MARI is a global events and experiences company with a portfolio of premium live properties across sports, art, and entertainment. These include the Madrid and Miami Open tennis tournaments and Frieze, a leading voice in contemporary art, as well as Barrett-Jackson, the Premium U.S. Collector Car Auction Company. MARI delivers unforgettable live experiences that connect people, inspire audiences, and shape culture. This Event Marketing Coordinator will lead and deliver campaign strategy, paid media execution and growth-focused marketing initiatives across the full events portfolio, with primary responsibility for managing the end-to-end marketing campaign for the Melbourne International Flower & Garden Show. This role owns all earned and paid channels for the portfolio, ensuring strong audience acquisition, partner amplification and year-round momentum for all events. The Marketing Coordinator will drive B2B growth streams across the portfolio, including charity partnerships, travel and tourism markets, trade marketing opportunities, and third-party promotional channels. The role will focus on expanding awareness, increasing participation, strengthening commercial pipelines and identifying scalable growth pathways. This position is central to campaign delivery, media planning, partner engagement and performance optimisation. It requires a proactive and strategic mindset, strong relationship management and a commitment to delivering measurable growth across all event brands. Key Responsibilities and Accountabilities: Campaign Strategy & Delivery (Paid, Earned & Integrated Growth) Lead the coordination and delivery of the end-to-end MIFGS marketing campaign, ensuring all campaign elements are executed on time and aligned to strategic goals. Own all paid and earned channel execution for the running portfolio, driving audience acquisition, campaign amplification and year-round momentum. Support development of annual and seasonal marketing strategies across the portfolio, contributing insights, recommendations and data-led thinking. Build and maintain integrated campaign calendars, timelines and deliverables across all ticketing phases, announcements and program releases. Assist with audience segmentation, targeting, messaging and journey mapping to improve acquisition, engagement and retention. Ensure campaign activity is integrated across paid, earned, partner and trade channels for cohesive storytelling and maximised impact. Paid Media Execution & Performance Across Portfolio Coordinate paid media campaigns across digital, social, programmatic, search and outdoor channels, working closely with media partners. Deliver assets, approvals and briefs to media agencies in line with campaign timings and optimisation needs. Track, analyse and report on paid campaign performance, providing insights to support real-time adjustments and post-campaign improvements. Earned Media, Partnerships & PR Coordination Work with PR agencies to coordinate earned media opportunities, ensuring messaging, timing and content flow align with campaign objectives. Support planning and execution of ambassador, influencer and talent activity across MIFGS and the running portfolio. Provide assets, program details, imagery and content to PR partners and media outlets to support editorial and amplification opportunities. Growth Streams: Charity, Travel, Trade & B2B Development Charity Partnerships & Fundraising Growth Develop and deliver marketing initiatives that grow the charity program across the running portfolio, increasing charity-led registrations and fundraising participation. Coordinate charity-focused communications, toolkits and promotional support to help partners maximise their recruitment and fundraising campaigns. Identify and onboard new charity organisations to expand the program’s impact and scale. Travel, Tourism & International Participant Growth Lead travel and tourism-focused marketing initiatives to drive interstate and international registrations, working with tourism bodies, travel operators and accommodation partners. Coordinate co-branded campaigns and promotional activity targeting priority tourism markets. Develop strategies to attract international running communities and emerging growth markets. Trade Marketing & Industry Partnerships Manage trade marketing activity with retail partners, industry associations and distribution channels (e.g., sports retailers, garden centres, tourism outlets). Create and deliver trade marketing toolkits and campaign assets to support partner promotions. Explore new trade opportunities that broaden event visibility and drive participation. B2B Growth & Commercial Marketing Support Deliver targeted campaigns to grow B2B participation, including corporate groups, workplace wellbeing programs, gyms, and large training communities. Coordinate marketing activity for group entries, corporate packages, VIP offerings and hospitality experiences. Work with commercial teams to integrate growth-led initiatives into sponsorship conversations and partner campaigns. Content, Creative & Owned Channel Alignment Lead the creation, planning and execution of all content across website, social and email, ensuring messaging aligns with campaign objectives and strategic priorities. Develop and deliver campaign storytelling, key messages, content calendars and always-on communications across all owned channels. Manage all creative asset needs, including briefing suppliers where required, coordinating content capture, and ensuring timely delivery of high-quality visuals and copy. Ensure all owned-channel content is accurate, up to date, and aligned with program releases, ticketing moments, partner activity and broader campaign requirements. Sponsorship Delivery & Partner Marketing Manage and deliver sponsor marketing entitlements across paid and earned channels, ensuring accuracy and integration within campaign plans. Coordinate approvals, content inclusion, reporting and asset delivery for sponsor and partner-facing obligations. Support sponsor recap development with data, insights and campaign outcomes. Insights, Reporting & Data Support audience insights projects, surveys and research initiatives that deepen understanding of participant, visitor and partner behaviour. Compile campaign performance reports across paid and earned channels, identifying trends and opportunities. Provide actionable recommendations to improve campaign efficiency, acquisition results and strategic growth outcomes. Wider Portfolio Support Support broader portfolio marketing needs as required, including cross-event campaigns, paid/earned support and commercial initiatives. Share insights, learnings and best practices across teams to strengthen marketing output across all events Key Results Areas Deliver successful end-to-end marketing campaigns and support strong performance across the running portfolio’s paid and earned activity. Achieve audience growth, ticket sales and registration targets, driven by effective acquisition, segmentation and paid/earned channel strategies. Ensure integrated, high-quality marketing delivery across all paid, earned, partner and trade channels. Drive measurable growth across B2B streams, including charity partnerships, travel/tourism participation and trade marketing pathways. Provide clear, timely reporting and insights that strengthen campaign performance and support continuous improvement. Fulfil sponsor and partner marketing obligations accurately and on time, contributing to partner satisfaction and renewal opportunities. Support the identification and development of new growth opportunities, contributing to long-term audience and commercial expansion across the portfolio. Knowledge and Experience: Minimum 2 years’ experience in marketing, campaign coordination or communications, ideally in events, tourism, sport or a consumer-facing environment. Hands-on experience coordinating multi-channel campaigns, including paid media, earned media, digital partnerships and cross-channel marketing activity. Strong understanding of audience acquisition and segmentation, with experience supporting media planning, optimisation and performance reporting. Experience briefing and coordinating agencies or partners, including media, PR, talent, influencers or creative suppliers. Strong administrative and organisational skills, with the ability to manage complex campaign calendars, deadlines and competing priorities. Excellent written and verbal communication skills, capable of producing clear and compelling campaign messaging, partner communications and stakeholder updates. High attention to detail, ensuring accuracy across campaign deliverables, reporting, partner obligations and paid/earned content. A proactive, solutions-focused working style, comfortable operating in fast-paced environments, especially during major campaigns and event lead-ins. Confidence working cross-functionally with internal teams, commercial partners, tourism bodies, charities, agencies and industry stakeholders. Skills and Abilities: A genuine passion for live events, running, horticulture, tourism or cultural experiences, with curiosity about what drives audience behaviour and event attendance. Experience with paid media execution, PR coordination, travel/tourism marketing, charity partnerships, or B2B marketing. Working knowledge of the Adobe Creative Suite or similar creative tools. Familiarity with media agency processes, tracking tools, CMS platforms, CRM systems or digital scheduling platforms. Experience working with ambassadors, influencers or talent partners to support campaign amplification.
