Senior Marketing Manager - Audience Experience & Engagement

Experience: 8 - 12 Years

Location: Delhi

Roles & Responsibilities:

1. Audience/visitor experience and engagement

2. CRM, first-party data and lifecycle marketing

3. Membership strategy and retention

4. Customer journey and audience analytics

Key Responsibilities:

Audience Experience:

- Develop the end-to-end visitor journey strategy, from pre-visit planning through to post-visit engagement, with a focus on the new venue. Pilot and test experience interventions across existing spaces to understand visitor behavior and refine the future visitor experience.

- Define key visitor engagement strategies across touchpoints, including visitor navigation, wayfinding, digital tools, communications, retail, F&B and programme experiences.

- Work with Curatorial and Education & Outreach Programming teams to deliver a seamless visitor experience across exhibitions and programmes while translating visitor feedback and behavioral insights into experience improvements.

Audience Engagement, CRM & First-Party Data:

- Lead the development of the Visitor Management System and CRM strategy, building towards a unified view of audience relationships.

- Establish and test first-party data capture, segmentation and profiling across ticketing, programmes, membership and digital touchpoints.

- Develop audience and behavioral analytics to understand visitation, engagement, retention and lifetime value.

- Build and pilot lifecycle and direct marketing strategies across email, WhatsApp and other channels to drive repeat visits and deeper engagement.

- Develop an Audience Lifetime Value framework and measures to track audience progression and retention.

Membership:

- Develop the membership strategy and proposition, benchmarking leading global institutions.

- Design and pilot Visitor and Corporate Membership propositions including benefits, pricing, acquisition, onboarding, engagement and renewal, building towards the new venue.

- Develop and test a calendar of member experiences and benefits to strengthen engagement and retention.

- Work closely with the Development Team on Corporate Membership acquisition and stewardship.

Store & Brand Merchandising:

- Develop the Brand Merchandising Strategy for the new venue while testing the proposition across existing spaces. Establish the store as an extension of the brand and visitor experience.

- Define the store's product proposition, audience segments, categories, pricing and revenue model. Enable this by benchmarking leading cultural and visitor-focused retail concepts and testing opportunities across exhibition-led products, publications, artist collaborations and original branded merchandise.

Key Success Measures:

- Growth in repeat visitation and audience engagement

- Successful acquisition, engagement and retention of Visitor and Corporate Members

- Growth and quality of first-party audience data

- Effective implementation and utilisation of the Visitor Management System and CRM

- Demonstrable audience insights and learnings from pilots informing the new venue

- Development and validation of the store and merchandising model