Head of Brand

About NAMED COLLECTIVE

NAMED COLLECTIVE was launched with a clear mission: to redefine streetwear for a new generation. A brand, a community, a revolution… call it what you want - just make sure you don’t sleep on it.

We’re a community before brand - dialogue, innovation, and genuine connection are the essence of NAMED COLLECTIVE. Together with our fiercely supportive community, we’re co-creating streetwear for today and the future - a guiding light for those who refuse to blend in.

NAMED COLLECTIVE has over 1.5m highly engaged community members and customers on our socials and has already generated profitable 15x growth over the past 4 years. We’re only scratching the surface of what’s possible for the brand internationally, with 35% of sales in the UK, 35% in the USA and 30% across the rest of the world from our one eCommerce store.

In May, we completed a review with proven brand / DTC growth consultancy The Growth Foundation to help guide our growth, with particular attention on building the right team to deliver our ambitious plans for continued, profitable growth over the coming years. This career-defining role, along with a handful of roles across the business joining our collective now, will help us achieve our objectives.

About the role

Reporting to our Co-Founder, you’ll own our brand development strategy and lead the tactical execution across Organic Social, Earned Social and Brand Activations, which should result in greater brand equity and reach, followers, engagement / collaboration, traffic & sales for NAMED COLLECTIVE.

Roles and responsibilities...

Strategic Support:

• Support founders to codify and continuously improve our strategy to deliver our goals and targets for the next three years.

Tactical Execution:

ORGANIC MEDIA

• Lead the team and elevate the output of our organic social media, where we’re deploying our content in ‘FREE’ platforms that our target audience use. Help increase our reach, following and engagement.
• Ensure NAMED COLLECTIVE is not overly reliant on any one particular social platform and build/launch our channels in new / emerging channels to stay ‘in-front’ of the curve / where our audience will be tomorrow.

EARNED MEDIA

• Lead the team and elevate the output of our earned social media, where we’re leveraging 3rd party influence (creators, influencers, PR, events) to engage our target audience;
• Support your team in maintaining influencer relations and ensure NAMED COLLECTIVE are regarded as a market leading Brand in the Influencer community, facilitate product seeding, onboarding and training.
• Manage brand activations and events to ensure long term brand impact

CAMPAIGN MANAGEMENT

• Work in close collaboration with our Head of Creative to populate the campaign calendar that the Product, Brand, Marketing, Trading and Operations Function use to create and deploy activity that increases the awareness of our brand / products to our target audience;;
• Where possible, be the catalyst / devise campaigns with the aim of hitting NAMED COLLECTIVE’s objectives;
• Support your team to brief and oversee the work of internal and external creatives / agencies for Organic & Earned channels;
• Work within campaign budgets;
• Ensure NAMED COLLECTIVE’s brand identity is adhered to in campaigns and in all communication channels;
• Ensure accuracy of marketing materials and provide formal sign off if necessary;
• Collect and use data to inform new campaigns and the evaluation of existing campaigns by tracking organic, earned with particular attention to engagement growth. CaC and LTV.

CONTENT / CREATIVE

• Work in close collaboration with our Head of Creative to create the image, video, copy etc assets you need to execute and elevate our execution in Organic & Earned channels;

BRAND CUSTODIAN

• Customer brand proposition strategy: Working closely with our founders, develop and maintain a distinctive, differentiated and engaging customer brand proposition, including visual identity, tone of voice, product and service style that informs ‘what we do and how we do it’ across the entire customer journey. Brand development should reference beyond the fashion industry and benchmark against other aspirational brands;
• Customer insight strategy: Monitor the evolving market conditions and brand health to ensure the long‐term financial and reputational success of the NAMED COLLECTIVE brand;
• Product and service development strategy: Develop product and service vision across the entire customer journey and prioritise in accordance with customer importance against current performance. You will act as the customer and obsess about every touch point;
• Brand standards / specification strategy: Use insight to evolve and periodically refresh the brand standards/specification;
• Brand trademarks: Work with our founders & Legal to ensure the NAMED COLLECTIVE brand is sufficiently protected at a global level;
• Consistency: Ensure the brand specification delivery is maintained and monitored throughout the customer journey, identifying any shortfalls, initiating corrective action where necessary and communicating updates to all key stakeholders at a global level;
• Measurement: Working with the Marketing/Finance functions, ensure the brand’s market performance and customer satisfaction is monitored against key criteria at a global level, and recommend action to correct shortfalls, sharing best practice with your team and stakeholders;
• Communication Strategy: Liaising closely with the Marketing, Trading & Product Teams, evolve brand guidelines as necessary, provide brand direction to strategic campaigns and develop key brand messages to be incorporated into the integrated communications plan (both internal and external). However, be considerate to the requirements of these teams to ‘trade’ our brand and generate customer, turnover and profit growth;
• People and Culture: Work closely with our founders to align brand and culture and provide guidelines and behavioural frameworks that enable our people to ‘live the brand’ and establish measures of success. Develop an environment for constant education and immersion in the evolution of the NAMED COLLECTIVE brand with peers across the business.
• Budget: be accountable for the Brand Campaign, Organic & Earned budgets. Take into account the cost impact of all proposals and ensure cost efficiency of all brand activity on commercial objectives.

Increase Revenue or Lower Costs:

You have a great opportunity to focus on both, drive more revenues, while looking for cost saving through greater productivity, reducing errors across the Brand and wider business functions.

About you

You’ll have an entrepreneurial mindset and a growth-oriented attitude. The ideal candidate must be comfortable with ambiguity and able to navigate the fast-paced and constantly evolving nature of our direct to consumer, e-commerce business. You must be willing to take calculated risks and have a bias for action, with a willingness to roll up your sleeves and get involved in all aspects of the business. You must be a strategic thinker, with the ability to balance short-term tactics and objectives with long-term vision and goals.

Additionally, you must be customer-focused and have a deep understanding of our target audience. You must be passionate about fashion and have your finger on the pulse of brand or (organic & earned) social media building techniques, process and fashion trends and styles. You must be creative and innovative, with the ability to anticipate and respond to changing consumer / customer needs and preferences, before they happen.

• 5+ years of brand & marketing management experience in an aspirational brand / company;
• Proven success in leadership within Brand or social disciplines, with a track record of coaching & developing of a multi-disciplinary team;
• Experience of managing a 7-figure brand / marketing budget across multiple / 360 marketing channels including organic social, Influencers/Creators and offline (events and above the line)
• A proven track record and clear vision on building Influencer Marketing and PR;
• Experience within aspirational fashion products / services or brand/creative agency;
• Demonstrated ability to build strong relationships with key stakeholders and influence at all levels;
• Strong Commercial sense to ensure actionability of results;
• Strong planning and organisational skills with a sense of priority and attention to detail;
• Demonstrate out-of-the-box thinking in approaching new and innovative ways of executing;
• Excellent time management skills and the ability to adapt well to change and multi-task;
• Maintain a strong understanding of competitor activity and activity within the fashion / apparel market.

We would love to respond to every application however due to the volume of applications we receive this isn't always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted. We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.

The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.