Marketing Director – Retail Growth

Betashares is seeking a high-calibre Marketing Director to own and drive the end-to-end marketing strategy for its retail investor business via the Betashares Direct investment platform. Betashares Direct is both a product and a key distribution channel, offering a brokerage-free platform for ETFs, Australian Shares and Betashares Super, with a strong product pipeline of new features and services.  

This is a commercially critical, high-visibility role accountable for customer acquisition, FUM growth and market share across the full direct retail investor funnel. Operating at the intersection of growth, brand and product, the successful candidate will be a data-driven, commercially hungry marketing leader with deep experience in retail financial services and a track record of building and scaling high-performing acquisition engines.  

Role Responsibilities 

Acquisition Strategy and Commercial Ownership  

• Own the end-to-end marketing strategy for Betashares Direct and Betashares Super with a unified view of the retail customer via the direct-to-retail-investor channel.  
• Set and deliver against clear acquisition strategy and targets: customer/member numbers, FUM/super balance growth, CAC and revenue.  
• Identify and unlock growth opportunities across the full funnel — from product consideration through to activation and early engagement to lifetime value.  
• Design and scale high-performing growth channels, including paid, owned, earned and partnership-led approaches.   
• Continuously optimise funnel performance, conversion rates and CAC across all channels.  
• Develop a deep understanding of the retail investor customer — their motivations, barriers, behaviours and decision-making — and use this to sharpen strategy and execution.  

Proposition and Go-to-Market  

• Translate Betashares product strengths into clear, compelling customer propositions that resonate with retail investor audiences.  
• Successfully launch Betashares Super to market and oversee migration of Bendigo Super members to the new Fund.  
• Define and lead go-to-market strategy for new product launches, features and growth initiatives across Direct and Super.  
• Partner with product to shape the roadmap, customer experience and in-product communication strategy.  
• Work with content, creative and media teams to ensure propositions are brought to life powerfully across all touchpoints.  

Channel and Campaign Leadership  

• Lead integrated campaign planning and execution across the retail investor channel.  
• Partner with the Director of Retail Funds marketing on delivery of successful marketing initiatives and campaigns for Betashares funds products which are distributed through Betashares Direct.   
• Work closely with the In-House Agency and external agency to brief, develop and deliver high-quality creative.  
• Partner with Product, Digital Experience and Lifecycle/CRM teams to ensure acquisition feeds seamlessly into engagement and retention.  
• Drive a rigorous test-and-learn culture: hypothesize, test, measure and scale what works.  

Performance, Reporting and Insight  

• Own the Retail Direct marketing outcomes: track, report and act on customer performance, provide executive-suitable reporting and insights on what is driving performance, working with the Director – Marketing Effectiveness.  
• Define and maintain clear KPIs across acquisition metrics, funnel efficiency, behavior and value metrics and revenue contribution.  
• Use customer and market insight to continuously sharpen strategy — from segment prioritisation to message testing.  
• Present marketing performance and strategy to the CMO and executive team with clarity and commercial authority.  

Team Leadership  

• Lead, develop and inspire a high-performing team including a Senior Marketing Manager — Betashares Direct and Senior Marketing Manager — Superannuation.  
• Build a collaborative, accountable, commercially-focused team culture.  
• Attract and develop strong marketing talent in a competitive market.  
• Act as a senior contributor to the broader marketing leadership team.  

AI Capability and Ways of Working  

Betashares is building a marketing function fit for the next era of growth — one where AI is embedded as a standard tool across strategy, execution and measurement. All marketing roles at Betashares are expected to demonstrate genuine curiosity, openness and practical capability with AI tools.  

• Champion and embed AI tools across the Retail Direct marketing function — from AI-assisted campaign planning and creative briefing through to predictive audience segmentation and performance forecasting.  
• Use AI-powered analytics and attribution tools to accelerate insight generation and improve the speed and quality of commercial decisions.  
• Identify and implement AI-assisted workflows that meaningfully increase the team’s capacity to test, optimise and scale acquisition activity.  
• Role-model genuine openness and curiosity about AI as a growth lever — actively seeking new applications and sharing learnings with the broader team.  
• Evaluate and recommend AI tools relevant to retail marketing, acquisition strategy and funnel optimisation; bring credible recommendations to leadership.  

Key skills and experience  

• 10+ years of senior marketing experience, with significant time in retail financial services, fintech or a digitally enabled consumer business.  Superannuation experience valued.   
• Demonstrated track record of leading measurable customer acquisition and FUM/revenue growth outcomes, showing P&L like mindset.  
• Deep understanding of the retail investor mindset, financial products and the competitive investment landscape in Australia.  
• Strong command of the full acquisition and value funnel — paid media, owned channels, partnerships, product marketing and conversion optimisation.  
• Highly commercial: comfortable owning ambitious acquisition & revenue targets and presenting performance to executive leadership.  
• Proven people leader who builds high-performing teams and develops talent.  
• Experience operating in regulated financial services environments (ASIC, APRA familiarity advantageous).  
• Data-driven decision-maker with strong analytical capability.  
• Demonstrated practical experience with AI tools in a marketing or growth context — not theoretical familiarity.  
• Attitudinal openness to AI: actively curious, willing to experiment and capable of building a team culture where AI adoption is the norm, not the exception.  
• Ambitious and adaptable mindset, willing to operate as a mini CMO for Betashares Direct, driving and championing the success of the Direct BU.