Head of Growth

Bailey Nelson is one of Australia's high-growth success stories, growing at double-digit comps and opening around 20 new stores per year across our three markets of Australia, New Zealand and Canada. We are fast becoming the smarter choice in eyewear for our customers - and we have ambitious growth plans ahead of us.

We are a tight-knit bunch of down-to-earth individuals who constantly look for ways to improve on everything we do, every day. We believe our team is the secret to our success - the interactions we have with one another and with our customers define the essence of who we are.

• 
  Build brand recognition: Grow awareness and consideration of Bailey Nelson across our markets.
  


• 
  Launch new stores: Fill new stores from day one with local marketing that builds awareness and drives footfall.
  


• 
  Grow customer lifetime value: Bring customers back into store more often, and keep them with us for longer.
  


• 
  Unlock online: Double our online sales and turn the channel into a meaningful contributor to revenue.
  
  

• Growth Strategy & Budget Ownership: Own the marketing growth strategy and budget end to end across markets. That means allocating spend across channels, setting targets for each, and building the foundations to evaluate marketing as a commercial investment with a return, not a cost item.


• New Store Openings: Develop and execute pre-opening marketing that builds local awareness and drives footfall from launch, working with store and brand teams to make every opening a strong start.


• Customer Lifetime Value & CRM: Grow frequency and retention across new, existing and lapsed customers by owning the recall and CRM programs that bring customers back in store.


• Online Sales & Website: Grow online, today underdeveloped relative to peers, into a more meaningful channel. Treat the website as both a growth opportunity and a key brand asset, working with product and tech on traffic, conversion and revenue.


• Channel Mix Development & Optimisation: Develop and continuously improve our channel mix across paid digital, offline, CRM, referral and new channels, building the measurement capability to understand what's working and why.


• Growth Leadership: Lead, coach and develop a team of growth marketers, setting clear priorities, building capability, and ensuring initiatives are delivered to a high standard. Represent growth at leadership-team level.


• Testing & Experimentation: Build a test-and-learn culture. Generate ideas across channels and creative, define how each test will be measured, prioritise by likely commercial impact, and communicate results clearly.


• Insight & Reporting: Report on the metrics that matter, diagnose gaps, and translate data into clear actions for the growth team and leadership.
  

• Outstanding problem-solving and structured thinking, likely built through a few years in top-tier consulting, strategy or a similarly analytical environment (around 4 to 6 years' experience overall)


• Hands-on marketing, retail, growth or CRM experience. Ecommerce a plus.


• Strong commercial judgement, treating marketing as an investment with a return and prioritising by business impact


• Analytical and comfortable with data and financial modelling


• Experience leading teams and working across functions


• Highly organised, with strong execution skills and close attention to detail


• 
  Able to lead projects end to end, from strategy through to delivery
  


• 
  Based in our Woolloomooloo, Sydney office a minimum of 4 days per week
  
  

What are you waiting for? Frame your future and apply now!