The National Museum of Australia is looking for an experienced Head of Commercial to lead and grow the own-source and commercial portfolio.

Who we are

The National Museum of Australia is recognised at home and around the world as the place where the story of Australia comes alive. The Museum is the only institution equipped to tell the complex and comprehensive story of Australia from 65,000 years ago to the present day. The story of Australia is a remarkable one, from the ancient and enduring histories of the world’s oldest living cultures to the achievements of modern Australia. It is a story that is ever evolving and growing – and it is a story for a nation and for the world.

Role Purpose

The Head of Commercial leads and grows the Museum’s own‑source revenue and commercial portfolio, driving profitable growth across retail, venue services, tourism, wholesale distribution and corporate partnerships. Working in close collaboration with the Deputy Director and key business units, this role develops and executes commercial strategies that acquire, grow and retain revenue across multiple streams and distribution channels. Central to this role is designing compelling audience offers — grounded in the Museum’s collection, exhibitions and brand — that activate key existing and new audiences, deepen engagement and grow Audience Lifetime Value across identified segments. The role builds and sustains strategic partnerships and stakeholder relationships that expand the Museum’s reach and reinforce its reputation as a leading cultural institution. It provides strategic direction and people leadership to a multidisciplinary team, fostering a culture of collaboration, creativity and continuous improvement — while ensuring strong financial performance and accountability across the commercial portfolio.

Key Accountabilities

• Integrated commercial strategies and plans: Develop and implement an integrated Commercial Strategy—working with the Division Head, Executive and relevant business units—that acquires, grows and retains the Museum’s own‑source revenue across multiple revenue streams.
• Distribution channel growth: Identify and pursue commercial opportunities across existing and emerging distribution channels (B2B, B2B2C and B2C). Prioritise expansion in online channels, tourism, government and corporate partnerships.
• Compelling audience offers: Collaborate with internal and external partners to design and deliver compelling offers across retail, venues and owned or third‑party events. Ensure all offers align with the Museum’s brand, strategic objectives and audience insights.
• Audience Lifetime Value optimisation: Use performance data, analytics and trends to optimise own‑source revenue, grow profitability and improve revenue predictability. Apply Audience Lifetime Value principles to extend revenue touchpoints, deepen engagement and build ongoing relationships with local, national, international and digital audiences.
• Strategic partnership development: Establish, grow and sustain strategic relationships with key partners and stakeholders to deliver sponsorships, collaborations and offers aligned with the Museum’s goals. Represent the Museum at events, conferences and forums to strengthen networks and enhance audience connections.
• Team leadership and culture: Provide strategic leadership to a multidisciplinary team spanning retail, venues, tourism, business operations, buying and product development, and business development. Foster a culture of positive collaboration, creativity, continuous improvement and excellence in commercial and audience outcomes.
• Financial and performance management: Effectively manage budgets, resources and timelines. Set performance goals and oversee the measurement, monitoring and reporting of audience data, revenue performance and visitation trends. Use commercial metrics to refine strategies and drive improved outcomes.

Eligibility

To be eligible to apply for this vacancy, applicants must:

• be an Australian citizen
• undergo pre-employment checks, including a police record check
• hold or be eligible to hold a security clearance at the level specified in the position description.

The National Museum of Australia is an equal employment opportunity workplace. Aboriginal and Torres Strait Islander people and those from culturally diverse backgrounds are encouraged to apply for roles at the Museum.

RecruitAbility applies to this vacancy. Under RecruitAbility you will be invited to participate in further assessment activity for the vacancy if you choose to apply under RecruitAbility; declare you have a disability; and meet the minimum requirements for the position.

The National Museum of Australia is committed to ensuring a child-safe and child-friendly environment.  All employees are expected to demonstrate a commitment to, and support for, these principles, in theory and practice.

To apply

Applicants must include a 2-3 page pitch addressing their suitability for the role against the essential and desirable Skills, experience and qualifications. Applicants must also provide a current CV and include contact details for 2 referees.

Applications close 11:59pm, Tuesday 28 April 2026. 

Visit http://www.nma.gov.au/about/employment and apply online.

Reasonable adjustments are available throughout the recruitment process. If you require, or would like to discuss reasonable adjustments, please contact the Contact Officer for this position.