Fractional Chief Marketing Officer - Iconic Australian Female-Centric Brand

- Days per month negotiated with the appointee
- Brisbane-based or remote

- Permanent, ongoing fractional engagement
- Days per month negotiated with the appointee
- Brisbane-based or remote

Our client is one of Australia’s most recognised and much-loved heritage brands. Family-owned across generations and founded more than a century ago, the business built its name on a single, iconic hero product that has become a household staple. After decades as a proudly single-product business, it is now entering the most significant growth and diversification phase in its history, and it is looking for a Fractional Chief Marketing Officer to lead that next chapter.This is a newly shaped, permanent and ongoing fractional role. The number of days each month is open and will be agreed with the appointed candidate. The position can be based in Brisbane or elsewhere. The search has been opened this way on purpose, to reach marketers with genuine depth in premium, female-centric consumer brands, wherever they are based.

The mandate
You will own brand strategy and creative direction end to end, and you will be as comfortable shaping the thinking as you are making sure it lands. The immediate priority is retail readiness and disciplined execution ahead of the upcoming promotional cycles and a new category launch targeted for late this year or early next. The longer-term mandate is to help evolve a single-product heritage business into a premium, multi-category portfolio across a range of new consumer categories over a two to five year horizon, each requiring its own strategy, positioning and go-to-market.

- Brand advertising is the primary focus. Lead out-of-home, TV, cinema, digital, transit and in-flight campaigns, working with leading national media and brand partners.
- Trade marketing. Own catalogue content,



in-store activation and range-review readiness across major grocery, pharmacy, independent and travel retail, aligned to six to twelve month promotional cycles.
- Content and social. Build a scalable “always on” content engine from existing and new video assets. Scope here is flexible and may be shared with an agency.
- Budget and performance. Develop and manage the marketing budget with the CEO and CFO, and report campaign performance against awareness, consideration, loyalty and funnel metrics.
- Cross-functional leadership. Partner with Sales on forward promotional planning and with R&D; on positioning and go-to-market for new categories.

You will be supported by a dedicated marketing assistant who handles the operational and day-to-day requirements of the function, freeing you to concentrate on strategy, creative direction and campaign leadership.

Minimum requirements to be considered

These are the bar for consideration, not a wish list. To progress, you must be able to evidence every one of the following:

- A senior brand marketing leadership track record, with a career history that demonstrates depth and impact. Given the fractional nature of the role, a portfolio of concurrent or interim engagements is welcomed in place of long single-employer tenure.
- Significant, demonstrable experience marketing to female consumer audiences. This is essential and is the reason the role has been opened beyond Brisbane.
- Premium brand marketing experience gained within a privately owned, corporate, family-owned or agency environment.




- End-to-end ownership of both strategy development and hands-on implementation. This is a hybrid brief for a marketer who moves seamlessly from strategy and creative thinking through to execution and delivery, and who is comfortable working in the weeds across day-to-day platforms.
- Proven management of agencies and media platforms, including streaming, Meta, Google Ads and YouTube.
- A portfolio that demonstrates brand execution and storytelling, and the judgement to protect and build a much-loved heritage brand rather than overwrite it.
- Marketing budget development and management.
- The ability to work directly with filmmakers, editors and sound producers on asset development.
- Confidence working directly with senior stakeholders and business owners.

The person

You are energetic, commercially aware and creatively proactive. You are equally happy generating ideas and executing them, you take strong ownership of deliverables, and you thrive in a quick-moving, evolving environment where roles are broad and everyone helps where needed.

Why this role

- Lead marketing for an iconic, century-old Australian brand at the most significant inflection point in its history.
- A clear mandate to transform a single-product heritage business into a multi-category premium portfolio.
- Direct exposure to national media campaigns and brand collaborations, and close collaboration with leadership and R&D; through product expansion.
- A dedicated marketing assistant to carry the operational load, so your time goes to strategy and creative leadership.
- A down-to-earth, supportive culture with real autonomy to do your best work.
- A flexible fractional structure and location, shaped around the right person.

Applicants must hold full working rights in Australia. Reference and pre-employment checks will form part of the recruitment process.

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📌 Fractional Chief Marketing Officer - Iconic Australian Female-Centric Brand (Brisbane City)
🏢 Arete Executive
📍 Brisbane City