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Overview
Queensland Music Festival is one of Australia's most celebrated cultural institutions — a statewide celebration of music, community and place that reaches tens of thousands of Queenslanders annually. As Head of Marketing for the parent entity, I led the strategic marketing function across the full organisation, overseeing the brand, digital channels, campaigns and the team responsible for delivering them.
My contribution
Marketing leadership
The team
1 x Head of Marketing 1 x Content Specialist 1 x Digital Marketing Manager
Year
2024
Process
With a diverse program spanning metro and regional Queensland, QMF required a marketing approach that could serve multiple audiences simultaneously — from festival-goers and artists to government stakeholders and corporate partners. I built and led an integrated strategy across owned, earned and paid channels, with a focus on driving ticket sales, building brand equity and deepening community connection across the state.
Outcomes
As Head of Marketing, I rebuilt the marketing function from the ground up with a new strategy, new team structure, new channel approach. Key initiatives included a refreshed digital presence, a content strategy centred on artist and community storytelling, and a data-led approach to audience segmentation and campaign performance.
The results followed. Online reach increased 4,000%, new customer acquisition grew 450%, social engagement rose 400% and leads taken to purchase increased 240%. Marketing ROAS improved from $0.67 to $15 at the launch of our marquee Reef to Reef event, while average customer spend increased 25% — all within a three-month window.
Beyond the numbers, the work helped position QMF as a platform for regional economic impact, securing partnerships across Queensland and amplifying community voices in the lead-up to the Brisbane Olympic Games.