We are seeking an energetic, creative and commercially driven growth leader to step into the role of Head of Growth – Brand & Digital and lead the next chapter of Ella Baché's evolution.
This is an exceptional opportunity for someone passionate about premium brands, digital innovation and retail excellence to shape and accelerate growth across a truly omni-channel business. You will lead the marketing function across Brand, Salons, E-commerce, David Jones and Education - uniting strategy, creativity and performance to deliver measurable results.
We're looking for a curious thinker and bold executor. Someone who thrives on momentum, sees opportunity where others see complexity, and understands how to build emotional brand connection while driving commercial performance.
As the custodian of our digital and growth strategy, you will ensure our omni-channel ecosystem is seamless, elevated and deeply aligned to the Ella Baché brand, delivering exceptional customer experiences while unlocking new pathways for growth.
Position Overview
The Head of Growth - Brand Communications & Digital is a key leadership role responsible for driving the strategic direction and execution of all brand marketing and digital initiatives for the iconic Ella Baché brand. This role champions customer acquisition, retention, and digital revenue growth while ensuring brand consistency across all touchpoints—including digital, college education, and franchise and 3rd party channels.
With a focus on data-driven decision-making and market expansion, you will lead a high-performing team to deliver multi-channel marketing strategies, strengthen customer loyalty, and grow market share through innovative brand communications and digital expansion.
Key Responsibilities
Strategic Brand & Communications Leadership
Develop and execute an integrated multi-channel brand communications strategy to elevate brand positioning and drive consumer engagement.
Lead strategic marketing initiatives across core business pillars: Ecommerce, and Franchise & Salon Partnerships.
Oversee the seasonal brand marketing calendar, ensuring alignment with sales, commercial objectives and market trends.
Digital & Ecommerce Growth
Own the digital performance strategy, delivering sustained online revenue growth and enhancing key website metrics (Traffic, Conversion Rate, AOV, Sessions).
Lead digital channel strategies to drive customer acquisition, retention, and loyalty, leveraging RFM segmentation and lifecycle marketing.
Champion data-led decision-making through daily trading reviews and performance reporting to optimize digital campaigns.
Develop and implement strategies to grow market share and acquire new customers, with a focus on digital expansion and omnichannel growth.
Oversee loyalty program strategies to strengthen database health, improve customer engagement, and drive repeat purchase behaviour.
Drive social media growth and engagement strategies to build brand advocacy and increase new customer inflow.
Team & Process Leadership
Lead and mentor a cross-functional marketing and digital team, fostering a culture of innovation, accountability, and performance.
Oversee marketing operations and workflow processes using Asana and regular planning cycles (daily, weekly, monthly).
Deliver clear and actionable reporting and insights to the Executive Team, providing visibility on key KPIs and growth opportunities.
Agency Management
Lead and drive results from our agency partners.
Deliver clear strategies and briefs outlining clear deliverables and KPI's.
Key Results & KPIs
Market Share & Customer Acquisition Growth
Brand health: Brand tracking and campaign ROI
Database Health: Retention, New vs Returning Customers, RFM Metrics
Online Revenue Growth: Achieve digital sales targets and YoY uplift
Website Metrics: Conversion Rate, Sessions, Average Order Value
Online Booking Growth: Booking targets: Retention, New vs Returning RFM Metrics
Loyalty Engagement: Database Growth & Program Performance
Franchise leads: Achieve targeted quality leads and KPIs
Social Following & Engagement: +20% YoY Traffic Growth
Customer Satisfaction: Maintain and improve NPS Scores
Financial Management- Budget and P and L
Reporting: data, insights and recommendations
Ideal Candidate Profile
10+ years' experience in senior brand marketing and digital leadership roles, preferably within premium beauty, retail, or lifestyle brands.
Proven track record of strategic and creative ability to build brand equity and growth.
Proven track record of driving ecommerce growth and customer acquisition through innovative marketing strategies.
Strong commercial acumen with the ability to translate marketing strategies into tangible business results.
Expertise in CRM, loyalty marketing, and digital performance metrics.
Confident leader with excellent communication skills and the ability to cross-functional teams and all stakeholders.
Experienced values lead Leader who has a proven track record of managing and delivering through a diverse marketing team.
Proficient in Asana, Google Analytics, Shopify Plus, and CRM.
Your application will include the following questions:
* Which of the following statements best describes your right to work in Australia?
* How many years' experience do you have in digital marketing?
* How many years' experience do you have as a Head of Brand?
* How many years of people management experience do you have?
* What's your expected annual base salary?
* How much notice are you required to give your current employer?
* Have you completed a qualification in marketing?
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