ABOUT

Caitlin reilly - STRATEGIC Marketing Professional

From my corner of Castlemaine, on Dja Dja Wurrung country, I run In Cahoots - a strategic marketing practice that helps venues, festivals, breweries and arts organisations across Australia turn their spaces into thriving cultural hubs.

My approach revolves around building genuine community - guiding organisations from grassroots to cross-platform presence without losing their authentic spark along the way.

What starts as a conversation between us becomes the foundation for connecting with the audiences who matter most.

With a camera in one hand and analytics in the other, I split my time between capturing stories through photography and video, studying my MBA at Melbourne Business School, and building campaigns that actually deliver - whether for regional events, country pubs, metropolitan venues, or touring artists.

I'm fascinated by the sweet spot where business strategy meets cultural impact in Australia's unique creative landscape.

I'm always up for a yarn about either (or both, if you're really keen) - preferably over a decent coffee or local brew.

What You Need to Know

What makes In Cahoots different?

I bring heaps of music industry experience alongside current digital marketing expertise. Working with me means getting hands-on, personalised attention without the big agency overhead - plus the flexibility to scale services up or down as you need.

How do you approach a new marketing project?

Every project kicks off with understanding your goals and audience. I'll suss out your current presence, identify opportunities, and create a custom strategy that fits your budget and timeline. Whether it's a single release or ongoing support, we'll build a plan that works for you.

What's the typical timeline for a campaign?

It varies depending on what you're after - from quick-turn single releases to long-term audience building. Generally, I reckon on 6-8 weeks minimum for release campaigns, while ongoing social media management typically needs a 3-month commitment to see proper results.

Do you offer ongoing support after the project ?

Too right! While I can help with one-off projects, most clients opt for ongoing support for consistent growth. I can adjust services based on what you need - from full campaign management to strategic guidance.

What industries do you work with?

I specialise in music, arts, and culture - working with artists, venues, festivals, and cultural organisations. This focus means I understand the unique challenges and opportunities in these spaces.

How do you ensure responsiveness?

Clear communication is key - I provide regular updates via your preferred channel (email, Slack, etc.), stick to agreed-upon response times, and schedule catch-ups that work with your timeline. Plus, you'll always have direct access to me, not a junior team member.

What experience do you have in the music industry?

Having worked with artists, venues, and festivals across Victoria, I understand the unique challenges of the Australian music scene. From grassroots to established acts, I've helped build audiences and drive results through targeted digital campaigns.

What kind of campaigns have you worked on?

I've managed everything from album releases and national tours to festival campaigns and venue programming. Each project is different, but they all focus on building genuine connections with audiences and delivering real results.

What platforms do you specialise in?

I work across all major platforms including Instagram, Facebook, TikTok, YouTube and Spotify, with a focus on both organic growth and paid campaigns. I can advise and recommend traditional media and radio outlets. I stay on top of platform changes and best practices to make sure your content hits the mark.

How do you measure success?

Success looks different for everyone - it might be ticket sales, streaming numbers, or community growth. I use data-driven insights to track progress and adjust strategies, always keeping your goals front and centre.

How do you structure your fees and what's included?

Each project is unique, so I tailor packages based on your needs and goals. My rates typically cover strategy development, content planning, platform management, and regular reporting. Pricing factors include campaign duration, number of platforms, and content creation needs.

What are your payment terms and minimum commitments?

While I recommend at least three months to see solid results, I'm flexible with both project-based fees and monthly retainers. We can sort out a payment schedule that works for your cash flow and start with a smaller project to ensure we're a good fit.

How do you handle advertising spend?

My fees cover campaign strategy and management, but advertising spend is separate. I'll help you set realistic budgets and make the most of your ad spend across platforms like Meta, YouTube, TikTok, and Spotify, with all costs approved upfront.

Track Record

Jul 2023 – Present

In Cahoots

Freelance Marketing Specialist

Specialising in driving growth for venues and festivals through strategic digital marketing and community engagement.

Leading comprehensive marketing initiatives focused on increasing event attendance and building sustainable audience relationships.

Key Achievements:
‍
• Developed and executed targeted marketing campaigns for venues and festivals, consistently achieving 25%+ increase in ticket sales and attendance

• Created and managed content strategies across multiple platforms, driving 40% growth in social media engagement and community building

• Implemented data-driven advertising campaigns, optimising ROI through strategic audience targeting and performance analysis

• Established and maintained relationships with key stakeholders, including venue owners, festival organisers, and promotional partners

• Delivered monthly performance reports and strategic recommendations, ensuring continuous improvement in marketing effectiveness

NOV 2022 – JUL 2023

This Before That

Client and Marketing Lead

Servicing account, marketing + project manager for end -
end festival, label, tour and venue campaigns for digital
marketing, content + social media.

Clients: Mushroom Management, Post Modern Collective,
Dom Dolla, The Gasometer + more.

MAR 2022 – Nov 2022

Bolster Group

Digital Campaign Coordinator

Digital media buyer, coordinating end-to-end campaigns on
Meta, Google Ads, Snapchat, TikTok and Publishers.

Clients: Bluesfest & Bluesfest Touring, RISING, Frontier
Touring, Secret Sounds, Fender, Blackhearts & Sparrows +
more.

sep 2024 - Present

Melbourne Business School

MBA - Master of Business Administration

Currently pursuing MBA with focus on strategic marketing and business development.

Developing expertise in marketing analytics, organisational leadership, and business strategy through rigorous coursework and practical applications.

Areas of Study:
• Strategic Marketing Management
• Digital Business and Innovation
• Organisational Behaviour
• Business Analytics and Decision Making
• Corporate Strategy and Growth