Hype DC is Accent Group's premium, limited and exclusive sneaker retailer. With almost 25 years as one of Australia's leading premium sneaker destinations, Hype DC continues to deliver a curated world class assortment of sneakers to our customers. Here at Hype DC, we are obsessed and committed to our people, our team and our customers are at the heart of what we do. As a key sneaker destination, we strive to deliver memorable experiences, a high-performance culture and operational excellence.
About the Role
As the Brand Marketing Specialist, you will drive the execution of integrated content strategies across social media, eCommerce, and KOL networks to elevate Hype DC's presence in the ANZ market. Reporting to the Brand Marketing Manager, you will orchestrate high impact campaigns by managing the workflow between global brand partners and creative agencies. Your primary focus is to transform creative concepts into seamless, multi-channel narratives that maintain brand consistency and deepen consumer resonance.
You are a key connector within the marketing team, ensuring all digital and physical touchpoints align with Hype DC's strategic objectives. While focused on digital growth and partnership management, you will also provide occasional support for brand events and activations as needed. By blending tactical execution with a sharp eye for lifestyle trends, you will play a pivotal role in strengthening Hype DC's position as the region's premier sneaker destination.
Your key responsibilities
* Campaign & Promotional Creative Content Development
o Creative Briefing: Draft and submit detailed briefs to the internal creative agency for local content and trade promotional artwork, ensuring alignment with brand guidelines and campaign KPIs.
o Production Oversight: Lead and guide the Marketing Coordinator in the execution of photoshoots and video shoots, managing logistics and quality control for all local content.
o Partner Integration: Facilitate the delivery of Brand Partner content requirements, ensuring all assets are tailored for specific channel leads.
o Approval Workflow: Manage the fortnightly content approval pipeline, coordinating with the Brand Marketing Manager to meet all local deadlines.
o Calendar Coordination: Maintain the marketing and promotional calendar, ensuring updates are communicated effectively to all stakeholders.
* eCommerce & Digital Marketing
o eCom / CRM Assets: Deliver tailored brand digital content and promotional artwork for eCommerce and CRM leads to drive website conversion and email engagement.
o Personalization & Segmentation: Collaborate with CRM leads to ensure promotional creative is optimized for specific customer segments, enhancing relevance and performance across email/SMS.
o Promo Execution: Coordinate the rollout of banners, landing page assets, and digital overlays to support digital trade-driving activities.
o Copywriting: Collaborate with the Brand Marketing Manager to provide copy in the Hype DC tone of voice across all relevant channels.
o Paid Social Assets: Deliver tailored digital and KOL content to the Paid Social team to hit campaign and promotional KPIs.
* Influencer Marketing
o Paid KOL Campaigns: Manage the end-to-end process for Brand Partner influencers, ensuring social engagement metrics align with overall campaign requirements.
o Organic KOL Coordination: Take ownership of the KOL strategy by coordinating with internal buying and external agencies for product seeding and deliverable tracking.
* Social Media
o Channel Management: Guide the Marketing Coordinator in the delivery of content for Meta, TikTok, Pinterest, and YouTube, ensuring high-quality organic output.
o Retail Content: Drive native content solutions from the retail team to bridge the gap between stores and social.
o Organic Growth: Coach and empower the Marketing Co-ordinator to drive the growth and health of Hype DC's organic channels.
* Stakeholder & Agency Coordination
o Internal Collaboration: Build strong relationships with Buying, Planning, eCommerce, CRM, and Paid Social teams to align marketing with product availability.
o Liaison: Act as the day-to-day contact for Brand Partners and external agencies to ensure efficient execution of tactical tasks.
* Budget, Analysis & Administration
o Financial Tracking: Raise Purchase Orders (POs) and track expenses to ensure marketing campaigns remain within budget.
o Performance Reporting: Conduct post-campaign analysis (PCA) for promotional activities, providing data-driven insights to the Brand Marketing Manager on creative and messaging performance.
o Competitor & Trend Monitoring: Proactively monitor competitor promotional mechanics and sneaker industry shifts to ensure Hype DC's creative and trade tactics remain market leading.
o Ad Hoc Support: Assist with occasional brand events and partnership activations as required.
Qualifications
* 3+ years' experience in Marketing Co-ordination/ Specialist (Retail, Agency background is Highly regarded)
* Strong familiarity with end-to-end content creation.
* Ability to interpret global guidelines with a local lens.
* Up to date with the social media landscape with solid comprehension of social media metrics.
* Agency Co-ordination skills
* Good presentation skills
* IT Skills: Microsoft office (Very good), Canva, Adobe suite (regarded)
At Accent Group Limited we are committed to creating an inclusive workplace that promotes and values diversity and inclusion. We believe in the diversity of our people across age, gender, identity, race, sexual orientation, ethnicity, physical and mental ability. We strive on creating an equal employment environment where everyone from any background can be themselves. The Accent Group acknowledges, and pays respect, to the Traditional Owners and ongoing custodians of the land. The Aboriginal and Torres Strait Islander and Maori people.
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