Category Manager - Custom Plates

At VicRoads the work you do has real impact. Our work connects people and communities. We keep Victorians moving safely and smoothly today and help them be ready for tomorrow.

VicRoads empowers our people to learn and grow– focusing on impact and innovation. We reflect the diversity of Victoria and foster clever thinking to keep you and the community moving.

VicRoads is progressing too. In August 2022, we started on a new chapter when the Victorian State Government partnered with Aware Super, Australian Retirement Trust, and Macquarie Asset Management to operate registration and licensing services on its behalf.

We work collaboratively with the Victorian State Government to ensure we fulfill regulatory requirements, deliver State projects and safeguard customer data. The Victorian State Government retains sole responsibility for road access, infrastructure and safety.

• Annual salary range: Commensurate with experience

• Employment type: Full Time – Permanent

• Usual work location: 180 Lonsdale Street, CBD / Work from home

About the opportunity

This newly created position offers a rare chance to shape and lead a rapidly growing category within a unique and highly visible portfolio. As Category Manager – Custom Licence Plates, you will drive the end-to-end strategy, performance, and future direction of a diverse product range spanning everyday personalisation to premium, aspirational, and collectible offerings.

With significant opportunity to define and develop strategy, you will play a pivotal role in scaling growth, refining pricing architecture, and evolving the portfolio to meet emerging customer trends and future market opportunities. This role blends commercial leadership with creativity, applying category management and luxury product principles in a regulated environment.

Working cross-functionally with marketing, digital, operations, legal, and government stakeholders, you will ensure the category continues to grow, innovate, and deliver strong commercial outcomes, while maintaining compliance. This is an exciting opportunity for a strategic leader to make a lasting impact.

About you

You are a commercially astute Category or Product Manager with a strong track record of bringing physical products to market and managing them across the full lifecycle. You combine strategic thinking with hands-on delivery, using customer insights and data to shape high-performing portfolios.

With experience in physical or digital products—ideally within premium, design-led, or collectables categories—you understand how to create differentiated, high-value offerings. You’re confident working across functions and enjoy operating in structured or regulated environments, balancing innovation, compliance, and commercial impact.

• 5+ years in category/product management (physical products preferred)

• Proven experience bringing products to market end-to-end

• Strong lifecycle management across complex portfolios

• Commercially driven with pricing and forecasting expertise

• Experience working with premium or collectable products is desirable, but not essential

• Understanding of customer segments, including custom/personalisation markets

• Able to influence cross-functional stakeholders and deliver outcomes

• Experience delivering in eCommerce environments, including digital merchandising and product range optimisation

• Ability to design and leverage market and customer research to inform product, pricing, and range decisions

Our culture

Innovation powers progress, but it doesn’t come without support. To attract, retain, and develop talented people, we reward initiative and ingenuity, foster collaboration, and offer dynamic career development. At VicRoads, we embrace diversity and inclusion and we’re proud our workforce reflects the community we work for.

What we offer

• Salary packaging, Fitness Passport & discounts to hundreds of retailers

• Opportunities for professional and personal development

• Flexible working arrangements and family-friendly practices, including 16 weeks paid parental leave

How to apply

We encourage applications from people of all genders, backgrounds and communities. If you need any adjustments to our recruitment process or the role itself, please let us know when applying.

Please submit your application via the “Apply” button. Please note applications close Friday 3rd July 2026.

For a copy of the Position Description please email [email protected]  

Unfortunately, applications cannot be accepted via this email.  

VicRoads is required to evidence your right to work in Australia and may ask for your consent to check records maintained by the Department of Immigration and Border Protection as well as records maintained by Victoria Police and VicRoads as part of the selection process. Information provided to VicRoads will be treated in the strictest confidence. Please note that due to legal requirements you must be predominantly located in Australia and for certain roles, predominantly located in Melbourne or Victoria.