Growth Marketing Director - Retail Direct, B2C

About the role

Betashares is seeking a high-calibre consumer Marketing Director to own and drive the end-to-end marketing strategy for its retail investor business via the Betashares Direct investment platform. Betashares Direct is a digital, brokerage-free platform for ETFs, Australian Shares and Betashares Super, and the role is accountable for customer acquisition, FUM growth and market share across the full direct retail investor funnel. It sits at the intersection of growth, brand and product.

Key responsibilities

• Own the end-to-end marketing strategy for Betashares Direct and Betashares Super, set acquisition targets (member numbers, FUM/super balance growth, CAC, revenue) and design and scale paid, owned, earned and partnership-led growth channels.
• Launch Betashares Super and oversee migration of Bendigo Super members, define go-to-market strategy for new products and work with product, content, creative and media teams.
• Lead integrated campaign planning, partner with the Director of Retail Funds marketing and the in-house and external agencies, and drive a test-and-learn culture.
• Track and report marketing outcomes, maintain KPIs and present performance to the CMO and executive team.
• Build and lead a team including a Senior Marketing Manager for Betashares Direct and one for Superannuation.
• Embed AI tools across strategy, execution and measurement, from campaign planning and creative briefing to predictive segmentation and performance forecasting.

Required profile

• 10+ years of senior marketing experience, with significant time in retail financial services, fintech or a digitally enabled consumer business; superannuation experience valued.
• Proven track record of leading measurable customer acquisition and FUM/revenue growth with a P&L-like mindset.
• Deep understanding of the retail investor mindset, financial products and the Australian investment landscape.
• Experience in regulated financial services environments (ASIC, APRA familiarity advantageous).
• Demonstrated practical experience with AI tools in a marketing or growth context, and openness to adopting AI.

Required skills

• Full acquisition and value funnel: paid media, owned channels, partnerships, product marketing and conversion optimisation.
• Highly commercial, able to own acquisition and revenue targets and report to executives.
• Data-driven decision-maker with strong analytical capability.
• Proven people leader who builds high-performing teams.