General Manager Brand

Working with the AA | Me mahi tahi tatou ki AA

For over 120 years the AA have been helping Kiwis on their adventures! Today, we're one of New Zealand's most respected and trusted brands. From our humble beginnings as a motoring enthusiast's club, the New Zealand AA (Automobile Association) has grown into a large, dynamic organisation offering many services and products to more than a million Members.

And now, we're building the organisation of the future - more connected, modern, and purpose-driven. We are a business in transformation, with opportunities to work cross-functionally, grow new skills, and make a meaningful impact. We're investing in our people, platforms, and ways of working to stay ahead of what our Members and customers need.

We now have a rare opportunity for a General Manager Brand to join us and lead the evolution of one of New Zealand's most iconic brands, positioning the AA brand as a strategic organisational asset that strengthens customer and member relationships, drives growth, and creates lasting value across the business.

What You'll Be Doing | Mō te Tūranga

As General Manager Brand, you'll lead the stewardship, evolution and commercial enablement of one of New Zealand's most iconic brands, ensuring the AA brand is not only protected and strengthened, but increasingly leveraged as a strategic asset that creates value across the organisation. Reporting to the Chief Club Officer and operating as a key member of the Club Leadership Team, you'll shape and deliver the AA Masterbrand and sub-brand strategies, driving brand relevance, trust and differentiation across every customer and Member touchpoint. Partnering closely with leaders across the business, you will champion customer and member insight, brand governance, reputation management, and strategic storytelling. You will embed brand thinking into decision-making to drive growth, deepen member engagement, and maximise the value of the AA brand as a source of business performance and long-term competitive advantage.

About You | Mōu

You're a strategic, commercially astute brand leader with a proven track record of building and leveraging brands as business assets that drive growth, customer loyalty and organisational value. You'll bring deep expertise in brand strategy, positioning, governance and reputation management, along with the ability to influence at executive level, navigate complexity and inspire high-performing teams. Equally comfortable operating strategically and executing with pace, you'll use customer insight, market intelligence and strong commercial judgement to identify opportunities, solve challenges and translate brand investment into measurable outcomes, ideally within a large, customer-centric or membership-based organisation.

What We Offer | Ngā āhuatanga kei a mātou

• Free AA Membership for you and your whānau
• A day off for your birthday
• Wellbeing days
• Flexibility and hybrid working
• Discounts on insurance products

Here, we offer a lot more than roadside assistance. We're constantly evolving and advancing into new businesses, offering new challenges and a range of opportunities.

Join us in shaping the next chapter of the AA story, ensuring our brand continues to inspire trust, relevance and value for generations to come.

Our teams celebrate diversity and believe that everyone should be able to bring their true selves to work every day. We want you to feel comfortable to be your authentic self throughout the recruitment process, please feel free to let us know if there is anything you need to allow you to participate equitably.

Our recruitment process is people-led and relationship-focused-we do not use AI to screen or assess applications. Every application is reviewed by a real person, because we value potential, individuality, and the human stories behind each candidate.

We are aware that there will be candidates who are interested in the role but may only feel comfortable to apply if they have ticked all the boxes. We want you to know that if you feel like you don't meet all the requirements, please still get in touch. We'd love to korero to see if you might be a great fit for the role.