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.
About This Role
We're looking for a Head of Growth to join us at a pivotal moment in our expansion. It's a genuine opportunity to build the growth engine that will take Bailey Nelson into its next chapter, backed by a leadership team that values what great marketing can deliver. At its core, this role is about getting more customers through our doors. That means filling new stores from the day they open, and bringing existing customers back more often. It also means unlocking online, an exciting and currently underdeveloped channel for us. You'll own the growth strategy and marketing budget, lead a team of marketers, and build the measurement foundations that let us invest with confidence. Reporting to the Chief Operating Officer and working closely with our founders, this is a role for a strategically minded, commercially sharp leader. You'll be equally at home setting direction, developing your team, and getting into the detail of what's driving performance. If this sounds like the kind of challenge you've been looking for, we'd love to hear from you.
What success looks like
You'll be measured on four objectives:
- 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.
Responsibilities include
- 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.
What we're looking for
We care as much about raw capability as your CV. We're after an exceptional problem-solver with a track record of fast career progression, and some experience in growth, retention and/or marketing.
- 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!
Bailey Nelson is proud to be an inclusive, diverse workplace. We welcome applicants from all backgrounds and identities.
