Introduction
Dymocks Retail is a nationally recognised multi-channel retail brand with over 40 locally owned and operated stores across Australia. The largest bookselling network in Australia, we pride ourselves on providing the best experience for our customers through our extensive range of books, gifts, and stationery.
Description
As Head of Marketing, you will be responsible for setting the strategic direction and lead the execution of all marketing activity across the Dymocks network, ensuring a consistent, compelling and commercially effective brand experience at every customer touchpoint.
This role plays a critical leadership role in delivering a new brand strategy and revitalising the Booklover loyalty programme to drive customer acquisition, retention, engagement and advocacy. Working within a lean budget, you will focus on high-impact initiatives that strengthen brand perception and attract new audiences.
Skills and Experiences
As the Head of Marketing, you will be responsible for:
Brand Strategy & Retail Experience
* Developing and managing the implementation of the national marketing strategy on behalf of the franchise and company stores.
* Balancing brand expression with operational realities in a franchise retail environment.
* Acting as the brand custodian, ensuring consistency across marketing, stores, content, partnerships and communications.
* Partnering with Retail Operations to elevate the end‐to‐end in‐store experience across the 40‐store network.
* Overseeing the visual merchandising strategy, standards and rollout, ensuring stores feel inspirational, contemporary and distinctly Dymocks.
Campaigns & Marketing Effectiveness
* Developing and delivering integrated campaigns that build brand affinity, drive store traffic and deepen customer engagement.
* Overseeing campaign briefing, delivery and post‐campaign review to embed rigour and learning.
* Maintaining relationships and negotiating with all key marketing suppliers including printers, creative design agency, EDM platform provider and Booklover Loyalty platform provider.
* Maintaining the national marketing calendar and overseeing all functions of the marketing team.
* Collaborating closely with Ecommerce, Retail Operations, Merchandising and Franchise partners.
Loyalty, CRM & Customer Retention
* Leading the strategic review of the Booklover loyalty programme. Defining the loyalty value proposition, programme structure, benefits and communications.
* Owning the CRM strategy including customer segmentation, lifecycle marketing and retention programmes.
* Overseeing our loyalty operations, including programme governance, benefit execution and franchise alignment.
* Using customer insights to drive increased engagement, frequency and long‐term value.
Events Strategy & Partnerships
* Overseeing the events strategy as a key brand lever, spanning author events, cultural moments and partnerships.
* Ensuring events drive brand affinity, store traffic and customer engagement.
Media & PR
* Overseeing social media strategy, content planning and community engagement.
* Setting the media strategy and managing agency relationships to maximise impact and efficiency.
* Leading PR and earned media strategy, ensuring strong brand storytelling and cultural relevance.
Successful candidate will have
* 10+ years' experience in direct‐to‐consumer e‐commerce.
* Experience working with Google Analytics, Adobe Commerce and Emarsys (or other well‐known e‐commerce CMS and email marketing platforms).
* Excellent knowledge of digital and traditional marketing trends, portals and channels.
* Experience with marketing automation and CRM, from strategy to workflow execution.
* Strong analytical capabilities with a performance and growth‐driven mindset.
* Strong stakeholder and relationship management skills.
* Experience of negotiating with and influencing decision makers.
* Excellent written and verbal communication skills.
* Strong leadership skills to drive collaboration, influence and lead multi‐disciplinary teams.
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