Key Responsibilities

Brand Strategy & Management

- Own and execute the overall FroPro brand strategy.

- Own and direct all creative direction and brand assets.

- Develop annual marketing plans and brand campaigns.

- Lead the planning and execution of integrated marketing campaigns across digital, retail and owned channels.

- Ensure a consistent brand identity and tone of voice across all customer touchpoints.

- Monitor brand performance and identify opportunities for growth.

- Drive profitable portfolio growth through strategic brand management.

- Strengthen FroPro's reputation as Australia's leading better-for-you food brand.

Campaigns & Content

- Lead the execution of integrated marketing campaigns across digital, retail and owned channels.

- Oversee social media strategy, content planning and creative production.

- Lead end-to-end marketing support for new product launches.

- Develop campaign briefs and lead the marketing team to deliver high-impact creative campaigns throughout the year.

Partnerships & Brand Collaborations

- Identify, negotiate and manage strategic brand partnerships.

- Provide strategic direction to the marketing and social media team across influencer, ambassador and affiliate programs.

- Secure collaboration opportunities that strengthen brand awareness and deliver commercial outcomes.

- Manage sponsorships, events and promotional partnerships.

Performance & Growth

- Continually identify opportunities to improve customer acquisition, retention and brand loyalty.

- Track and report on campaign performance, ROI and key marketing metrics.

- Use customer insights and performance data to optimise marketing activity.

- Manage marketing budgets and prioritise investment across initiatives.

Product Strategy

- Work with the senior leadership team to develop and execute FroPro's product portfolio strategy.

- Develop product positioning, naming,



packaging and go-to-market strategies for all recent product launches.

- Collaborate with internal and external stakeholders to successfully bring new products to market.

- Lead the creative direction, development and approval of all product packaging.

Consumer Insights & Market Research

- Analyse consumer trends, category data and market insights to identify product and market opportunities.

- Conduct competitor analysis and identify whitespace opportunities within the category.

- Stay up to date with emerging consumer, product and brand trends.

- Develop and lead FroPro's consumer insights and market research strategy, including ongoing brand awareness and tracking initiatives.

Retail & Commercial Relationships

- Build and maintain strong relationships with key retail partners including Woolworths and Coles.

- Collaborate with retailer marketing teams on product launches, promotions and category initiatives.

- Develop retailer-specific marketing plans and activation strategies.

- Support ranging submissions and product launches with compelling marketing and go-to-market strategies.

- Develop category growth strategies in collaboration with retail partners.

- Prepare annual range review presentations and supporting marketing materials.

Leadership & Cross-Functional Collaboration

- Serve as a key member of the senior leadership team, contributing to strategic business planning and decision making.

- Lead and mentor the marketing team while fostering a high-performance culture.

- Build strong cross-functional relationships across sales, operations, product development and external partners.

- Drive collaboration across departments to ensure successful product launches and commercial outcomes.

Strategic Accountabilities

This role owns

- Brand Strategy

- Marketing Campaign Direction

- Product Portfolio Strategy

- Partnership Strategy

- Brand Growth

📌 Head of Marketing - FMCG (West End)
🏢 TYB food co
📍 West End