Brand Activation Manager

Goodman Fielder; Sydney; Hybrid; AUD 110,000 - 140,000; Full time

Benefits offered by this job

Hybrid working

WFH up to 2 days a week

Iconic brands impact

Job summary

Goodman Fielder in Australia is seeking an experienced Activation Manager to lead omni‑channel activation strategies across Retail and Food Service, driving brand growth for Wonder, Helga's, JUST and other iconic brands.

Reporting to the Category Manager, you will partner with Marketing, Category, Sales and agencies to ensure best-in-class execution, using shopper data to inform decisions and optimise ROI.

Qualifications

• 4+ years in Shopper, Brand, Sales or Category roles within FMCG.
• Experience using shopper data and insights.
• Strong stakeholder management, internal and external.
• Agency experience is a plus.
• Able to translate insights into actionable strategies with measurable impact.
• Proven activation and project delivery experience with pace and accountability.
• Collaborative, influential communicator, adaptable to change and improvement.

Responsibilities

• Lead end-to-end activation planning across major campaigns and retail calendar.
• Develop customer and channel activations to drive consideration and conversion.
• Leverage shopper data to shape activation strategy and ROI.
• Build cross-functional and agency relationships for best-in-class execution.
• Deliver projects with robust project management and commercial focus.
• Evaluate in-market performance and drive continuous improvement.

Skills

Shopper/Brand/Sales

Stakeholder management

Agency experience

Commercial & analytical thinking

Activation project delivery

Cross-functional collaboration

Change agility

Job description

• Work with iconic household brands including Helga's, Wonder and JUST
• Experience within shopper/channel or trade marketing and BTL marketing desirable
• Flexible hybrid working with WFH up to 2 days a week

About the Role

We're looking for an experienced Activation Manager to lead the development and execution of Omni Channel activation strategies that drive brand growth and commercial outcomes across the Retail and food service channels. This role offers the exciting opportunity to work across iconic brands including Wonder, Helga's and JUST!

Reporting into the Category Manager this role is critical in bringing our brand and portfolio to life at the point of purchase, partnering closely with Marketing, Category, Sales and agency partners to deliver best‑in‑class execution. You'll play a key role in shaping how we work, demonstrating our cultural imperatives and continuously improving activation effectiveness.

What you will do!!

• Lead the execution of retail go‑to‑market priorities, owning end‑to‑end activation planning and delivery across major marketing campaigns and the Retail activation calendar in partnership with Portfolio, Marketing and Sales teams.
• Develop and deliver customer and channel activations that bring the brand to life, drive consideration and conversion, and support customer‑specific initiatives.
• Leverage data and shopper insights to shape activation strategy and inform real‑time decisions, optimise performance, and maximise commercial value, ROI and overall business outcomes.
• Build and manage strong cross‑functional and external agency relationships to ensure best‑in‑class execution and alignment across the value chain.
• Deliver projects with excellence using robust project management disciplines, while demonstrating strong commercial acumen and end‑to‑end value chain thinking.
• Evaluate in‑market performance, optimise processes, develop efficient structural POS solutions, and contribute to the Activation Centre of Excellence to drive continuous improvement and better ways of working.

What you will bring

• 4+ years' experience in Shopper, Brand, Sales or Category roles within FMCG
• Experience working with shopper data and insights
• Strong internal and external stakeholder management (essential)
• Agency experience highly regarded
• Commercially and analytically strong, with the ability to translate insight into clear actions and measurable impact.
• Experienced in activation and project delivery, working with pace, structure and accountability.
• Collaborative and influential communicator, agile in approach, comfortable with change, and committed to continuous improvement.

Why Goodman Fielder

At Goodman Fielder, we're proud to make some of Australasia's most loved food brands — the kind people grow up with and keep coming back to. When you join us, you're not just building brands, you're helping shape everyday moments for millions of consumers.

• Make real impact with iconic brands - Work on some of Australasia's most loved food brands, with real ownership and the chance to see your work land in market
• Flexibility meets career growth - Enjoy hybrid working and flexible ways of working, without compromising on learning, exposure or progression
• A culture that invests in you - Join a supportive, collaborative team that values curiosity, backs development, and builds future brand leaders