We are representing an established outdoor brand founded in Australia in 1999. Their growing line of outdoor and garden products are focused on creating high-quality, problem-solving products that help customers make the most of their outdoor spaces. They are a digitally led consumer brand with a strong focus on product quality, customer experience and sustainable growth.
The company expanded into the U.S. in 2019 and the business is entering an important next stage of scale. We are continuing to grow our direct-to-consumer business while expanding into priority U.S. regions, developing new products and building a wholesale and retail channel.
The Head of Marketing & Growth will join the USA’s Leadership Team and lead the U.S. marketing function through its next stage of growth. Reporting directly to the Country Head, you will lead four direct reports and an overall U.S. marketing team of six, while working closely with additional marketing team members and key stakeholders based in Australia.
This is an incredible opportunity to lead a function, shape strategy and have a direct impact on business growth.
You will own the U.S. marketing and growth strategy across customer, brand, acquisition, retention, campaigns and retail marketing, while developing a capable team of functional specialists. As a member of the Leadership Team, you will also contribute beyond marketing to the broader strategy and growth of the company.
Responsibilities
Marketing, Growth & Commercial Strategy
•Own the integrated U.S. marketing and growth strategy across brand, acquisition, retention, campaigns, eCommerce marketing and customer experience.
•Translate company and financial objectives into clear annual and quarterly marketing priorities, investment choices and performance targets.
•Identify the customer, category, geographic and channel opportunities most capable of improving revenue and profitability.
•Partner with the Country Head and functional owners to improve profitable eCommerce growth, balancing revenue, acquisition efficiency, margin and long-term customer value.
Customer, Brand & Market Strategy
•Build a clear understanding of current and prospective U.S. customers through research, behavioural data and market insight, translating this into segmentation, priority audiences, positioning and messaging.
•Own U.S. brand strategy and stewardship, ensuring the brand is distinctive and locally relevant while aligned with broader brand foundations.
•Act as the senior U.S. marketing stakeholder with the Australian business on brand strategy and major brand initiatives, and partner with the Senior Graphic Designer on visual brand expression and U.S. brand guidelines.
Performance Marketing, Retention & eCommerce Growth
•Provide strategic oversight, coaching and challenge across paid acquisition, CRM and lifecycle marketing while preserving day-to-day functional ownership within the team.
•Guide acquisition and retention priorities, performance targets, testing and investment decisions, with a strong understanding of customer acquisition economics.
•Identify opportunities to improve conversion, AOV, attach rate, product discovery and category growth in partnership with the relevant functional owners.
Product, Campaign & Go-to-Market
•Lead the strategic go-to-market framework for new products, categories and major commercial initiatives, defining target customer, proposition, opportunity, launch objectives and marketing investment.
•Bring customer, category and competitive insight into product development and prioritisation.
•Partner with the Marketing Manager – Campaigns & Brand on campaign development and rollout, strengthening post-launch analysis and learning.
Qualifications
•Approximately 8+ years of leadership experience across marketing, growth, brand or related consumer disciplines, ideally within a DTC, eCommerce or digitally led business.
•Demonstrated ability to connect marketing strategy and investment to commercial outcomes.
•Strong customer, brand and positioning capability, combined with a solid understanding of performance marketing, lifecycle marketing and customer acquisition economics.
•Experience developing go-to-market strategies for new products, categories or markets.
•Strong analytical and commercial judgement, including marketing measurement, budgeting and investment allocation.
•People leadership experience with the ability to coach managers and specialists and raise the capability of a team.