Marketing leadership for Australia's independent arts scene.
HOW I WORK
Strategy first. Then the campaign.
I'm Caitlin Reilly, founder of In Cahoots. I've spent a decade inside Australia's independent music and arts world working across marketing agencies, artist management, venue booking, touring, festival ops, merch and ticketing, so I've seen how the industry operates from pretty much every angle.
Sometimes I'm the marketing lead, sometimes I sit inside an existing team and fill the gaps, it depends on what the organisation needs from me at the time.
Most places I work have good people doing good work in silos, an ads person here, a PR person there, and no one joining the dots or thinking about the strategy underneath it all. I'm the person who sits across all of it and asks the big questions early so the work connects before it goes public.
My MBA at Melbourne Business School is sharpening that instinct into method. I've gone deep on the theory behind strategy, data, leadership and marketing, and it gives me solid business foundations that apply to all areas of my work.
PROUDLY
IN CAHOOTS WITH…
CASE STUDY 01
Campaign Project
SOLD OUT NYE 2024. SOLD OUT AGAIN NYE 2025.
When Pigs Fly NYE
I was marketing lead for WPF in 2024. The funnest project to write for, and a true team effort with the founders, Benny and Liam, and designer Sprinks. Together, we built a campaign that turned anticipation into demand, selling out with a waitlist longer than the tickets we had to offer. We came back for NYE 2025 and sold out again.
IMAGE BY KEVIN McDOWELL
CASE STUDY 02
Campaign Project
UK + IRE TOUR & 'LIVE AT THE TIVOLI' VIDEO SERIES
The Jungle Giants
A paid advertising strategy designed to drive ticket sales in new UK and Ireland markets while building the band's global audience. Alongside the tour promotion, we rolled out 'Live at The Tivoli', a high-energy video series capturing the band's hometown performance. Five videos. 592,087 views. Clear proof that strategic targeting in unfamiliar markets works when the creative is right.
IMAGE BY BYRON SPENCER
CASE STUDY 03
Embedded Partnership
TWO YEARS EMBEDDED. $3 CPA. CONSISTENT SELLOUTS.
Northcote Theatre
Ongoing marketing leadership with one goal: build a brand that sells out, and sells out fast. Through sharp creative, precise targeting and quick campaign turnarounds, we averaged a $3 CPA and turned Northcote Theatre into a room that moves tickets in record time. Artists want to play it. Audiences keep coming back. Promoters know it delivers.
IMAGE BY NAOMI LEE BEVERIDGE
SERVICES
Four ways to work together, depending on what you need.
FAQ'S
Questions I get asked.
Wondering how a fractional CMO works, or whether this is the right fit? Start here.
What does a fractional CMO do?
How do engagements work?
Who do you work with?
What's the typical timeline?
Do you execute campaigns or just advise?
