Senior Marketing Manager Brand and Audience Growth

Senior Marketing Manager Brand & Audience Growth

Experience: 812 Years

Location: Saket, Delhi

Employment Type: Full-time

Department: Marketing

Reporting To: Head of Marketing

Working Days: Tuesday–Saturday

Weekly Off: Sunday & Monday

Purpose of the Role

The Senior Marketing Manager will lead the organisation’s brand strategy, integrated communications and audience growth, with a clear mandate to build brand awareness, increase visitor footfall and drive paid ticket sales.

The role will also lead marketing strategies for exhibitions, programmes, performances, workshops, festivals, events and key institutional initiatives, ensuring strong audience engagement across online and offline channels.

Key Responsibilities

1. Brand Strategy & Stewardship

Lead the development and implementation of the organisation’s brand strategy and positioning.

Act as the brand custodian, ensuring consistency in brand identity, messaging, tone of voice and visual language across all external communications.

Develop brand activations, collaborations and partnerships to strengthen awareness, relevance and audience reach.

Build a strong and differentiated brand narrative across audience touchpoints.

2. Integrated Communications & Content

Lead communications and content strategy across social media, website, digital platforms, OOH and relevant mass-media channels.

Develop integrated campaign briefs and strategies and oversee execution across multiple channels.

Lead website content and marketing strategy, ensuring the website supports discovery, engagement, visitor information and ticket conversion.

Drive SEO, AEO and GEO strategies to strengthen digital discoverability.

Ensure consistent, relevant and compelling messaging across all communication platforms.

3. Audience & Footfall Growth

Develop strategies to drive both paid and free visitor footfall.

Identify priority audience segments and develop targeted campaigns to increase awareness, engagement and visitation.

Use audience insights, campaign data and behavioural trends to continuously optimise acquisition and conversion.

Explore new audience segments, channels and partnerships to expand reach and engagement.

4. Ticket Sales & Paid Media

Lead marketing strategy for paid ticket sales, from audience acquisition through to conversion.

Develop and manage paid media campaigns across relevant digital and offline platforms.

Establish campaign KPIs and manage media budgets effectively.

Monitor campaign performance, conversion metrics and ROI and recommend optimisation opportunities.

5. Programming & Exhibition Marketing

Lead marketing for the organisation’s onsite and offsite programming calendar, including:

Exhibitions

Performances

Talks and lectures

Workshops

Festivals

Special events and experiences

Develop campaign plans based on the strategic importance, audience potential and objectives of individual programmes.

Work closely with Curatorial, Education & Outreach, Programming, Development and other internal teams to deliver campaigns effectively and within timelines.

Ensure individual programmes contribute to broader brand and audience-growth objectives.

6. Agency & Campaign Management

Manage creative, media, social, digital, PR and other external marketing partners.

Develop clear briefs, timelines, budgets, deliverables and KPIs for agencies and partners.

Ensure quality, consistency and timely execution of campaigns.

Coordinate multiple campaigns simultaneously while maintaining brand standards.

Evaluate agency performance and ensure effective utilisation of marketing budgets.

7. Marketing Analytics & Performance

Track and report on brand awareness, campaign performance, audience acquisition, footfall, ticket sales and conversion.

Develop regular marketing dashboards and performance reports.

Use data and insights to optimise campaigns, audience targeting and channel mix.

Identify opportunities to improve marketing efficiency and return on investment.

Key Success Measures

Growth in brand awareness, visibility and reach.

Growth in museum/institutional footfall and new audience segments.

Growth in paid ticket sales and conversion rates.

Effective marketing of exhibitions and programming calendar against defined KPIs.

Strong and consistent application of the brand across all touchpoints.

Effective audience acquisition and engagement.

Improved marketing efficiency and campaign ROI.

Successful execution of integrated campaigns within agreed timelines and budgets.

Ideal Candidate Profile

8–12 years of experience in brand marketing, audience growth, integrated marketing, digital marketing or communications.

Experience in sectors such as arts & culture, museums, entertainment, hospitality, lifestyle, retail, premium consumer brands, events or other experience-led organisations would be relevant.

Strong understanding of brand building, digital marketing, paid media, content, SEO and audience acquisition.

Demonstrated experience managing integrated campaigns across online and offline channels.

Experience working with creative, digital, media and other external agencies.

Strong commercial orientation with an understanding of conversion, ticket sales, footfall and ROI.

Ability to work collaboratively with multiple internal stakeholders and manage multiple campaigns simultaneously.

Role: Marketing Manager,

Industry Type: Recruitment / Staffing,

Department: Marketing & Communication,

Employment Type: Full Time, Permanent

Role Category: Marketing