Senior Brand Manager

The Senior Brand Manager will help shape and build the Betashares brand for its next era of growth. Working closely with the Chief Marketing Officer, this role will translate brand strategy into a clear, disciplined and measurable programme across the business, with a strong emphasis on B2C while ensuring relevance and consistency across B2B audiences. The role will also own the end-to-end development and delivery of major brand campaigns, ensuring strategy is translated into high-quality work that reaches the market effectively, and delivers clear ROI.  

This is a senior brand leadership and campaign delivery role. It will own the brand plan, brand governance, agency relationships, brand effectiveness and the successful delivery of major brand campaigns. It does not directly own creative production, but is accountable for ensuring campaigns are strategically sharp, integrated, delivered at pace and executed consistently across channels. The role will work closely with the in-house agency and external creative partners, providing clear direction, coordinating delivery and signing off brand expression.  

Role Responsibilities  

Brand strategy and planning  

• Partner with the CMO to develop and evolve Betashares’ brand strategy, positioning, architecture and long-term brand growth agenda.  
• Translate the strategy into an integrated annual and multi-year brand plan across B2C and B2B.  
• Build clear brand priorities, initiatives, measures and investment recommendations linked to business growth objectives.  
• Ensure the brand proposition and proof points are consistently reflected across campaigns, customer experience, content, partnerships and corporate activity.  

Brand building and effectiveness  

• Strengthen brand salience, distinctiveness and mental availability across priority audiences.  
• Identify and build the category entry points, distinctive assets and memory structures that will help Betashares become easier to notice, recall and choose.  
• Balance long-term brand equity with short-term commercial priorities, ensuring brand activity supports consideration, trust, customer growth and FUM.  
• Own brand measurement and tracking, including awareness, consideration, trust, reputation, distinctiveness and campaign contribution.  
• Turn research and performance data into clear recommendations for brand strategy, investment and execution.  

Campaign strategy and execution  

• Own the end-to-end development and delivery of major brand campaigns across B2C and B2B, from brief and agency engagement through production, launch, channel integration and post-campaign review.  
• Translate brand strategy into clear campaign objectives, audience priorities, propositions, messaging and channel requirements.  
• Lead the development of major brand briefs grounded in customer insight, category context and commercial objectives.  
• Orchestrate delivery across external agencies, the in-house agency, media, PR, social, content, lifecycle and relevant business teams.  
• Maintain clear campaign plans, milestones, budgets, decision points and accountabilities to ensure work is delivered at pace and to standard.  
• Ensure campaign platforms are translated effectively across paid, owned, earned, social, customer and partner channels.  
• Lead stakeholder alignment and approvals, resolving issues that could compromise quality, timing or brand integrity.  
• Own campaign effectiveness reviews and use results to improve creative, media, messaging and future investment.  
• Provide final brand approval on major creative work, while creative development and production remain with the relevant agency or in-house creative lead.  

Brand governance and capability  

• Own and maintain brand principles, tone of voice, guidelines, distinctive assets and governance standards.  
• Embed the brand across business units, products and customer touchpoints, creating practical tools that make it easier for teams to apply consistently.  
• Guide brand architecture decisions as Betashares expands across funds, Direct, Super, private markets and other wealth propositions.  
• Build brand capability across Marketing and the broader business through training, clear decision rights and constructive quality control.  

Reputation and social  

• Partner with the CMO and PR leadership on reputation planning, ensuring brand, corporate narrative and reputation activity reinforce one another.  
• Provide strategic oversight of the organic social media programme, ensuring it builds brand relevance, distinctiveness and trust rather than operating as a standalone publishing channel.  
• Help identify and manage emerging brand and reputation opportunities and risks.  

AI, innovation and productivity  

• Use AI and automation to accelerate brand planning, research synthesis, briefing, content adaptation, campaign development and performance analysis while maintaining strong human judgement and brand quality.  
• Identify practical AI use cases across brand and campaign workflows, working with the in-house agency, Marketing Operations and external partners to improve speed, scale and consistency.  
• Build repeatable tools, prompts and processes that enable faster translation of campaign ideas across channels without compromising strategic or creative integrity.  
• Track the impact of AI-enabled workflows on turnaround time, production efficiency and campaign effectiveness, and share learnings across the Marketing team.  
• Stay current on emerging AI-enabled brand, creative and insight practices and make credible recommendations on where Betashares should adopt, test or avoid new approaches.  

Leadership and collaboration  

• Act as a senior brand adviser to the CMO and Marketing Directors, bringing clear judgement and a strong point of view.  
• Build effective relationships across Product, Distribution, Direct, Super, Funds, PR, Content, Customer Lifecycle, Data and the in-house agency.  
• Influence senior stakeholders and resolve competing brand needs while protecting the integrity and long-term value of the brand.  
• Manage agency partners and relevant team members with clear expectations, strong feedback and accountability for outcomes. 

Key skills and experience  

• 10+ years of brand marketing experience, including senior responsibility for building and managing a major consumer or services brand.    
• Strong grounding in brand strategy, positioning, architecture, distinctive assets, salience, mental availability and brand effectiveness.  
• Demonstrated experience owning the end-to-end development and execution of major integrated brand campaigns across paid, owned, earned and customer channels.  
• Proven ability to balance long-term brand building with commercial and customer growth priorities.  
• Strong research, insight and measurement capability, with the judgement to turn evidence into clear recommendations.  
• Experienced in managing creative and brand agencies, leading complex campaign delivery and working closely with creative, media and channel teams.  
• Comfortable operating across both B2C and B2B, with deep retail or consumer marketing experience strongly valued.  
• Strong stakeholder influence and the confidence to protect brand integrity while working pragmatically across a complex organisation.  
• Clear, constructive and decisive, with high standards for strategic and creative quality.  
• Financial services, wealth, superannuation or fintech experience is desirable but not essential.  
• Practical experience using AI and automation in brand, creative or campaign workflows, with evidence of improved speed, scale or effectiveness.