General Manager, Brand & Content

General Manager, Brand & Content

Reports to: Chief Executive Officer

Location: Based in Perth, WA

About Kitchen Warehouse

Kitchen Warehouse is Australia’s largest online kitchenware retailer, with 30 destination stores across the country. We are family owned, passionate about helping people discover a love of home cooking.

Alongside the world’s best kitchenware names, we’re building a growing portfolio of our own in-house brands. Our values, Authenticity, Quality, Family and Customer, shape how we work and how we lead.

The mandate

Make Kitchen Warehouse the brand people think of first when they think about cooking at home — and make sure every campaign feels like Kitchen Warehouse, whether a customer sees it in a store, on our website, in an email or on social.

You will lead the Kitchen Warehouse masterbrand and how each of our in-house brands looks, sounds and comes to life for customers, building identities that are credible on shelf and on screen.

The journey

Our brand is on a deliberate journey: amazing quality, fantastic price, on trend.

We are moving away from discount-led, promotion-heavy retailing toward a brand that earns attention through product quality, everyday low prices and being genuinely on trend. Every campaign, sign and story we put in front of customers should move us further along that journey.

The role

The General Manager, Brand & Content leads the Kitchen Warehouse brand and the creative and content engine that supports our customer channel through a multidisciplinary brand and content team of 20 spanning Australia and the Philippines

This role brings together brand, campaigns, creative, content and production to ensure what our customers see and hear comes together as one clear and consistent Kitchen Warehouse voice.

It is an Executive leadership role requiring strong commercial judgement, creative leadership and the ability to work across functions to turn product and trading priorities into customer-facing campaigns and content.

You own

• The Kitchen Warehouse masterbrand — the retail brand customers shop with: its positioning, identity, tone of voice and guidelines. You will maintain these standards and make sure they are consistently applied across every channel.
• The identity of our in-house brands — how each one looks, sounds and is named, and how they sit together under the masterbrand. Working closely with Product, you will translate brand and product strategy into identities that customers understand and trust, and ensure the marketing requirements for new ranges are delivered to launch.
• The campaign calendar and cross-channel coordination — every launch, promotion and brand moment, with clear forward planning and one view of what is live, upcoming and complete across stores and customer channels. You will bring together briefs and priorities from across the business and lead the cross-functional campaign planning rhythm around key trading moments.
• The creative lockup for every campaign — the master creative, key visual, message hierarchy, brand lockups and clear rules for how the campaign is brought to life across channels. One agreed creative direction, consistently executed.
• The content and asset supply chain — studio, photography, video, lifestyle imagery, editorial, copy, packaging design — delivered to the right standard and ahead of the trading calendar. You will set clear standards for imagery ownership and quality, and approve content spend approval and external content partners.
• The brand & content budget — ownership and tracking of the brand, content and campaign budget and approval of spend.
• The customer story — turning product propositions into stories that customers understand and care about across our website, email, signage, packaging and social — including building engagement through everyday-low-price storytelling rather than relying on discount mechanics.
• In-store look and feel — the the creative standard for what customers see in store, including signage, campaign and evergreen messaging, POS and VM collateral, imagery and permanent brand elements. You set the creative standard and work closely with our Retail teams to bring it to life consistently.
• Top-of-funnel brand demand — leading brand campaigns that build awareness, consideration and customer demand across both our store and online channels.
• Customer demand into both surfaces — Kitchen Warehouse sells through two doors and one demand engine feeds both. You are accountable for store foot traffic as well as brand-led online demand: the store demand plan, catalogue and print, campaigns and social carrying a store objective, events and demos, and new store opening marketing. 
• External creative and commercial relationships — agencies, media owners, creators and influencers, as well as supplier co-op and retail media partnerships built with Merchandise.
• Brand health — awareness, consideration and distinctiveness, baselined in year one and measured and reported thereafter.

First-year outcomes

• One campaign calendar operating, with launches and key trading events landing complete and on time across customer channels with one agreed creative direction.
• Brand guidelines, tone of voice and content standards for Kitchen Warehouse and our in-house brands documented, published and consistently applied.
• The studio operating as a well-managed internal creative service with clear capacity, priorities and service levels, and packaging design working to a consistent standard.
• A strong working rhythm with Merchandise and Product, with range and product strategy flowing into campaign and content planning ahead of the trading calendar.
• A stronger social and content program that reflects what a leading kitchenware destination should be.
• Brand health baselined, with future targets established.

What makes this role challenging

You hold a campaign and content calendar that many parts of the business want a bigger slice of. A big part of the job is making good commercial choices under pressure and being prepared to say no to individually reasonable requests.

Production capacity will always be smaller than demand. Prioritising creative and studio resources is a commercial decision, not a first-come, first-served queue.

You will set brand and creative standards across channels and functions that you don’t necessarily operate yourself. Strong relationships, influence and clarity matter.

Frugality is a company behaviour. You will need to make the case for brand investment with evidence — which is why measuring brand health is a first-year outcome, not a nice-to-have.

Measures

• Primary: brand health — awareness, consideration and distinctiveness within the category — together with the customer demand our brand and campaigns generate.
• Delivery: campaigns complete and on time across customer channels; content delivered to the right standard ahead of the trading calendar; effective management of creative and studio capacity.
• Shared business outcomes: successful product and range launches, customer and revenue growth, supplier partnership outcomes and the effectiveness of campaigns across our store and digital channels.

About you

Energised by the opportunity to build a brand function within a product-led business and is comfortable working within the scope boundaries described above.

You have led brand and content in a multi-channel retail or consumer business and can show how you’ve brought a campaign to life consistently across physical and digital channels.

You’re passionate about creativity and stay close to the work — keeping the flair that gets a brand noticed while still delivering the hard-working retail communication that drives the business.

You have run an internal creative service under constraint and can talk about capacity allocation with confidence.

You have built, led and developed creative teams, ideally across different locations or geographies.

You’re a storyteller who can turn product propositions into customer education and compelling narratives across packaging, content and campaigns.

Most importantly, you’re energised by the opportunity to build a great brand within a product-led retail business and know how to combine creativity with commercial discipline.