Senior Marketing ManagerReports to: Head of Brand & MarketingRachel Gilbert is seeking a Senior Marketing Manager to lead the strategic planning and execution of performance-led, omni-channel marketing initiatives across Australia and the United States.
Reporting to the Head of Brand & Marketing, this role sits at the centre of regional growth strategy and is responsible for delivering best-in-class performance marketing, CRM leadership, campaign rollout alignment, and go-to-market execution across key global touch points.
The successful candidate will bring a strong commercial mindset, deep expertise in paid digital acquisition and lifecycle marketing, and the ability to translate seasonal brand direction into high-impact, measurable marketing outcomes across regions.
This role is critical in ensuring Rachel Gilbert continues to strengthen its position as a globally recognised contemporary luxury womenswear brand across eveningwear, ready-to-wear and bridal.
Key Responsibilities
- Performance Marketing Leadership
- Own and lead the performance marketing strategy across Meta, Google and Pinterest for the AU & US markets, with full accountability for budget management, pacing, KPI’s and creative performance, Drive customer acquisition, conversion and revenue growth across all paid media channels, setting the strategic direction rather than just executing it. Lead agency and partner relations end-to-end, setting expectations, holding partners accountable to performance standards, and ensuring a collaborative, high-functioning working relationship.
- Own campaign performance against key business benchmarks, identifying efficiency opportunities and directing optimisation strategy rather than reacting to it. Hold internal and agency stakeholders accountable to weekly, monthly and quarterly benchmarks, managing performance conversations and course-correcting proactively when targets are at risk.
- Translate seasonal campaign narratives into performance led channel strategy, ensuring paid media works in lockstep with the broader marketing and communications calendar.
- Safeguard alignment between paid strategy and brand positioning, ensuring every channel decision reflects premium customer expectations.
- Partner with agency leads and senior leadership on a weekly, monthly and quarterly cadence to shape budget allocation, pacing and revenue opportunity by market.
- Govern the timely, high-quality execution of campaigns and promotions across all performance channels.
- Manage the framework for account performance tracking, using key metrics to direct agency partners and internal stakeholders toward continuous improvement and efficiency.
- Lead reporting cadence across weekly, monthly and quarterly cycles, ensuring clarity, accountability and actionable insight for all internal and external stakeholders.
- Own the measurement framework ensuring tracking, attribution and reporting infrastructure (GA4, Meta, Shopify, Supermetrics) is accurate and fit for purpose.
- Translate performance data into actionable insight for senior management, going beyond reporting to recommend strategic pivots.
- Champion a test-and-learn culture across paid channels, using structured experimentation to drive continuous improvement.
- CRM & Lifecycle Strategy
- Lead the CRM strategy across AU & US ensuring a healthy balance of database growth, engagement and revenue contribution from owned channels.
- Oversee campaign planning across all lifecycle stages, acquisition, onboarding, retention, winback and loyalty, setting benchmarks for engagement and conversion at each stage and working with the CRM agency to ensure benchmarks are met.
- Align CRM storytelling and campaign calendars with seasonal launches and key commercial moments, ensuring email and SMS reinforce the broader brand narrative and key messages.
- Drive database growth, segmentation architecture and personalisation initiatives (via Klaviyo & Lexer) directing the CRM team to build increasingly sophisticated, behaviour based targeting.
- Optimise owned channel performance across email and SMS, setting and reporting against benchmarks for open rate, click rate, conversion rate and revenue per send.
- Partner closely with eCommerce and digital teams to improve customer lifetime value, ensuring CRM initiatives are evaluated on their contribution to LTV and retention, not just channel-level engagement metrics.
- Manage internal reporting cadence (weekly, monthly, quarterly) translating CRM performance into commercial insight and recommendations for leadership rather than raw metrics reporting.
- Ensure CRM strategies align with internal benchmarks across retention, win back, acquisition and efficiency, holding the CRM function accountable to these benchmarks.
- Set strategic direction and roadmap in conjunction with the Head of Marketing.
- Omni-channel Campaign Execution
- Lead implementation of seasonal go-to-market strategies across all owned marketing channels, setting the campaign framework that CRM, paid media and content execute against.
- Ensure cohesive rollout across digital, retail, wholesale support and brand touch points so every channel reflects a single campaign narrative rather than fragmented, channel specific messaging.
- Translate brand campaigns into a performance-driven execution framework, ensuring channel specific KPI’s for each phase of the campaign lifecycle are met.
- Align messaging across regions while maintaining local relevance, ensuring global campaign integrity is preserved without diluting market-specific commercial priorities.
- Lead the marketing team and wider departments on campaign and seasonal collection strategy to ensure internal alignment and strategy execution, acting as the central point of alignment to ensure the team moves as one.
- Delegate strategy execution to the wider team ensuring alignment with the business marketing calendar and wider brand objectives.
- Conduct post campaign reviews with the Head of Marketing, reviewing benchmarking performance against pre-set targets, feeding learnings back into the next seasonal planning cycle to continuously sharpen execution.
- Global Marketing Calendar Ownership & Cross Functional Leadership Oversee the internal marketing calendar across AU & US markets, acting as the single source of truth for all seasonal launches, campaign moments and activations.
- Align seasonal launches, campaign moments, retail activations and digital storytelling to achieve growth and commercial goals with the long term brand positioning.
- Ensure cross-functional visibility across marketing, PR, communications, creative and eCommerce teams, working.
- Act as a central connector between brand storytelling and commercial performance.
- Act as a mentor to junior staff ensuring a collaborative and nurturing environment while leading with inspiration and enthusiasm.
- Support with workflow prioritisation across marketing initiatives within the team, driving accountability across timelines and deliverables and champion collaboration across departments.
- Act as the key point of contact between agency partners and internal teams, ensuring alignment and removing bottlenecks.
- Lead, mentor and develop any direct reports or junior marketing team members supporting performance and CRM functions.
- Partner with creative, CRM & Brand teams to ensure paid media briefs, assets and messaging reflect a unified brand voice across channels.
- Monitor competitor activity, industry trends and platform developments across AU & US markets to keep ahead of the curve.
- Bring forward new opportunities with clear business cases for testing.
- Support development of go-to-market strategies tailored to regional customer behaviour
- Identify opportunities for scalable acquisition growth across both markets across owned and paid channels.
- Contribute to longer-term expansion strategy
- Budget Management Own and manage marketing channel budgets across performance and CRM initiatives, ensuring spend is disciplined, accountable and tied to budget outcomes.
- Allocate spend strategically across regions, balancing market opportunity, seasonality and channel performance to maximise return.
- Partner with senior leadership to shape performance marketing investment and allocation strategy across key regions.
- Own channel efficiency and ROI tracking, using performance data to inform ongoing investment decisions.
- Lead seasonal planning cycles in conjunction with the Head of Marketing.
- Key Skills & Experience 5-7 years experience in marketing roles within fashion, luxury, retail or eCommerceMinimum 3 years experience managing direct reports
- Strong experience leading performance marketing across Meta, Google and Pinterest
- Proven experience delivering CRM strategy across multi-region businesses
- Demonstrated success managing AU & US market growth
- Experience executing omni-channel seasonal campaign rollouts
- Strong stakeholder management across creative and commercial teams
- Experience managing marketing budgets and forecasting spend efficiency
- Highly organised with strong project leadership capability
- Personal Attributes
- Commercially minded with strong analytical capability
- Highly collaborative and confident working cross-functionally
- Detail-oriented with strong execution discipline
- Comfortable operating in fast-moving environments
- Passionate about brand storytelling and customer experience
- Naturally proactive with strong ownership mindset
