Head of Marketing - Mimco

Country Road Group; Melbourne; On-site; AUD 180,000 - 240,000; Full time

Benefits offered by this job

Bi-annual product allowance

Birthday/volunteer/personal leave

Health and wellbeing support

18 weeks parental leave

Internal career opportunities

Learning and development opportunities

Community and charity partnerships

Job summary

Country Road Group is seeking a bold Head of Marketing to shape Mimco’s next chapter from our Melbourne base. You will lead brand strategy and integrated campaigns, translating insights into campaigns and experiences that excite customers and drive growth across channels.

You will partner with Design, Buying and Merchandising to craft hero products and stories, build a content ecosystem, and own social and earned media. A strategic, creative leader drives performance and culture across the brand.

Qualifications

• Extensive experience leading brand, marketing and communications functions within premium retail, fashion, lifestyle or beauty environments.
• Proven ability to develop and deliver impactful brand strategies and integrated campaigns with commercial outcomes.
• Strong understanding of contemporary marketing channels including social media, influencer marketing, digital, PR, content and customer engagement.
• Strategic thinker with outstanding commercial acumen translating insights into business actions.

Responsibilities

• Develop and execute Mimco’s brand strategy to resonate with the target customer and support business goals.
• Lead integrated marketing plans across social, digital, PR, CRM, retail, content, partnerships and campaigns to drive growth.
• Partner with Design, Buying and Merchandising to identify hero products and brand stories.
• Shape a contemporary content ecosystem across campaigns, social-first content, creators and cultural moments.
• Own social, influencer and earned media strategies to build brand advocates and customers.
• Ensure brand consistency across all touchpoints while protecting its DNA.
• Use insights and performance data to optimise marketing investment and outcomes.
• Build and lead a high-performing marketing team with creativity and collaboration.
• Create community and sustainability-led initiatives strengthening cultural relevance.

Skills

Brand strategy

Integrated marketing

Leadership

Stakeholder management

Content creation

Social media

Commercial acumen

Education

Marketing degree or related

Job description

We are a Design-Led Brand, obsessed with accessories. Born in Melbourne in 1996 with a passion for creativity, we create contemporary designs that empower individual style and self-expression.

We’re looking for a bold, brand-obsessed marketing leader to shape the next chapter of Mimco. As Head of Marketing reporting to the GM Mimco, you’ll set the creative and strategic direction for the brand- turning insights, ideas and cultural moments into campaigns, content and experiences that excite our customers and drive growth.

Working closely with Design, Buying, Digital, Visual Merchandising, Retail and Merchandise teams, you’ll bring Mimco’s world to life- from the first spark of an idea through to the moment it lands in our customers’ hands.

If you are a strategic and creative marketing leader with a passion for brand building, storytelling, culture and customer connection, we would love to hear from you!

How You Will Contribute

• Develop and execute Mimco’s brand strategy, ensuring it resonates with our target customer, protects our distinctive heritage and supports broader business goals.
• Lead integrated marketing plans across social, digital, PR, CRM, retail, content, partnerships and campaigns to drive brand growth, customer acquisition and engagement.
• Partner with Design, Buying and Merchandising teams to identify hero products, styling moments and brand stories that create meaningful customer connections.
• Shape a contemporary content ecosystem across campaigns, social-first content, creators, UGC and cultural moments, ensuring Mimco remains relevant across evolving platforms.
• Own social, influencer and earned media strategies, building an engaged community of brand advocates, creators and customers.
• Champion brand consistency across all customer touchpoints, evolving Mimco’s visual identity, tone of voice and storytelling while protecting its unique DNA.
• Use insights, analytics and performance data to optimise marketing investment, content effectiveness and customer outcomes.
• Build and lead a high-performing marketing team, fostering creativity, collaboration, experimentation and continuous development.
• Create meaningful community and sustainability-led initiatives that strengthen Mimco’s cultural relevance and connection with customers.

Capabilities We Value

• Extensive experience leading brand, marketing and communications functions within a premium retail, fashion, lifestyle or beauty environment.
• Proven ability to develop and deliver impactful brand strategies and integrated campaigns that achieve commercial outcomes.
• Strong understanding of contemporary marketing channels including social media, influencer marketing, digital, PR, content and customer engagement.
• A strategic thinker with outstanding commercial acumen and the ability to translate insights into clear business actions.
• Exceptional leadership capability, with experience building, inspiring and developing high-performing teams.
• Strong stakeholder management skills, with the ability to influence and collaborate across creative, commercial and operational teams.
• A deep understanding of customer behaviour, cultural trends and the evolving retail landscape.
• Highly adaptable, with the ability to respond quickly to changing market conditions while maintaining brand excellence.
• Excellent written and verbal communication skills, with the ability to bring ideas to life and influence at all levels.
• Tertiary qualifications in Marketing or a related discipline, with significant experience in a senior marketing leadership role.

What We Offer

• Bi-annual product allowance, access to sample sales and 40% discount for you and your immediate family across all CRG brands
• Flex your leave your way, including birthday leave, volunteer leave, personal leave and more
• Access to health and wellbeing support, including Health Insurance, 24/7 EAP counselling and financial advice services
• 18 weeks paid parental leave program for eligible employees with return-to-work clothing allowance
• Internal career opportunities across our portfolio of brands
• Ongoing learning and development opportunities
• Support impactful community and charity partnerships across our brands, including OCRF, Our Watch, First Nations Reconciliation, Movember, Red Cross and Landcare.

Who We Are

Country Road Group is a design-led portfolio of premium fashion brands, comprising five iconic labels: Country Road, Mimco, Trenery, Witchery and Politix. Each brand has its own story, and together they hold a market-leading position in the mid to upper tier of Australia's specialty fashion segment with a focus on delivering our ambition to build a portfolio of distinctive brands that drive sustainable growth. Country Road Group is part of Woolworths Holdings Limited (South Africa), a leading Southern Hemisphere retail group.

Country Road Group acknowledges the Traditional Owners of Country throughout Australia and recognises their continuing connection to lands, waters and communities. We pay our respects to Aboriginal and Torres Strait Islander cultures and to Elders past and present.

We’re committed to inclusion and accessibility. If we can support you with any adjustments at any stage, please let us know.