E-Commerce & Digital Marketing Specialist

About the role

Based in Byron Bay, Brookfarm is Australia's leading premium muesli brand, producing gourmet breakfast and snack products sold through independent retailers, health food stores, online and across 15 export markets.

Employing over 65 staff across our macadamia farm, bakehouse and headquarters, Brookfarm is a proudly Australian family business committed to creating natural, nutritious food while making a positive impact on our environment and community. It all began on the family farm in the Byron Bay hinterland over 30 years ago. Through regenerative farming practices and the planting of more than 45,000 native trees, we're restoring the ancient subtropical rainforest that once flourished across the region.

As we continue to grow both locally and internationally, we're looking for an experienced and commercially minded E-commerce & Digital Marketing Specialist to take ownership of our online sales channel and digital customer experience.

This is a key role within the marketing team, responsible for driving eCommerce performance through website optimisation, digital marketing, email marketing, customer retention and data-driven decision making. Working closely with the Head of Marketing, internal teams and external agency partners, you'll help grow Brookfarm's online revenue while delivering a premium brand experience across every digital touchpoint.

The Role

eCommerce Growth & Revenue Performance

• Take ownership of Brookfarm's eCommerce performance, helping drive online revenue growth, customer acquisition and retention.

• Develop and execute digital strategies that improve key metrics including traffic, conversion, average order value, customer lifetime value and return on investment.

• Plan and manage the online promotional and trading calendar in line with business objectives and seasonal priorities.

• Monitor and report on eCommerce performance, providing insights and recommendations for continuous improvement.

Website Management & Optimisation

• Manage and continuously improve the Brookfarm Shopify website and online customer experience.

• Coordinate website updates including content, merchandising, promotions, product launches and landing pages.

• Optimise website performance through customer journey analysis, conversion rate optimisation (CRO), testing and ongoing enhancements.

• Manage Shopify integrations, apps and platform functionality to ensure a seamless user experience.

Email Marketing & Customer Retention

• Develop and execute Brookfarm's email marketing strategy through Klaviyo.

• Manage campaign planning, content, segmentation, automation and reporting.

• Drive customer retention, repeat purchase behaviour and loyalty program performance.

• Analyse campaign performance and implement ongoing improvements to maximise engagement and revenue.

Paid Media & Digital Marketing

• Work closely with Brookfarm's digital agency to guide and optimise Google Ads, SEO and Meta advertising strategies.

• Manage digital marketing budgets to drive high-quality traffic and profitable customer acquisition.

• Support the development of integrated digital marketing campaigns that build brand awareness and drive online sales.

• Continuously evaluate channel performance and identify growth opportunities.

Content & Brand Experience

• Oversee the content strategy across website, email and social channels to support both commercial and brand objectives.

• Collaborate with the marketing and design team to create engaging digital content and customer experiences.

• Ensure consistency and excellence across all digital touchpoints.

• Support the planning and execution of product launches, campaigns, partnerships and promotional activity.

Cross-Functional Collaboration

• Work closely with operations, customer service and sales teams to ensure a seamless customer experience from order through delivery.

• Support ongoing management and optimisation of Brookfarm's Shopify Plus B2B platform.

• Assist with future eCommerce growth opportunities including expansion into international markets, marketplaces and online platforms.

• Collaborate with agency partners and market teams supporting Brookfarm's presence across international channels including Amazon, Tmall and other emerging opportunities as the business expands.

Skills & Experience

Essential

• Minimum 4+ years' experience managing and growing an eCommerce store or online sales channel.

• Demonstrated success driving online revenue growth through website optimisation, email marketing and digital marketing initiatives.

• Strong hands-on experience with Shopify (essential).

• Experience using Klaviyo to develop and execute email marketing strategies.

• Strong understanding of digital acquisition channels including Google Ads, SEO and Meta platforms.

• Experience managing external agencies and digital partners.

• Strong analytical skills with the ability to interpret performance data and translate insights into action.

• Excellent written communication, copywriting and content development skills.

• Highly organised with strong attention to detail and project management capabilities.

• Ability to work independently while collaborating effectively within a small team environment.

• Proactive, commercially minded and results-driven.

Bonus Skills

While not essential, the following experience would be highly regarded:

• FMCG, food or consumer goods industry experience.

• Amazon marketplace experience.

• International eCommerce expansion experience.

• Exposure to Chinese eCommerce platforms such as Tmall, Tmall Global or JD.com.

• Digital media buying experience across Google and Meta.

• Basic web development or coding skills.

• Content creation, photography or video production experience.

Qualifications

• Degree in Marketing, Digital Marketing, Business, Commerce or a related discipline.

Benefits:

• Quarterly performance incentives

• Great office location in Byron industrial area with flexible work arrangements

• Weekly well-being hours

• Complimentary breakfast every day of Australia’s best muesli

• Generous product discounts across Brookfarm and related network

• Enjoy rainforest walks and macadamia orchid tours on the farm

• Be part of supporting our sustainable & community efforts