Head of Tourism and Marketing

Lead and implement the History Trust’s strategies to grow and increase visitation, participation, reach and repeat engagement, setting targets and driving outcomes for priority audiences, markets and stakeholders Lead the development and implementation of the Trust’s ticketing strategy across museums, events and experiences, driving pricing and sales channel performance, customer journeys and conversion initiatives to maximise visitation, participation, revenue growth and commercial outcomes. Lead the strategic direction and performance of the History Trust’s brand, including sub-brands, marketing, digital, content, social media and communications functions, ensuring activity builds awareness, enhances reputation, grows audiences and delivers measurable visitation, engagement and commercial outcomes

The History Trust connects people with the stories that shape our state. We put history to work, helping South Australians understand the past and inform decisions about the future. Through our collections, museums, events and education programs, we use history as a training ground for thinking about the impacts of the choices we make. Joining the History Trust means contributing to work that strengthens learning, civic life and community understanding across South Australia. The History Trust of South Australia operates three museums – the Migration Museum, the National Motor Museum and the South Australian Maritime Museum. It also manages the Centre of Democracy, delivers South Australia’s History Festival and the RAA Bay to Birdwood, and supports history organisations and communities through the State History Network.The Head of Tourism and Marketing is accountable for growing the History Trust of South Australia’s audiences, visitation, ticket sales, revenue and public profile.?
The role leads the Trust’s Marketing and Communications and Major Events functions, bringing together marketing, tourism, internal and external communications, public relations, ticketing, audience development and major events as an integrated growth portfolio with clear targets and measurable results.?
A key responsibility is leading a whole-of-Trust ticketing strategy across museums, events and experiences. This includes pricing, ticket products, sales channels, customer journeys, conversion, audience data and revenue optimisation, ensuring ticketing is used strategically to grow attendance, improve customer experience and build repeat visitation.?
The role is also accountable for the strategic direction and effective operational delivery of the Trust’s major events, particularly South Australia’s History Festival and RAA Bay to Birdwood, ensuring they achieve strong outcomes in attendance, revenue, audience growth, visitor experience, partnerships and public profile.?
The Head of Tourism and Marketing provides leadership across the Trust’s internal and external communications, ensuring staff, audiences, stakeholders and partners receive clear, timely and coordinated communications. The role also leads the Trust’s public relations approach, including oversight of media activity and external communications and PR partners.?
Working across the organisation and with external partners, the Head of Tourism and Marketing will build demand for the History Trust’s museums, events and experiences and convert that demand into measurable attendance, participation, engagement and revenue.