About The Role
Senior Marketing Manager – Digital & Content (Melbourne based) Reporting to the Head of Brand Marketing & Content, this role is responsible for operationalising the brand vision across social media, creators, and digital platforms, while leading the evolution of content innovation in the age of AI and digital assistants.
Key Responsibilities
* Shape and drive Dan Murphy's content marketing strategy across all channels, ensuring the brand remains future‐fit.
* Drive content marketing innovation, including overseeing AI Search (GEO), SEO evolution, new channels and tools/processes.
* Proactively adapt the content ecosystem to consumer changes to meet key brand objectives set by the Head of Brand.
* Operationalise the brand voice, tone, and visuals across all content for an elevated customer experience.
* Oversee creative development for social (paid & owned), creator, PR, editorial and campaign content, ensuring channel‐native, on‐brand execution.
* Maintain content quality, balancing authentic storytelling with clear commercial messaging.
* Partner with the Head of Brand to champion storytelling for digital age success and commercial results.
* Manage external agencies and publishing partners, reviewing performance and budgets to maximise content ROI.
* Integrate supplier‐funded content with Merchandise and Retail Media teams into the content calendar to drive commercial opportunities without compromising audience trust.
* Lead and inspire a team of content specialists, ensuring fast, high‐quality output.
* Foster a high‐performance culture encouraging creative risk‐taking, data‐led iteration, and digital culture awareness.
* Develop team talent and future leaders through regular feedback and meaningful development plans.
Requirements
* Proven experience (10+ years) in a dedicated Content or Digital Marketing leadership role.
* Extensive experience developing integrated content strategies across e‐commerce, social media, creator networks and editorial platforms.
* Strong track record in digital innovation, with experience leading roadmaps for emerging technologies such as AI Search/GEO and SEO evolution.
* Creative leader with deep understanding of brand voice guardianship and elevated storytelling in a retail context.
* Proven ability to manage strategic agency and publishing partnerships to maximise ROI on content‐led initiatives.
* High level of stakeholder‐management skill, advocating for the commercial power of content to senior leadership.
* Demonstrated experience in people leadership, fostering a culture of creative risk‐taking and operational excellence.
* Tertiary qualifications (degree/masters) in a related field.
Benefits
* Hybrid ways of working.
* Exclusive discount card for BWS, Dan Murphy's, Woolworths, BIG W and other Endeavour Group brands, including our ALH pubs.
* Health and wellbeing support, including free services to help you live well and support your physical, mental and financial wellbeing.
* Opportunities for growth through Endeavour Group's learning and development programmes.
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