Own the marketing strategy for one of Australia’s most recognisable consumer brands.
You won’t just “run campaigns.”
You’ll set the national direction.
Leading a team of three and partnering with agency support, you’ll shape how this brand shows up across product launches, retail, digital, social and franchise networks across Australia.
The current incumbent has been with the business for almost five years, which speaks volumes about the culture, leadership and environment they’ve built.
If you’re ready to move from executing strategy to owning it, this is that opportunity.
About the business
Baskin-Robbins is the world’s largest ice cream specialty retailer, operating in more than 50 countries. In Australia, the brand continues to invest in social, digital and community-led marketing to connect with guests and franchise partners nationwide. The business is owned by the Galadari Brothers Group, a diversified Middle Eastern conglomerate with a portfolio spanning hospitality, food, automotive and industrial brands providing strong backing, stability and long-term investment into the brand.
Why this role stands out
* True ownership – You’ll develop and drive the national marketing strategy, not just deliver someone else’s plan.
* Lead your own team – Three direct reports (Marketing Specialist, Social Media Specialist, Marketing Assistant) with the mandate to coach, mentor and elevate capability.
* Agency leverage – Established agency partners in place, giving you a bank of knowledge on the brand and the ability to scale without doing everything yourself.
* Iconic, feel-good brand – A brand customers genuinely love, with national reach and strong franchise presence.
* Commercial accountability – Full oversight of the Advertising Fund budget, campaign feasibility and post-campaign performance analysis.
What you’ll be doing
You’ll lead the annual marketing calendar and promotional strategy, aligning brand, digital, social and in-store activity into one cohesive national plan.
You’ll manage the Advertising Fund budget and P&L, ensuring disciplined spend and strong ROI reporting.
You’ll partner closely with franchisees, operations and supply chain to ensure campaigns translate into commercial outcomes.
You’ll oversee end-to-end promotional programs from concept to evaluation, ensuring launches land with impact.
And you’ll build and lead a high-performing marketing team focused on performance, collaboration and continuous improvement.
What you’ll bring
* 8+ years’ marketing experience, ideally within retail, QSR, FMCG or franchise-led environments.
* Experience leading and mentoring a marketing team.
* Confidence managing budgets and analysing campaign performance
* Strong stakeholder capability, particularly within franchise or multi-site networks.
* A balance of strategic thinking and hands-on execution.
This role is hybrid (4 days in office, 1 WFH), based in Milton with car parking provided
If you’re currently a Senior Brand Manager or Marketing Manager who feels ready to step into a broader national leadership mandate, this could be the defining move in your career.
This role is being handled by Michael Johns at Gybe Consulting. For any questions or to have a confidential discussion, please reach out to ************@gybeconsulting.com.au or 0406 210 924.