Brand & Partnerships Director (AUS)

at  Tinybeans

Tinybeans (ASX: TNY) is a leading private photo-sharing app and media business that connects families and turns moments into memories. We’re loved and trusted by millions of parents and families around the world since our founding in 2012, which is why we’ve got more than 150,000 5-star reviews in the Apple App and Google Play stores and users in almost every country in the world.
2023 was a year of major transformation, with the appointment of a new CEO, board and capital raise. The company has ambitious plans and a clear strategy focussed on growth and innovation of the much loved Tinybeans family photo-sharing app.
Other than the CEO who is based in Sydney, AU, the team is dispersed across North America with a concentration on the East Coast. The company plans to expand the team in Sydney, and this is one of the initial key roles.

YOUR PART IN OUR MISSION:

This is a senior role, responsible for driving brand awareness, subscriber acquisition and monthly active user (MAU) growth through a commercial, creative and multi-channel approach. As a guardian and champion of the brand, the role is responsible for defining and implementing new marketing strategies, tactics and channels to grow the Tinybeans brand and subscribers.
The initial focus will be on developing strategic partnerships across the US and Australia with aligned brands and common audiences (for example, baby apps, retailers, publishers, maternity hospitals & associated service providers, baby apparel brands, etc). They may be organic or paid partnerships aimed to deliver new leads and subscribers cost effectively at scale, and include managing the recently launched affiliate marketing channel (CJ Network).
This could also include major long term partnerships requiring product integrations to help deliver on future product roadmaps (e.g, printed albums, digital frames, registries) or other strategic B2B opportunities.

From there, this role will then define the next channels to develop and activate, which could include:

• Influencers, Ambassador and talent - partnering with agencies or managing select relationships in-house to grow brand awareness, community engagement and subscriber growth
• PR, Sponsorships & Events, Awards - getting the Tinybeans brand in front of our target audience and front-of-mind, by tapping into cultural moments in the media, driving a thought leadership strategy or seeking media opportunities
• Culturally Relevant, Community Strategies - think online parent forums, facebook groups, meet-ups, women’s networks, etc

In time, the intention is that this role will help deliver the overall brand strategy, leading a nimble creative team, and executing the company’s seasonal campaigns, product launches and B2B marketing calendar in partnership with existing teams.
This role is perfect for an experienced marketer ready to bring together a range of experience and marketing disciplines and be a key part of an exciting next chapter for Tinybeans under new leadership. Our ideal candidate must be a strong collaborator, ready and willing to work flexibly with peers and team members to execute strategies for the benefit of the business.

WHAT YOU’LL BE DOING…

• Identify, negotiate, manage and grow mutually beneficial strategic partnerships with key players in the parenting industry to drive cost effective subscriber acquisition and enhance brand visibility and reach.
• Develop and implement the marketing and brand strategy aligned with company goals, focusing on target market understanding, and brand guidelines to enhance revenue.
• Manage and develop seasonal, “always on” and product marketing campaigns utilizing owned and operated channels and partnering cross-functionally with teams to deliver seamlessly
• Conduct market research to identify trends, opportunities, and threats in the market. Use insights to inform brand and partnership strategies, ensuring the brand remains competitive and relevant, and has a USP and appropriate messaging for difference audience segments (e.g, new mums vs dads/co-parents vs grandparents).
• Develop and grow influencer, ambassador, and creator programs - select and manage influencer agencies and/or management tools to optimize partnerships based on reach, engagement, and cost. Integrating campaigns with Tinybeans’ growth initiatives and aligning with our SEO strategy, and optimizing the influencer marketing budget towards the most effective channels based on success metrics.
• Grow existing affiliate marketing programs
• Proactively seek and assess strategic and ad-hoc media / PR / sponsorship and thought leadership opportunities for Tinybeans across relevant geographies (North America, Australia at first instance)
• Forecast, measure, and report the results of marketing programs, use data to learn what’s working and where improvements are needed, and then refine partnership campaigns and programs to continually improve and optimize business results.

From there, this role will then define the next channels to develop and activate, which could include:

• Influencers, Ambassador and talent - partnering with agencies or managing select relationships in-house to grow brand awareness, community engagement and subscriber growth
• PR, Sponsorships & Events, Awards - getting the Tinybeans brand in front of our target audience and front-of-mind, by tapping into cultural moments in the media, driving a thought leadership strategy or seeking media opportunities
• Culturally Relevant, Community Strategies - think online parent forums, facebook groups, meet-ups, women’s networks, et