Marketing Manager

ABOUT FELLR

FELLR is a lifestyle beverage brand born from the beaches of Sydney during lockdown in 2020, with a simple ambition: to create refreshing drinks that people are genuinely stoked to share with their friends.

In the last six years, FELLR has grown into one of Australia's most loved independent beverage brands. Never doing things the conventional way. From the beginning, FELLR has forged its own path — building a brand that taps into youth culture through music, surf, fashion and art, and forming genuine relationships with partners and brands who share that same spirit.

From taking over some of Australia's best music festivals to partnering with some of the country's most exciting brands — we've recently capped it off by winning the Venues NSW contract, giving us pouring rights at Accor Stadium, CommBank Stadium, McDonald Jones Stadium and WIN Stadium.

Now we're entering a hugely exciting time for the brand. We're expanding nationally, launching an exciting new range of products, and building toward international expansion over the coming years. We want people who are genuinely stoked to wake up every day knowing they're helping build something from the ground up — people who want to have fun doing it, and who care about the craft as much as the results.

THE OPPORTUNITY

The Marketing Manager is the engine room of FELLR's marketing function. You'll execute the strategy, hold the quality bar and make things happen — leading the execution of our national brand plan across campaigns, content, digital, partnerships, events and activations. You'll manage two direct reports, own a significant marketing budget, and be the primary relationship holder with our cultural collaborators and distributor marketing team.

But more than any of that — you'll be in the work. Building relationships. Shooting campaigns. Building content strategies. Reviewing creator output. On the ground at events. In conversations with journalists, bartenders, retailers and musicians. The right person for this role makes things happen, and likes being in and around culture.

KEY RESPONSIBILITIES

Brand strategy & planning

– Develop & own the end-to-end execution of FELLR's annual brand plan across masterbrand, product launches, digital, activation and trade support, driving awareness and cut through in a competitive environment

– Develop FELLR’s brand architecture —working with leading designers and strategist to carve out FELLR’s niche as the brand expands

– Stay genuinely across cultural trends, category shifts and competitor activity — and bring proactive POVs to the table

– Support the Co-Founders with brand storytelling for distributor, retailer and investor conversations

– We manage creative, campaigns and social internally, so being creative and being comfortable ideating, creating and executing work with a tight internal team is required

Social, content & TikTok

– Own FELLR's social strategy across TikTok, Instagram and emerging platforms — this a key deliverable of this role for FELLR, focused on optimising and accelerating FELLR’s online presence and community engagement - so strong digital and social experience is key

– Rebuild FELLR's TikTok presence from the ground up: right brief, right creators, right content cadence, right algorithm approach. This is a priority job in the first 90 days

– Brief, manage and amplify a tiered creator network — with clear briefs, tight feedback loops and high standards

– Work alongside the Marketing Coordinator on the content calendar to build a seasonal content plan that covers product launches, cultural moments and always-on brand building simultaneously

PR & earned media

– Lead FELLR's earned media strategy — pitching stories, building journalist relationships and landing features that aren't paid for

– Manage PR agency relationships

– Leverage the Venues NSW stadium deal as a sustained content and PR asset across the full year

Campaigns, shoots & activations

– Lead the end-to-end execution of brand campaigns across our portfolio — from briefing through to market

– Be at shoots — creative direction, content capture, supplier coordination, run sheets. You make sure the output is sharp

– Own the seasonal content and merch collab programme

– Be on the ground at key events and activations — not just overseeing, actually there

– Hold agencies and suppliers to brief, on time and on brand — with direct, clear feedback

Cultural partnerships & events

– Build out FELLR’s culture marketing program, aligning with key Australian brands to support events, collaborations, keeping FELLR presence consistent in key focus markets

– Run FELLR’s festival programme from auditing the landscape, managing outreach, contreact negotiation and implementation and activation

– Identify new brand partnership opportunities that authentically extend FELLR's cultural presence — never forced, always earned

Trade marketing & commercial alignment

– Work closely with the Field & Key Account Manager and the national distributor's trade marketing team to align brand activity with commercial priorities

– Be fluent in trade language — you can talk to a buyer, understand a P&L and brief a retail activation

– Ensure every campaign brief has clear commercial context — which product, which channel, which market, which metric

– Support the trade media programme, ensuring the brand narrative lands with buyers as powerfully as it does with consumers

Budget & administration

– Own and manage the marketing budget — tracking monthly, flagging variances and recommending smart reallocation when the data calls for it

– Build campaign budgets before activity goes live, manage supplier quotes and invoices, and keep spend commercially justified

– Maintain organised files, approval records, campaign calendars and compliance submissions — this is not below you

– Find ways to get more impact from every dollar through smarter production, partnerships, gifting and creator collaboration

Team leadership

– Lead and develop two direct reports: Marketing & Social Coordinator (social, events, partnerships day-to-day) and Field Marketing Specialist (field activation, key account relationships)

– Set clear priorities, sharp briefs and accountability — weekly check-ins, quarterly reviews, honest and developmental feedback

– Be the connective tissue between the Co-Founders' strategic ambitions and the team's daily execution

– Build a team culture that's creative, commercially curious, and genuinely proud of what they put into market

WHAT WE'RE LOOKING FOR

Experience

– 5+ years in brand, marketing, cultural partnerships or activation — with proven experience managing a team and direct reports

– Drinks, FMCG, music, fashion or lifestyle brand background strongly preferred

– Hands-on experience building social content and TikTok programmes — not just briefing them

– Track record in PR and earned media — pitching stories, building media relationships, landing features

– Experience executing events and brand partnerships end-to-end, including being on the ground

– Commercial literacy — budgets, distribution dynamics, trade language. You've lived in this world

Skills

– Creative eye — you know when content is right and can articulate clearly why it isn't when it's not

– Sharp brief writer — you can get a creator, agency or supplier to exactly the right place with a clear brief and clean feedback

– Organised project manager — tight calendar, owned deadlines, nothing slips

– Data-literate — brand tracking, social analytics and campaign performance all become clear actions in your hands

– Confident presenter — able to sell ideas to Co-Founders, distributor partners, retailers and cultural collaborators equally

– Proficient in Microsoft Excel and PowerPoint — you can build a budget and a deck without outsourcing it

Who you are

– Genuinely embedded in Australian culture — you love going out, getting to gigs, follow music, fashion culture and know what's emerging

– A builder, not a manager — you want your fingerprints on the brand

– Energised by a small, fast, founder-led team — you'd rather do more with less than manage a large, slow machine

– Commercially curious — you care about distribution wins and brand tracking. Data is your friend and understanding ROI is key

– Proud of the craft — you notice when a caption is off, a brief is vague or an event feels flat. And you do something about it

– Passionate about independent brands — you understand what makes FELLR different from the multinationals, the lanes we can run in to compete

WHAT WE OFFER

– Competitive salary package commensurate with experience

– Real ownership of the marketing function — strategy, budget, team and execution all yours

– Direct access to the Co-Founders — no layers, no politics, fast decisions

– The chance to put your fingerprints on an independent Australian brand at its most exciting inflection point

– A culture that values ideas, execution and getting things done

– FELLR product allowance — obviously

– Regular interstate travel for activations, events and distributor engagement

HOW TO APPLY

Send your CV and a short cover note to ***email_hidden*** with the subject line Marketing Manager Application.

Tell us about something interesting about you, something you've built — a campaign, a content strategy, a cultural moment you’ve been involved with — that you're genuinely proud of.