The Marketing Communications Specialist is the "Voice of BINYAN." This role is designed for a strategic storyteller who can elevate our brand from a global service provider to a global thought leader.
You will lead the overarching marketing and communications strategy with full ownership of in-house PR, narrative development, and high-level strategy. Oversee the execution of daily social media and digital programs, while managing an external agency to drive paid advertising efforts.
SKILLS & EXPERIENCE REQUIRED:
- 5-7+ years in Communications, Journalism, or PR-led Marketing.
- Experience in the Architecture, Design, or Luxury Property sectors is strongly preferred.
- Degree in Marketing, Communications or PR highly desired
- Proven track record of securing earned media coverage and managing PR campaigns internally.
- Exceptional writing and sub-editing skills. You can turn a technical rendering process into a compelling story about human experience.
- Experience advising senior leadership on brand reputation and long-term marketing strategy.
- A pre-existing network or a natural ability to "talk the talk" with world-class architects and designers.
- Experience (or strong aptitude) for managing junior staff, focusing on quality control and professional development.
Personal Attributes:
- Strategic thinker with a hands-on, "roll-up-your-sleeves" attitude.
- Collaborative team player capable of working effectively across departments.
- Eager to learn and grow within a dynamic environment.
- Leadership potential and a desire to develop management skills.
MAIN DUTIES:
Strategic Narrative & PR (The Core Focus)
- Internal PR Execution: Act as the internal PR lead, building and maintaining direct relationships with key editors and journalists in the architecture, design, and property tech space globally (e.g., Dezeen, ArchDaily, The Design Files, AFR).
- Media Relations: Draft and distribute high-standard press releases, pitch project exclusives, and secure thought-leadership opportunities for BINYAN’s founder. senior managers and creatives.
- Award Management: Lead the strategy and submission process for global industry awards.
- Brand Voice: Define and protect the BINYAN tone of voice across all global touchpoints.
Content Planning & Development:
- Develop and manage a B2B content calendar that supports marketing objectives and resonates with our target audience in the property services sector.
- Oversee the creation and distribution of engaging content (e.g., blog posts, case studies, whitepapers, social media updates, website copy) ensuring brand consistency and a CX focus.
- Move beyond "social posts" to create high-value editorial content (long-form articles, whitepapers, and project deep-dives).
- Direct the Marketing Assistant and Content Creator to ensure all output from Instagram Reels to LinkedIn updates aligns with the premium brand narrative.
- Lead the strategy for high-end eDM campaigns that feel like a "must-read" industry digest rather than a sales pitch.
High-Level Marketing Strategy
- Collaborate with the Head of Sales & Marketing to develop a global marketing roadmap that aligns with business growth in North America, Europe, and APAC.
- Advise on market positioning and competitor analysis to ensure BINYAN remains the premier choice for top-tier architects and developers.
- Develop comprehensive annual and quarterly marketing plans, including budgets, timelines, and key performance indicators (KPIs).
- Monitor, analyse, and report on the effectiveness of marketing campaigns and strategies, providing insights and recommendations for optimisation.
- Oversee the "Product Marketing" aspect—how we communicate new tech to a B2B audience.
Lead Generation & Nurturing:
- Develop and manage B2B lead generation campaigns to build a qualified sales pipeline.
- Implement lead nurturing programs to guide prospects through the sales funnel.
- Work closely with the sales team to ensure alignment on lead quality and follow-up processes.
Budget Management:
- Manage the marketing budget effectively, ensuring activities are delivered within scope and budget.
- Track ROI and report on budget performance.
Internal Communication:
- Work with leadership, People & Culture, and the office administration team to create and execute internal communication for BINYAN globally.
Pay: $90,000.00 – $120,000.00 per year
Benefits:
- Free drinks
- Free food
- Gym membership
- Work from home
Education:
- Bachelor Degree (Hons) (Preferred)
Experience:
- Marketing: 5 years (Preferred)
Work Location: Hybrid remote in Prahran VIC
