How I Got Here: Goodbyes’ Head of Marketing on rising up the retail ranks
IMAGE VIA @bebe_finocchio/INSTAGRAM
WORDS BY DAISY HENRY
“A marketing job, especially in a mid-size business, can be so much more than making TikToks or posting ads.”
Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that job? While the internet and social media might have us believe our ideal role is a mere pipe dream, the people who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.
But behind the impressive titles and fancy work events lies a tonne of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success, to being at the top of their industry?
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Welcome to How I Got Here, where we talk to people who are killing it in their respective fields about how they landed their awe-inspiring jobs. We’re exploring the peaks and pits, the failures and wins, and most importantly, the knowledge, advice and practical tips they’ve gleaned along the way.
This week, we hear from Julian Bettoli, Head of Marketing at Goodbyes, Australia’s largest brick-and-mortar fashion resale service. Julian started out on the shop floor, working casual retail gigs before landing a role at Goodbyes. He quickly became a store manager, before eventually stepping into Head of Content and then Head of Marketing soon after. Now, Julian wears many different hats: “Some days I’m a project manager, graphic designer, stylist or copywriter. Other days, I’m just responding to DMs.”
Though he didn’t study marketing, Julian credits his background in retail as a crucial stepping stone to getting to where he is now. From asking questions to learning how to draft a solid email (something he calls an ‘art form’), Julian is adamant that learning opportunities can be found anywhere – not just at uni.
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Hi Julian! Tell us a little about who you are and what you do.
I’m the Head of Marketing at Goodbyes. We’re a small head office team of five, based in Naarm, Melbourne. I oversee all aspects of marketing at Goodbyes, which means I get to wear many hats. Some days I’m a project manager, graphic designer, stylist or copywriter. Other days, I’m just responding to DMs.
Take us back to when you were first starting out. Did you study to get into your chosen field or start as a junior and climb the ladder?
I didn’t study marketing, I actually did a Bachelor of Fine Arts. While studying, I juggled casual and part-time retail jobs at all the usual spots: Myer, David Jones, Melbourne Central, Chaddy, Shoppo. You name it, I’ve probably worked there.
After graduating, I quit my job at Hugo Boss in search of something that felt a bit more ‘me’. Around that time, I started consigning at Goodbyes – reselling was a good source of passive income. This was the era of Ppennylane and other selling groups on Facebook Marketplace, and I had grown tired of ‘NILs’ [next in line] and ‘can I see a photo of it on?’.
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I would bring in pieces to sell pretty regularly and I became friendly with the team. Drawn to the idea of working somewhere close to home (and the endless rotation of clothes), I launched my not-so-subtle campaign to work there. This took a few months of regular visits and emails, however, after much persistence, I got the job!
I started as a casual retail assistant, though it didn’t take long for me to step up to store manager at the Collingwood location. I happily held that position for the next four years. I loved going to work every day, I built great relationships with my co-workers and regular shoppers and sellers. I also had the chance to work closely with the directors, contributing to some of the brand’s early campaigns and helping with new store openings interstate. It was a rare and rewarding experience to grow alongside the business.
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Then the pandemic hit, forcing the business to pivot and trial new things. With stores closed, we found ourselves taking on new responsibilities. The teams started photographing pieces for a temporary e-store and I had the opportunity to occasionally manage the Goodbyes Instagram, which I enjoyed! This experience helped me realise that I wanted to move into a more creative role. I met with the directors and pitched my ideas of how I could contribute to the business beyond the store. To my surprise, they were open to it and soon I was spending one day a week managing the social media accounts.
As Goodbyes grew, so did my role. Before long, I was working full-time as the Head of Content, leading the store teams to whip up content in-store as well as designing graphics and print materials. As we broadened our marketing efforts, my role evolved into what I do now, which involves overseeing not just our social media but the entire marketing strategy.
My background in the stores and my experience working on creative projects along the way has definitely shaped my current work. It’s been a long and rewarding journey and I’m excited about what’s next!
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What challenges have you faced getting to where you are now?
I’ve been really lucky to grow with Goodbyes as it evolved from a single store into the largest brick-and-mortar resale service in Australia. I can’t say I’ve faced any major hurdles. Everything happened in its own time and all worked out for the best.
I suppose it took a bit of a nudge for me to step out of my comfort zone. I’d spent most of my twenties working in retail. When you’re settled into a job, it can be difficult to picture what’s next, especially in a growing business where the path to advancement isn’t always clearly defined. While it wasn’t exactly a hurdle, it did mean I wasn’t thinking much about my career goals during that time.
For a while, I just focused on being a great store manager without considering the bigger picture. But as I got older, I realised that I needed to start thinking about where I wanted to go and how to make it happen.
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What do you want people to know about your industry and role?
A marketing job, especially in a mid-size business, can be so much more than making TikToks or posting ads. In big companies or agencies, you’d have entire teams for creative, strategy, analytics, digital, social, PR, the list goes on. But in my role it’s a bit of everything, which keeps things interesting.
There’s no one-size-fits-all playbook when it comes to marketing. Each business operates with its own unique set of goals, challenges and budgets. What works for one brand might not work for another, especially in a growing industry like resale. Over the past few years, the landscape for secondhand has changed considerably. You’re always testing, measuring and adjusting along the way. Flexibility and adaptation are key.
What’s the best part about your role?
The best part of my role is the variety – no two days are the same. This means I’m always learning something new and never stuck in a routine. Plus, I work with an incredible team of like-minded people, some who’ve been with Goodbyes since the very beginning. We’ve become more than just colleagues, they’re dear friends and that sense of camaraderie makes the work even more fulfilling.
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What would surprise people about your role?
People are always surprised to hear that I’m not the one photographing or filming what they see on social media. Many assume I’m behind every picture, but the store teams deserve the credit for creating and submitting most of it. With my direction, they’re the ones capturing what’s happening in-store, which gives our socials that authentic feel.
Another surprising thing is how much we do in-house. For a lot of businesses, campaign photography, influencer marketing and even modelling gets outsourced to agencies. But at Goodbyes, we love keeping it within the family. We’re lucky to have so many talented people across our store teams, as well as within our community of shoppers and sellers.
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What skills have served you well in your industry?
This isn’t a skill, but growing up in Naarm has definitely worked in my favour. Along the way, I’ve met and collaborated with plenty of stylists, photographers and designers. Those relationships have been incredibly valuable over time – I guess that’s what you call networking! Thankfully, it’s happened pretty organically for me.
Beyond that, my willingness to learn and be self-directed has served me well. In a growing business, you don’t always have a clear road map, so being able to work autonomously is key. It’s about being adaptable and ready to take initiative. Having that drive to learn as I go has allowed me to take on more responsibility and grow in my role.
What advice would you give to someone who wants to be in a role like yours one day?
Remember that learning opportunities are everywhere, not just at university. While formal education is great, some of the most valuable information comes from simply asking questions and learning from people who’ve been in the game longer than you. If there’s something you don’t know, look it up online and teach yourself!
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If you’re interested in a fashion marketing role, start by applying to businesses or agencies you genuinely love. Don’t be afraid to start small, even a casual retail job could be a stepping stone. The better you understand a business’s ethos, clientele, products or service, the more successful you’ll be in a marketing role. And lastly, stay curious and adaptable. The fashion industry is always changing and being open to learning new skills and taking on new challenges will make you stand out.
What about a practical tip?
Be nice – both in writing and in person! Kindness goes a long way, especially when you’re working closely with teams or communicating externally.
Learning how to write an email that’s clear, concise and engaging is an art form. You’d be surprised how many people don’t have this skill. Mastering the balance between professionalism and personality can be challenging, and I admit, I’m still on that journey myself.
Keep up with Julian here.