Marketing Campaign Executive

The Role

Reporting to the Head of Commercial and Communications, the Marketing Campaign Executive is responsible for increasing the visibility and appeal of sailing to drive participation, membership and engagement across Australian Sailing Affiliated Clubs, Discover Sailing Centre’s and Australian Sailing's suite of programs, products and courses.

The role will achieve this by planning, coordinating and delivering integrated marketing campaigns across the full marketing mix that support Australian Sailing's participation and growth strategies. Supporting the Head of Commercial and Communications in implementing a range of marketing campaigns, this role services both Australian Sailing’s range of offerings as well as those of our Affiliated Clubs, Discover Sailing Centres and Class Associations. The focus will be largely on owned assets, with an emphasis on leveraging contra and earned opportunities to promote sailing.

Principle Accountabilities

Marketing Campaign Management 

• Leadership of marketing and communication plans for the strategic campaigns across automation platforms, CRM, eDMs, social media, search and other marketing channels. This will include the creation of campaign briefs, customer profiles and forward-thinking in identifying creative campaign opportunities.
• Deliver campaigns in conjunction with Australian Sailing Affiliated Clubs and Discover Sailing Centres to drive Discover Sailing Course participation and Club Membership.
• Deliver cross-platform campaigns to support Australian Sailing’s Strategic Projects, including our Participation Plan for Sailing in Australia. Drive the research and insights on key market segments with the support of the Head of Commercial and Communications to understand audience engagement, trends, competitor activity and factors affecting the sectors we engage with.
• Develop and provide marketing collateral proactively (up to six months in advance) of key AS activities, events and regattas including Sailing Summits, Australian Sailing Awards, Training in Focus LIVE and Youth Sail regattas.

Content, Website and Social Media  

• Develop content and imagery for assets such as emails, social media, website, post event reports and media kits both on design platforms and utilising graphic designers.
• Source, prepare and upload engaging content for Australian Sailing’s websites, external websites and social media channels (Work with appropriate contractors to produce video and graphics for Australian Sailing channels). 

Programs  

• Plan and proactively execute a calendar of activity to encourage participation across identified targeted audiences, thinking two steps ahead of what is required.
• Identify opportunities to cross promote participation with other Australian Sailing activities. 

Planning and Reporting  

• Review performance metrics and assist with campaign reporting and analysis to develop and implement new audience engagement tactics.
• Track and report on all Australian Sailing site metrics. 
• Regularly report on social media metrics and activities and offer suggestions on opportunities to ensure strong engagement. 

Attributes

Qualifications & Experience

• Tertiary qualifications in marketing or communications are preferred.
• Experience in marketing campaign delivery across the marketing mix.
• Must have experience working with children.
• Must be able to demonstrate an understanding of appropriate behaviours when engaging with children.

Desirable* experience, accreditation or licences (current or willing to attain):

• Working with Children Check (or equivalent)

*For a suitable candidate obtaining these qualifications could be within the scope of the employment.

Knowledge & Skills

• CRM - proficient in using CRM systems.
• Analytics - Ability to use analytical tools to drive the marketing strategy and campaigns.
• Search - experience in developing both creative and copy and implementing performance campaigns across Search, Remarketing and Display platforms.
• Social Media - ability to develop both creative and copy and implement social media campaigns across Meta and LinkedIn platforms, as well as Social Media advertising. Requires some sailing knowledge as well as image editing skills).  
• Website Management - understanding of website management and analytics. Experience with Google Analytics, Tag and Ad manager desirable.
• Email Marketing - experience with marketing automation platforms.
• Project Management - Strong marketing campaign project management, including planning, timing and strategy
• Agency - ability to brief and manage design and creative agency relationships for the purpose of creating campaigns and collateral.
• Content Creation - ability to develop copy, design content and create other branded assets for audience engagement across multiple platforms.
• Communication skills - Well-developed written, verbal communication and interpersonal skills.
• Organisational skills - must be able to work under pressure to tight deadlines and manage competing priorities while working across multiple audience segments and marketing channels concurrently.
• Detail - High degree of attention to detail and pride in the way in which Australian Sailing is presented to our audiences.

Personal Attributes

• Creativity and the ability to proactively identify marketing campaign opportunities.
• Pro-active team player with a willingness to assist and interact with a wide range of stakeholders to get the job done.
• Due to the nature of the industry, it may be necessary to work outside of normal office hours including evenings or occasional weekend work.