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Bailey Nelson

Head of Growth

Support – Sydney, New South Wales
Department Support
Employment Type Full Time
Minimum Experience Executive

Bailey Nelson is hiring a Head Growth reporting to the CEO this role exists to:  

  • Build the Bailey Nelson marketing engine to scale up
  • Increase Bailey Nelson’s brand awareness and customer base globally
  • Maximise the performance of BN digital assets (website, social media), both sales and other company goals
  • Provide people leadership to the digital and marketing teams

What you'll love about the role: 

  • Rare opportunity to scale up an Australian business 
  • Down to earth culture with happy team members & happy customers 
  • Chance to invent new ways of growth marketing  

Key responsibilities:


  • Responsible for BN e-commerce, including the P&L  
  • Development of the digital roadmap for global e-commerce site development, including leading a project to redesign the BN website
  • Implementation of the omni channel customer experience strategy to connect in store and online experience
  • Partner with Head of Creative to maintain brand appropriate quality, design and functionality of the BN e-commerce website, emails, and other marketing assets.
  • Oversee online order fulfillment, customer service and product availability
  • Responsible for proper tax rules, revenue recognition, expense coding online
  • Legal compliance to practices related to using personal data for marketing purposes

Marketing (including Digital Marketing):

  • Development of a customer acquisition plan which includes building a plan for growing brand awareness, increasing brand engagement touch points and ultimate converting awareness into new BN customers.
  • Focus is on Australia and NZ with strategic guidance provided for the Northern Hemisphere markets.
  • Development of customer analytics capability with point of view on customer lifetime value, frequency of purchase and customer segments
  • Own the relationship with external suppliers including the Digital Marketing Agency and customer acquisition tools UniDays and Health Engine.
  • Oversee the execution of the marketing strategy in each market - including calendar of marketing initiatives (includes events, PR, centre marketing, in store initiatives, customer loyalty offers) and monitoring and reporting on ROI / marketing objective.  
  • Digital marketing and media including social media, influencer strategy, email marketing (EDMs), display advertising, affiliate marketing and search marketing
  • Develop strategy for other media channels – outdoor, radio, TV, newspaper, magazine, distressed media

Key KPIs:

  • Growth of Bailey Nelson brand awareness & methods for measurement of awareness
  • Customer acquisition both in store and online  
  • Customer loyalty strategy
  • Growth in eye exam bookings from online & mobile channels
  • Improvement in online traffic, conversion, sales, average spend & customer NPS across AUS, UK, NZ and Canada
  • ROI on marketing initiatives
  • Development of a digital roadmap
  • BN Website redesign 

Direct reports include:

  • Marketing Manager
  • E-Commerce / Digital Marketing Manager
  • Front and Back End Developers 

What are the skills and / or qualifications required?

  • A minimum 8+ years of experience in leading a business, digital marketing / e-commerce and P&L responsibility
  • Ability to balance the commercial and BN brand requirements
  • Ability to work with a range of experts including data, digital technical experts, retailers and creative teams
  • Bachelors in Business, Computer Science or Mathematics
  • Strong people leadership
  • Strategic vision paired with tactical attitude and ability
  • Entrepreneurial spirit
  • Strong quantitative and analytical skills 
  • Practical experience with various web metrics programs
  • Extensive knowledge of current interactive technologies and best practices
Thank You
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  • Location
    Sydney, New South Wales
  • Department
  • Employment Type
    Full Time
  • Minimum Experience
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