POSITION: Performance Marketing Manager
LOCATION: Adelaide Fringe
START DATE: 01 August 2025 (negotiable)
END DATE: 30 June 2026
REPORTS TO: Head of Marketing
EMPLOYMENT: 1.0FTE full time, flexible
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
- 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
- A Adelaide Fringe Membership
- Flexible work environment
- An optional social calendar and events
- Study leave
POSITION SUMMARY
Australia’s biggest arts festival seeks a Performance Marketing Manager to drive audience engagement, and sales, while also contributing to our artists, venues and partners growth through rigorous data-driven marketing strategies. This pivotal role focuses on quantifiable results and ROI maximisation, leveraging advanced marketing systems and paid advertising.
You’ll lead comprehensive campaign analysis and guide optimal execution and continuous optimization by managing external media and insights agencies, as well as mentoring your direct report(s) and collaborating with key stakeholders. This role is crucial in achieving our ambitious performance goals and strengthening the festival’s market position.
ORGANISATIONAL RELATIONSHIP
Department: Digital, Marketing and Ticketing
Supervises: Sales and Marketing Coordinator(s), External agencies
Internal Liaisons: Marketing and Business Development staff, Heads of Departments 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
In consultation with the Head of Marketing and external agencies, the Performance Marketing Manager is responsible for the development, implementation, and optimisation of all performance-based marketing activities for Adelaide Fringe.
Driven by data and measurable results, your primary goal is to generate specific, quantifiable actions (e.g., clicks, leads, sales, app installs) and optimise for the highest possible Return on Investment (ROI). You are directly responsible for the effectiveness and efficiency of paid marketing spend.
Campaign Strategy & Execution (Paid Channels):
- Alongside outsourced media and digital agency, oversee the creation and delivery of the ongoing Adelaide Fringe digital and social media strategy, including website, e-communications and social platforms to continue building audiences and ensure consistent branding and voice for the organisation
- Develop, implement, and manage paid digital marketing campaigns across various channels (e.g., Google Ads, social media ads like Facebook/Instagram/TikTok, LinkedIn Ads, programmatic advertising).
- Conduct keyword research, audience targeting, competitive analysis, and strategic segmentation for all paid initiatives.
- Create compelling ad copy and visual assets, collaborating closely with creative teams.
Marketing Systems & Operations:
- Lead the strategic transition from MailerLite to Salesforce (Marketing Cloud, Data Cloud), ensuring seamless marketing integration and optimal CRM utilisation.
- Oversee adoption of digital tools and project management software to boost team productivity and data flow.
- Manage, communicate and present project deliverables, timelines, expectations, goals and milestones to internal and external stakeholders regularly.
- Understand and comply with all Adelaide Fringe policies and procedures
Budget Management & Optimisation:
- Allocate and manage advertising budgets across platforms, work closely with Business Develop team to ensure efficient resource allocation and maximizing ROI.
- Working with the Ticketing, Customer Service, Digital and CRM teams to ensure that promotions are fully briefed and programmed appropriately.
- Meet the set KPI’s and income target for the department.
Performance Analysis & Insights:
- Deep dive into performance data from various analytics platforms (e.g., Google Analytics, ad platform dashboards), leveraging insights from external insights agencies.
- Identify trends, actionable insights, and opportunities for continuous improvement.
- Lead the team to ensure delivery of regular reporting on all key performance indicators (KPIs).
- Present findings and strategic recommendations to stakeholders.
- Continuously run A/B tests 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:
- Work closely with Ticketing, Programming, Philanthropy, Business Development, Artists & Venues, and Customer Service teams for integrated campaigns and data alignment.
- Ensure effective communication and customer service for the Fringe Membership Program, leveraging data to boost engagement.
Staying Current & Innovation:
- Keep up-to-date with the latest trends, algorithm changes, and best practices in paid digital advertising.
- Research and test new channels and technologies to meet evolving performance goals.
- Metrics of Success: ROI, CPA, CPL, ROAS, conversion rate, click-through rate, impression share, customer acquisition cost.
- Act as an ambassador for the organisational culture and values ensuring they are upheld and embedded.
Whilst this position description summarises the purpose of the job and lists its key tasks, it is not a definitive list of all the tasks to be undertaken. Tasks can vary from time to time at the discretion of your Line Manager. To deliver services effectively, a degree of flexibility is needed, and the employee may be required to perform work not specifically referred to above.
ESSENTIAL CRITERIA
- 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.
- 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.
- Strong project management skills; ability to manage multiple priorities and deadlines.
- Experience managing and mentoring at least one direct report.
- Excellent communication, interpersonal, and stakeholder management skills; ability to present data clearly.
- Passion for the arts and culture.
- Bachelor’s degree in Marketing or related field; relevant industry certifications (e.g., Google Ads, Salesforce) are a plus.
PERSONAL ATTRIBUTES
- 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.
VALUES
It is required by all staff to embrace the Adelaide Fringe values:
- Creative
- Adaptive
- Persistent
- Collaborative
- Passionate
MANIFESTO
It is required by all staff to embrace the Adelaide Fringe Manifesto:
- We believe in challenging artists to be brave and audiences to be braver. Be brave with us.
- We believe that we can inspire audiences to take risks, be inspired and DO IT AGAIN!
- We believe in collaboration and that we can only push creative boundaries and innovate if we work together.
- We are committed to cultural diversity, inclusivity, acceptance and continuously educating ourselves and others.
- We believe in the cultural, social and economic force of the Fringe and the Arts.
- We believe the Fringe is an important driver for South Australia – it drives outcomes for artists, venues, communities, businesses and the state.
- We are committed to delivering a Fringe that offers the best possible experience to artists, venues and audiences.
- We believe in the WOW! … a festival should transform a place and can transform your mind.
- We are committed to minimizing our impact on the environment and maximizing our social impact on peoples’ lives.
- We listen and we are committed to continuous improvement.
