Coordinate brand voice across:

• Packaging, communications, social, product copy, and support

Set strategic direction for:

• Campaigns, product launches, and brand moments (collaborate with the Content Lead on creative direction)

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Growth Outcomes & Funnel

• Accountable for marketing OKRs addressing:
  • Customer growth
  • Acquisition cost
  • Sales volume
  • Lead generation
  • Funnel conversion

Own end-to-end funnel strategy from:

• Awareness → Conversion → Retention, diagnosing gaps and opportunities

Support funnel initiatives:

• Performance Lead: Paid channel strategy and budget allocation
• Content Lead: Organic and editorial strategy

Optimise conversion experience:

• Website design (UX), pricing models, and purchase flow

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Team & Resourcing

• Lead marketing functionDirector of the Content Lead and Performance Lead, building the team through scaling

Define team roadmap:

• Identify capabilities best developed in-house vs outsourced
• Align hiring sequences against seasonal business cycles and priorities

Manage and allocate marketing budget across:

• Brand
• Content
• Performance
• Activation

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Market Insight

• Be the voice of the customer internal to the organisation
• Translate qualitative/quantitative insights to influence product and commercial strategy

Monitor the competitive landscape

• Track category developments and market sizing

Strengthen link between marketing data and product direction

• Ensure marketing resonance influences product construction

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How Success Looks

Year One

• Phone product launch with clear positioning and a go-to-market strategy that converts well.
• Brand positioning is concisely articulated and consistent across all touchpoints.
• Use of AI for workflow optimisation improves overall funnel performance.
• Acquisition funnel is optimised, mapped, and streamlined with clear actions to mitigate losses.
• Expansion into new customer touchpoints, moving beyond digital-focused tactics.
• Set and achieve growth OKRs targeting:
  • Acquisition benchmarks and CAC
  • Conversion rate trends
• Marketing team structured for efficiency with aligned performance and accountability between Content, Performance, and strategic leadership.

Ongoing

• Growth of brand awareness within target demographic
• Steady customer acquisition cost via:
  • In-resort activations
  • Endemic marketing channels
  • Product-led acquisition
• Increase in word-of-mouth and product-driven conversions
• Seamless marketing–product alignment
  • Launched products receive effective positioning support
  • Customer feedback informing product development

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Who You Are

Experience

You have:

• Built or substantially evolved a consumer brand, not just managed an established one. Experience defining brand identity, creative direction, voice consistency, and strategic messaging that resonates.
• Deep expertise in funnel strategy for direct-to-consumer businesses:
  • Diagnose pain points for underperforming funnels
  • Implement measurement framework for impact
• Experience in D2C businesses blending app/hardware models:
  • Understanding of consumer purchase dynamics, ecommerce processes and onboarding engagement strategies

Qualities

• Learning agility: Fast learner, good at conducting rapid domain analysis, and manage ambiguity.
• Customer obsession: Engages deeply with user behavior, attitudes, and mindset, adept at qualitative/quantitative research and community understanding.
• AI-first mindset: Highly skilled with AI tools, applying them to streamline workflows, generate beneficial outcomes, and refine processes.
• Problem-solving under constraint: Capable of creative, resource-efficient solutions for complex marketing challenges.
• Independence and initiative: Works autonomously and speedily, taking ownership and forming actionable strategies.
• High standards: Uncompromising detail-oriented execution, recognising the commercial coalition of polished branding. Ensures consistency in every creative and writing deliverable.