The Client
Our client is a one of Australia’s pre-eminent cultural icons and performing arts venues with an outstanding global profile and reputation.
Client objective
Watermark was retained by our client to search for a Director of Marketing and Development. Our client’s CEO was looking for ‘world’s best practice’ for marketing in the performing arts sector. He believed that the Australian market was too small for the magnitude of the role, so consequently, instructed Watermark to explore the market globally.
Watermark’s Solution
• The Watermark research team identified major international performing arts venues and presenter companies and specifically identified the Marketing Directors from relevant organisations. In addition, Watermark consultants spoke to industry sources both in Australia and internationally to identify talent of reputation in the sector.
• Watermark was able to identify potential candidates who had a reputation for excellence in marketing. Once approached, candidate interest in the opportunity was successfully stimulated with a particular attraction to our client’s iconic profile.
Successful Outcome
Drawing from a first class field, the successful candidate came from a world class venue in the US with a strong pedigree in performing arts marketing. She brought a new and enterprising strategic approach to the marketing function and moved marketing to a new level within the enterprise. Since her time in the role she has enhanced audience development, market share, customer retention, sponsorship, and benefactors. The positioning of marketing has become core to our client’s strategic development of the enterprise. The satisfaction level of the CEO and Board members to the contribution of the Marketing Director is exceptional. The successful candidate is now rated as a key member of the leadership team.