Brand Manager

Overall Role Purpose:

The Brand Manager is responsible for the development and execution of marketing strategies and brand plans across an assigned portfolio of brands in Australia and New Zealand, with primary responsibility for the fragrance portfolio and oversight of two smaller skincare brands.

Reporting to the Marketing & Commercial Manager, the role translates overall business and brand strategies into effective local marketing plans, driving brand growth, market positioning, consumer engagement and commercial performance across retail and digital channels.

The role takes ownership of annual brand planning, marketing budgets, campaign effectiveness, brand partner relationships and new product launches, ensuring marketing investments and activities are aligned with brand objectives and commercial priorities.

The Brand Manager also provides day-to-day supervision and guidance to the Marketing Executive, ensuring effective coordination, execution and delivery of marketing activities across the assigned portfolio.

Key Roles & Responsibilities:

1. Brand Strategy, Marketing Planning & Budget Management

• Develop and manage annual and quarterly marketing plans for the assigned brand portfolio, aligned with overall business objectives, brand positioning and commercial priorities.
• Translate global and regional brand strategies into relevant local marketing initiatives, taking into consideration ANZ market dynamics, consumer insights, competitive landscape and retailer requirements.
• Identify brand growth opportunities, market trends and consumer needs to recommend appropriate marketing strategies and initiatives.
• Lead the development and management of annual marketing budgets, ensuring appropriate allocation of resources across campaigns, channels and brand activities.
• Establish marketing priorities and investment plans in consultation with the Marketing & Commercial Manager, ensuring alignment with business objectives and expected commercial returns.
• Manage the ANZ marketing calendar, ensuring alignment with global brand calendars, key retail periods and local market opportunities.

2. Campaign Strategy & Marketing Execution

• Lead the planning and delivery of integrated marketing campaigns, product launches and promotional activities across retail and e-commerce channels.
• Develop campaign briefs, objectives, key messages and deliverables, ensuring alignment with brand positioning and local market requirements.
• Oversee the adaptation and implementation of global brand assets and marketing initiatives for the ANZ market.
• Direct and coordinate agencies and internal stakeholders to ensure campaigns are delivered effectively, within agreed timelines and budgets.
• Monitor campaign performance and effectiveness, evaluating return on marketing investment and recommending improvements where necessary.
• Ensure consistency of brand identity, messaging and visual presentation across all marketing touchpoints.

3. Retail, Trade Marketing & Consumer Engagement

• Develop and oversee retail and trade marketing initiatives to strengthen brand visibility, drive consumer engagement and support commercial performance.
• Partner with Sales and Key Account teams to develop channel-specific marketing initiatives, promotions and retailer activation plans.
• Oversee the planning and execution of in-store activations, merchandising, POSM, sampling and promotional activities in accordance with brand guidelines and retailer requirements.
• Identify opportunities to strengthen brand presence and consumer engagement across department stores, specialty retail, e-commerce and other relevant channels.
• Develop and support consumer engagement initiatives, including CRM, loyalty, sampling and other retention activities.
• Ensure effective coordination between marketing, retail and sales teams to maximise the impact of brand activities at the point of sale.

4. Digital Marketing & Brand Communications

• Develop and oversee digital marketing initiatives across relevant platforms, including paid media, social media, CRM and e-commerce channels.
• Work with internal digital teams and external agencies to ensure effective content planning, campaign rollout and local adaptation of global assets.
• Ensure brand communications and digital content are consistent with brand positioning, tone of voice and visual identity.
• Monitor digital campaign performance and consumer engagement metrics, identifying opportunities to optimise marketing effectiveness.
• Support PR, influencer and media initiatives in collaboration with relevant internal teams and external partners.

5. Commercial Performance, Analysis & Reporting

• Monitor and analyse brand sales performance, market trends, campaign effectiveness and competitive activities to identify business opportunities and areas requiring attention.
• Evaluate marketing initiatives against agreed objectives, budgets and commercial outcomes, providing recommendations to improve effectiveness and return on investment.
• Work closely with Sales and Key Account teams to align marketing initiatives with sales priorities, retailer requirements and commercial targets.
• Provide marketing inputs into sales forecasts and demand planning, particularly in relation to new launches, promotions and anticipated marketing activities.
• Prepare and present regular brand performance updates, marketing reports and business reviews for the Marketing & Commercial Manager and brand principals.
• Provide market intelligence, consumer insights and competitor analysis to support business planning and decision-making.

6. Brand Partner Management & New Brand / Product Launches

• Manage relationships with assigned brand principals and partners, ensuring alignment on local marketing strategies, annual plans, campaign priorities and brand objectives.
• Act as the key marketing contact for brand partners, providing regular updates on marketing activities, brand performance and local market developments.
• Negotiate and align marketing plans, campaign deliverables and investment priorities with brand partners, in consultation with the Marketing & Commercial Manager where appropriate.
• Lead the local planning and go-to-market approach for new product launches and brand introductions, ensuring alignment across marketing, sales, retail and e-commerce channels.
• Oversee launch readiness, including marketing assets, retailer requirements, POSM, PR, influencer activation and supporting activities.
• Ensure all marketing activities and brand communications comply with applicable ANZ regulatory requirements, including advertising standards and product claims.

7. People Supervision & Team Development

• Provide day-to-day supervision, direction and support to the Marketing Executive, ensuring effective delivery of assigned marketing activities and responsibilities.
• Set clear work priorities, allocate tasks and monitor progress to ensure timely and quality execution of marketing plans.
• Provide coaching, guidance and constructive feedback to support the Marketing Executive's capability development and performance.
• Monitor workload and resource requirements, ensuring effective coordination and utilisation of available team resources.
• Foster a collaborative and accountable working environment, encouraging initiative, problem-solving and continuous improvement within the team.

• Bachelor's Degree in Marketing, Business or a related discipline.
• Minimum 3–5 years' experience in Brand Management, Marketing or Trade Marketing, preferably within the beauty, fragrance, FMCG or premium retail industry.
• Demonstrated experience in developing and managing marketing plans, budgets and integrated marketing campaigns.
• Experience managing brand partner relationships and working with cross-functional stakeholders.
• Good understanding of the Australian and New Zealand retail landscape, consumer behaviour and market dynamics.
• Exposure to digital marketing, e-commerce, CRM and consumer engagement initiatives.
• Experience supervising or mentoring junior team members is preferred.