Senior Marketing Manager

Role overview

Rachel Gilbert is hiring a Senior Marketing Manager to steer the strategy and delivery of performance-focused, multi-channel marketing across Australia and the United States. Reporting to the Head of Brand & Marketing, this position plays a central role in regional growth and is accountable for paid media performance, CRM direction, campaign coordination, and go-to-market execution across key global touchpoints.

The ideal candidate will combine strong commercial judgement with deep experience in paid digital acquisition and lifecycle marketing, and will be able to turn seasonal brand direction into measurable marketing results across markets. This is an important role in supporting Rachel Gilbert’s continued growth as a globally recognised contemporary luxury womenswear brand spanning eveningwear, ready-to-wear, and bridal.

Performance marketing leadership

• Set and own the performance marketing approach for Meta, Google, and Pinterest across the AU and US markets, including budget control, pacing, KPI management, and creative performance.
• Be accountable for customer acquisition, conversion, and revenue growth across paid channels by defining the strategy, not simply delivering tasks.
• Manage agency and partner relationships from end to end, establishing clear expectations and ensuring performance standards are met.
• Monitor campaign results against business targets, spot efficiency gains, and lead optimisation direction proactively.
• Hold internal teams and agency partners responsible for weekly, monthly, and quarterly targets, and intervene early when outcomes begin to slip.
• Convert seasonal campaign themes into paid channel plans that work in step with the wider marketing and communications calendar.
• Keep paid media aligned with premium brand positioning and customer expectations.
• Work with agency leads and senior stakeholders on a regular weekly, monthly, and quarterly rhythm to guide budget distribution, spend pacing, and revenue opportunities by market.
• Ensure campaigns and promotions are delivered on time and to a high standard across performance channels.
• Establish the performance-tracking structure and use key metrics to guide both agency partners and internal stakeholders toward stronger efficiency and improvement.
• Lead reporting across weekly, monthly, and quarterly cycles with clear, practical insights for internal and external audiences.
• Oversee measurement systems and ensure tracking, attribution, and reporting tools such as GA4, Meta, Shopify, and Supermetrics are accurate and fit for purpose.
• Turn performance data into strategic recommendations for senior leadership, not just summary reporting.
• Promote a test-and-learn approach across paid media through structured experimentation.

CRM and lifecycle strategy

• Lead CRM planning across AU and US markets, balancing database growth, audience engagement, and revenue contribution from owned channels.
• Own lifecycle planning across acquisition, onboarding, retention, win-back, and loyalty stages, and work with the CRM agency to ensure targets are achieved.
• Sync CRM messaging and campaign timing with seasonal launches and major commercial moments so email and SMS support the wider brand story and key messages.
• Drive list growth, segmentation structure, and personalisation initiatives using Klaviyo and Lexer, while guiding the team toward more advanced behavioural targeting.
• Improve email and SMS performance by setting and tracking benchmarks for open rate, click rate, conversion rate, and revenue per send.
• Partner with eCommerce and digital teams to improve customer lifetime value, ensuring CRM is measured on retention and LTV contribution as well as engagement.
• Maintain weekly, monthly, and quarterly reporting that turns CRM results into business insight and leadership recommendations.
• Keep CRM accountable to internal benchmarks across retention, win-back, acquisition, and efficiency.
• Shape the strategic direction and roadmap together with the Head of Marketing.

Omni-channel campaign execution

• Lead seasonal go-to-market delivery across owned channels by setting the framework that CRM, paid media, and content teams execute against.
• Ensure the rollout is consistent across digital, retail, wholesale support, and brand touchpoints so the campaign tells one unified story.
• Translate brand campaigns into a performance-led delivery model and meet channel-specific KPIs across each stage of the campaign lifecycle.
• Keep messaging aligned across regions while preserving local relevance and market-specific commercial priorities.
• Guide the marketing team and wider business on campaign and seasonal collection strategy to create strong internal alignment.
• Delegate execution across the wider team while keeping work aligned to the marketing calendar and brand objectives.
• Review campaign performance with the Head of Marketing after each campaign, compare results to targets, and feed learnings into the next seasonal planning cycle.

Global marketing calendar and cross-functional leadership

• Own the internal marketing calendar for AU and US as the single source of truth for launches, campaign moments, and activations.
• Align launches, activations, and digital storytelling to support growth, commercial targets, and long-term brand positioning.
• Maintain visibility across marketing, PR, communications, creative, and eCommerce teams.
• Act as the link between brand storytelling and commercial performance.
• Mentor junior team members and help foster a collaborative, supportive environment.
• Help prioritise workflows across marketing initiatives, drive accountability on timelines and deliverables, and encourage collaboration across departments.
• Serve as the main point of contact between agency partners and internal teams, clearing blockers and keeping work moving.
• Lead, coach, and develop direct reports or junior team members supporting performance and CRM work.
• Work with creative, CRM, and Brand teams to ensure briefs, assets, and messaging stay consistent with the brand voice across channels.
• Track competitor activity, market trends, and platform changes across AU and US to stay ahead.
• Bring forward new testing ideas with clear business rationale.
• Support regional go-to-market planning based on customer behaviour.
• Identify scalable acquisition opportunities across owned and paid channels in both markets.
• Contribute to long-term expansion planning.

Budget management

• Own budgets across performance and CRM channels, ensuring spend is disciplined, accountable, and tied to outcomes.
• Allocate investment strategically across regions by balancing opportunity, seasonality, and channel performance to maximise return.
• Work with senior leadership on performance marketing investment and allocation decisions across key regions.
• Track channel efficiency and ROI to guide future investment choices.
• Support seasonal planning cycles together with the Head of Marketing.

Experience and attributes

The role calls for 5–7 years of marketing experience within fashion, luxury, retail, or eCommerce, along with at least 3 years in a people-management role. Strong hands-on knowledge of Meta, Google, and Pinterest performance marketing is essential, as is proven CRM leadership across multi-region businesses and demonstrated success driving growth in AU and US markets. Experience rolling out omni-channel seasonal campaigns, managing budgets, forecasting spend efficiency, and partnering closely with creative and commercial stakeholders is also important.

The right person will be commercially sharp, analytical, highly organised, and confident leading cross-functional work in a fast-moving environment. They should be detail-focused, proactive, collaborative, passionate about brand storytelling and customer experience, and comfortable taking ownership.

Additional information

Reports to: Head of Brand & Marketing.

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