Head of Audience Development (Brand / Growth Lead)

The Head of Audience Development is the champion for long‐term audience growth, segment expansion, and brand resonance. A newly created marketing role within a group of entertainment venues, you will be joining a vibrant team culture at the heart of London's West End. This role blends data‐driven insight, audience research, and creative influence to ensure every production and platform experience reaches the right people in the most meaningful ways.

Acting as both strategist and relationship builder, the Head of Audience Development uncovers emerging audience behaviours, identifies new growth opportunities, and shapes the brand narrative to deepen engagement across all customer touchpoints. The role drives forward a holistic, audience‐centred approach, ensuring marketing strategies, creative execution, content, and customer journeys all support sustainable expansion and increased revenue.

A pivotal connector across the marketing ecosystem: influencing campaign strategies, collaborating with CRM and performance specialists, informing content and brand decisions, and maintaining and developing strong relationships with producers and promoters. Through evidence‐led storytelling and continuous insight, this role ensures the organisation remains culturally relevant, commercially ambitious, and deeply connected to the evolving needs of both existing and future audiences.

So, what will you be doing?

• Lead the organisation's long-term audience development strategy, using insights, research, and data to identify, attract and retain high-value and high-potential segments; ensure messaging, creative and positioning are rooted in evidence and support long-term loyalty.
• Partner with the Head of Performance Marketing and Marketing Director to shape the growth strategy; inform budget allocation by show/audience/platform based on commercial priorities and forecasts.
• Support the Marketing Director in setting the overarching marketing vision, strategy and priorities, aligned to organisational and commercial goals.
• Brand engagement - Audience engagement, acquisition & conversion, creative campaigns, brand amplification & commercial/partnership marketing.
• Champion an insight-first approach across the marketing team, ensuring strategic decisions are grounded in evidence, behavioural understanding, and opportunities for growth.
• Advance the brand narrative, ensuring it remains resonant, inclusive, and compelling for new and returning audiences across every channel and touchpoint.
• Act as a trusted client-facing representative, building strong strategic relationships with producers and promoters; provide evidence-based recommendations that influence show positioning, targeting and creative strategy.
• Lead management and performance review of external design and CRM agencies, setting clear briefs, standards, and measurement expectations.
• Oversee organic audience strategies, working closely with CRM to design journeys that nurture engagement, deepen loyalty and increase lifetime value.
• Provide cross-team insight leadership, enabling SMMs and CRM to activate opportunities within campaigns; align daily with the Head of Performance Marketing on priorities and performance.
• Shape and advise on campaign strategy through segment intelligence, behavioural trends and growth recommendations that influence planning, messaging, and channel mix.
• Champion accessibility and inclusivity, advising the Digital Platforms Manager to ensure digital experiences meet the needs of emerging and priority audiences.

What we'd like you to bring:

• Senior level marketer with previous experience in an audience growth role and strong knowledge of data-led strategies.
• An interest in the arts and live experience, with a passion for building fandoms.
• A skilled storyteller with a knack for getting to the root of what audiences want to be told.
• Curious and exploratory mindset, constantly seeking new patterns, behaviours, and opportunities.
• Research‐led and analytical, able to simplify complex datasets into stories that inspire action.
• Deeply collaborative, building trust and influence across teams and with external partners.
• Thrives in a fast-paced environment and is passionate about delivering exceptional marketing campaigns.
• Commercially aware, ensuring recommendations support revenue, and long‐term growth.

If this sounds like an energising move for you to apply your audience growth skills to, then we'd love to hear from you. Please apply here with your CV, or email your application to Rachel Steele at rachel@the-huddle.co.uk