Dolly's Dream Brand

Position title: Dolly's Dream Brand and Marketing Manager

Team: Dolly’s Dream

Reports to: Head of Dolly’s Dream

Job type: Full-time, contract role

Date: November 2024

About the Alannah & Madeline Foundation

The Alannah & Madeline Foundation is a national not-for-profit organisation dedicated to keeping children and young people free from violence and trauma wherever they live, learn and play. Through our Care, Prevention and Advocacy programs, we fight for their right to be safe, so their future is strong.

The Foundation also supports Dolly’s Dream, educating and empowering families and communities to prevent the devastating effects of bullying.

We have the highest commitment to child safety, and our Child Safe - Policy outlines our safe practices for children.

Our organisation values are at the core of who we are. They guide the way we work every day, and everyone has a responsibility to promote and demonstrate our values: We act with courage, We are stronger together, We are curious, We believe accountability matters and We act with empathy, always.

Position in context

Dolly’s Dream was set up in memory of Dolly Everett, aged 14, who took her own life after an extended period of bullying and cyberbullying. Dolly left behind her parents Tick and Kate and her sister Meg, who are now focused on using the funds that have been kindly donated by the community to help prevent other families from going through the same devastating experience.

The Dolly's Dream Brand and Marketing Manager role is responsible for the development, implementation and continuous improvement of the Dolly’s Dream brand and marketing strategy to build our audiences and increase engagement to help us achieve our purpose, programs, and income generation goals.

This role is formally based in South Melbourne. We support our staff to work flexibly, both in location and hours, based on the premise that work will remain the focus of any arrangement. How and where you work is discussed with each staff member based on individual circumstances, role requirements and accountability for the delivery of high-quality work.

Dolly’s Dream operates as a master brand alongside the Alannah & Madeline Foundation in the Foundation’s overarching brand architecture. Dolly’s Dream has a distinctive brand, audience and programming footprint, aligned to the overall goals of the Alannah & Madeline Foundation.

Major job responsibilities
- Develop and implement the overarching brand and marketing strategy for Dolly’s Dream to help build the income, impact and influence of Dolly’s Dream through a multi-step long-term operational plan that increases brand awareness and foster positive brand perception among our target audiences.
- In partnership with the Dolly’s Dream leadership team, lead the planning, execution, and optimisation of marketing campaigns across multiple channels, including digital, search, social media, print, and events.
- Collaborate cross-functionally with other departments, including Programs, Fundraising and the wider Alannah and Madeline Foundation team, to ensure alignment and integration of brand messaging and values across Dolly’s Dream and the Foundation.
- Work with the Dolly’s Dream Founders to realise and execute their strategic brand and marketing goals, ensuring regular updates, input and effective feedback loop.
- Understand the strong brand loyalty and community ownership of Dolly’s Dream and ensure this is effectively reflected Dolly’s Dream brand DNA, brand promise and in all marketing, communications, and campaign activations.
- Develop effective campaign strategies for all major marketing activities including our flagship national campaign Do It For Dolly Day, bullying in sports, back-to-school, national day of action against bullying, world suicide prevention day and others.
- Develop and implement a comprehensive, yearly communications calendar and tactical campaign schedule.
- Oversee the creation of all brand and creative assets ensuring ongoing brand compliance and alignment.
- Work alongside the Fundraising Manager and wider Dolly’s Dream team to create detailed campaign plans for program delivery and fundraising initiatives.
- Stay up to date with relevant brand, marketing and fundraising trends and explore new marketing initiatives and trends to promote Dolly’s Dream Brand.
- Develop and maintain collaborative and effective relationships with key suppliers, negotiate contracts and agreements, and manage vendors to agreed KPIs, project scope and budget.
- Identify strategic brand partnerships and sponsorship opportunities that align with the brand's values and target audience, increasing brand visibility and credibility.
- Manage the Dolly’s Dream brand and marketing budget, allocating resources to different initiatives and channels based on their potential for driving brand growth and impact.
- Lead, develop and foster a culture of storytelling and audience engagement acros