THIS IS A BUILDER’S ROLE
JMC Academy is establishing a new commercial intelligence capability and this is the person who will build it. If you are a senior product strategist, insights leader, or proposition developer who wants a genuine mandate to shape how a growing creative arts institution positions, prices, and develops its programs, this is the opportunity.
You will not be inheriting a capability. You will be creating one.
This role sits at the intersection of product strategy, market intelligence, pricing, and growth across both B2C student markets and B2B industry relationships. You will work in an agile, fast-moving environment where commercial rigour and creative thinking are equally valued.
About JMC Academy
Founded in 1982, JMC Academy is Australia’s premier institution in Creative Industries education, offering a diverse range of Degrees and Diplomas in Music, Songwriting, Audio Engineering, Film and Television Production, Acting, Entertainment Business Management, Visual Communication (Design), Animation, Game Design, and Music Production.
With a 40-year legacy, JMC Academy provides cutting-edge and technologically advanced programs that meet the global demands of the creative industries. JMC operates from 3 large footprint campuses across the east coast of Australia (VIC, NSW & QLD), teaches ~2,500 students per annum and is positioned as one of the largest private higher education providers in Australia.
With advanced-design campuses, ongoing technology upgrades, a dedicated team of academics and industry professionals, and a network of international master class lecturers, JMC Academy is committed to ensuring our graduates make their own indelible mark on industry.
Our Purpose
We educate and inspire creative minds to shape their careers and our world
At JMC Academy, we educate and empower creative minds to transform their passion into lifelong careers and meaningful contributions to the world.
As a vibrant, inclusive community of innovators and explorers, we deliver rigorous, real-world education in the creative industries, uniting academic excellence with practical experience, emerging technologies and industry engagement.
We nurture resilience, compassion, and curiosity in every student, helping them chart their unique path, shape their careers, and become creative leaders who inspire, connect, and thrive, locally and globally.
Our Vision
To be the global leader in creative education, chosen by creatives, trusted by industry.
Our Values
Creative Innovators – An opportunity to dream, bring our creative genius to life, making meaningful contribution and delivering innovation to the world stage
Curious & Resilient Explorers – In a world of uncertainly, we are a team of curious minds, who embrace the uncertain, creating a life of learning, exploration and inspiration. At JMC we grow our voice to be confident, and unstoppable. We aren’t afraid to fall, as we know we will rise
Inclusive Community of Connectors – We create meaningful pathways, only possible through our connections and impact
Empathetic & Compassionate Leaders – We care about every individual who walks through our doors, with kindness in our hearts and purpose in our minds
Honest, Accountable & of Uncompromising Quality – Our honesty, integrity and quality will not be compromised, as we strive to achieve our best. We are determined to reach our goals, as we hold ourselves and each other accountable
Our Difference
Creative education requires a unique approach. This is why the JMC student experience is different. Our world-class studios, student spaces and hands on learning inspires creative exploration, collaboration and innovation.
ROLE SUMMARY
The Head of Market Intelligence & Proposition is a newly created senior role reporting to the Chief Customer Officer, with co-sponsorship from the Dean and CFO. This position owns JMC Academy’s product intelligence and commercial proposition function across four interconnected workstreams: Product Lifecycle Management & Performance, Market & Customer Intelligence, Pricing Strategy, and Growth Proposition Development.
This is not a market research role. It is a commercial strategy role with a research engine behind it.
JMC operates across both B2C student markets and B2B industry and partner relationships. This role requires a strategist who understands both and can develop propositions and positioning that resonate across audiences. You will work in an agile, iterative environment where speed to insight and the ability to move from data to decision is as important as analytical depth.
KEY RESPONSIBILITIES
Product Lifecycle Management & Performance
- Establish and implement a structured Product Lifecycle Management (PLM) framework across JMC’s full program portfolio
- Conduct regular product health checks assessing programs against market demand, audience alignment, industry relevance, and strategic fit
- Develop and maintain product performance scorecards tracking enrolment trends, student satisfaction, cost-effectiveness, and ROI across the portfolio
- Develop discipline-specific roadmaps in collaboration with academic and executive teams
- Provide independent, data-driven assessments of new and existing offerings — including objective evaluation of academic-led product initiatives
- Identify programs for retirement, reinvention, or expansion based on performance data and market evidence
- Guide and drive product innovation including modular course development, cross-disciplinary pathways, and non-accredited catalogue opportunities
- Design and maintain product development processes and governance frameworks in an agile, iterative environment
Market & Customer Intelligence
- Lead primary and secondary research to understand student behaviour, competitor activity, employment markets, and the broader higher education and creative industries landscape
- Develop audience segmentation frameworks, market sizing models, and demand forecasts to inform profile planning and growth strategy
- Monitor key external data sources (TEQSA, QILT, job market data, international trends) to identify opportunities and risks
- Maintain competitive benchmarking across domestic and international markets, including the development of self-service tools for internal stakeholders
- Conduct and synthesise customer research — surveys, focus groups, and interviews — to understand student motivations, barriers, and decision-making behaviour
- Analyse industry, governmental, and regulatory trends to anticipate changes in the higher education and creative industries landscape
Pricing Strategy
- Develop and maintain JMC’s pricing strategy including guiding principles, parameters, and the annual price-setting cycle
- Lead competitive benchmarking of pricing structures and develop scenario analysis and breakeven modelling
- Design pricing initiatives including scholarship structures, discounts, subsidies, and incentive programs
- Inform pricing and profitability models in partnership with the CCO and CFO
- Establish and maintain pricing policy, knowledge management, and decision governance
Growth Propositions & Go-to-Market
- Define, develop, and implement end-to-end strategic propositions for new market, region, or audience opportunities — across both B2C student and B2B industry segments
- Build robust business cases assessing the feasibility, desirability, and viability of new product, campus, or channel opportunities
- Lead ideation and prototyping using value proposition frameworks, canvases, and templates
- Own the commercial marketing interface: develop product briefs that translate audience, competitor, and market insights into clear positioning, messaging frameworks, and campaign briefs for the Marketing team
- Define and validate student and industry value propositions ensuring JMC’s programs are positioned compellingly across all target segments
- Facilitate academic and partner workshops to align on product direction, market positioning, and go-to-market approach
- Identify whitespace opportunities for course, campus, channel, or partnership expansion
WHAT WE ARE LOOKING FOR
This role requires someone who is equally comfortable in a spreadsheet, a boardroom, and a workshop with academics. You understand how to turn market data into commercial decisions — and how to bring a room of stakeholders along with you.
Essential Requirements
- 7–10 years of experience in product strategy, commercial insight, market intelligence, or proposition development in a demand-driven sector (higher education, ed-tech, consumer services, or similar)
- Demonstrated experience building or leading a product lifecycle management or market intelligence function — not just operating within one
- Strong commercial acumen with the ability to develop pricing strategies, business cases, and profitability analyses
- Experience developing go-to-market strategies, value propositions, or product positioning frameworks from concept through to launch, across both B2C and B2B contexts
- Proven ability to translate complex data and insight into clear executive-level recommendations and business cases
- Experience developing and managing product performance scorecards, dashboards, and ROI measurement frameworks
- Comfortable working in agile, iterative environments — able to move quickly from insight to prototype to recommendation without losing analytical rigour
- Strong qualitative and quantitative research skills — you design and lead research, not just commission it
- Experience influencing senior and cross-functional stakeholders including academic leaders, executives, or subject matter experts
- Experience owning the commercial marketing interface — translating product strategy into positioning frameworks and campaign briefs
- Excellent analytical skills with proficiency in data visualisation tools (Tableau, Power BI or equivalent)
- Strong written and verbal communication skills, with experience preparing board-level or executive reports and presentations
Highly Regarded
- Experience in higher education, ed-tech, or a regulated, demand-driven sector with awareness of student decision-making dynamics
- Knowledge of the Australian higher education landscape including TEQSA, QILT, Commonwealth funding policy, and student demand dynamics
- Experience with pricing strategy development including scholarship and incentive design — Familiarity with design thinking, value proposition canvases, or product innovation frameworks
- Experience facilitating workshops with academic or senior professional stakeholders
- Background in competitive benchmarking methodologies or market sizing modelling
- Experience using Salesforce, HubSpot, Tableau, Power BI, SPSS, or similar analytics and CRM platforms
WHY THIS ROLE
A genuine greenfield mandate — JMC does not have this function today. The frameworks, tools, and insight capability you build will be yours, and will directly shape how the institution grows.
Executive visibility — this role reports to the Chief Customer Officer with co-sponsorship from the Dean and CFO. Your work lands at the top table from day one.
Commercial influence at scale — the pricing, product, and proposition decisions you drive will directly shape the experience and outcomes of 2,500 students per year across three campuses.
A creative, mission-driven institution — you will be applying commercial intelligence to an institution you can genuinely believe in. JMC’s students are musicians, filmmakers, game designers, animators and actors. The work matters.
Competitive remuneration — salary commensurate with experience, plus access to professional development, campus facilities, and a genuinely distinctive creative community.
Flexible campus base — this role can be based in Sydney, Melbourne or Brisbane, with cross-campus collaboration expected and supported.
HOW TO APPLY
Please apply with your CV and a brief note — not a formal cover letter — telling us:
- What you have built in terms of product, insight, or proposition capability — not just managed
- A specific example of market intelligence or a proposition you developed that drove a commercial or strategic outcome
- Why this kind of role in a creative education institution interests you
JMC Academy is committed to diversity, equity and inclusion. We encourage applications from people of all backgrounds, cultures and identities.
