Head of Product

Position Title: Head of Product

Role Purpose: The Head of Product is responsible for leading the product strategy, ranging, category management and product lifecycle for the Florabelle brands. This role ensures each brand remains competitive, commercially successful, inspiring, high quality and aligned with its strategic objectives. Working closely with the CEO, CFO and Senior Management team, the Head of Product drives the execution of short- and long-term business objectives, product initiatives and category plans. The role leads, motivates and develops the Buying and Planning teams, ensuring product strategies are delivered within critical timelines and achieve agreed financial, brand and customer outcomes.

Reporting Lines: The Head of Product reports to the CEO. Direct reports include the Buying Team, comprising three Senior Buyers and Admin team. The role also works closely with the Head of Marketing Team, including the Digital Marketer and Photographer, to ensure product, brand, merchandising and promotional activity is aligned.

Key Responsibilities:

• Lead, refine and continuously develop the Buying function, including sourcing strategy, supplier engagement and international sourcing trips.
• Develop and execute product ranging, category and lifecycle strategies that support the commercial and brand objectives of each Florabelle brand.
• Collaborate with the CEO & Marketing Team on pricing, product rationalisation, promotional planning, product launches, websites, social media, EDMs and other brand activity.
• Support online retail development in line with the direction set by the CEO, head of Marketing and Head of Retail, ensuring product presentation, availability and customer experience support growth.
• Identify and assess business development opportunities, including retail stores, online channels, international brands and new sourcing partnerships.
• Stay informed of global and local industry trends, customer preferences, competitor activity and best practice across furniture, homewares and related categories.
• Recruit, manage, coach, train and develop the Buying and Planning teams to build capability, accountability and strong performance.
• Provide creative direction for showroom presentation, merchandising standards, campaign preparation and photo shoots.
• Drive customer satisfaction through improved stock availability, product quality, packaging, value for money and overall product experience.
• Create, monitor and manage key performance indicators for open-to-buy, product profitability, stock management, stock turn and product lifecycle performance.
• Develop and implement exit strategies for slow-moving stock, discontinued ranges and underperforming products.
• Monitor new product performance, sales results, customer response and margin outcomes to inform future ranging decisions.
• Track monthly and annual product sales performance against open-to-buy plans and agreed financial targets.
• Prepare reporting, insights and recommendations to improve business performance, product outcomes and growth opportunities.
• Contribute to the planning, organisation and execution of trade fairs and key brand events.
• Communicate effectively with the management team through weekly and monthly updates, reporting and cross-functional collaboration.
• Contribute to strategic annual staff conferences, product presentations and sales training programs.
• Take a proactive approach to growing key accounts by supporting relationship management, identifying customer needs and developing sourcing strategies that optimise growth.

Skills, Experience and Attributes Required:

• A hands-on, sleeves-rolled-up approach, with the ability to work full time from Florabelle’s headquarters in Alexandria, Sydney.
• Strong commercial acumen, with the ability to balance creative product direction with financial performance and operational discipline.
• Proven experience leading product, buying, category management or merchandise functions, ideally within furniture, homewares, retail or wholesale environments.
• Ability to work independently while effectively leading teams, managing multiple priorities and driving business outcomes.
• A genuine passion for product, design, sourcing and brand development, with the ability to energise and inspire the team.
• Comfort operating in a fast-paced, evolving environment and confidence working through ambiguity.
• Excellent organisational skills with strong attention to detail, accuracy, accountability and follow-through.
• Strong communication, negotiation and stakeholder management skills across internal teams, suppliers and key accounts.
• Creative, proactive and solutions-focused, with the ability to generate new ideas and turn them into practical commercial outcomes.