Digital Growth & Brand Activation Manager

Role overview

Minor Figures is hiring a marketer in Melbourne who can lead the customer journey from discovery through purchase and repeat engagement. The position combines online growth work with hands-on brand activation, giving you responsibility for both digital performance and real-world consumer touchpoints.

You will work closely with the Australian leadership team and collaborate with the global marketing function as well as a local agency. The role is designed for someone who enjoys balancing creative thinking with commercial outcomes, and who wants to contribute to the growth of a fast-moving Australian business with international reach.

Roughly 70% of the job is focused on digital growth work such as e-commerce, paid media, CRM and customer acquisition. The remaining 30% covers brand activations, trade shows, events and broader marketing support.

About Minor Figures

Minor Figures makes plant-based milk in Australia for coffee lovers. Built by three friends with a shared interest in specialty coffee, the brand has expanded across Australia, Asia-Pacific, Europe and North America and is now recognised as a leading plant-based challenger brand.

The company aims to combine great coffee, creativity and sustainability without losing its personality. It values exceptional products, café culture and a brand experience that people genuinely connect with. As the business continues to scale across Australia and APAC, this role will help shape the next stage of growth.

Key responsibilities

This role covers three main areas: digital growth and e-commerce, brand activations and trade marketing, and content and marketing support.

Digital growth and e-commerce

• Oversee and expand the brand’s digital presence, audience engagement and online community.
• Plan, run and improve Meta and Google Ads campaigns to support acquisition, traffic and online revenue.
• Develop subscriber growth activity across email, SMS and CRM channels.
• Support e-commerce campaigns, product launches and promotional activity.
• Maintain website content and help create a strong customer experience online.
• Execute email campaigns, automated journeys and retention-focused activity.
• Review campaign results and suggest actions to improve performance.
• Track important digital metrics such as subscriber growth, traffic, conversion rate and online sales.
• Partner with external agencies and platform vendors where needed.
• Help manage digital marketing budgets and prepare performance reporting.

Brand activations and trade marketing

• Plan and deliver brand activations, sampling programs and experiential campaigns.
• Coordinate the company’s presence at trade shows, coffee festivals and industry events.
• Work with café, retail and distribution partners on in-market activity that creates impact.
• Support trade and customer marketing activity that builds awareness and trial.
• Handle event logistics, materials and follow-up reporting after each activation.
• Spot opportunities to build stronger brand visibility within the specialty coffee community.

Content and marketing support

• Coordinate photography, video, digital content and promotional asset production.
• Prepare presentations, point-of-sale materials, sales tools and marketing collateral.
• Support content planning and campaign roll-out across digital channels.
• Keep all communications aligned with the brand’s identity and tone of voice.
• Assist the broader Australian team with marketing tasks and projects as required.

What success looks like

• Growth in Instagram followers, engagement and community participation.
• Higher subscriber acquisition and stronger retention across owned channels.
• Improved online sales and website conversion performance.
• Better efficiency and stronger results from Meta and Google Ads.
• Well-executed trade shows, activations and customer events.
• Consistent delivery of polished campaigns and marketing assets.
• Strong collaboration between the Australian and global marketing teams.

Why join Minor Figures

• Become part of one of Australia’s most exciting plant-based brands.
• Work directly with the Australian leadership team and contribute meaningfully to growth.
• Gain exposure to international campaigns through collaboration with a global marketing team.
• Enjoy a high level of ownership, autonomy and responsibility.
• Benefit from flexible working arrangements and professional development opportunities.
• Join a creative, ambitious and globally recognised challenger brand.
• Receive a competitive salary with a performance-based incentive structure tied to digital growth, online sales and brand outcomes.

Candidate profile

The ideal person has between 2 and 5 years of experience in digital marketing, e-commerce, performance marketing, brand activation or a similar field. Experience with Meta and Google Ads is essential, while Shopify, Klaviyo and Google Analytics would be a strong advantage.

You should be highly organised, detail-oriented and comfortable managing several priorities at once. The role suits someone who can work independently while also collaborating effectively with both local and global stakeholders. Experience in FMCG, food and beverage, retail or consumer brands will be an added benefit, along with genuine interest in coffee, culture and brand building.

Additional details

Location: Melbourne, Australia. The role is hybrid and full time. The position is based in Australia and is intended for someone who can operate across both digital and in-person marketing channels.

A competitive salary with a performance-linked incentive structure is available, although the specific amount is not stated.