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

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.

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.