Overview
HR & People Experience | Recruitment, Onboarding, Culture & Engagement
Brand Marketing Manager at Upstate Studios leads the marketing strategy for growth across Studios, Retreats, and Pilates Instructor Training. The role sets the vision, drives campaigns, and ensures brand impact and consistency while balancing long-term strategy with quick wins to grow the brand with energy and purpose.
Responsibilities
- Strategy and Leadership: Develop and lead the overarching marketing strategy; build a culture of agility, creativity, and innovation; manage budgets, resource allocation, and external agency relationships.
- Brand and Content Oversight: Safeguard and evolve brand positioning, tone of voice, and creative direction; oversee development of high-quality content across channels (copy, social, video, email, website); approve creative for major campaigns, shoots, and brand assets; ensure consistency across markets and states.
- Campaigns and Growth: Lead campaigns for studio launches, challenges, member engagement, and retention; enable quick pivots for activations in response to performance or market changes; direct high-level partnerships, collaborations, and PR strategies; lead ambassador and influencer strategy to build authentic advocacy and expand reach.
- Digital Marketing and CRM Performance: Oversee digital marketing strategy (SEO, paid ads, website optimization); ensure email and CRM flows support acquisition, retention, and lifecycle marketing; translate insights into actionable strategy; champion data and analytics in campaign decision-making.
- Stakeholder Communication: Report performance, insights, and opportunities to Co-CEO and leadership; collaborate with Operations, Member Support, and Property teams to align campaigns with business goals.
Qualifications and Experience
- 5+ years in senior marketing roles (consumer, lifestyle, or multi-site brands).
- Proven ability to deliver both long-term strategy and quick-turnaround campaigns.
- Experience managing budgets, agencies, and cross-functional teams.
Additional Notes
The role may require interstate travel and flexible hours to align with brand events, challenges, and activations. Some launches may require extended hours.
Head to the Work With Us page on to apply, or email for more information.
Location: Melbourne, Victoria, Australia.
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📌 Marketing Brand Manager
🏢 Upstate Studios
📍 Melbourne