General Manager - Brand

Anglicare Sydney; Ryde; On-site; AUD 180,000 - 240,000; Full time

Benefits offered by this job

Salary packaging

Professional development & leadership

Retaile discounts

EAP & Fitness Passport

Flexible benefits

Job summary

Anglicare Sydney is seeking an experienced General Manager-Brand to shape the future of its enterprise‑level brand. Reporting to the Group Chief Operating Officer, you will lead the development of the brand strategy and architecture, guiding a complex program to strengthen reputation, relevance and impact across the communities served.

This senior role requires navigating diverse stakeholders, leading transformational initiatives, and driving long‑term brand decisions with integrity and

Qualifications

• Senior leadership experience in brand strategy or marketing.
• Proven track record in major brand transformation or rebranding initiatives.
• Experience influencing executive leadership teams and boards.

Responsibilities

• Lead development of Anglicare's enterprise-wide brand strategy and future brand architecture.
• Partner with executives and external agencies to evaluate brand opportunities.
• Navigate complex stakeholder environments and align diverse audiences.
• Provide strategic leadership on brand positioning, messaging and reputation.
• Lead the change agenda to implement future brand decisions.

Skills

Strategic brand leadership

Stakeholder management

Brand strategy

Change management

Education

Marketing/Brand/Comms degree

Job description

Transform lives, every single day Do you want a career that means more?

At Anglicare Sydney, we have been serving people, enriching lives and strengthening communities for more than 170 years. As one of Australia's largest Christian organisations, we support thousands of older people, families, children and individuals through aged care, community services, housing and community services programs.

We are entering an exciting new chapter of growth and transformation. As we expand our services, we are seeking an experienced and strategic General Manager-Brand to help shape the future of one of Australia's most recognised purpose-led brands.

Your Opportunity

Reporting to the Group Chief Operating Officer, you will lead the development of Anglicare's future brand strategy, ensuring our brand architecture remains fit for purpose as the organisation continues to grow and evolve.

Working closely with executive leaders, diverse stakeholders, business unit leaders and external brand partners, you will guide a complex and highly visible strategic program focused on strengthening Anglicare's reputation, relevance and impact across the communities we serve.

This role is ideal for a senior brand leader who enjoys solving complex challenges, building stakeholder alignment and driving meaningful organisational change. While implementation and execution will form part of the journey, the initial focus will be on developing the right long-term strategy and bringing stakeholders on that journey.

With Integrity And Influence, You Will

• Lead the development of Anglicare's enterprise-wide brand strategy and future brand architecture.
• Partner with executive leaders, board stakeholders and external agencies to evaluate future brand opportunities.
• Navigate complex stakeholder environments and build alignment across diverse audiences.
• Provide strategic leadership on brand positioning, messaging and organisational reputation.
• Lead the change agenda required to successfully implement future brand decisions across the organisation.

What You'll Bring

You are a strategic and influential brand leader with a proven ability to navigate complexity, build trust and lead transformational initiatives. You combine strong commercial and brand expertise with the emotional intelligence required to bring diverse stakeholders on a journey.

You are also passionate about fostering cultures built on integrity, compassion, excellence and service.

What's Required

• Tertiary qualifications in Marketing, Brand, Communications or a related discipline
• Significant senior leadership experience in brand strategy or marketing
• Proven experience leading or supporting a major brand transformation and or rebranding initiative
• Demonstrated success influencing executive leadership teams, boards and complex stakeholder groups
• Experience engaging and managing external brand, marketing or strategy agencies

What's Preferred

• Experience within a purpose-led, not-for-profit, or similarly complex sectors
• Understanding of stakeholder engagement in values-based or community-focused environments
• Experience leading large-scale organisational change programs
• Exposure complex brand architecture environments
• Experience overseeing enterprise-wide brand governance and implementation.

Why Anglicare?

For 170 years Anglicare has been serving those in need - providing care to older people and services to the vulnerable. With our recent acquisition of Infinite Care and Autumn Aged Care, today we employ 9,500 staff and are blessed to serve alongside 1,500 volunteers. We provide meaningful opportunities and choice, both for the individuals and communities we support and the dedicated people here who make it happen.

At Anglicare, you’ll get the stability and opportunities that come with a strong, well-established organisation that’s ready for the future. You’ll belong to a community of kind, humble and respectful people. You will also be supported to gain new knowledge, deepen your experience and expertise, and shape a rewarding career.

On top of that, here are just some of the tangible benefits you will enjoy in a career with us:

• Pay less tax on your income and increase your take home pay. With salary packaging, up to $15,900 of your income is tax free.
• Spend up to $2,650 on accommodation, meals and entertainment also tax free with salary packaging.
• Ongoing professional development and leadership training to advance your career
• Exclusive discounts to over 400 retailers
• Employee Assistance Program (EAP) and Fitness Passport with discounts to over 800 gyms for you and your family

Are you ready for a career that means more?

Anglicare is as wonderfully diverse as the customers and communities we support. While we are guided by our Christian-based values, our team includes people of all faiths and backgrounds who share our commitment to serving others, and we value the diverse perspectives they bring. We strongly encourage applications from Aboriginal and Torres Strait Islander peoples, and people of all ages, genders, abilities and cultural backgrounds.

Application Close Date: September 27, 2026