Head of Custom Plates - Entry & Premium Plate Portfolio
Join to apply for the Head of Custom Plates - Entry & Premium Plate Portfolio role at Vic Roads
At Vic Roads the work you do has real impact.
Our work connects people and communities.
We keep Victorians moving safely and smoothly today and help them be ready for tomorrow.
Vic Roads empowers our people to learn and grow- focusing on impact and innovation.
We reflect the diversity of Victoria and foster clever thinking to keep you and the community moving.
Vic Roads is progressing too.
In August 2022, we started on a new chapter when the Victorian State Government partnered with Aware Super, Australian Retirement Trust, and Macquarie Asset Management to operate registration and licensing services on its behalf.
We work collaboratively with the Victorian State Government to ensure we fulfill regulatory requirements, deliver State projects and safeguard customer data.
The Victorian State Government retains sole responsibility for road access, infrastructure and safety.
Annual salary range: Commensurate with experience
Employment type: Full Time / Permanent
Usual work location: 180 Lonsdale Street, Melbourne / Work from Home About the opportunity
Step into one of Victoria's most exciting commercial leadership roles.
As the Head of Custom Plates - Entry and Premium Portfolio, you'll shape the future of an iconic product range loved by collectors, car enthusiasts and everyday drivers alike.
This is your chance to lead a portfolio that blends heritage, innovation, style and serious commercial impact.
You'll own the strategy for our high‑volume entry plates and our prestigious premium plates, existing and new categories, championing new concepts, developing standout products and bringing them to market with bold, insight‑led thinking.
From premium auctions and collector engagement to dealer partnerships, digital channels and frontline sales pathways, you'll elevate how customers discover, personalise and purchase Custom Plates.
Operating where physical product meets digital innovation, you'll use data, design and customer insight to drive growth, improve experiences and keep our offerings fresh, relevant and aspirational.
With a passionate team behind you, and strong collaboration across Marketing, Sales, Operations and Digital, you'll lead a culture of creativity, agility and continuous improvement-delivering commercial results that truly stand out.
About you
You're a commercially driven product leader who knows how to grow portfolios, lead high-performing teams and deliver strong financial outcomes.
With experience managing complex product, commercial environments, you bring sharp commercial judgement, a strategic mindset and the confidence to influence at senior levels.
You're someone who thrives at the intersection of physical products, digital enablement and brand experience and has experience with partnering with key external stakeholders, dealers, auction houses, using data, customer insights and market opportunities to shape product direction and drive growth across multiple channels.
You bring a proven ability to create value in premium limited‑edition products, while also partnering closely with dealers and other parties to drive growth and accessibility at the entry level through affordable plate offerings.
You model integrity, accountability and collaboration, creating a culture where teams feel empowered to innovate, experiment and deliver customer‑centred outcomes.
Most importantly, you're motivated by the opportunity to make a visible impact on a high-profile portfolio that blends heritage, creativity and commercial performance.
Proven P&L leadership with strong budgeting and forecasting capability
Experience leading complex product or commercial portfolios in transforming environments
Strong influencer with data‑driven decision-making and communication skills
Skilled at managing product lifecycles across physical and digital channels
Experienced people leader with Agile/SAFe ways of working
Strategic, analytical and customer‑centric, with a passion for innovation and growth
Tertiary qualifications in Business, Commerce, Marketing or Product Management Our culture
Innovation powers progress, but it doesn't come without support.
To attract, retain, and develop talented people, we reward initiative and ingenuity, foster collaboration, and offer dynamic career development.
At Vic Roads, we embrace diversity and inclusion and we're proud our workforce reflects the community we work for.
What we offer Salary packaging, Fitness Passport & discounts to hundreds of retailers
Opportunities for professional and personal development
Flexible working arrangements and family-friendly practices, including 16 weeks paid parental leave How to apply
We encourage applications from people of all genders, backgrounds and communities.
If you need any adjustments to our recruitment process or the role itself, please let us know when applying.
Please submit your application via the "Apply" button.
Please note applications close Monday 26th January 2026.
For a copy of the Position Description please email
Unfortunately, applications cannot be accepted via this email.
Vic Roads is required to evidence your right to work in Australia and may ask for your consent to check records maintained by the Department of Immigration and Border Protection as well as records maintained by Victoria Police and Vic Roads as part of the selection process.
Information provided to Vic Roads will be treated in the strictest confidence.
Please note that due to legal requirements you must be predominantly located in Australia and for certain roles, predominantly located in Melbourne or Victoria.
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