Head of Marketing & Community – The Celtic Club at The Wild Geese Hotel

Overview

Head of Marketing & Community – The Celtic Club at The Wild Geese Hotel Jobs in Carlton, Victoria, Australia at The Melbourne Celtic Club

Position overview

The Head of Marketing & Community is a senior commercial and brand leadership role responsible for growing venue business, membership participation, functions revenue, event activation and community engagement across the Celtic Club and The Wild Geese Hotel

Based at the home of the Celtic Club in Brunswick, this role leads integrated marketing, communications, membership and event growth initiatives that convert audience interest into measurable visitation, bookings, member value and database expansion.

The role is expected to connect the Celtic Club’s cultural and community purpose with the commercial opportunities of The Wild Geese Hotel, which operates as a modern Irish bistro, bar and events venue with multiple function spaces.

Position title

Head of Marketing & Community – Celtic Club at The Wild Geese Hotel

Employment type

Full-time, senior management role.

Location

The Wild Geese Hotel / Celtic Club, Brunswick, Victoria

Reporting line

Reports to the Chief Executive Officer, General Manager, Committee Chair or other designated executive authority.

Works closely with venue operations, food and beverage leadership, membership administration, events personnel, external agencies, creative suppliers, technology partners and relevant Club stakeholders.

 

Purpose of the role

This role exists to deliver coordinated growth across five connected outcomes:

·      Grow venue revenue across food, beverage, events and functions.

·      Increase membership acquisition, engagement, retention and perceived value.

·      Build stronger customer and member databases using direct, digital and in-venue touchpoints.

·      Create and promote a compelling year-round calendar of events, functions and community activity.

·      Strengthen the market profile of the Celtic Club and The Wild Geese Hotel as a distinctive Irish cultural, social and hospitality destination in Melbourne.

Key responsibilities

1. Commercial marketing leadership

·      Develop and execute a strategic annual marketing and communications plan for the Celtic Club and The Wild Geese Hotel, aligned with revenue, visitation, membership and event objectives

·      Lead integrated campaigns across direct, digital and in-house point-of-sale channels to grow patronage, event attendance, function enquiries and member interest.

·      Oversee brand positioning, messaging and storytelling to ensure a consistent identity that reflects both the Club’s Irish and Celtic heritage and the venue’s hospitality offer.

·      Manage the annual marketing calendar, key seasonal promotions, event launches, special offers and cross-promotional activity.

·      Prepare budgets, channel plans and performance targets for all marketing activity.

2. Membership growth and member value

·      Develop and implement strategies to grow Celtic Club membership, with clear plans for acquisition, onboarding, activation, retention and renewal.

·      Promote the existing membership value proposition, including member cashback on food and beverages at The Wild Geese Hotel, exclusive event access and community updates.

·      Identify new membership growth opportunities through events, referral programs, corporate and community partnerships, and tailored conversion offers.

·      Create segmented communication programs that improve relevance for different audience groups including members, prospects, regular patrons, cultural community participants and event attendees.

·      Monitor membership trends and recommend initiatives that increase frequency of visit, member spend and long-term loyalty.

3. Functions and events growth

·      Drive function and event revenue by marketing the venue’s diverse event spaces for corporate, private, community and cultural

·      Package and promote functions across available spaces, including larger member lounge-style areas and smaller meeting or private dining rooms.

·      Create event-led acquisition pathways that turn attendees into members, repeat bookers, database subscribers and advocates.

·      Build and manage a year-round events framework covering cultural programming, business networking, entertainment, sports-linked activity, hospitality occasions and community gatherings.

·      Improve enquiry handling, conversion workflows and follow-up processes to maximise event and function sales outcomes.

4. Communications and content

·      Own the communications strategy across website, email, social media, paid digital, partnerships, media opportunities and in-venue messaging.

·      Ensure all customer-facing communications are timely, commercially effective and consistent with brand standards.

·      Lead the production of campaign copy, offers, member updates, event promotion, function sales materials, venue collateral and on-premise promotional assets.

·      Manage content planning and content capture so that the venue’s hospitality, cultural and community experiences are continuously visible to existing and prospective audiences.

·      Coordinate with designers, photographers, content creators and digital suppliers as required.

5. Database, CRM and community development

·      Lead the growth, hygiene, segmentation and commercial use of customer, member and prospect databases.

·      Use booking platforms, event systems, enquiry forms, membership processes, Wi‑Fi capture, QR codes and in-venue lead-generation tools to increase database size and quality.

·      Establish audience journeys and marketing automation that improve conversion from enquiry to booking, visitor to member, and event participant to repeat customer.

·      Build community engagement programs that deepen participation around Club culture, hospitality experiences, networking events and special-interest activity.

·      Work with internal and external technology providers to improve the use of membership, CRM, ticketing, booking and email platforms.

6. Venue-based activation and point of sale

·      Create and manage in-house promotional systems that influence behaviour at point of decision, including menu callouts, posters, digital screens, table talkers, QR pathways and booking prompts.

·      Align in-venue merchandising with campaign priorities such as membership offers, function packages, signature events, weekly programming and seasonal promotions.

·      Ensure on-site communication supports both immediate revenue generation and longer-term database and member acquisition.

Selection criteria

Essential experience

·      Significant senior experience in hospitality, venue, club, lifestyle, tourism, events or membership-based marketing.

·      Demonstrated success in growing venue trade, function sales, event participation or membership performance.

·      Experience leading integrated marketing across direct, digital and in-venue channels.

·      Experience working with databases, CRM systems, email platforms, booking systems, ticketing tools or membership platforms.

·      Strong commercial capability, including budget management, campaign analysis, lead conversion thinking and performance reporting.

·      Experience developing partnerships, sponsorship-style collaborations or community engagement programs.

·      High-level writing, presentation and communication skills.

Desirable experience

·      Experience in a hotel, licensed venue, private club, cultural organisation, hospitality group or community-led brand.

·      Understanding of Irish, Celtic or heritage-led cultural positioning and member/community dynamics.

·      Experience launching or repositioning a venue, precinct, events calendar or membership proposition.

·      Experience working with committee-led, board-led or stakeholder-rich organisations.

Skills and capabilities

·      Strategic marketing planning.

·      Brand development and positioning.

·      Membership marketing and retention.

·      Functions and event sales support.

·      CRM and database growth.

·      Digital marketing and campaign management.

·      Content planning and communications.

·      In-venue promotional activation.

·      Commercial analysis and reporting.

·      Stakeholder engagement and leadership.

·      Project management and execution discipline.

·      Customer journey design and conversion optimisation.

Personal attributes

·      Commercially minded and growth oriented.

·      Hands-on, proactive and execution focused.

·      Strong relationship builder across staff, members, partners and suppliers.

·      Comfortable operating across both strategy and day-to-day delivery.

·      Creative, organised and detail conscious.

·      Respectful of heritage, community and culture while focused on modern commercial relevance.

Title: Head of Marketing & Community – The Celtic Club at The Wild Geese Hotel

Company: The Melbourne Celtic Club

Location: Carlton, Victoria, Australia

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