POSITION DESCRIPTION. Approved by: Position Title: Marketing Strategist. Marketing & Communications. Director, Marketing and Communications

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1 POSITION DESCRIPTION HRF001: Date: Sep 15 Approved by: Position Title: Department: Marketing Strategist Marketing & Communications Classification / Level: Reports to: Positions reporting to this role: Ordinary working hours and days: Significant working relationships: Decision Making / Purchasing Authority: Special Conditions: Director, Marketing and Communications Marketing Coordinators/Assistants, Steel/Ryan Fellow, GreenRoom/Student Tix Coordinator Ordinary working hours of 37.5 hours per week are primarily worked Monday to Friday, during normal business hours. Some evening and weekend work will be required during festivals and other events. Director Marketing and Communications and Marketing Executives and the Marketing & Communications team Programming BASS Development CEO & Artistic Director Food and Beverage Catering AFC Internal customers External customers Within agreed delegations limits. Hours outside core business operating time will be required from time to time. Inter & Intra state travel may be required from time to time. The remuneration for this role has taken into account the out of hours work that will be required. Information on Adelaide Festival Centre The Adelaide Festival Centre is central to the Arts in South Australia and an integral part of community life in the State. The AFC welcomes the community, artists and companies and provides arts leadership in SA. We celebrate and showcase Australian artistic achievements, develop them for a world audience and bring stimulating ideas and projects to our state. Department Overview The objectives of the Marketing and Communications department are to: Increase ticket sales and attendance at events and activities at Adelaide Festival Centre (including Her Majesty s Theatre) Enhance the reputation of Adelaide Festival Centre as a leading arts organisation Increase revenue and engagement through promotion and marketing of AFC products and events.

2 Summary of Key Purpose: To develop and implement audience development strategies for Adelaide Festival Centre (incl Her Majesty s) the venue and the presenter to enhance the attendance experience in order to broaden and diversify the audience base and increase overall attendances and the net contribution of those attendances. To improve effectiveness of marketing strategies.

3 Key Result Area / Accountabilities: (This position will:) In consultation with the Director of Marketing & Communications develop the annual business plan for Marketing & Communications (that fits into the AFC Strategic Plan). Along with the Director of Marketing & Communications, ensure the integration of the AFC brand through all campaigns. Using customer relationship data analysis (via ENTA ticketing system) and strategies develop initiatives that will deliver increased audience and attendance numbers to the venue (including Her Majesty s) in general and to Adelaide Festival Centre presented events and activities. Develop systems and principles to conduct regular research and data analysis and report on customer insights and profiles. Develop strategies to enhance the level of engagement with the AFC by ticket purchasers. Identify sound industry-relevant engagement metrics and, working with BASS, develop a reporting framework around audience engagement to contribute to management reporting and existing corporate knowledge base Investigate and implement a project management system that directs, allocates and tracks workflow for all Marketing & Communications team members. Using the software, create resource reporting for the Director of Marketing & Communication illustrating the effectiveness of Marketing & Communications team members and identifying any additional or surplus resource requirements on a project by project and departmental basis. Create a Customer Loyalty Scheme based on researched strategy and lead the relevant staff in designing and launching the customer loyalty program. In consultation with colleagues develop a digital marketing and audience engagement strategy for Adelaide Festival Centre that includes a Social Media Strategy & Digital Advertising Strategy. Under that strategy, manage the creation and curation of content for all digital platforms including website and online, E-communications content, social media, digital & social advertising. The strategy delivered ought to ensure that the methods are best practice and that all results are collated and reported on. Provide advice and leadership to Marketing & Communications team members on industry benchmarks that can inform and improve the current marketing practice, Undertake and/or supervise research of new innovations and techniques that may deliver benefit to Adelaide Festival Centre Use sound analysis techniques on campaign results to refine and continuously improve marketing approaches to challenges and new opportunities and ensure that any lessons learned or new practices are rolled out across all upcoming campaign strategies and incorporated as part of the marketing tool kit on an ongoing basis. In consultation with AFC departments and the Marketing Executive team wherever possible integrate digital technology into the overall AFC customer experience Champion the consistent and accurate capture of customer data to assist with meeting audience development, customer relationship management and marketing objectives. Champion and provide advice on best-practice customer service approach within a Performing Arts Context to grow and enhance the experience of audiences and other attendees with a focus on increasing the net revenue contribution from each. Assist to ensure signage and general look and feel of venues enhances the customer experience and consistent with the current marketing approach. Develop relationships with potential sponsors and other organisations that will help build audiences through alliance marketing eg. Adelaide Convention Bureau, SATC, Brand SA, Personal

4 Conference Organisers, cultural institutions, precinct partners, businesses and charities. Provide leadership and direction within Marketing & Communications and across the organisation and act as deputy to Director, Marketing & Communications. Manage the team of marketing coordinators and assistants (5-8 staff) who support the marketing executives on marketing campaigns and assist with the achievement of the objectives of the Marketing & Communications team Use all available systems and work with Subject Matter Experts to develop any required reporting Comply with all AFCT policies & procedures not limited to WH&S and Records Management. Provide outstanding customer service on a daily basis by demonstrating respect, listening to and working with our customers, both internal and external, to achieve positive outcomes, where possible, for all involved. EBMS (Event Business Management System) Employees are responsible for ensuring that they attend compulsory EBMS Training and seek further EBMS Training as needed to perform their role. At all times behave in a manner which is conducive to the values and expected professional behaviours at the AFC complying with published standards. Work Health & Safety Responsibilities (WH&S) Comply with Adelaide Festival Centre Work Health & Safety policies and procedures by ensuring you protect your own safety and that of others within the workplace. Provide input into Workplace Health &Safety strategies within the workplace Report any unsafe working conditions or practices which could adversely affect your or any others, health and safety to Health & Safety Representative or your Manager. Participate where required in audit processes. Participate in corrective action processes where required and as directed.

5 Key Competencies: Qualifications / Education Tertiary qualifications in marketing Knowledge/Skills/Abilities Excellent communication and interpersonal skills. Significant experience in a marketing management role in a commercial marketing environment Previous experience developing and implementing audience development strategies. Previous experience working with CRM data for purpose of increasing audience numbers Management and leadership experience Project management experience Sound negotiating skills Excellent digital marketing knowledge and skills Market research and data analysis skills Strong networking skills and experience in alliance marketing A consultative team-building style with the ability to accept responsibility for making decisions Lateral thinking and problem-solving skills. Ability to priorities workloads to meet strict deadlines. Ability to meet tight deadlines Proactive, enthusiastic, results-orientated focus. High degree of computer literacy including database manipulation and reporting skills Ability to establish and maintain successful working relationships with a wide range of culturally diverse people, both internal and external to the organisation. A strong commitment to the delivery of excellent customer service. A passion for and high level understanding of the arts/entertainment industry Requirement Qualification / Education Knowledge/Skills/Abilities Highly Desirable