proven track record in hands-on team management and achieving outcomes in dynamic environments.
- Strong work ethic and attention to detail, with a focus on delivering excellence in all aspects of marketing, brand management, and PR.
- A strategic planner with a strong background in strategic planning who can navigate complex challenges and capitalise on opportunities to drive success.
- Well-organised and calm in crisis, able to maintain composure and lead effectively under pressure. o Possesses a can-do attitude, enabling quick action and problem-solving while also being willing to take calculated risks to drive innovation and growth.
- Analytical mindset with a data-driven approach to decision-making, leveraging insights to optimise performance and drive ROI.
- Exceptional communication and interpersonal skills, able to build strong relationships and collaborate effectively with internal and external stakeholders.
- Passion for the arts, culture, and tourism industry, committed to delivering exceptional experiences and driving positive impact at THE LUME Melbourne.
About THE LUME Melbourne
THE LUME Melbourne has joined the ranks of this city’s most prestigious art and cultural attractions since its opening in late 2021. Making its permanent home inside the Melbourne Convention and Exhibition Centre, it is not only Australia’s but also the Southern Hemisphere’s first purpose-built, digitally-led cultural and event space.
Both playful and profound, exhilarating and liberating, THE LUME Melbourne is an invitation to see art in a whole new light.
You'll be a great fit if you:
- Strive for Excellence above Mediocrity
- Take accountability for your actions and seek support/help
- Have a strong fiscal responsibility mindset
- Have a 'can do' attitude.
- Value integrity
Sound like you?
To successfully apply, attach your CV and coverletter in PDF format only. Candidates must complete the Compono Screening tool as part of their application. Applications will close once a suitable candidate is found, so don't delay.
