* Lead, grow and mentor a team
* Launch a new brand
* Bold, challenger positioning
Location: Melbourne, VIC.
Hybrid: Monday, Tuesday, and Thursday in the office, Wednesday and Friday from home.
Reports to: Founder & CEO.
Company
Bell & Bone is a premium Australian pet dental and everyday pet care brand. The brand turns preventive health into a daily ritual that owners and pets look forward to. It is founder‐led, Australian‐made, and meat‐first, positioned between treat and health, elevated and accessible, preventative and warm.
The business has over 700 stockists, national distribution through major pet speciality retailers, thousands of five‐star reviews, a named vet credibility anchor, and eight years of product development behind the range. The online store is the largest single revenue stream. The next phase includes scaling paid social, supporting new brand launches, growing the cat business, and building toward international expansion.
Context
Bell & Bone has reached the point where marketing needs dedicated senior leadership. The founder currently leads marketing strategy, team direction, and commercial growth, alongside product development and new brand strategy. The plan is for her focus to shift to product development, new brand strategy, and the business's longer‐term direction.
This role leads the day‐to‐day marketing operation. The core purpose is to own and grow the online channel, build the marketing operating rhythm, lift the creative standard, and give the founder confidence to focus on where the business is going. The online store is the largest revenue stream, so this role suits a commercial leader who understands Shopify, customer behaviour, CRM, conversion, retention, and performance across the full funnel. The role also supports major brand and product initiatives, including a new brand launch, new product development, new distribution, and a bigger marketing calendar.
Key responsibilities
* Own the full online revenue strategy across Shopify, Meta, Google, and Klaviyo, for both dogs and cats.
* Carry accountability for blended CPA across all paid channels. Execution sits with the Creative & Performance Strategist for Meta and TikTok, and the Performance & Analytics Executive for Google.
* Lead CRM and lifecycle marketing strategy and orchestration.
* Set creative direction for paid and organic media, including briefing, reviewing, and maintaining the standard.
* Plan go‐to‐market for new product launches and the new brand launch.
* Lead and develop the marketing team.
* Drive Shopify performance by optimising conversion rates, merchandising, bundle strategy, and UX.
* Report to the founder each week with specific findings and recommended actions.
Must-have criteria
* Challenger brand background, having worked in a brand that competed against larger, more established players.
* Brand and product launch experience, including hype campaigns, new product launches, and sustaining growth after launch.
* Has owned a revenue or commercial number with accountability for the result.
* Consumer products, FMCG, or retail background.
* Brand strategy and creative leadership.
* Lifecycle marketing and CRM.
* Founder‐led or growth‐stage business experience.
* Direct people management, with a track record of developing individuals over time.
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