COMMUNICATIONS AND MARKETING OFFICER

How did you get started in your career and what formal qualifications or experience do you have? 
Back home in England, I worked for a PR company and freelanced in social media marketing roles whilst gaining an honours degree in English with Creative Writing at the University of Birmingham. I then had a fabulous extended period travelling and working overseas before working for a visual content company in South Melbourne. Settling then in Western Victoria, I upskilled in event management and spent 5 years as Events Marketing and Development Officer for my local Council. The role was diverse and gave me experience not only in marketing events, but in attracting and developing events for broader economic development and tourism outcomes. I had opportunities to influence the sector on a state-level board, but also enjoyed working closely with local community members at a grassroots level. Now I’ve leaned into my passions for marketing and for the arts, and I’m currently looking to gain further qualifications and experience relevant to my role.  

What does your role as Marketing & Audience Engagement Officer encompass? 
I lead the small but dedicated team that’s responsible for all marketing, brand, content, advertising, and communications needs for both arts institutions owned by Southern Grampians Shire Council; Hamilton Gallery and the Hamilton Performing Arts Centre. This means that every day is wildly different! We could be directing a shoot, creating collateral, liaising with media, analysing data, developing publications, or negotiating partnerships and advertising. Whether we’re immersed in strategy or capturing social stories at events, we’re focussed on improving the reputation and reach of each venue and helping both to attain longer term goals.

What knowledge and skills do you think are most needed for this role?  
People are at the heart of everything in the arts. Marketing is about understanding individual’s needs and wants, forging authentic connections and building communities around your brand, so I think #1 is a genuine curiosity and regard for fellow humans and what they care about. A useful skill is also having the ability to nurture your creative spark and conjure novel ideas even when the ‘busy work’ needs to be done!

What are the unique challenges and opportunities for a marketer working in a public gallery?
The word ‘adaptability’ comes to mind. Things are never static, whether it’s audience sentiments or new technologies, and staying on top of changes is both a challenge and an opportunity. I try to remember to be open to new ways of doing things - it’s better to fail quickly (and cheaply) and to learn from it, than never to try anything new.

What do you enjoy most about your role? 
It sounds simple, but I’m involved in events and projects that ultimately make people’s lives that little bit better. The experiences we have make life worth living, whether it’s attending a memorable exhibition, dancing the night away at a live music event or learning new skills in a creative workshop. I get to connect people with opportunities to have meaningful moments, and that – in turn - brings me joy, too.

What has been your career highlight so far? 
For the gallery I’d say causing international ripples for a stained-glass exhibition and event program centred on émigré artist, John Orval, and working on Patricia Piccinini’s Skywhales launch in Dunkeld. In my previous role I attained a grant for our first ever federally funded events project- that was close to my heart, too.

What are the key issues for public galleries into the future? 
Funding – of course – and growing support for the arts sector amidst noise around other priorities. Galleries also need to adapt to meet the needs of all members of society now and into the future, so need to develop (and resource) spaces that serve all sectors of the community well into the future. No small feat!