The Senior Brand Manager will help shape and build the Betashares brand for its next era of growth. Working closely with the Chief Marketing Officer, this role will translate brand strategy into a clear, disciplined and measurable programme across the business, with a strong emphasis on B2C while ensuring relevance and consistency across B2B audiences. The role will also own the end-to-end development and delivery of major brand campaigns, ensuring strategy is translated into high-quality work that reaches the market effectively, and delivers clear ROI.

This is a senior brand leadership and campaign delivery role. It will own the brand plan, brand governance, agency relationships, brand effectiveness and the successful delivery of major brand campaigns. It does not directly own creative production, but is accountable for ensuring campaigns are strategically sharp, integrated, delivered at pace and executed consistently across channels. The role will work closely with the in-house agency and external creative partners, providing clear direction, coordinating delivery and signing off brand expression.

Role Responsibilities

Brand strategy and planning

- Partner with the CMO to develop and evolve Betashares' brand strategy, positioning, architecture and long-term brand growth agenda.
- Translate the strategy into an integrated annual and multi-year brand plan across B2C and B2B.
- Build explicit brand priorities, initiatives, measures and investment recommendations linked to business growth objectives.
- Ensure the brand proposition and proof points are consistently reflected across campaigns, customer experience, content, partnerships and corporate activity.

Brand building and effectiveness

- Strengthen brand salience,



distinctiveness and mental availability across priority audiences.
- Identify and build the category entry points, distinctive assets and memory structures that will help Betashares become easier to notice, recall and choose.
- Balance long-term brand equity with short-term commercial priorities, ensuring brand activity supports consideration, trust, customer growth and FUM.
- Own brand measurement and tracking, including awareness, consideration, trust, reputation, distinctiveness and campaign contribution.
- Turn research and performance data into clear recommendations for brand strategy, investment and execution.

Campaign strategy and execution

- Own the end-to-end development and delivery of major brand campaigns across B2C and B2B, from brief and agency engagement through production, launch, channel integration and post-campaign review.
- Translate brand strategy into clear campaign objectives, audience priorities, propositions, messaging and channel requirements.
- Lead the development of major brand briefs grounded in customer insight, category context and commercial objectives.
- Orchestrate delivery across external agencies, the in-house agency, media, PR, social, content, lifecycle and relevant business teams.
- Maintain clear campaign plans, milestones, budgets,



decision points and accountabilities to ensure work is delivered at pace and to standard.
- Ensure campaign platforms are translated effectively across paid, owned, earned, social, customer and partner channels.
- Lead stakeholder alignment and approvals, resolving issues that could compromise quality, timing or brand integrity.
- Own campaign effectiveness reviews and use results to improve creative, media, messaging and future investment.
- Provide final brand approval on major creative work, while creative development and production remain with the relevant agency or in-house creative lead.

Brand governance and capability

- Own and maintain brand principles, tone of voice, guidelines, distinctive assets and governance standards.
- Embed the brand across business units, products and customer touchpoints, creating practical tools that make it easier for teams to apply consistently.
- Guide brand architecture decisions as Betashares expands across funds, Direct, Super, private markets and other wealth propositions.
- Build brand capability across Marketing and the broader business through training, clear decision rights and constructive quality control.

Reputation and social

- Partner with the CMO and PR leadership on reputation planning, ensuring brand, corporate narrative and reputation activity reinforce one another.
- Provide strategic oversight of the organic social media programme, ensuring it builds brand relevance, distinctiveness and trust rather than operating as a standalone publishing channel.
- Help identify and manage emerging brand and reputation opportunities and risks.

AI, innovation and productivity

- Use AI and automation to accelerate brand

📌 Senior Brand Manager (Sydney)
🏢 Betashares Capital
📍 Sydney