Senior Marketing Manager Audience Experience & Engagement

Experience: 8–12 Years
Location: Saket, Delhi
Employment Type: Full-time
Department: Marketing
Reporting To: Head of Marketing

Purpose of the Role

The Senior Marketing Manager will lead the organisation’s Audience Experience & Engagement strategy, with a focus on converting visitors into engaged, returning audiences and members while increasing audience lifetime value.

The role will develop and test audience journeys, engagement models, membership propositions and customer relationship strategies across existing spaces, while creating the frameworks, systems and strategies required for future expansion.

The role will work closely with Curatorial, Education & Outreach, Development, Operations, Retail, F&B; and other cross-functional teams to create a seamless and engaging audience experience.

Key Responsibilities

1. Audience Experience

- Develop an end-to-end visitor journey strategy, from pre-visit planning through post-visit engagement, with a solid focus on improving the overall audience experience.
- Pilot and test experience interventions across existing spaces to understand visitor behaviour and continuously improve the customer journey.
- Define audience engagement strategies across key touchpoints, including navigation, wayfinding, digital tools, communications, retail, F&B; and programme experiences.
- Identify opportunities to improve visitor satisfaction, engagement, repeat visitation and overall audience value.

2. Audience Engagement, CRM

- Lead the development and implementation of a Visitor Management System and CRM strategy to build a unified view of audience relationships.
- Establish first-party data capture, segmentation and profiling across ticketing, programmes, membership and digital touchpoints.
- Develop audience and behavioural analytics to understand visitation, engagement, retention and lifetime value.
- Build and implement lifecycle marketing strategies across email, WhatsApp and other relevant channels.
- Develop targeted communication journeys to drive repeat visits, programme participation and deeper audience engagement.




- Develop an Audience Lifetime Value framework and establish measurable KPIs for audience progression, engagement and retention.
- Use data and insights to continuously optimise audience acquisition and engagement strategies.

3. Membership Strategy

- Develop and implement the organisation’s membership strategy and proposition, benchmarking leading global and Indian institutions.
- Design and pilot Individual/Visitor and Corporate Membership propositions covering benefits, pricing, acquisition, onboarding, engagement and renewal.
- Develop a structured calendar of member experiences, privileges and engagement initiatives.
- Build strategies to improve membership acquisition, conversion, engagement and retention.
- Work closely with the Development Team on Corporate Membership acquisition, relationship management and stewardship.
- Track membership performance and identify opportunities for increasing member lifetime value.

4. Brand Merchandising & Retail

- Develop the Brand Merchandising Strategy, while testing and validating the proposition across existing spaces.
- Establish the retail offering as an extension of the organisation’s brand and overall audience experience.
- Define the product proposition, target audience segments, product categories, pricing strategy and revenue model.
- Benchmark leading cultural, lifestyle and destination-led retail experiences to identify best practices and opportunities.
- Explore opportunities across exhibition-led products, publications, artist collaborations, collectibles and original branded merchandise.
- Develop strategies to increase retail engagement, conversion and revenue while maintaining brand relevance.

5. Audience Insights & Innovation

- Establish a structured approach to gathering and analysing audience feedback, behavioural data and customer insights.




- Develop audience personas and journey maps to identify opportunities across different visitor segments.
- Design and run pilots, experiments and A/B tests to validate new audience engagement initiatives.
- Track emerging trends in customer experience, CRM, digital engagement, membership and experiential marketing.
- Convert insights into actionable recommendations for senior leadership and cross-functional teams.

Key Success Measures

- Growth in repeat visitation and audience engagement
- Growth in Visitor and Corporate Membership acquisition, engagement and retention
- Improvement in the quality and scale of first-party audience data
- Successful implementation and utilisation of the Visitor Management System and CRM
- Increased audience retention, conversion and lifetime value
- Demonstrable audience insights generated through research, analytics and pilots
- Successful development and validation of the retail and merchandising model
- Improved visitor satisfaction and overall audience experience
- Successful collaboration with cross-functional teams to deliver integrated audience initiatives

Ideal Candidate Profile

- 8–12 years of experience in Marketing, Audience Engagement, Customer Experience, CRM, Loyalty, Membership, Consumer Marketing or Brand Experience.
- Experience in consumer-facing, experience-led or destination-led businesses will be preferred.
- Strong understanding of customer journeys, CRM, first-party data, segmentation and lifecycle marketing.
- Experience in developing membership, loyalty or subscription-based propositions is highly desirable.
- Strong analytical mindset with the ability to translate customer data into actionable business insights.
- Experience in developing and managing brand merchandising, retail or commercial propositions will be an advantage.
- Strong stakeholder management and cross-functional collaboration skills.
- Ability to balance strategy, experimentation and hands-on execution.
- Strong communication, presentation and project management skills.
- A customer-centric, data-driven and innovative approach to marketing and audience development.

📌 Senior Marketing Manager Audience Experience & Engagement (New Delhi)
🏢 Careerist management Consultants
📍 New Delhi