CoolDrive Auto Parts is a supplier of auto parts, tools, equipment and accessories to the trade, with over 40,000 parts, tools and equipment available. We are your local Mechanics auto parts supplier, with demonstrated knowledge and service.

We are a truly Australian family owned and operated business established in 1977 by W.J. Blanchard, employing around 950 team members across 38 locations in Australia, New Zealand and China.

At CoolDrive, we Live by our Values

Our values are not something that exists only on the office wall, we live by them every day.

Work Together, Show You Care, Act Fairly, Aim To Inspire and Embrace Change.

Head of B2C Market Channels

We are looking for a driven Head of B2C Market Channels to establish and lead an entirely new division from the ground up. Reporting directly to the COO, the Head of B2C will own the strategy, performance and full profit-and-loss (P&L;) for all of CoolDrive’s consumer channels. You will build the team, set the direction, and be accountable for turning a portfolio of strong enthusiast brands into a high-performing, integrated consumer business.

You won’t be starting alone. This role is supported by CoolDrive’s established back-office functions such as Finance, People and Culture, Payroll, IT and much of the underlying technical infrastructure are already in place, freeing you to focus on sales, marketing, operations and building the right team.

Scope

This role holds end-to-end responsibility for sales and operations across CoolDrive’s consumer-facing brands, including:

CalOffroad — Australian-made 4x4 and off-road suspension, lift kits and accessories.

Adventure Industries — Outdoor, touring and adventure product range.

Saber — 4x4 recovery and adventure equipment.

Key Responsibilities

Commercial & P&L; Ownership

Own the full P&L; for the B2C divisions; revenue, margin, operating budget and profitability across all consumer channels.

Set annual and multi-year commercial targets, forecasts and budgets, and deliver against them.

Define pricing, promotional and channel strategies that grow revenue while protecting margin.

Provide regular, transparent performance reporting to the COO and executive leadership.





Lead all B2C sales activity across retail, online and other consumer channels.

Drive customer acquisition, conversion, retention and lifetime value across the brand portfolio.

Build and manage sales performance frameworks, targets and incentives for the team.

Marketing & Brand

Align with the GM Marketing to own the consumer marketing strategy brand, digital, campaign, content and customer experience across all B2C brands.

Grow brand awareness and engagement within the enthusiast and consumer communities each brand serves.

Work with existing digital and IT capability to optimise eCommerce trading, conversion and the online customer journey.

Operations

Oversee the operational delivery of the B2C channels including fulfilment, customer service, and the end-to-end consumer experience.

Establish scalable, efficient processes and systems, leveraging CoolDrive’s existing infrastructure and shared services.

Partner with supply chain, warehousing and IT to ensure consumer demand is met reliably and profitably.

Build the core B2C team from the ground up defining structure, roles and capability, and recruiting the right people.

Lead and develop a high-performing team across sales, marketing and operations.

Foster a customer focussed, commercially disciplined and collaborative culture.

Stakeholders and Cross-Functional Relationships

Work closely with the COO and executive team to align B2C strategy with overall business direction.

Partner effectively with the trade business to manage channel considerations and shared opportunities.

Leverage shared services such as finance, HR, payroll and IT to support the division’s growth.

About You

Proven senior leadership experience in B2C / direct-to-consumer, spanning sales, marketing and operations.

Demonstrated ownership of a P&L;, with a track record of growing revenue and profitability.





Experience building or significantly scaling a consumer channel, team or business unit, ideally from an early or greenfield stage.

Automotive, 4x4, off-road or related enthusiast-industry experience strongly preferred.

Experience working across both retail and eCommerce / digital channels.

Strong commercial acumen; comfortable owning numbers, budgets and forecasts.

A builder’s mindset: energised by creating something new, comfortable with ambiguity and able to move from strategy to hands‑on execution.

Excellent leadership and people‑development skills, with the ability to attract and grow talent.

Customer‑centric thinking, backed by data and a strong sense of brand.

Ability to influence and collaborate across a well‑established, multi‑brand organisation.

What's in it for you:

A genuine opportunity to build and lead a brand-new division at an established, successful and growing Australian business.

Direct executive visibility, reporting to the COO with the mandate to shape a key growth priority.

A portfolio of solid, well‑regarded enthusiast brands to grow.

The backing of a nearly 50 year‑old, family‑owned business with the infrastructure and scale to support ambitious growth.

Enjoy the stability of a long‑term career with a company that values loyalty and commitment. We offer secure employment with a strong focus on retaining and supporting our team through all economic cycles.

Your mental and physical health matter. Our confidential Employee Assistance Program (EAP) offers free access to professional counselling and wellbeing resources to support you through life’s challenges—at work and beyond.

Enjoy exclusive discounts on our products as a valued member of the team. We make it easy for you to experience the quality and benefits of the items we offer.

At CoolDrive Auto Parts we embrace diversity across our workforce and are committed to providing inclusive and equal employment opportunities to all candidates.

Thank you for applying to work at CoolDrive Auto Parts! Due to the volume of applications we receive only shortlisted applicants are contacted.

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📌 Head ofC Market Channels (Melbourne)
🏢 Cooldrive Auto Parts
📍 Melbourne