Brand General Manager in Melbourne

At WelleCo, we believe wellness empowers people to live the life they've only dreamed of - feeling strong, vibrant, capable and confident. A pioneer of plant-based nutritional greens and powders, WelleCo is a globally recognised wellness brand founded in 2014 by Australia's own Elle Macpherson on the premise that the body will heal itself given the right nutrients and environment.

As WelleCo enters its next phase of global growth, we are seeking a General Manager of Brand & Marketing & Product Innovation who is an accomplished, commercially astute, passionate & disruptive brand builder that can shape the future of WelleCo, unlock new growth opportunities and drive product innovation on a global scale.

With end-to-end accountability for brand strategy, customer growth, omnichannel marketing, product innovation, international expansion and commercial outcomes, this role is far more than a traditional marketing leadership position. Reporting to the Executive Chairman, you will relish the following responsibilities in this transformational role:

• Lead WelleCo’s global brand vision, positioning, purpose, architecture and narrative, setting a high bar for strategy and identity.
• Lead annual and multi-year brand planning, that will create growth and value.
• Own the global organic social strategy across priority platforms, building a content engine that produces high-volume & high-quality creative.
• Create a global creator & influencer strategy spanning brand ambassadors, wellness voices, talent, affiliates and scaled creator seeding.
• Own the global performance marketing strategy and investment model across paid media and measurable demand-generation activity.
• Build an investment framework that enables long-term growth.
• Lead the integrated omnichannel marketing and go-to-market strategy across the e-commerce business, pharmacy, health retail partners, Amazon and marketplaces.
• Partner with commercial/account leadership on joint business plans with major retailers, using brand and shopper insight to grow distribution category leadership.
• Own the end-to-end customer growth strategy from acquisition, subscription and loyalty, with disciplined segmentation and testing.
• Lead the Product Innovation department and pipeline, translating brand strategy, category trends, customer data, retailer insight and international market opportunities.
• Chair a disciplined stage-gate innovation process from insight and concept through formulation, launch readiness and post-launch review.
• Partner closely with R&D/formulation, regulatory, legal, quality, operations, supply chain and finance to ensure innovations are commercially attractive.
• Develop and execute the global market-entry framework, identifying where WelleCo has the strongest right to win.
• Build the annual marketing and innovation operating plan alongside Finance and Commercial leadership, linking investment to revenue, gross margin and contribution.
• Present strategy, performance, risks, forecasts and investment recommendations to the CEO, executive team, Board and/or investors with clear commercial logic and accountability.
• Build, lead and develop a high-performing global organisation spanning Brand & Creative, Performance Marketing and Product Innovation, with strong interfaces into e-commerce, commercial/retail, CRM, PR, insights and regional teams.
• Create a high-performance culture that combines pace, creativity, consumer obsession, intellectual honesty, commercial discipline and accountability.

If you are a commercially-minded brand builder and leader who would thrive on the above remit, with a track record of successfully scaling FMCG consumer brands, ideally from within the Wellness or Beauty product sector, we’d love to hear from you.

With at least 10 years senior marketing leadership experience either as a GM, CMO or VP role, you will have deep expertise across brand strategy, digital & ecommerce marketing, retail ecosystems, product innovation, and a strong commercial acumen that can translate data into action. A passionate people leader with strong communication, influencing and stakeholder management skills, you understand the key elements of what it takes to foster a high-performance and passionate culture.

Experience within wellness, beauty, consumer health, supplements, lifestyle or premium consumer products is highly desired. Based at WelleCo HQ in Melbourne’s Cremorne, you will join a team of passionate, hands-on, dedicated employees who work collaboratively in an open space across a flexible work week. You will be rewarded with a highly competitive & attractive incentivised salary package, in addition to some healthy benefits, not to mention the rare opportunity to contribute your expertise and passion to a global wellness brand on its next phase of growth.