Job Description

Job Summary
ROLE OVERVIEW
We are seeking a dynamic, creative Senior Brand Manager to shape and execute our brand storytelling across both our online and physical store environments. You will lead multi-channel brand and content strategies that elevate our brand, drive traffic, and deliver halo impact to revenue, with distinct consideration for the unique dynamics of e-commerce and brick-and-mortar retail.
This is a highly cross-functional role, requiring strong collaboration with Marketing, CRM, Design, Retail Ops, and Buying to ensure a cohesive customer experience across all platforms.
KEY RESPONSIBILITIES
Own and execute brand and content strategies that drive awareness, engagement, and customer affinity across both our digital and physical store network.
Develop compelling marketing content across touch points - including in-store screens, POS, windows, and activation, as well as shopfront, email, Whats App, push, organic social, and direct channels.
Partner with retail and merchandising teams to translate campaign messaging into store-level communications, ensuring consistency from online to offline.
Curate and execute editorial and retail campaigns that reflect brand values, current trends, and customer insights - flexing between national moments, seasonal drops, and brand collaborations.
Own and build a master communications schedule - a real-time registry of every customer-facing message, across all channels and stores.
Manage content calendars, publishing workflows, and resource planning to ensure smooth execution and maximum campaign reach.
Lead development of brand tracking mechanisms (e.g., "brand watch" via 3rd party tools) to monitor sentiment, customer feedback, and content impact.
Provide regular performance reporting and strategic insights that guide future brand planning across the full portfolio.
KEY PERFORMANCE INDICATORS (KPIs)
Audience Engagement: Growth in traffic from organic and brand channels (online), retail footfall (physical), social engagement, and campaign-level ROI.
Brand Reach: Analysis of reach, impressions and share-of-voice across paid and organic channels, including in-store exposure.
Sentiment & Loyalty: Brand sentiment scores, Net Promoter Score (NPS), and feedback from in-store and online customers.
Content Impact: Revenue attribution from editorial/brand campaigns, email open rates, and campaign CTR.
Consistency of Messaging: Reduction in conflicting or missed messaging across store formats and digital platforms.
QUALIFICATIONS & EXPERIENCE
Bachelor's degree in Marketing, Communications, or Business (BA, B.Com or B.Bus.Sci)
5+ years in a marketing, content, or brand role - ideally across both e-commerce and physical retail
Expert knowledge of omnichannel marketing principles and execution
Strong analytical capability with the ability to translate performance data into actionable insights
Demonstrated track record of building and growing a brand across diverse channels
High level of confidence and clarity in presenting to senior stakeholders, including C-suite
Strong leadership skills and experience managing or mentoring a team
Only shortlisted candidates will be contacted.
O'Brien Recruitment
Recruiter