Senior Brand Manager - Everyday Baking

Goodman Fielder; Sydney; Hybrid; AUD 120,000 - 150,000; Full time

Benefits offered by this job

Hybrid working

Career development

Iconic brands

Job summary

Goodman Fielder in Sydney is seeking a Senior Brand Manager for Everyday Baking to lead the growth agenda across Retail and Foodservice. You will shape the innovation roadmap and manage end-to-end initiatives for iconic brands like Helga's, Wonder and JUST, driving profitable growth and marketplace impact.

You'll balance strategic direction with hands-on execution, collaborating across Sales, R&D, Supply Chain, and Finance to deliver strong commercial outcomes in a national daily fresh model.

Qualifications

• 8+ years' brand management or marketing experience in FMCG or consumer goods.
• Proven experience owning brand plans, innovation pipelines and integrated campaigns.
• Strong commercial acumen with data-driven decision making.
• Experience leading NPD and cross-functional initiatives from concept to launch.
• Strong stakeholder management and influencing skills.
• Experience in brand equity, digital, social and shopper activation valued.
• Degree qualification in Business, Marketing, Communications or related field.

Responsibilities

• Lead the Everyday Baking brand growth agenda across retail and foodservice.
• Own and deliver the current innovation pipeline from concept to execution.
• Shape the future innovation roadmap using consumer insights and market context.
• Lead communication and activation plans across ATL, digital, social and in-store.
• Develop marketing activity that drives long and short-term uplifts.
• Lead portfolio optimisation and commercial recommendations for profitability.
• Influence cross-functional stakeholders across Sales, R&D, Supply Chain, Operations and Finance.

Skills

Brand management

Marketing strategy

Cross-functional leadership

P&L awareness

Education

Business degree

Marketing degree

Communications degree

Tools

MS Office

Aztec/IRI

Quantium

Job description

• Lead the brand growth agenda and innovation roadmap as Senior Brand Manager - Everyday Baking
• Own and deliver complex, end-to-end cross-functional projects across retail and foodservice
• Unlock profitable portfolio growth across some of Australia's most iconic bakery brands

The Role:

We are looking for someone with a hunger to bring our vision to life. Join an industry award-winning portfolio team working across an Everyday Baking portfolio found in over 60% of Australian homes, with more than 100 million products sold each year. You'll help shape the next phase of growth across Helga's, Australia's #1 premium baking brand, Wonder, our #1 family baking brand, and JUST, our newest innovator brand.

As Senior Brand Manager - Everyday Baking, you'll lead the growth agenda for one of Australia's most loved bakery portfolios across retail and foodservice. This is a high-impact role with real ownership — setting strategic direction, shaping the innovation roadmap, making smart commercial trade-offs and unlocking profitable portfolio growth across leading bakery products that are part of everyday food moments for Australian families.

The who:

You're a high performer and natural self-starter who brings energy, ownership and pace to everything you do. You know how to balance strategic thinking with brilliant execution, and when faced with challenges your instinct is to ask 'how do we make this possible?' or 'what needs to be true?' rather than defaulting to no. You're comfortable operating at speed in a daily fresh national model, managing competing priorities while maintaining strong attention to detail and without compromising on quality. You believe marketing is more than advertising, with a true appreciation for the full 4Ps. You are as comfortable shaping portfolio strategy and reviewing the drivers of your P&L as you are bringing in-store POS, ATL creative and innovation launches to life. You bring a commercial, curious and solutions-focused mindset, and know how to influence cross-functional stakeholders to deliver great outcomes.

What you'll do:

• Lead the Everyday Baking brand growth agenda across retail and foodservice, connecting consumer needs, customer priorities and commercial performance
• Own and deliver the current innovation pipeline from concept through to execution, including commercials, customer sell-in, packaging, product and launch delivery
• Shape the future innovation roadmap, leveraging consumer insights, the competitive environment, customer priorities and company capability
• Lead communication and activation plans across ATL, digital, social, shopper and in-store, delivering with brilliance in market
• Bring a challenger mindset to brand growth, developing high-impact marketing activity that drives long and short-term uplifts
• Lead portfolio optimisation and commercial recommendations to unlock incremental profit and sustainable growth
• Influence and align cross-functional stakeholders across Sales, R&D, Supply Chain, Operations and Finance to deliver strong commercial outcomes

What you need:

• 8+ years' brand management or marketing experience, ideally gained within FMCG or consumer goods
• Proven experience owning brand plans, innovation pipelines and integrated marketing campaigns
• Strong commercial acumen, with confidence using data, insights and P&L drivers to shape recommendations
• Experience leading NPD projects and complex cross-functional initiatives from concept through to launch
• Strong stakeholder management and influencing skills across internal teams, agencies and external partners
• Experience in brand equity, digital, social and shopper activation campaigns highly regarded
• Proficient with MS Office, Aztec/IRI and Quantium, with strong numeracy and analytical skills
• Degree qualification in Business, Marketing, Communications or a related discipline highly regarded

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
• A culture that invests in you - Join a supportive, collaborative team that values curiosity, backs development, and builds future leaders

If you're ready to lead growth across some of Australia's most loved bakery brands and help shape the future of everyday baking, we'd love to hear from you.