Brand and Marketing Manager

About ANNA'S

ANNA'S is an Australian women's wellness brand dedicated to helping women feel informed, supported and empowered through every stage of life.

Through educational content focused on menstrual cycles, perimenopause, menopause, hormone health and wellbeing, we help women better understand their bodies and make informed decisions about their health. Everything we do is underpinned by a commitment to evidence-based information and regulatory compliance.

As we continue to grow in Australia and expand into international markets, we're looking for a strategic, creative and highly organised Brand & Marketing Manager to lead our brand and marketing activity and help shape the next stage of ANNA'S growth.

The Opportunity

This is an opportunity to take ownership of ANNA'S brand and marketing strategy and play a key role in shaping how our brand shows up across all customer touchpoints.

Reporting directly to the CEO/COO, you will provide strategic direction across ANNA'S brand and marketing activity, with responsibility for brand strategy, product launches, marketing planning, agency management and team direction.

You'll work closely with the Content Lead and Partnerships & Community Coordinator to bring campaigns, product launches, brand initiatives and commercial priorities to life. You'll be responsible for ensuring our marketing activity is strategically aligned, commercially focused and consistently reflects the ANNA'S brand.

This is a role for someone who enjoys both strategy and execution. Someone who can see the bigger picture, develop a strong marketing strategy and then translate that strategy into clear priorities, campaigns and briefs for the wider team.

You'll have the opportunity to work across new product launches, brand development, content, campaigns, partnerships, agency relationships and international expansion, helping shape one of Australia's leading women's wellness brands as it enters its next stage of growth.

Based at our Sunshine Coast Hinterland office, this role offers the opportunity to work closely with a growing team and play a key role in shaping the future direction of ANNA'S.

Key Responsibilities

Brand Strategy

• Maintain and evolve ANNA'S brand strategy, positioning and identity.

• Ensure all marketing, creative and customer-facing activity remains aligned with ANNA'S brand values, tone and visual identity.

• Provide strategic direction across key marketing initiatives and campaigns.

• Conduct regular brand reviews and identify opportunities to strengthen brand awareness and positioning.

• Provide creative and strategic direction for major campaigns, photoshoots and brand initiatives.

• Ensure ANNA'S remains consistent as the brand expands into international markets.

Product Launches

• Lead the marketing strategy and positioning for new product launches.

• Develop launch messaging, campaign direction and key marketing priorities.

• Ensure each product launch has a clear marketing plan aligned with the broader ANNA'S strategy.

• Work closely with the Content Lead and Partnerships & Community Coordinator to ensure launch activity is delivered effectively.

• Review launch performance and identify learnings to improve future product launches.

Marketing Strategy & Planning

• Develop and maintain the annual and quarterly ANNA'S marketing calendar.

• Set campaign priorities, key dates and marketing activity across the year.

• Ensure product launches, commercial moments, events, campaigns and international activity are incorporated into the marketing calendar.

• Provide clear briefs, priorities and direction to the marketing team.

• Ensure the Content Lead and Partnerships & Community Coordinator are aligned on upcoming priorities and deliverables.

• Regularly review marketing activity and adjust priorities based on business needs and performance.

Agency & External Partner Management

• Manage key external marketing, digital and agency relationships.

• Provide clear briefs, objectives and brand direction to external partners.

• Ensure agency deliverables, timelines and budgets remain aligned with ANNA'S priorities.

• Review agency performance and provide feedback and direction where required.

• Coordinate between agencies and the internal team to ensure a cohesive approach to marketing.

• Identify opportunities to improve the effectiveness and value of external agency relationships.

Team Direction

• Provide clear strategic direction and priorities to the Content Lead and Partnerships & Community Coordinator.

• Ensure team activity is aligned with the marketing calendar and broader business objectives.

• Conduct regular check-ins to review priorities, progress and upcoming activity.

• Support strategic decision-making, problem solving and creative development.

• Provide feedback and guidance to ensure work remains on brand and commercially focused.

• Identify opportunities for collaboration between team members and ensure key initiatives are coordinated effectively.

Marketing Performance & Strategic Support

• Review marketing, campaign, content and email performance.

• Provide regular insights and recommendations to the Leadership Team.

• Monitor relevant market, competitor and category trends.

• Identify opportunities to improve marketing effectiveness and brand growth.

• Use performance insights to inform future campaigns, launches and marketing priorities.

• Support the Leadership Team with strategic marketing decisions and long-term brand development.

Leadership & Business Growth

• Work closely with the CEO and COO to help shape the overall strategic direction of ANNA'S as the business enters its next stage of growth.

• Contribute to broader business planning and strategic decision-making, bringing a strong brand, customer and commercial perspective to the Leadership Team.

• Work closely with the Leadership Team to shape ANNA'S growth strategy across Australia and international markets, including the US, UK and future markets.

• Ensure brand and marketing strategy supports ANNA'S broader commercial objectives and international expansion plans.

• Provide marketing and brand insight to support decisions around new markets, products, customer opportunities and strategic partnerships.

• Identify emerging market, consumer and category trends and translate these into opportunities for ANNA'S.

• Support the Leadership Team in shaping the long-term brand vision, positioning and growth of ANNA'S.

• Help ensure ANNA'S maintains a strong, consistent and relevant brand as the business grows across multiple markets.

About You

Essential

• 2+ years' experience in brand management, marketing, marketing strategy or a similar senior role.

• Proven experience developing and implementing brand and marketing strategies.

• Strong understanding of brand positioning, marketing campaigns and customer acquisition.

• Experience developing and managing annual and quarterly marketing calendars.

• Proven experience managing external agencies, suppliers or marketing partners.

• Strong project management skills and the ability to manage multiple priorities and deadlines.

• Excellent communication, copywriting and briefing skills.

• Strong commercial understanding and ability to connect marketing activity with business objectives.

• Strong understanding of digital marketing and the role of content, social media, email and other channels within an overall marketing strategy.

• Experience working with Shopify and Klaviyo. 

• Strong eye for brand, creative direction and visual consistency.

• Ability to provide clear direction and work collaboratively within a small, growing team.

• Highly organised, proactive and comfortable working in a fast-paced entrepreneurial environment.

Highly Desirable

• Experience within wellness, skincare, beauty, health or women's health industries.

• Experience working with consumer product or e-commerce brands.

• Experience working with global or multi-market brands, with an understanding of how brand strategy and messaging may need to be adapted across different regions and audiences.

• Understanding of Australian advertising and health claim regulations.

• Experience launching new products from strategy through to execution.

• Experience with customer retention management systems such as Yotpo or similar marketing platforms.

• Experience managing creative, PR, digital or social media agencies.

• Experience working with Amazon or marketplace channels.

You'll Thrive In This Role If You

• Love building brands and thinking about the bigger picture.

• Can move comfortably between strategy and execution.

• Have a strong commercial mindset and understand that great marketing needs to drive business growth.

• Enjoy working in a small, entrepreneurial business where you can have a genuine impact.

• Are highly organised and naturally take ownership.

• Have strong creative instincts and a clear understanding of what makes a brand compelling.

• Enjoy collaborating with others and bringing people together around a clear strategy.

• Are passionate about wellness, skincare and women's health.

• Are excited by the opportunity to help shape the next stage of ANNA'S growth.

To Apply

Please email ••••@annaswildyamcream.com.au with:

• Your CV

• A short cover letter outlining why you believe you're the right person to lead ANNA'S brand and marketing function

• Examples of brands or campaigns you have helped develop or manage

• An overview of your experience managing agencies, marketing teams or external partners

• Examples of successful product launches or marketing campaigns you have led

We can't wait to hear from you!