Goldheart Jewelry is evolving how a heritage brand speaks to a new generation of romantics, achievers and self-gifters. As Marketing Manager, you will play a key role in shaping how the brand shows up across campaigns, retail experiences and cultural moments.
This role leads the planning and execution of brand marketing including integrated brand campaigns and marketing initiatives, ensuring strong storytelling across all touchpoints — from brand campaigns and product launches to events, partnerships and digital amplification.
You will oversee the management of the brand's Advertising & Promotion budget, ensuring marketing investments are strategically deployed to drive brand awareness, desirability and commercial performance.
Working closely with cross-functional teams including creative, retail operations, e-commerce, events and PR, you will ensure that every campaign translates into cohesive customer experiences across online and offline channels. This brand custodian role combines strategic campaign leadership, creative development and marketing execution, ensuring brand initiatives drive both brand desirability and business impact.
What you'll own
Brand Campaign Strategy & Development
- Lead the conceptualisation and planning of integrated brand campaigns aligned with product launches, seasonal retail moments and key gifting occasions.
- Develop compelling campaign narratives, brand storytelling angles and marketing strategies that strengthen brand positioning.
- Ensure campaign storytelling is translated consistently across marketing channels and campaign executions.
Brand Storytelling & Content Leadership
- Lead the development of brand storytelling and campaign narratives, ensuring a consistent and compelling brand voice across marketing initiatives.
- Provide strategic direction to the Content team on campaign storytelling, video concepts, visual narratives and content themes aligned with brand positioning and campaign objectives.
- Guide how campaign stories are translated into marketing assets and creative outputs, ensuring content supports brand campaigns across offline, OOH and digital channels.
- Oversee the planning and utilisation of campaign content, ensuring assets produced by the Content team are effectively deployed across marketing initiatives and brand touchpoints.
Brand Ambassador & Campaign Production
- Oversee the planning and execution of brand ambassador and campaign shoots, ensuring creative concepts are translated effectively into campaign assets.
- Guide pre-production planning including creative briefs, shot lists, production timelines and campaign deliverables.
- Work closely with photographers, stylists, production partners and creative teams to ensure campaign outputs align with brand direction.
Integrated Marketing & Campaign Rollout
- Lead the rollout of brand campaigns and marketing initiatives across retail and marketing channels.
- Drive end-to-end campaign execution across multiple touchpoints including:
- Retail activations
- Digital and social campaigns
- Media placements moments
- Brand partnerships and collaborations
- Work closely with the Content team to translate brand campaigns into effective marketing assets, ensuring content outputs support campaign messaging across offline, OOH and digital marketing channels.
- Ensure consistent campaign messaging and visual identity across retail boutiques, marketing materials and brand communications.
A&P and Media Strategy
- Manage the planning and allocation of Advertising & Promotion budgets across brand campaigns.
- Oversee execution of offline and online media placements, including OOH, print, digital banners and paid social campaigns.
- Work with media agencies and partners to ensure effective campaign reach and optimisation of marketing investments.
Brand Experience & Activations
- Collaborate with the Events & PR team to translate brand campaigns into experiential activations, launches and brand experiences that bring campaign stories to life.
- Provide campaign direction and marketing alignment for retail events, media previews and partnership activations, ensuring they reflect the brand's identity and messaging.
- Work closely with the Events & PR team to ensure consistent storytelling and visual alignment across campaign-led activations and customer experiences.
Partnerships & PR Alignment
- Identify and develop strategic partnership opportunities with lifestyle brands, creators and cultural platforms that strengthen brand relevance and reach.
- Collaborate with the Events & PR team and PR partners to ensure campaign messaging is consistently amplified across media coverage, influencer collaborations and brand partnerships.
- Support the alignment of brand campaigns with PR storytelling and partnership initiatives to maximise campaign visibility and impact.
Cross-Functional Collaboration
- Work closely with Creative, Retail Operations, Merchandising and Events & PR to ensure campaign & PR initiatives and brand activations translate into meaningful retail and online experiences.
- Collaborate with the E-commerce Marketing team to ensure campaign storytelling and assets are aligned across online platforms.
- Align marketing initiatives with product launches, sales priorities and merchandising strategies.
Performance Tracking & Insights
- Monitor campaign performance across media channels and brand marketing initiatives.
- Analyse marketing outcomes and provide insights to optimise future campaigns and A&P investments.
Competencies Required
- Strategic Thinking - Ability to translate brand positioning and business objectives into impactful marketing campaigns and initiatives.
- Business & Commercial Acumen - Understands how brand marketing, A&P investment and campaigns contribute to retail performance and long-term brand equity.
- Stakeholder Influence - Builds strong collaborative relationships with internal teams, external partners, agencies and media stakeholders.
- Project & Production Management - Demonstrates strong ownership in managing complex campaigns involving multiple stakeholders, timelines and deliverables.
- Creative Leadership - Strong instinct for brand storytelling, campaign narratives and visual direction.
The portfolio you'll build here
- A portfolio of integrated brand campaigns spanning retail, media and digital platforms — from campaign concept development to full marketing rollout.
- Leadership in delivering brand ambassador and campaign shoots, translating creative ideas into impactful campaign visuals and storytelling assets.
- Lead brand storytelling and campaign narratives, guiding the Content team on video concepts, storyboards and visual direction to ensure alignment with campaign objectives and brand positioning.
- Execution of multi-channel marketing campaigns across OOH, print, digital and social media platforms.
- Development of campaign frameworks and brand playbooks that guide consistent storytelling across channels.
- Case studies of marketing initiatives that generated brand buzz, media visibility, customer engagement and commercial impact.
About you
- 5–8 years of experience in brand marketing, integrated marketing or campaign management, ideally within retail, fashion, beauty or lifestyle industries.
- Bachelor's degree or diploma in Marketing, Communications, Business or a related field.
- Strong experience managing multi-channel marketing campaigns and brand activations.
- Proven ability in managing integrated marketing campaigns, creative productions and marketing budgets.
- Strong project management skills with the ability to lead multiple initiatives simultaneously.
- Excellent communication and stakeholder management skills.
- Thrives in a fast-paced, hands-on environment, and enjoys being actively involved in campaign execution and brand initiatives.
- Passion for brand storytelling, lifestyle marketing and customer experiences.
What we offer
- A key role in shaping the marketing direction of a well-loved jewellery brand.
- Opportunities to lead high-visibility campaigns, launches and brand collaborations.
- Exposure to integrated marketing across retail, digital, PR and experiential activations.
- Growth pathways into Senior Marketing, Brand Leadership or Integrated Marketing Strategy roles.
