Brand Growth Manager

at  Australian Ethical

ABOUT US

Australian Ethical is one of Australia’s fastest-growing super fund and ethical investment manager. We are ASX-listed with over $10 billion in funds under management and offer a selection of award-winning managed funds and superannuation products.
Our purpose is to invest for a better world, and we have been pioneers in this space for over 30 years. For us, investing has two aims - generating solid financial returns and a positive impact for people, planet, and animals. At Australian Ethical, we prove that money can be a force for good. We do this by staying true to our purpose, which is embedded throughout our organisation and drives our everyday activities as a business, investor, brand, employer, and corporate citizen. We’re a registered B Corp and fully committed to an inclusive, equitable and forward-thinking workplace culture.

YOUR NEW ROLE

Reporting to the Head of Brand and Communications, you’ll be responsible for actively managing Australian Ethical’s brand, with the objective of increasing awareness and consideration in support of growing our funds under management. You’ll be the main interface into our creative and paid media agencies, working closely to identify opportunities, managing the delivery and coordination of creative campaign brand growth activities across owned, earned and paid media channels.

KEY RESPONSIBILITIES INCLUDE:

Strategy Planning

• Work alongside the Head of Brand as a custodian of and ambassador for the Australian Ethical brand strategy, visual identity, architecture, and tone of voice
• Work with the Head of Brand, broader marketing team, creative agency, and media agency to develop and execute a range of strategies to demonstrably build the Australian Ethical brand with all relevant audiences, increasing brand awareness, consideration, and ultimately, funds under management
• These include:

o Developing a strategy to motivate people powered advocacy to make Australian Ethical famous - building a movement
o Evolving the campaign strategy using data and insights to deliver maximum brand and business value for Australian Ethical
o Developing and executing the social media strategy to ensure all relevant social media channels build Australian Ethical’s brand, by leveraging the content led marketing strategy to build and drive quality engagement from all audiences
o Developing and executing a brand partnership strategy to enable the teams across the business to identify, select and develop appropriate brand partnerships in support of brand and business growth

Agency management

• Maintain strong and productive relationships with our creative and media agencies
• Be the interface with the agencies for briefs on brand and acquisition related campaigns
• Keep the agencies abreast of business developments and relevant internal reporting

• Co-ordinate review meetings with brand and content, acquisition, and agency teams to review performance agree next steps

Campaign Management

• Work with agencies and across the team to manage the successful implementation of integrated campaigns across all relevant owned, earned, and paid channels

• Collate, and report campaign results and business impact, ensuring insights are leveraged to continuously improve future campaigns

Social media management

• Manage social media channels to build and drive quality engagement from all audiences in support of brand and FUM growth
• Consider the role advocates can play in building our brand in social media and other channels
• Supervise the active management of the social media and product rating (App store, Product Review, Google etc) community by Customer Care and step in when required to ensure timely responses
• Utilise social listening tools to generate insights, report on metrics and continually find new ways to improve, engage and activate our audience
• Create content where relevant, including material for social media channels, blog posts, and newsletters

Brand partnerships

• Manage the identification and development of appropriate brand partnerships (as opposed to acquisition of lead generation sponsorships), working with agencies and across the team to ensure partnerships deliver value in support of brand and FUM growth.

Brand Management

• Work with People and Culture to ensure the brand values are communicated and understood across the organisation
• Work with the broader team to ensure consistency of brand imagery and use of brand guidelines
• Develop key metrics that measure success in increasing brand awareness and consideration for different segments
• Develop management reporting on activities and results for brand

You’re an experienced and inspired Brand Manager passionate about developing and implementing strategy to drive brand growth - particularly social media. You’ll be energetic and driven, have a curious can-do attitude with a hands-on approach, be able to work independently, pivot between strategy and operations with ease and collaborate as part of a broader team to achieve impactful outcomes. If you have all, or most of the following, we’d love to hear from you:

• 5-10 years’ experience driving brand and business growth through the development of integrated campaigns, social media engagement and brand partnerships
• Inhouse and/or agency experience preferably in financial services / a highly regulated environment
• Experience managing and working collaboratively with creative and paid media agencies to achieve impactful outcomes
• Relevant Qualifications in communications, marketing, or PR or with significant evidence of equivalent work experience
• You’ll demonstrate our values of: Authenticity, Action, Empathy and Wisdo