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Head of Brand
2 weeks ago
Are you looking for a Head of Brand role predominately based in London and allowing you to propel Women’s Best into a trail-blazing, aspirational house of brands that help women be the very best version of themselves.
Women’s Best was founded in 2015, and has grown to be loved by 4m+ female fans and customers across 150 countries, who use our high quality sports nutrition and apparel.
We’re opening a new office in central London in September ‘22, which will house the majority of our commercial / demand creation functions going forwards, leaving our Innsbruck HQ to manage the majority of our back office / administration.
In parallel, we’re creating a new operational board, where this role will sit, to work closely with our co-founders, allowing them to move away from day-to-day trading activity to focus more on the business’ 3-5 year plan, where we believe revenues of €500mare achievable.
**Role Responsibilities**:
- Customer Insight Strategy: Monitor the evolving market conditions and brand health to ensure the long-term financial and reputational success of the Women’s Best brand.
- Customer Brand Proposition Strategy: 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 entirecustomer journey. Brand development should reference beyond the gym, fitness and athletic-leisure industry and benchmark against other aspirational brands
- Brand Standards /Specification Strategy: Use insight to evolve and periodically refresh the brand standards/specification.
- 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 touchpoint.
- Continuous Product Improvement Strategy: Provide support and direction to Trading & Product teams as an integral part of the design, delivery and on-going management against each vision ensuring the appropriate cost/quality level.
- Brand trademarks: Work with MD & Legal to ensure the Women’s Best 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 Insight team, 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 stakeholdersglobally
- 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 communicationsplan (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 the People team 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 educationand immersion in the evolution of the Women’s Best brand with peers across the business.
- Budget: be accountable for the Brand Campaign, Content, Organic & Earned budgets. Take into account the cost impact of all proposals and ensure cost efficiency of all brand activity on commercial objectives.
- Lead and develop the management of a 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.
- Define and implement success metrics for the team to track, analyse, and monitor monthly print press, digital & influencers coverage results, identifying key insights to optimise brand strategy
- Leave and build a Content Machine, creating and deploying images, video, copy, graphics that align to the campaign calendar and can be used across the business as required.
** About You**:
- Proven success in people leadership within Brand disciplines, with a track record of coaching & developing of a multi-disciplinary team including talent, brand and marketing professionals
- 7+ years of brand & marketing experience in an aspirational brand / company
- Experience working with Models & Talent, Photographers & Content Production teams
- A proven track record and clear vision on building Influencer Marketing and PR
- Experience within aspirational apparel and/or nutrition products / services
- Demonstrated ability to build strong relationships with key stakeholders and influence at all levels
- Strong Commercial sense to ensure actionability of results and influencing successfully across locations.
- Experience in managing budgets and working with suppliers to ensure actionable results, on time, best cost
- Ability to leverage/integrate existing data sets when information is available
- 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 sports apparel, nutrition markets
