Head of Marketing

St. Jerome's Laneway Festival

Sydney, NSW (Full Time)

St. Jerome's Laneway Festival

Head of Marketing

Sydney, NSW (Full Time)


St. Jerome’s Laneway Festival is a contemporary music & arts festival, recognised internationally as an industry leader in its field. The event covers seven cities across Australia, New Zealand and Singapore and provides 85 hours of entertainment to over 90,000 attendees annually. We bring together the best local and international music artists and present them to an audience we describe as sophisticated tastemakers, music & art lovers and highly engaged social influencers.

The core St. Jerome’s Laneway Festival team is predominantly based in its head office in Sydney. Additionally, we have a range of partners and team members across the seven cities in which the festival operates. Our team is made up of a diverse range of experienced music & event professionals, who are committed to delivering the highest quality experience at every show.


Laneway Festival has created a new role, Head of Marketing to drive the overarching strategy and development of the event across Australia, New Zealand and Singapore. This senior role is centred around top level management and will involve a high degree of creativity, leadership, project management and expertise in order to execute the vision for the event.


The Laneway Festival Head of Marketing will work under the direction of the Festival Directors and General Manager whilst having the existing Marketing & Publicity departments report directly to this position.

The event is entering a new phase of development and growth and this role is necessary to help achieve the Laneway Festival vision. Planning, strategy and a clear focus will be at the centre of this role whilst developing new processes and procedures for this fast growth period in the organisation.

Additionally, the Head of Marketing will liaise with key departments such as Programming, Ticketing and Sponsorship.


The role includes but is not limited to the following tasks across the three territories (AU, NZ, SG):


Devise and implement a Festival wide model for marketing, publicity and socials reporting. This involves a consultation with each department head in order to understand their current processes and formulate a model that is practical to report to the Festival Directors & GM on a periodic basis.

A general review of the marketing, publicity and web/socials planning and a thorough S.W.O.T analysis (Strengths, Weaknesses, Opportunities & Threats).

Developing a master strategic plan to create unity between the web/social presences internationally and following through with implementation.

Coordination of a master PR plan and increased opportunities for collaboration across the territories.

Review and adjust the current budgeting processes for the marketing departments.

Working alongside the newly appointed creative team to help guide conversation around brand redevelopment, festival artwork and associated marketing collateral for digital, print, outdoor, radio and web/mobile. This includes associated sponsorship collateral.

Overseeing the design, development and implementation of all marketing collateral.
Evaluate and communicate marketing opportunities.

Oversee the implementation of a revised audience and brand strategy.

Applying creative vision and strategy in order to build engagement with the Festival’s target audience.

Stimulating increased communication on a broad level across departments and encouraging free-flowing ideas and sharing on a frequent basis.

Key contributor in the planning and development of the new website/content media site.

Relationship management – Manage both existing and new relationships with key personnel within the media/marketing/events/music industry.

Responsible for managing overall deadlines in compliance with the critical timeline and master budget, as determined by the General Manager.

Evaluating key market research and data of results to improve future marketing strategies.

Assessment and implementation of cross-promotional activity opportunities with sponsors and other art/event organisations.

Management and recruitment of positions that report to Director of Marketing, when required.

Assessment of the marketing department administration and archiving, including making adjustments and fine tuning the current system.

Providing general Marketing assistance across the Festival when required.


Acquiring an in-depth understanding of the Festival’s current position and history in terms of placement in the music industry/events market and its organisational structure.

Gaining an understanding of the challenges presented when dealing with three different countries and cultural differences from a marketing and audience development perspective.

Participating in a thorough analysis process to help shape a new phase in the Festival’s future, including the overall vision, mission statement and artistic strategy.

Developing a knowledge of the Festival’s business goals and strategic marketing objectives.

Maintaining the integrity of the Laneway Festival brand whilst maximising the marketing & PR reach through effective sponsorship integration.

Developing frequent check points and reporting systems throughout the festival on-sale period in order to respond to sales and key audience data in a timely manner.

Managing any potential conflicting needs across the three territories. This includes marketing, publicity and sponsorship activities.
Ability to analyse both long-term (3-5 year) and short term (1 year, 2018 campaign) goals in order to build growth, consistency and stability for the Festival.


Accurately conveying the Festival brand through marketing collateral and communication channels.
Coordinating the delivery of effective marketing collateral for each territory in accordance with the master timeline and budget.
External relationship management and level of satisfaction from suppliers and stakeholders.
Completion of a comprehensive written report and debrief session at the end of each Festival period.
Prioritising the importance of teamwork and unity across the three territories in order to work effectively and achieve organisational goals.
Acting as a representative for Laneway Festival both at official events and external functions & meetings, conferences and public facing situations.


Exceptional time management and organisational skills.

An ability to manage a demanding workload and tight deadlines for both the individual & wider team.
Excellent written and verbal communications skills, including email etiquette.

A proactive attitude, using one’s initiative and high attention to detail.

Embodying a high level of confidence, tact, independence and interpersonal skills.

Capable of maintaining a high degree of confidentiality and discretion.

Proofing and editing skills.

Lateral thinking and problem-solving skills.

Strong creative vision and an eye for design/detail.

Ability to both lead and work effectively within a team in a fast-paced environment.

Ability to prioritise tasks effectively, self-motivate and work unsupervised.

Flexibility around working hours, particularly around the organisations busiest periods such as the announcement of the event and on-sale.

Advanced MS Office skills including Word, Excel and PowerPoint.

Advanced Email and Calendar (Google/iCal) skills.


Developed experience (3-5 years) in marketing campaign delivery preferably in music, events and/or arts.

Experience in high-level marketing strategy and brand development.

Experienced project manager and workplace leader.

Experience dealing with various International markets.


Knowledge of broad marketing practices across all mediums

A detailed understanding of current trends and marketing practices within the music, events and arts industries

Knowledge of the current music & events industry landscape, both Domestic and International.

Candidate must have full Australian working rights to apply

Only shortlisted applicants will be contacted.

Applications close Monday 1st May 2017.

Email CV & Cover Letter to: jobs@lanewayfestival.com.au