Fractional Marketing Strategist (Food / FMCG)

• Location: Melbourne preferred (remote considered based on experience)
• Engagement: Fractional / contract
• Sector: Food, FMCG, retail distribution

The Opportunity

We are a growing Australian food brand with national retail distribution across independent grocers, convenience, and selected major retailers. After several years of organic growth and successful distribution expansion, the business is entering a new phase — launching two differentiated new products and formalising its brand and marketing strategy for the first time.

We’re looking for an experienced fractional marketing strategist to help shape and lead this next stage of growth.

This is not an execution role. It’s a strategy, positioning, and direction-setting role that will guide both internal and external marketing resources.

What You’ll Be Responsible For

You’ll work directly with the founders and leadership team to:

• Develop a clear brand and marketing strategy to support the next phase of growth.
• Define product positioning, naming and differentiation, beyond functional claims.
• Create strong USPs, messaging and narratives for new and existing products.
• Shape a compelling retailer and distributor pitch strategy in a crowded category.
• Review and optimise current marketing activity (paid media, content, website, retail support).
• Provide strategic direction and briefing to internal content and external agencies.
• Design a realistic growth and marketing roadmap aligned to budget and resource constraints.

What We’re Looking For

You are:

• A senior marketing strategist with experience in food, FMCG, or retail-driven brands.
• Comfortable working with early-stage or scale-up businesses with limited budgets.
• Strong in positioning, brand architecture, and product storytelling.
• Experienced in launching and scaling new products into retail or wholesale environments.
• Commercially minded - able to balance ambition with practicality.
• Clear, structured, and confident working directly with founders.

Why This Role Exists

The business has strong execution capability and external support but lacks an overarching strategic framework to guide brand, product, and marketing decisions. This role exists to provide that structure, clarity, and leadership.

Engagement

• Fractional / consulting engagement (scope and cadence to be agreed).
• Melbourne-based preferred due to retail and team proximity.
• Initial engagement expected to focus on strategy, product launches, and foundation work, with potential to expand.