Brand Manager

BabyRest helps Australian families live their best lives, fuelled by better sleep every day. For five decades, we've helped shape the most beneficial, beautiful and safe sleeping conditions for babies and toddlers – helping the whole family to thrive.   

With an ambitious brand vision and is looking for a Brand Manager to facilitate brand marketing activities across the Australian and New Zealand markets. The role is to anchor our core brand position to drive commercial return using relevant levers to target core audiences. The brand manager will maximise brand awareness through activating meaningful connections with existing and prospective customers and through use of a range of activation partners. It will deliver strong engagement and measurable results. 

This 3 day per week role reports directly to the General Manager and works in close collaboration with the Sales and Operations Directors to support delivery of commercial goals. 

Brand Management:

• The overall objective is maximum brand awareness and engagement with relevant audiences across Australia and New Zealand of the Babyrest brand
• This is a brand marketing role, connecting brand position with customers to drive commercial goals. The ability to execute to the defined market position is a critical priority to inform consistent tactical execution into the market.
• Understanding the market and customer needs will be an ongoing part of the role and will be used to develop plans accordingly
• The development of an operational brand strategy will be an annualised, tactical plan of key commercial opportunities that is communicated across the internal business to support sales.
• The brand manager is responsible for the careful planning, strategising and execution of each activity reporting results each month and return on investment.
• The brand manager is the guardian of clear and consistent execution of the brand through the business and through any partner suppliers
• Stakeholder engagement across the business is essential for absolute strategic alignment.

Brand Activation Programmes

• Understanding the unique characteristics of our target audiences is a critical success factor to connect them to the brand
• Connecting with retailers across Australia and New Zealand to execute the brand at a retail level is essential. Developing content, POS and materials to support in store education, awareness and conversion to sale
• Using third party specialists, including but not limited to public relations companies, influencer agencies and brand activation partners, you will brief, manage and work in close liaison with these external teams to generate maximum brand awareness and engagement with consumers
• Connecting, collaborating and building advocacy relationships directly with influencers of the BabyRest brand
• Planning and executing events with external partners (eg baby shows) or internal parenting and retailer events (in-house)
• Entry submissions to relevant marketing and product awards to drive increased awareness and accreditation of product, services and brand

Brand Communications & Channel Planning

Development of fit for purpose brand communications to connect, engage, convert and retain our target audiences. The ability to drive a recency, frequency and value model to build lifetime value with our loyal customers is essential.

• Experience to develop, fit for purpose communications across all formats. Including but not limited to print, video, podcast, website, digital, social, emails, expos. Clear briefs, call to actions and placement plans to drive clear responses is essential.
• Multi-channel experience is essential across owned, earned and paid opportunities and utilising all to drive performance. Includes but not limited to digital, social, and traditional advertising forms (i.e. prints, expos)
• Building strong relationships with creative, digital, video and other tactical marketing agencies to share the BabyRest strategy and drive performance.
• Proven experience in digital marketing strategy to enable commercial results aligned to key performance indicators
• Activate performance of the CRM (Klaviyo) direct with new parents. This is a critical digital channel to engage directly with customers and automate the marketing conversations through their entire customer journey.
• Analyse performance and adapt strategies as required to ensure KPIs are met
• Ability to brief, manage and update digital platforms aligned to business priorities
• Identify channel partner strategies to drive awareness and growth

Establish analytics and reporting metrics across the marketing function and create monthly reporting to distribute across the business

• Manage dashboard of analytics that aggregates all key channels and is used to inform strategic marketing decisions.
• Analyse market and customer insights to inform future marketing strategies and prepare quarterly reporting
• Budget tracking and management

KPIs

• Increase in brand awareness and share of voice (following, engagement, subscribers)
• Direct customer leads (define quality and quantity aligned to market opportunity)
• Revenue and recency, frequency, and value of customer segments (quarterly targets)
• Budget management (ROI)