Job Title: Director of Marketing and Branding
Location: Sydney, NSW (Hybrid / On-site as required)
Employment Type: Full-time
Salary: $86,000 per annum + superannuation + performance-based bonus
About the Company
Our company is an Australian e-commerce platform specializing in Australian retail products. In addition to our online store, we operate tourist gift shops in Sydney, catering to domestic and international visitors — with a strong focus on Asian travelers, particularly from China and Korea.
We also operate large-scale offline retail stores across Sydney, including flagship locations in Eastwood, Lidcombe, and Bankstown, each serving as a key shopping destination within its local community.
We bridge Australian brands with local and international customers, offering high-quality Australian products across beauty, health, food, and gift categories.
We are seeking an experienced Director of Marketing and Branding to lead our marketing strategy, drive customer acquisition, and expand our brand presence across digital channels and physical retail locations.
Role Overview
You will develop and execute integrated marketing strategies that span e-commerce, tourist gift retail, and brand distribution. You will be responsible for market research, campaign management (digital and offline), SNS promotion, partnership development, and brand positioning — all with a focus on Australian retail products and Asian tourist audiences.
Key Responsibilities
- Develop and execute integrated marketing strategies to drive customer acquisition and brand visibility across e-commerce and tourist gift shop channels
- Design and manage SNS-based promotional campaigns (Instagram, TikTok, Facebook, WeChat, Xiaohongshu) targeting Asian tourists and local consumers
- Lead market research and competitor analysis to inform brand positioning, pricing strategies, and multi-channel promotional planning (online, retail, wholesale)
- Coordinate marketing campaigns for Australian retail products across beauty, health, food, and gift categories
- Create and manage content that highlights Australian product attributes and appeals to Asian tourist preferences
- Monitor and report on marketing performance metrics (customer acquisition cost, ROI, channel performance) to optimise promotional spending and revenue outcomes
- Develop branding and messaging frameworks for Asian tourist markets (China and Korea), including go-to-market plans and consumer targeting strategies
- Liaise with external agencies, tourism partners (airlines, hotels, travel operators), retail partners, and internal cross-functional teams
- Oversee customer flow management strategies to drive tourist traffic to physical gift shop locations in Sydney
- Manage marketing budgets, agency relationships, and campaign performance reporting
Skills and Experience Required
Essential:
- Bachelor's degree or higher in Marketing, Business, Communications, Commerce, or a related field
- OR a minimum of 8 years of full-time, relevant marketing experience in lieu of a highly relevant qualification
- Proven experience in marketing strategy development and execution, preferably across e-commerce, retail, or tourism sectors
- Demonstrated experience managing SNS/digital marketing campaigns (Instagram, TikTok, Facebook, etc.)
- Strong understanding of market research, competitor analysis, and data-driven marketing optimisation
- Experience with multi-channel marketing (online, retail, wholesale)
- Excellent written and verbal communication skills
- Australian working rights (full-time)
Highly Desirable (but not essential):
- Experience marketing to Chinese and/or Korean consumer markets
- Proficiency or working knowledge of Chinese and/or Korean language
- Experience with WeChat, Xiaohongshu, or other Asian social media platforms
- Experience in tourist retail, DFS , souvenir, or gift product marketing
- Understanding of Asian tourist shopping behaviour and preferences
What We Offer
- Competitive base salary of $86,000 + super + performance-based bonus
- Opportunity to shape the marketing strategy of a growing Australian retail business with multiculture background.
- Exposure to cross-border commerce, tourism retail, and Australian brand distribution.
- Supportive team environment.
- Career growth potential as the company expands
How to Apply
Please submit your CV and a cover letter outlining your relevant experience via the application portal.
Only shortlisted candidates will be contacted.
Kmall09.com.au is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
Pay: $86,000.00 per year
Benefits:
- Employee discount
- Visa sponsorship
- Work from home
Education:
- Bachelor Degree (Required)
Experience:
- full-time, relevant marketing : 8 years (Preferred)
Work Authorisation:
Work Location: Hybrid remote in Sydney NSW
