Head of Marketing

Role Overview

We are seeking a commercially minded and performance-focused Head of Marketing based in Brighton, Melbourne. This full-time role reports to the founders and general manager, taking complete ownership of revenue growth across E-Commerce and Retail channels. It is a leadership role focused on driving total revenue, not solely brand-building activities.

Primary Responsibilities

• Lead and be accountable for total revenue generated across both E-Commerce and Retail.
• Manage and optimize the marketing budget, focusing on ROI, Marketing Efficiency Ratio (MER), contribution margin, and channel profitability.
• Strategically allocate marketing spend across channels based on their performance and expected returns.
• Collaborate with finance and operations to forecast revenue accurately.
• Guide overall brand positioning and messaging ensuring consistent identity across all channels and international markets.
• Oversee influencer marketing and creative strategy efforts.

• Direct performance marketing across digital platforms including Meta, TikTok, Google, and TikTok Shop with an emphasis on scalable and profitable growth.
• Manage affiliate marketing strategies including return on investment and spending oversight.
• Implement Conversion Rate Optimization (CRO) and improve website performance.
• Lead email direct marketing (EDM) and SMS campaigns aimed at revenue expansion.
• Optimize paid media budgets and reduce customer acquisition costs while enhancing lifetime value in coordination with retention teams.

• Own the commercial strategy leading product launches, driving revenue targets and conversion strategies.
• Create performance-focused launch plans spanning digital and retail channels to ensure strong sell-through and margins.

• Develop and execute retail marketing plans focusing on sell-through rates, growth in retail presence, and product range expansion.
• Manage retail launch calendars, in-store assets, POS materials, and tester programs.
• Plan retailer-specific marketing campaigns for partners like Walmart, Coles, and Sephora.
• Drive retailer email campaigns and cooperative marketing efforts.
• Support increasing store footprint and new product ranges.

• Lead and nurture the marketing team, fostering a high-performance culture with clear accountability.
• Set measurable KPIs that align with revenue and ROI goals.
• Collaborate cross-functionally with Sales, Operations, Product, and Finance teams.
• Report directly to company founders and management.

Candidate Profile

• Over 8 years of experience in roles centered on performance-driven marketing.
• Proven ability to manage large marketing budgets effectively.
• Track record of successfully scaling direct-to-consumer (DTC) and omnichannel brands.
• Strong business acumen with excellent financial understanding.
• In-depth knowledge of paid media, CRO, and customer retention tactics.
• Experience managing retail marketing efforts within large accounts is highly valued.
• Data-oriented and decisive with a strong sense of ownership over revenue goals.
• Strategic thinker capable of executing plans efficiently.
• Thrives in fast-paced, founder-led environments.

Success Metrics

• Profitable growth of revenue across both E-Commerce and Retail divisions.
• Clear insight into marketing ROI and contribution percentages.
• Strong performances in product launches and retail sell-through rates.
• Efficient and scalable customer acquisition methods.
• Development of an accountable and high-achieving marketing team.

Why This Position is Important

This position plays a crucial role in the company’s upcoming growth phase. The successful candidate will not merely carry out marketing campaigns but will take full responsibility for revenue outcomes, allocate investment wisely, and help shape the organization’s commercial path forward. If you are a marketing leader who prioritizes performance, ownership, and impact, this opportunity is designed for you.