Media Lead

Goodman Fielder; Sydney; Hybrid; AUD 140,000 - 200,000; Full time

Benefits offered by this job

Hybrid working

Wellbeing program (Fitness Passport)

Job summary

Goodman Fielder is seeking a senior media/marketing professional to connect media investments to real business outcomes across multiple brands reaching millions in Australia. You will define cross-channel strategies, partner with agencies, and drive AI-enabled planning and measurement to scale impact.

You will own the end‑to‑end process, from goal setting to analytics, and influence where money goes with evidence-driven decisions, in a fast‑moving, entrepreneurial environment.

Qualifications

• 5–7+ years in media, marketing or agency roles.
• Strong analytical mindset with evidence of measuring impact.
• Demonstrated ability to invent or improve ways of working.
• Curiosity about AI and new tools, with practical experimentation.
• Ability to navigate ambiguity and influence senior stakeholders.

Responsibilities

• Link media to business outcomes and measure penetration, sales and share.
• Define media strategy and channel architecture across TV, OOH, digital, social, search, programmatic and retail.
• Lead media partners and elevate agency performance to drive business results.
• Pilot agentic AI in planning, optimization and measurement at scale.
• Build frameworks, playbooks and test-and-learn rhythms for brand teams.
• Influence budget allocation with evidence alongside portfolio, sales and finance.

Skills

Media & marketing experience

Analytical mindset

AI curiosity

Stakeholder influence

Job description

Help us transform media into a tech powered business growth engine.

Are you a builder who loves combining marketing, data and technology? Do you want to help pioneer and scale a high-impact priority for a business whose brands reach millions of Australians every day? Are you willing to roll up your sleeves and build something new from the ground up?

At Goodman Fielder, we're behind some of Australia's most-loved food brands. Our team is helping to reinvent how we reach customers, measure what media really does for the business, and use AI to make better decisions at scale. This is a chance to step up, take a new challenge, and transform a business investing in change.

We're transforming how marketing works at GF. Today we buy good media. Tomorrow we want every dollar to link clearly from business goal → customer insight → audience → channel → investment → measurable result. You'll help build that chain, working as part of a new Marketing Engagement & Effectiveness team and reporting to the Head of Marketing Engagement & Effectiveness.

You'll directly own and drive business growth, building the operating mechanisms, measurement and AI enablers that turn our media investment into measurable results.

GF is decentralised and entrepreneurial. People are trusted to make decisions, move fast and own the outcome. You'll be given bold problem statements and empowered to solve them, not a narrow task list. You'll bring your own great ideas and experience and combine them with agency support and access to external specialists to build solutions.

What You'll Do

• Link media to business outcomes. Define how we use media to drive growth, and measure whether it grows penetration, sales and share, not just reach and cost.
• Set the media strategy and channel architecture across TV, OOH, digital, social, search, programmatic and retail media.
• Lead our media partners to a higher standard. Bring our agencies upstream to solve business problems, not just execute plans.
• Help build for the era of AI teammates. Pilot agentic AI in how we plan, optimise and measure media, and scale what works.
• Build the tools that lift everyone. Create frameworks, playbooks and test-and-learn rhythms that brand teams use every day.
• Influence where the money goes, with evidence, alongside portfolio, sales and finance leaders.

How You'll Work

You'll think and act both strategically and tactically, from shaping the plan to running it and proving the impact. Because this work is early-stage, you'll be known for testing in new areas, diving deep to understand what drives performance, and turning what works into programs that scale. You care as much about simplifying as you do about innovating.

What Your First Year Could Look Like

• The chain in action: our priority brands planning media from business goal through to measurement, so every dollar has a clear reason and a result.
• A true partnership: our media agency moving from executing briefs to sharing ownership of business outcomes with us.
• AI that sticks: at least one AI-enabled media capability taken from a first pilot to everyday use.

Is this you?

If you've got a track record of teaching yourself new things, and of going after problems before anyone asks, put your hand up. That's true whether you have 5 years' experience or 10+.

What You'll Bring

• Around 5–7+ years in media, marketing or agency roles, with solid grounding across the major media channels.
• A strongly analytical mindset: you want to know what actually worked and why.
• Evidence of inventing or improving how things are done, not just running the existing playbook.
• Curiosity about AI and new tools, shown through what you've actually tried.
• The ability to work from ambiguity, influence senior stakeholders and lead partners.
• Nice to have: FMCG and/or retail media experience.

Why Goodman Fielder

• Iconic brands in millions of Australian trolleys every week.
• A genuine transformation agenda, with a seat at the table to shape it.
• A flat, empowered culture where good ideas move fast.
• Access benefits including training and development, hybrid working, wellbeing program including fitness passport

We back ambition, growth, and learning over a perfect CV. If you're curious about why people do what they do, and want to help the business act on it, we'd love to hear from you.