Director – Marketing Effectiveness

Betashares is seeking a senior marketing leader to build and lead a newly created Marketing Effectiveness function connecting our total marketing investment to customer and commercial outcomes.  The role includes assessing the effectiveness and ROI of paid, owned and earned media, digital effectiveness end-to-end (including view of in-product behaviour), and customer value chain optimisation.  

This role exists to ensure Betashares can connect our brand investment, media, PR, owned channels, digital journeys and customer insight into one coherent view of growth and ROI. The Director will define how marketing activity creates demand, captures intent and converts customer interest into measurable commercial outcomes across retail, adviser and broader wealth audiences – from full-funnel journeys to post-purchase profitability.  This view will inform actionable strategies to optimise our collective customer investment.    

The role requires the strategic vision of a brand and media leader, the commercial rigour of a performance marketer, the analytical discipline of a measurement leader and the curiosity of a customer insights expert.  

Role Responsibilities  

Demand Generation and Market Activation  

• Define and lead a through-the-line demand generation strategy that grows awareness, consideration, trust and category leadership for Betashares.  
• Inform and shape the role of paid media, partnerships, PR, social, content and education in creating demand across priority customer segments, working with the relevant Marketing Directors.  
• Challenge conventional category approaches and identify distinctive ways for Betashares to influence investor and adviser behaviour.  
• Build integrated activation models that connect brand campaigns, PR moments, partnerships, content programmes and product launches.  
• Work with the CMO, PR Director, Content, Retail Direct, B2B and Lifecycle teams to ensure market activity is coordinated and commercially purposeful.    

Demand Capture and Digital Effectiveness  

• Own the marketing approach to demand capture across paid search, performance media, retargeting, digital conversion journeys and high-intent customer pathways.  
• Lead the Digital Marketing Effectiveness Manager in improving the efficiency of search, paid digital, landing pages, funnel performance and conversion pathways.  
• Ensure campaign architecture links upstream demand generation with downstream acquisition, conversion and lifecycle activity.  
• Partner with Digital Experience, Product and Data teams to identify and remove friction across key digital journeys.  
• Drive a rigorous test-and-learn agenda across end-to-end customer experience to drive improved uplift of key metrics and measurable ROI improvement.  

Media Strategy, Investment and Partnerships  

• Own total paid media strategy and investment approach, with clear accountability to brand, acquisition, FUM growth, customer growth and ROI.  
• Manage the media agency relationship (Avenue C), retainer, planning quality and buying performance with high commercial standards.  
• Build and own a portfolio of signature partnerships that extend Betashares influence beyond advertising reach.    
• Evaluate media and partnerships with commercial rigour, considering audience quality, influence, brand alignment, incrementality and ROI.  
• Ensure paid media integrates effectively with earned, owned and lifecycle channels rather than operating as a standalone execution function.    

Measurement, Attribution and Effectiveness  

• Build an end-to-end marketing effectiveness framework that connects brand, PR, media, digital performance, customer behaviour in secure BS environment, customer insight and commercial outcomes.  
• Define the right measurement architecture across leading indicators, demand signals, conversion metrics, funnel efficiency, CAC, FUM growth, LTV and revenue contribution.  
• Lead the development of performance reporting that gives the CMO and executive team a clear view of what is working, what is not and where investment should shift.  
• Partner with Data and Martech to improve attribution, incrementality testing, media mix learning and customer-level performance analysis.  
• Ensure PR and earned media activity is measured in terms of reputation, reach, influence, customer response and contribution to broader demand generation.    

Customer and Competitor Insights  

• Establish enterprise customer insights as a strategic capability, delivering a clear evidence-based picture of customer behaviour, attitudes, needs and barriers.  
• Lead the Customer Insights Manager in building brand tracking, customer research, competitor intelligence and customer trust programmes.  
• Translate research and behavioural data into decision-ready recommendations for marketing, product, distribution and executive audiences.  
• Build a customer trust and recommendations programme across platforms such as Trustpilot/Google Reviews, linking advocacy to media and conversion activity.  
• Ensure customer and competitor insight directly informs media strategy, proposition development, campaign planning and performance optimisation.    

AI, Tooling and Modern Marketing Capability  

• Lead adoption of AI-powered tools across media planning, audience targeting, customer insight, competitor monitoring, reporting and creative testing.  
• Use AI and automation to accelerate insight generation, reduce manual reporting effort and increase the speed and quality of strategic recommendations.  
• Evaluate emerging tools with a clear ROI lens, considering quality, governance, cost, productivity and business impact.  
• Role-model practical AI adoption and build a culture of disciplined experimentation across the Marketing Effectiveness team.  

Key skills and experience  

• 10+ years of senior marketing experience combining a mixture of the following: media, marketing analytics and effectiveness, insights, or growth in a digitally enabled business.  
• Proven track record of commercial accountability and improving commercial outcomes.  
• Strong understanding of paid media strategy, performance marketing, digital funnel optimisation and measurement.  
• Experience building marketing effectiveness frameworks, including attribution, incrementality testing, media performance and executive-level reporting.  
• Experience leading or closely partnering with customer insights, research or competitor intelligence functions.  
• Deep commercial acumen: able to evaluate and defend media investment, digital spend, research investment and partnership value in ROI terms.  
• Strong stakeholder leadership skills, with the ability to connect marketing, PR, product, data, distribution and executive teams around shared customer and commercial outcomes.  
• Experience in financial services, wealth management, superannuation, fintech or another regulated category is desirable.  
• Demonstrated practical experience applying AI tools in media, reporting, insight generation, audience targeting or optimisation.  
• Intellectually curious, commercially sharp and comfortable building a new function with clear standards, pace and accountability.