Global Marketing Director

Global Marketing Director

Marketing

Chief Executive Officer

UK

ABOUT FABLE AND MANE

Fable and Mane is an innovative, dynamic, and modern hair care brand inspired by ancient Indian beauty secrets, using performance-led, potent ingredients in all its formulas. Created by two entrepreneurial siblings, Akash & Nikita Mehta, Fable & Mane has taken the beauty world by storm, revolutionising the hair care category to become one of the best-selling brands in Sephora.

What is it like to work at Fable and Mane?
We disrupt as we do
, constantly challenging norms to bring fresh ideas to life.
We are free to play
, fostering creativity and innovation in everything we do.
Our empathy unites us
, building strong connections within our team and with our community.
Our heritage fuels our future
, blending ancient wisdom with modern practices to inspire and drive our success. Together, we're crafting an inclusive space where everyone's story matters, and where we push each other to grow every day.

ROLE OVERVIEW

The Marketing Director will lead the global brand and marketing strategy for Fable & Mane, driving awareness, advocacy, and growth across all channels. This role will work closely with product development to shape the brand portfolio, innovation pipeline, and positioning while delivering a cohesive 360° marketing plan across digital, retail, PR, influencer, and experiential activations.

The ideal candidate is both a storyteller and strategist — passionate about beauty, culture, and conscious luxury — who can elevate the brand's voice while maintaining its authenticity and community spirit.

KEY RESPONSIBILITIES

Brand Strategy & Portfolio Development

• Partner with Product Development to define the brand and product portfolio strategy — including innovation priorities, positioning, and hero franchises.
• Translate brand vision and heritage into actionable marketing strategies that drive growth, differentiation, and emotional connection.
• Monitor category and consumer trends to identify white space opportunities and inform long-term brand planning.
• Ensure brand consistency across all touchpoints and markets, from storytelling to packaging to content.

Annual Brand & Marketing Planning

• Lead the development of the annual global marketing calendar, integrating product launches, seasonal campaigns, education, visual merchandising, and digital initiatives.
• Drive collaboration between creative, digital, retail, and education teams to ensure a cohesive consumer journey.
• Partner with global retail partners to develop joint marketing plans and activations.

Digital Marketing, PR & Communications

• Own the brand's digital marketing and communications strategy across owned (website, CRM, social), earned (PR, influencer), and paid channels.
• Lead the global paid media strategy, managing full-funnel performance and brand awareness campaigns across social, search, display, and programmatic channels.
• Collaborate with media and creative agencies to optimize campaign performance and ROI, ensuring synergy between paid, owned, and earned media.
• Oversee the global influencer and advocacy strategy to deepen community engagement and brand love.
• Oversee PR storytelling, press events, and content creation to ensure consistent, premium brand messaging.
• Collaborate with eCommerce team to optimise conversion, engagement, and retention.

Experiential Marketing, Pop-Ups & Events

• Lead the experiential marketing strategy, including immersive pop-ups, retail takeovers, brand activations, and community experiences that bring the brand story to life.
• Partner with creative, retail, and PR teams to deliver multi-sensory experiences that drive awareness, advocacy, and trial.
• Oversee event concepts, partnerships, and execution — ensuring experiences reflect Fable & Mane's heritage, purpose, and playful spirit.

Visual Merchandising & Education

• Partner with the Creative and Commercial teams to develop best-in-class visual merchandising that reflects brand identity and enhances the consumer experience.
• Oversee the creation of global education materials and training programs that convey brand story, product benefits, and ritual-based usage.

Leadership & Performance

• Build, mentor, and inspire a passionate, high-performing marketing team.
• Manage marketing budgets and track performance across campaigns to ensure ROI and efficiency.
• Report on key brand and campaign KPIs to leadership, providing insights and recommendations for optimisation.

QUALIFICATIONS & EXPERIENCE

• Bachelor's degree in Marketing, Business, or a related field (Master's preferred).
• 10+ years of experience in brand marketing within the beauty, wellness, or luxury consumer goods industry.
• Proven experience leading 360° brand campaigns, from concept through execution.
• Strong understanding of the retail beauty landscape and digital ecosystems.
• Demonstrated success in working with global teams and retail partners.
• Deep passion for beauty, culture, and storytelling.