Marketing Manager

About FELLR

FELLR is a Sydney-born lifestyle drinks brand that started during lockdown in 2020 with a goal of making refreshing beverages people are excited to enjoy with friends. Over the past six years, it has developed into one of Australia’s most admired independent beverage labels.

The brand has taken a non-traditional route from day one, building its identity around youth culture, including music, surf, fashion and art, while creating authentic partnerships with like-minded brands and collaborators.

After building a strong presence at major music festivals and through high-profile brand partnerships, FELLR recently secured the Venues NSW contract, which provides pouring rights at Accor Stadium, CommBank Stadium, McDonald Jones Stadium and WIN Stadium. The business is now entering a major growth phase with national expansion, new product launches and plans for overseas growth in the coming years.

This role is suited to someone who enjoys building from the ground up, working closely with a small founder-led team, and staying hands-on while helping shape a brand with ambition, creativity and strong commercial intent.

Role overview

The Marketing Manager will sit at the centre of FELLR’s marketing operation, turning strategy into action and maintaining a high standard across campaigns, content, digital, partnerships, events and activations. The position includes leadership of two direct reports, ownership of a substantial marketing budget, and responsibility for key external relationships, including cultural collaborators and the distributor marketing team.

This is a highly involved role for someone who likes to be close to the work itself — from building relationships and capturing campaign content to reviewing creator output, attending events, and speaking with journalists, bartenders, retailers and musicians.

Key responsibilities

Brand strategy and planning

• Lead the full execution of the annual brand plan across the masterbrand, product launches, digital activity, activations and trade support.
• Help shape FELLR’s brand architecture as the business grows, working with designers and strategists to sharpen its position in the market.
• Stay across consumer culture, category movement and competitor activity, and bring proactive ideas and opinions to the team.
• Support the Co-Founders with brand storytelling for distributor, retailer and investor discussions.
• Work creatively within a small internal team to develop, produce and deliver campaigns and social content in-house.

Social media, content and TikTok

• Own the brand’s social direction across TikTok, Instagram and emerging platforms, with a strong focus on growing online visibility and community engagement.
• Rebuild the TikTok channel from the ground up, including creator selection, content direction, publishing rhythm and platform approach, especially within the first 90 days.
• Brief, manage and scale a creator network with clear direction, high standards and strong feedback loops.
• Partner with the Marketing Coordinator on a seasonal content calendar covering launches, cultural moments and always-on brand activity.

Public relations and earned media

• Shape and run the earned media strategy by pitching stories, building journalist relationships and securing unpaid coverage.
• Manage external PR agency partnerships.
• Use the Venues NSW stadium partnership as an ongoing source of content and PR opportunities throughout the year.

Campaigns, shoots and activations

• Drive end-to-end delivery of brand campaigns across the portfolio, from briefing through to market rollout.
• Attend shoots and handle creative direction, content capture, supplier coordination and run sheets to ensure polished output.
• Oversee the seasonal content and merchandise collaboration program.
• Be actively present at important events and activations rather than managing them only from a distance.
• Keep agencies and suppliers accountable to the brief, timing and brand standards through direct, constructive feedback.

Cultural partnerships and events

• Build FELLR’s culture marketing program through partnerships with relevant Australian brands that support events, collaborations and consistent presence in priority markets.
• Run the festival program from market review and outreach through to contract negotiation, implementation and activation.
• Spot partnership opportunities that extend the brand’s cultural relevance in an authentic, non-forced way.

Trade marketing and commercial alignment

• Work with the Field & Key Account Manager and the national distributor’s trade marketing team to align brand plans with commercial priorities.
• Communicate confidently in trade environments, including with buyers, while understanding P&Ls and retail activation briefs.
• Ensure campaign briefs clearly connect to commercial context such as product, channel, market and measurable outcomes.
• Support the trade media program so the brand message resonates with buyers as strongly as it does with consumers.

Budget and administration

• Manage the marketing budget, including monthly tracking, variance reporting and recommendations for reallocating spend where needed.
• Prepare campaign budgets before activities launch, handle supplier quotes and invoices, and keep spending commercially sound.
• Maintain orderly records, approvals, campaign calendars and compliance paperwork.
• Look for ways to maximise impact through smarter production choices, partnerships, gifting and creator collaborations.

Team leadership

• Lead and coach two direct reports: the Marketing & Social Coordinator and the Field Marketing Specialist.
• Set clear priorities, create concise briefs, monitor accountability and give regular feedback through weekly check-ins and quarterly reviews.
• Act as the link between the Co-Founders’ direction and the team’s day-to-day delivery.
• Help build a team environment that is creative, commercially aware and proud of its output.

Experience and capability requirements

• At least 5 years of experience in brand, marketing, cultural partnerships or activation, with team leadership exposure and direct report management.
• Previous work in drinks, FMCG, music, fashion or lifestyle brands is strongly preferred.
• Practical experience creating social content and managing TikTok programs, not only briefing them to others.
• A proven record in PR and earned media, including story pitching, media relationships and feature placement.
• Experience delivering events and brand partnerships end-to-end, including hands-on involvement during execution.
• Strong commercial understanding, including budgets, distribution dynamics and trade terminology.

Skills and personal strengths

• A strong visual and creative judgement for assessing quality and direction.
• The ability to write clear, effective briefs and provide precise feedback to creators, agencies and suppliers.
• Excellent project coordination skills with disciplined planning and deadline management.
• Comfort working with data, including brand tracking, social analytics and campaign performance, and turning insights into action.
• Confident presentation skills for internal leadership and external stakeholders such as distributors, retailers and collaborators.
• Advanced working knowledge of Microsoft Excel and PowerPoint for budgets and presentations.
• Deep connection to Australian culture, especially music, fashion and the live events scene.
• A builder’s mindset, with a desire to shape the brand directly rather than simply supervise others.
• Comfort in a fast-moving founder-led environment where resourcefulness matters.
• Commercial curiosity and a strong appreciation for ROI, distribution success and brand measurement.
• High standards for execution, creative quality and on-brand output.
• Respect and enthusiasm for independent brands and the space they occupy versus large multinational businesses.

What we offer

• A competitive salary package aligned to experience.
• Full ownership of the marketing function, including strategy, budget, team leadership and delivery.
• Direct access to the Co-Founders with fast decision-making and minimal hierarchy.
• The opportunity to leave a visible mark on an independent Australian brand at a pivotal stage of growth.
• A workplace that values ideas, execution and getting things done.
• Product allowance from FELLR.
• Regular interstate travel for activations, events and distributor engagement.

How to apply

Applicants should send a CV and a short cover note to the provided company email address, using the subject line “Marketing Manager Application”. The cover note should include something interesting about the applicant and highlight a project they have built or contributed to, such as a campaign, content strategy or cultural moment they are proud of.