CONSUMER INSIGHTS • CULTURAL STRATEGY • MARKETING STRATEGY • DIGITAL ARCHITECTURE •
CONSUMER INSIGHTS • CULTURAL STRATEGY • MARKETING STRATEGY • DIGITAL ARCHITECTURE •
I’m Paige X. Cho, a Marketing Director and Consumer Insights Strategist based in Melbourne.
I love using data and psychology to drive my marketing practice, over relying on standard marketing playbooks. Combining my degree in Psychological Science, lived experience in the arts, and almost two decades in marketing is what has allowed me to deliver high performing campaigns. My campaigns have driven literal millions of event ticket sales, achieved multiple number one ARIA albums, and cleared a billion streams for a single release. Whether it’s building deep loyalty for a state arts organisation or mobilising fans, it always comes down to understanding human behaviour.
This approach defines my work as Strategy Director at Bolster, Australia's premier entertainment and culture marketing agency. Over my 11-year tenure, I have shaped the marketing and advertising blueprints for hundreds of campaigns, navigating everything from tight independent budgets to large-scale festival rollouts. Serving as a trusted mentor and senior strategist across the agency, I design omni-channel strategies spanning ATL and BTL paid media, organic social, and CRM/EDM. I’ve delivered this strategic work for landmark cultural institutions and major events like ACMI, St Jerome's Laneway Festival, Melbourne Theatre Company, RISING, Victorian Opera, Brisbane Festival, Sydney Writers’ Festival, and Belvoir St Theatre.
Beyond campaign strategy, I lead the agency’s custom market research and proprietary consumer insights initiatives. This work allows me to test consumer behaviour hypotheses with vigorous data via quantitative surveys and interviews, analysing the findings to create meaningful insights and practical strategic toolkits for the wider industry.
Outside of my agency work, I am deeply committed to fostering access and equality in the arts, with a focus on supporting young people, people of colour, and women and gender-diverse individuals. I am a two-time AIR Women in Music mentor, previously served on the board of youth music organisation The Push for three years, and have contributed to assessment and advisory panels for bodies including Creative Victoria, Music Victoria, Create NSW, and the Environmental Music Prize. I am also currently a board member for Melbourne Fringe, Australia's premier independent multi-disciplinary arts festival.
On a lighter note, I’m all about the simple joys—the perfect egg salad sandwich, random science facts, library books, experimental theatre and discovering new indie music.