- Lead the growth of our digital channel and make a lasting impact.
- Discounted food, travel, entertainment, gym membership, staff parking and, + more.
- Hybrid working environment | Mulgrave Location
Company
For 81 years, we've achieved success through our ability to innovate, placing a clear emphasis on how we best serve our customers’ needs. As demand continues to grow, we have expanded rapidly, now delivering a superior range of dry goods, frozen and chilled products, fresh seafood and meat, confectionery, paper products, and cleaning solutions.
In recent years, we’ve seen significant growth and invested in our systems and processes, building a close partnership with Woolworths Group that has continued to deliver high-quality service for our customers and suppliers.
In 2024, Woolworths moved to a 100% interest in the PFD business, bringing PFD exciting opportunities as a strategic part of the Group. Sharing expertise across both teams will ensure our continued success and drive further growth and unlock our collective potential.
About this Position
At PFD, our purpose is simple: We Bring People Together Through Food.
As our Head of Digital & Trade Marketing, you'll play a critical role in shaping how customers experience that purpose in a digital world.
This is an opportunity to lead the next stage of our digital evolution. You'll be responsible for growing our online channel, improving the customer experience, increasing digital adoption, and driving commercial outcomes through eCommerce trading, digital marketing and trade marketing initiatives.
This isn't a role for someone who wants to maintain the status quo. We're looking for a commercially minded leader who enjoys building capability, creating momentum, and bringing people on the journey. You'll partner closely with Sales, Merchandise, Operations, Finance and Technology to ensure our digital channel continues to grow and deliver value for both our customers and the business.
If you thrive in environments where you can make a visible impact, influence change, and leave things better than you found them, we'd love to hear from you.
Key Responsibilities
- Lead and optimise eCommerce trading performance, driving revenue growth, digital penetration and Average Order Value (AOV).
- Own the digital customer journey, improving acquisition, conversion, retention and customer engagement.
- Develop and execute trade marketing and supplier-funded media initiatives that drive commercial outcomes.
- Partner with Sales and Merchandise teams to ensure the right products, content, promotions and customer experiences are delivered through digital channels.
- Drive customer retention through CRM, marketing automation and personalised campaigns.
- Oversee digital experience performance, including search, site navigation, product content and conversion optimisation.
- Lead and develop a small team of digital specialists while creating scalable ways of working through automation and continuous improvement.
- Work collaboratively with Data and Technology teams to translate insights into meaningful customer and commercial outcomes.
What Success Looks Like
First 30 Days
- Learn the business, customers and digital ecosystem.
- Build strong relationships with Sales, Merchandise, Operations and Technology stakeholders.
- Understand current performance, priorities and opportunities.
First 60-90 Days
- Establish credibility and effective ways of working across key stakeholder groups.
- Identify opportunities to improve digital performance, customer experience and team capability.
- Begin implementing improvements that support revenue growth and customer engagement.
First 12 Months
- Increase online revenue and customer adoption.
- Improve digital penetration and Average Order Value (AOV).
- Strengthen customer retention and engagement through targeted digital initiatives.
- Establish a more mature digital trading and trade marketing capability.
- Create a clear success story through measurable commercial and customer outcomes.
What We’re Looking For
To thrive in this role, you will bring:
Non-Negotiables
- Experience leading eCommerce, digital trading or digital commerce functions.
- Demonstrated success partnering with Sales and Merchandise teams to drive commercial growth.
- Strong commercial acumen with experience improving revenue, conversion, customer growth or Average Order Value (AOV).
- Experience leading and developing teams.
- Ability to build capability, processes and ways of working in evolving environments.
- Strong stakeholder management and influencing skills.
Bonus Points
- Experience in FMCG, foodservice, wholesale or retail environments.
- Trade marketing or supplier-funded media experience.
- Exposure to retail media programs.
- Experience supporting eCommerce, CRM or platform transformations.
- Experience with Salesforce Marketing Cloud or similar marketing automation platforms.
The Type of Person Who Will Succeed
- Resilient, proactive and comfortable working through ambiguity.
- Enjoys building rather than maintaining.
- Strong relationship builder with a visible and engaging leadership style.
- Comfortable rolling up their sleeves and getting involved when needed.
- Commercially minded, curious and open to learning.
- Motivated by the opportunity to make a genuine impact and create a success story they can be proud of.
What PFD is Offering the Successful Candidate
We are offering competitive remuneration, superannuation and other staff benefits (such as discounts on staff purchases, discounted accommodation, health insurance and banking). As part of this position, we are also offering participation in an incentive program.
Culture & Values
Customer Focus
Know your external and internal customers. Gain and preserve their confidence because we can only be successful if our customers are successful.
Respect
Treat people at work and in the community as they would like to be treated. Act safely, responsibly, and ethically.
Passion
Share the passion of making us a successful and dynamic company. Let’s celebrate successes.
Simplicity
Let’s minimise the complications of doing business so customer services are on time, accurate and reliable. Share ideas to improve our company.
Leadership
All of us can be leaders in our day to day working lives. Bring out the best in yourself and the people around you. Do what you say you are going to do.
How to Apply
If this sounds like your kind of challenge, we’d love to hear from you! Click the apply button and submit your updated resume and a cover letter.
Applications close Friday 17 July 2026 at 12:00 pm (AEST). Early applications are encouraged, as hiring managers may begin shortlisting candidates before the closing date. Only shortlisted candidates will be contacted. All applications will be treated confidentially.
As part of our recruitment process, do you consent to undergoing employment checks? These may include a medical assessment (which may involve drug and alcohol testing), a National Police History Check, a Working With Children/Vulnerable Groups Check, and a Licence Validation/Demerit Point Check.
Please note: We do not accept unsolicited CVs from recruitment agencies or third parties. Any CVs sent directly to Line Managers will not be considered, and we will not be responsible for any associated fees or costs.
PFD Food Services is committed to being an Equal Employment Opportunity employer.
