The Brand Marketing Manager will be responsible for driving Unichi’s brand marketing strategy and execution across the ANZ market, with a focus on brand storytelling, retail brand touchpoints, digital marketing strategy and content direction, trade marketing materials, and integrated campaign delivery.

This role will act as a key bridge between brand strategy and market execution, ensuring that Unichi’s brand voice, campaign direction, consumer messaging, digital promotion strategy, and retail activations are consistent, commercially relevant, and aligned with Unichi’s Brand 2.0 direction.

Key Responsibilities

1. Brand Strategy, Storytelling & Brand System

- Own and evolve Unichi’s brand voice, messaging pillars, and storytelling framework for the ANZ market, aligned with Unichi’s overall brand strategy.
- Translate brand positioning into transparent consumer-facing narratives across products, campaigns, digital content, retail touchpoints, and trade materials.
- Set clear brand and content standards to ensure consistency, premium brand craft, and commercial clarity across all key channels.
- Ensure all brand communications reflect Unichi’s premium positioning, consumer proposition, and long‑term brand direction.

2. Retail Brand Touchpoints & Campaign Projects

- Lead brand‑led campaign projects across key retail and offline touchpoints, including IP store activations, in‑store storytelling, visual merchandising messaging, campaign toolkits, store visual briefs, and on‑ground brand activations.
- Ensure retail brand experiences are consistent with Unichi’s brand positioning, campaign direction, and premium consumer experience standards.
- Work closely with Retail, Sales, Design, and external partners to deliver high‑quality retail campaign execution from concept to rollout.




- Support the development of retail‑facing brand materials that improve consumer engagement, brand education, and in‑store conversion.
- Deeply participate in digital marketing strategy discussions, providing brand‑led direction on campaign positioning, content angles, key messages, consumer hooks, and creative priorities.
- Work closely with the Digital Marketing team to ensure digital promotion strategies and content execution are aligned with Unichi’s brand strategy, product priorities, and commercial objectives.
- Translate brand and product strategy into digital‑ready messaging and content directions that support traffic quality, conversion, and consumer engagement.
- Partner with the Digital Marketing team to review campaign performance and consumer feedback, using insights to refine messaging and future digital campaign directions.
- Ensure digital marketing activities remain commercially driven while maintaining a consistent brand voice, premium visual standard, and clear consumer proposition.

4. Trade Marketing

- Translate brand strategy into retailer‑ready toolkits, trade marketing materials, and partner‑facing assets to support sell‑in and sell‑through.
- Partner closely with Sales teams and key retail accounts to ensure trade marketing execution is brand‑aligned while supporting commercial outcomes.
- Develop brand‑led retail campaign materials, POS messaging, education tools, product story cards, and sales support content where required.




- Ensure all trade materials reflect Unichi’s premium positioning and remain consistent with broader brand and campaign narratives.

5. Cross‑functional Collaboration & Project Ownership

- Act as a central brand marketing stakeholder across Product, Design, Digital, Sales, Retail, and external partners.
- Manage briefs, timelines, approvals, campaign deliverables, and quality standards across multiple workstreams.
- Drive projects end‑to‑end with clear ownership, strong stakeholder communication, and a high standard of execution.

6. Performance & Market Insights

- Track campaign performance, digital engagement, retail feedback, and market insights to continuously improve brand marketing execution.
- Stay close to ANZ consumer trends, competitor activity, digital content trends, and retail market dynamics to identify new brand opportunities.

Who You Are

- 5+ years of experience in brand marketing, integrated marketing, campaign management, or related roles.
- Experience in beauty, wellness, lifestyle, FMCG, or premium consumer brands is preferred. ANZ market experience is a strong advantage.
- Strong ability to translate brand strategy into consumer messaging, campaign ideas, content direction, and channel‑ready execution.
- Comfortable working with Digital Marketing teams to shape promotion strategy, content direction, campaign messaging, and creative priorities.
- Valuable understanding of how brand, digital, retail, and trade channels work together to support consumer awareness and commercial outcomes.
- Strong communicator and project owner who can work cross‑functionally with Product, Design, Digital, Sales, Retail, and external partners.
- Detail‑oriented, proactive, and able to work at pace while maintaining a high standard of brand consistency and execution quality.

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📌 Brand Marketing Manager (City of Sydney)
🏢 Unichi Wellness
📍 City of Sydney