Head of Fair Marketing & Experiential

We are a leading art world authority shaping the conversation across art, culture, and the global creative economy. Our mission is to provide high-value and high-engagement content and commentary to professionals, collectors, and expanding high-scale communities around the world. As we enter an ambitious new phase of brand and creative elevation, we are building a dynamic creative, brand and content platform operation designed to engage new audiences, amplify our brand reach and deliver best-in-class content excellence.

We are seeking an experienced Head of Fair Marketing & Experiential to lead the global marketing and experiential strategy across Art Basel’s core fairs in Qatar, Hong Kong, Basel, Paris and Miami Beach.

This role is foundational to Art Basel’s business performance. It reinforces and brings the existing core fair model to the next level while activating, expanding, and scaling it globally, creating synergies across markets and ensuring highly effective go-to-market.

This role combines visionary brand leadership with rigorous execution. The successful candidate will ensure that each Art Basel fair is positioned as a distinct yet globally coherent cultural moment, driving attendance, ticketing performance, engagement, and long-term brand equity.

• Serve as the global owner of fair marketing and experiential initiatives, shaping frameworks, prioritisation, final sign-off for integrated campaigns across all Art Basel shows with clear cultural brand and commercial impact.
• Ensure each fair expresses a clear local identity while reinforcing Art Basel’s global brand coherence to drive awareness, attendance, and engagement.
• Lead short, high-velocity GTM frameworks for all fairs, balancing global strategy with local experiential initiatives.
• Own the always-on and peak fair moments marketing and experiential calendar, ensuring continuity between peak fair moments and year-round activity, and alignment across regions, channels, and internal teams.
• Oversee ticketing strategy, portfolio definition, pricing logic, and implementation across all shows, in close collaboration with commercial and ticketing teams.
• Track and deliver against attendance, ticketing, and commercial targets, using data and insights to continuously optimize performance.
• Own global ticket sales revenue targets across all fairs, ensuring marketing strategies are directly aligned to commercial objectives while remaining experience-led and brand-driven.
• Own the global fair marketing and experiential budgets across all shows, ensuring disciplined financial planning, dynamic forecasting, and accurate tracking against targets. Provide forward-looking budget scenarios and exercise sound commercial judgement to optimise the allocation of spend and mitigate risk.
• Ensure campaigns are informed by audience insights, cultural context, and real-time performance data.
• Measure marketing impact and continuously optimize campaigns to maximize ROI and audience conversion.
• Champion and deliver a world-class, end-to-end customer experience across all channels and touchpoints.

• Act as the strategic connector between show management, brand, communications, ticketing, VIP, digital, commercial, operations, and regional marketing teams.
• Influence early planning decisions to ensure marketing and experiential initiatives are embedded from the outset.
• Partner closely with internal stakeholders and external agencies to deliver flawless execution at speed and scale.

• Lead, mentor, and develop a team of marketing managers.
• Foster a culture of clarity, accountability, collaboration, and consistently high execution standards.

• 10+ years of senior experience in brand marketing, campaign leadership, or large-scale event/fair activation, ideally within cultural, media, consumer, entertainment, luxury, or experience-led organisations.
• Proven track record of delivering high-impact global campaigns with measurable business outcomes.
• Strong experience operating in complex, matrixed, international environments.
• Deep understanding of digital, social, content, and experiential marketing.
• Strong commercial mindset with experience driving attendance, ticketing, or revenue-led objectives.
• Strategic thinker with excellent operational, project management, and execution skills.
• Confident senior stakeholder manager with strong presence and influence.
• Proven experience leading and developing teams within set frameworks, ensuring structure, accountability, and high performance.
• Excellent storytelling, presentation, and stakeholder-management capabilities.
• Fluent in English; additional languages are a plus.