Brand Activation Manager - Visibility ANZ

The Brand Activation Manager – Visibilities is responsible for delivering impactful in-store visibility solutions across ANZ that bring global brand strategies to life at a local retailer level. The role focuses on developing and executing point-of-sale materials, displays, and activation assets that strengthen brand presence, improve shopper engagement, and support commercial outcomes.

This role acts as a key connector between global brand guidelines and local execution needs, working closely with commercial teams, retailers, and agencies to ensure solutions are both brand-aligned and commercially effective.

Lead the end-to-end development of in-store visibility solutions across POS, displays, signage, catalogues, and activation assets, ensuring alignment with brand and category strategies

Translate global shopper marketing (SBS) frameworks and brand guidelines into effective, locally relevant executions for ANZ retailers

Deliver seasonal, tactical, and promotional visibility initiatives that support key trading periods and commercial objectives

Partner with Commercial, Category, Supply Chain, and external agencies to design and execute visibility plans that drive business outcomes

Contribute to annual and quarterly planning cycles (ABP and reviews) to embed visibility requirements and ensure early alignment

Own the full project lifecycle for visibility assets, from concept development through to execution and delivery

Leverage global assets, templates, and best practices to streamline execution and ensure consistency across the region

Ensure all visibility materials are brand-compliant and accurately reflect product, portfolio, and campaign messaging

Review and enhance display effectiveness by identifying opportunities to simplify designs and improve shopper impact

Monitor competitor activity, market trends, and shopper behaviour to inform visibility strategies and execution priorities

Develop retailer-specific visibility solutions that balance brand standards with commercial requirements and operational constraints

Coordinate with supply chain, production, and commercial teams to ensure execution readiness, including prepack and logistics coordination

Manage the rollout of product and portfolio updates across all visibility assets to maintain accuracy and relevance in market

Drive efficiency initiatives by optimising display structures, materials, and production approaches to reduce complexity and cost

Promote reuse and standardisation of visibility assets to improve scalability and reduce duplication of effort

Provide proactive input into retail execution planning to ensure visibility solutions are integrated early and aligned with commercial strategy

Required Skills and Experience

Degree or equivalent in Marketing, Business, or related field

Experience in shopper marketing, brand activation, or in-store execution within FMCG/CPG environments

Strong understanding of retail channels and point-of-sale execution

Ability to manage multiple projects and stakeholders in a fast-paced environment

Experience working with agencies and suppliers

Strong communication, collaboration, and organisational skills

Preferred Skills and Experience

Exposure to global brand frameworks and local adaptation

Experience across multiple retail formats (e.g. grocery, pharmacy, specialty)

Knowledge of display production or execution processes

Strong commercial awareness and problem-solving capability

Interest in retail marketing, activation, and brand building

Working Relationships

Internal: Marketing Activation, Commercial, Category, Supply Chain, Finance, Global Marketing

External: Creative agencies, production suppliers, display vendors, retail partners

Work Environment

Based in our Sydney office, hybrid, Tuesday, Wednesday and Thursday in office. Supporting multiple categories and retail channels

Fast-paced, collaborative environment with exposure to both local and global stakeholders

Requires agility to manage planned activations and time-sensitive requests