Marketing Lead

About The WEST Journal

THE WEST GROUP PTY LTD is revolutionizing how Australians explore travel, food, culture, and local experiences. Our growing media ecosystem uniquely connects communities to authentic local discoveries, while supporting businesses, tourism bodies, and governments in engaging their audiences through innovative channels.

Our ambitious vision is to become Australia's top creator-driven media and destination discovery platform, with plans to expand internationally. As the Marketing Lead, you will spearhead the marketing systems, campaigns, and commercial strategies essential to achieving this vision.

Role Overview

This is far more than a conventional marketing management position. You will act as the strategic marketing leader responsible for building one of Australia's fastest expanding destination brands. You will lead the development and execution of the comprehensive marketing strategy, managing a diverse team oriented towards brand expansion, commercial marketing, sales support, and stakeholder relations.

Reporting directly to the Founder and CFO, and collaborating with the Head of Ambassador & Creator Network, you will influence the future course of the company, ensuring marketing investments generate clear commercial value.

Key Responsibilities

• Develop and implement WEST's unified marketing strategy aligned with company goals across all divisions.
• Create scalable marketing frameworks supporting national growth and innovation.
• Preserve and evolve the WEST brand across all channels, maintaining consistent messaging and tone.
• Plan and oversee integrated campaigns across owned, earned, and paid media, ensuring alignment with commercial goals and measurable ROI.
• Lead digital marketing efforts including SEO, SEM, website and app marketing, automation, analytics, and AI-enhanced workflows.
• Guide content marketing strategies, ensuring editorial activities support business objectives while remaining authentic.
• Drive social media growth, engagement, and campaign execution through data-informed approaches.
• Collaborate on ambassador and creator network initiatives to amplify brand impact.
• Provide strategic marketing leadership in commercial activities, closely integrating sales and marketing operations for growth.
• Manage customer relationship management (CRM) platforms to enhance acquisition, nurturing, retention, and segmentation efforts.
• Engage with government, tourism bodies, strategic partners, and community stakeholders to enhance brand reputation and collaborative opportunities.
• Supervise app growth and product marketing campaigns aligned with product and business priorities.
• Lead teams including marketing, sales, ambassador groups, external agencies, and contractors to foster a culture of collaboration and innovation.
• Oversee marketing budget, evaluate performance metrics including ROMI, cost per acquisition, customer lifetime value, and campaign ROI, recommending investment priorities based on data.
• Prepare comprehensive board and executive reports detailing marketing performance, audience growth, financial contributions, and strategic risks and opportunities.

Candidate Profile

We seek a candidate blending strategic insight with enthusiasm for creativity, innovation, and people management. Areas of expertise include marketing strategy, digital and brand management, commercial marketing, tourism marketing, stakeholder engagement, performance marketing, CRM oversight, campaign management, budget handling, and team leadership.

Previous experience in media, tourism, technology, destination marketing, or rapidly growing businesses is highly valued.

Essential Skills

• Demonstrated leadership in marketing roles
• Excellent commercial understanding and strategic planning
• Strong communication skills, both written and verbal
• Proven ability to lead and mentor diverse teams
• Competence in managing marketing budgets
• Expertise in marketing analytics and reporting
• CRM platform management experience
• Deep knowledge of digital marketing tools and techniques
• Experience using AI to improve marketing workflows
• Strong project and stakeholder management skills

Desired Personal Attributes

• Strategic and commercially astute thinker
• Entrepreneurial mindset
• Highly organized and detail-oriented
• Creative and innovative approach
• Data-driven decision maker
• Collaborative and resilient with a passion for impactful brand building
• Positive, proactive, and excited to contribute to a growing company

Success Metrics Within 12 Months

• Elevated WEST brand recognition within NSW and established national brand consistency
• Implemented a comprehensive integrated marketing strategy paving the way for interstate launch
• Substantial increases in app users, business subscribers, and engagement metrics across all owned platforms
• Measurable ROMI demonstrating growth in B2B partnerships, B2C acquisitions, and advertising revenue
• Development of fully integrated CRM and marketing automation with real-time marketing dashboards
• Cultivated a high-performing marketing team and coordinated closely with ambassador networks and sales groups
• Established thorough board-level reporting and KPI frameworks

Employment Package and Work Environment

• Full-time leadership position in marketing
• Hybrid work setup based in Greater Western Sydney
• Competitive executive-level salary package
• Superannuation contributions
• Provision of car allowance or company vehicle
• Company laptop and mobile phone
• Allocated professional development budget
• Opportunities for domestic travel
• Chance to shape a rapidly growing Australian destination media brand

Why Join WEST?

This role offers a unique chance to craft a truly novel marketing program at a creator-powered media enterprise. You will collaborate with an ambitious team redefining local discovery, nurturing creator relationships, and creating inspiring content to motivate exploration. As WEST expands nationally and internationally, this role may evolve into a senior executive leadership position, influencing creator strategy across multiple regions. If innovation, community engagement, and brand building inspire you, we welcome your application.