Brand Director
- Place of work: Kentford / hybrid
- Responsible to: CEO
The focus of the role will be to develop and deliver first class omni-channel marketing, driving a ‘digital first’ communication culture and enhanced engagement with customers. The role requires an individual who can work both strategically and operationally, bringing “passion, inspiration and expertise” through their digital marketing leadership background.
Key duties/responsibilities:
Develop and lead a brand strategy, roadmap and budget across the group, internationally. Operating across B2B and D2C channels through the organisations brand range of seeds and garden tools.
Marketing Department Leadership:
- Lead, develop and inspire the marketing team to deliver great standards across the marketing mix
- Be a passionate advocate for a ‘digital first’ approach – upskilling the team and encouraging a shift in mind-set towards omni-channel delivery
- Development of a digital strategy and roadmap
- Role model effective collaborative working across all areas of the business
- Management of third party suppliers and leading comms strategy and design
Digital Strategy & E-Comms:
- Further development of the ecommerce site to achieve sustained sales and profit growth and deliver high levels of end to end customer satisfaction
- Creation and delivery of impactful, captivating social media strategy
- Development of search strategy and budget when appropriate
- Be a digital marketing innovator, who actively seeks out new technologies to create an exceptional online experience
- Seek out new affiliate partnerships that can help extend the reach of the Mr Fothergill’s brand and product range
Brand Leadership:
- Support the new brand identity, ensuring it’s consistently embedded in all operations and the customer journey
- Develop opportunities for brand extension through digital and traditional retail/leisure platforms and 3rd parties
- Develop the Mr Fothergill’s customer experience to create a prominent gardening destination. In doing this, establish strong partnerships with each trading area of the business.
- Trade Marketing and Trading Support
- Establish and implement marketing strategies which help deliver the commercial goals of the business, working in close partnership with Operations
- Development of an annual programme of promotions and activities at company, category and product levels, with the flexibility to respond to market trends and weekly business needs
- Evolve our approach to in-store marketing, promotions, direct marketing and point of sale
About you:
- Accomplished digital marketing and brand leader with a track record in retail/FMCG
- Digital expertise with demonstrable achievements in web and e-commerce
- Experience in utilising CRM to drive targeted marketing communications
- Innovative and curious mind-set, committed to continuous improvement to the customer journey
- Strategic leadership with a hands on approach
- Adept at building effective relationships with key internal stakeholders
- Results focused with ability to work at pace
- Empathy with customers and an affinity with the creation of great customer experiences
- Brand savvy and commercially aware
- Experienced in the selection and management of marketing, brand and PR agencies
- Able to move adeptly between strategic and trading agendas within the business
