The Head of Brand Marketing is responsible for developing and executing strategies that build and strengthen the company’s brand identity and reputation. They lead brand positioning, messaging, and creative direction to ensure consistency across all marketing channels. This role involves collaborating with cross-functional teams to align brand initiatives with business objectives and customer needs. Ultimately, they are customer obsessed, drive brand awareness, loyalty, and long-term growth through impactful storytelling and strategic marketing campaigns.

Key Responsibilities

• Brand Strategy Development: Define and lead the overall brand strategy, positioning, and value proposition to ensure clear market differentiation and alignment with business goals.
• Creative Direction & Messaging: Oversee brand messaging, visual identity, tone of voice, and creative campaigns to ensure consistency and impact across all touchpoints.
• Campaign Leadership: Plan and execute integrated brand marketing campaigns across ATL, digital, social, print, and experiential channels to drive awareness, consideration and conversion.
• Team & Agency Management: Lead, inspire and mentor internal brand marketing team; manage external agency ecosystem, creative partners, and consultants to deliver high-quality brand work.
• Cross-functional Collaboration: Partner with product, sales, communications, and customer experience teams to align brand efforts across the customer journey.
• Market & Consumer Insights: Use data, research, and market trends to inform branding and campaign targeting decisionsand refine strategies based on customer behaviour and competitor analysis.
• Brand Performance Measurement: Establish KPIs and regularly evaluate brand health, awareness, sentiment, and campaign effectiveness to optimize performance.
• Brand Governance: Ensure global and regional teams adhere to brand guidelines and maintain consistency across all communications and marketing assets.
• Media planning and investment: Significant experience in working with econometrics and agencies to maximise media investment across channels and across the funnel.

• Brand Strategy & Positioning: Expertise in building and evolving brand identity, purpose, and market positioning.
• Storytelling & Messaging: Strong ability to craft compelling narratives that connect with target audiences across channels.
• Campaign Leadership: Skilled in planning and executing integrated brand campaigns (digital, social, PR, ATL, BTL).
• Creative Direction: Ability to guide or influence creative partners/agencies and ensure visual and verbal brand consistency.
• Consumer Insights & Market Research: Proficient in using data, analytics, and research to inform brand decisions and track performance.
• Leadership & Team Development: Strong people management and mentoring capabilities; able to build high-performing teams.
• Cross-Functional Collaboration: Works effectively with product, comms, sales, and CX teams to ensure brand alignment across the business.
• Analytical Thinking & ROI Focus: Ability to analyse econometrics to deliver peak efficiencies of spend. Comfort with brand performance metrics (e.g., brand health tracking, NPS, awareness, engagement) and linking brand to business impact.
• Digital & Social Media Expertise: Deep understanding of online channels, content marketing, influencer partnerships, and emerging platforms.
• Project & Budget Management: Skilled at managing complex timelines, peer and exec stakeholder expectations, and multi-million-dollar budgets.
• Innovative mindset: Experience of using innovative acitivity, products or production to deliver on company results whether across AI, Martech, people, ecosystems
• Experiencein brand marketing(preferably omnichannel fashion retail) with leadership roles in fast-paced or high-growth environments.
• Proven track record of building or transforming brandsand delivering measurable growth.
• Experience managing in-house teams and external agencies.
• Industry-specific experience may be required (e.g., tech, consumer goods, luxury, etc.).

From humble beginnings to disruptive innovations in the retail industry, find out about how Matalan is ever-evolvinghere.

We know as a team, we are stronger together – we champion equality for all and make lasting connections that go beyond work. We thrive off our inclusive culture, encouraging our colleagues to bring their true selves to work and contributing to collective creativity, open-mindedness and growth.

We want give every candidate the opportunity to perform at their best throughout the application and interview process and then ultimately in their role. If you require any adjustments during our recruitment process, please don’t hesitate to let us know.

In the event that a high volume of suitable applications are received, the post may close prior to the specified closing date. Please apply as soon as possible if interested.

In addition to competitive salaries, we also offer the below core benefits:

• 20% staff discount, which increases with length of service
• Thrive Recognition Scheme
• Wellbeing support provided by the Retail Trust
• Life Assurance
• Retail Rewards platform offering discounts for other retailers
• Pension Scheme
• Access to a wide range of career development
• Additional benefits may apply depending on your role and area of the business