Brand Manager
2 weeks ago
Job Title: Brand Manager
Location: Sydney, Australia (Hybrid)
Reports to: Business Development Manager
Company Overview
Australian Native Products (ANP) is the leading producer of lemon myrtle and other native Australian ingredients, serving global markets in the food and beverage, personal care, and wellness industries. We are committed to sustainable farming practices and delivering high-quality, functional ingredients that enhance products naturally. Having laid the foundations for B2B marketing and awareness campaigns like “The New Citrus,” we are now looking for a dynamic marketing professional to drive our next phase of growth, with a focus on the functional benefits of lemon myrtle.
Role Overview
The Brand Manager will take ownership of ANP’s strategic marketing efforts, focusing on growing global awareness and demand for lemon myrtle’s unique functional benefits. As the sole in-house marketing hire, you will work closely with external freelancers in design, web development, and advertising, and will be responsible for executing cohesive and effective marketing strategies. This role requires both strategic thinking and hands-on execution, making it perfect for an experienced marketer looking to make a significant impact.
Key Responsibilities
1. Strategic Marketing
- Develop and execute a global marketing strategy with a core focus on the functional benefits of lemon myrtle, aligning with ANP’s B2B goals in the food & beverage and personal care sectors.
- Refine and expand on the “The New Citrus” campaign, ensuring its messaging remains relevant and impactful in target markets.
- Collaborate with the Business Development Manager and broader team to define marketing goals and KPIs that support overall business objectives.
2. Brand Positioning and Market Expansion
- Strengthen ANP’s market position by promoting lemon myrtle’s health benefits, sustainability, and versatility.
- Lead global demand generation efforts, particularly in regions with strong growth potential for functional ingredients (e.g., North America, Europe, Asia).
- Manage product and brand positioning to differentiate ANP’s lemon myrtle offering in the marketplace.
3. Content Development and Thought Leadership
- Create and manage a content strategy that positions ANP as an expert in functional ingredients by producing white papers, case studies, and industry insights.
- Develop educational materials (e.g., blog posts, videos, webinars) that promote the benefits of lemon myrtle, especially highlighting its antimicrobial, antioxidant, and wellness properties.
- Collaborate with scientists, industry experts, and customers to generate content that supports the functional claims of lemon myrtle.
4. Digital Marketing and Lead Generation
- Implement marketing automation tools and manage lead nurturing campaigns that educate prospects about the functional uses of lemon myrtle.
- Leverage data analytics to track campaign performance and optimise marketing efforts in real-time.
5. Freelancer and Partner Coordination
- Act as the primary point of contact for freelance resources in design, web development, and advertising, ensuring cohesive execution of marketing initiatives.
- Coordinate with distributors and co-create marketing materials to highlight lemon myrtle’s functional benefits in regional markets.
6. PR, Events, and Trade Shows
- Develop and implement a PR strategy to secure media coverage, industry partnerships, and influencer collaborations that boost awareness of lemon myrtle’s unique properties.
- Represent ANP at global industry events and trade shows, promoting lemon myrtle as a premium ingredient in food & beverage, personal care, and wellness products.
- Organise distributor trainings, round table discussions, and thought leadership forums to educate key stakeholders on the functional benefits of lemon myrtle.
7. Performance and Reporting
- Set clear KPIs for marketing activities, measuring the success of campaigns, lead generation, and overall brand growth.
- Create and manage marketing dashboards to track ROI, campaign effectiveness, and customer engagement, presenting insights to the leadership team regularly.
Skills and Qualifications
- Experience: 7+ years in marketing, with a strong focus on B2B marketing, functional ingredients, or the natural products sector.
- Expertise: Proven ability to develop and execute successful marketing strategies, especially in promoting functional benefits in food & beverage, personal care, or wellness markets.
- Autonomous: Capable of managing multiple projects independently and taking initiative without direct supervision.
- Content Creation: Strong writing and communication skills, with experience in developing educational content and thought leadership materials.
- Analytical Skills: Data-driven mindset with the ability to analyse marketing performance and optimise strategies accordingly.
- Industry Knowledge: Familiarity with the health benefits of natu
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