Job Purpose
Cole Beauty is looking for a Brand Manager to build awareness and demand of 5 exciting omnichannel bath and body care brands in the affordable luxury market. Reporting to the Head of Global Brand and Marketing, you will turn brand strategy into a joined-up plan across owned, earned and paid channels. The focus of this position is to develop and deliver brand plans to support brand growth ambitions. The individual must champion the brands, providing insight and input into marketing strategy and planning.
This role is about supporting the delivery of distinctive brand identities across all touchpoints and ensuring campaigns and content reflects that vision with consistency. You will be pivotal in how Cole Beauty's brands show up to customers and shoppers.
A close, collaborative relationship with the Sales function is fundamental to this role. You will be commercial, creative, and capable of planning and execution within a fast moving, high growth SME. This is a hands-on role for someone who can plan and deliver at pace.
Key Responsibilities
- This role deals with a wide variety of tasks including, but not limited to the following:
- Own the creation and delivery of brand activation plans across paid, earned and owned channels in market. Influence and execute the consumer brand communications strategy and plan.
- Support the Head of Marketing with the delivery of the long-term brand growth plan in market, to include reporting of KPI’s.
- Champion a data driven culture to measure brand health and activity performance. Build regular reports on campaigns, social, CRM, paid and website.
- Execute digital marketing strategy, budget allocation and creative effectiveness across paid, earned and owned channels.
- Own the content planning and creator plans, to authentically drive reach and engagement and execute a social first strategy to drive reach and awareness.
- Own CRM plans and ensure they are integrated with wider campaign activity.
- Own the maintenance of brand and copy bibles for all four brands with a view to owning one brand from start to finish.
- Champion brand guardianship across all channels. Own the delivery of trade and consumer brand activation (e.g. POS / Trade shows) utilising brand toolkits
- Working with sales and the retailers, agree, develop, and deliver customer marketing within mutual guidelines and deadlines.
- Implement internal launch plans for brand and product innovation, working closely with the buying team.
- Execute brand B2C and B2B launch plans and toolkit for brand and product innovation.
- Maintain and update brand DTC websites.
- Manage day-to-day relationships with digital, design and communication agencies, including briefing, establishing processes and building relationships to ensure accurate and timely projects delivered within budget.
- Own relevant consumer and shopper campaigns from concept to launch.
- Maintain a global mindset with 50+ markets in distribution, brand decisions must be made with international applicability front of mind, while still delivering relevance at a local level. Support the sales team with market-specific brand tools and assets across all relevant markets.
- Manage the day-to-day activity, resource planning and development of any team members where applicable (dependent on experience).
- Any other duties commensurate with the level of responsibility of this role.
Knowledge, Skills and Experience
Essential
- 5+ years of marketing experience with a minimum of 2 years at Brand Manager level - brand development and communications experience.
- Proven track record delivering brand plans within beauty, lifestyle, FMCG or retail.
- Demonstrable brand experience with an understanding of managing distinct brand identities, positioning and plans within a single portfolio.
- Hands-on experience across digital marketing; paid, owned, SEO/AEO/GEO, email/CRM and ecommerce platforms e.g. Shopify with experience of managing paid media budgets with demonstrable performance outcomes.
- Track record of making commercial impact through activation across retail, owned and earned channels.
- Proven ability to deliver in a fast-paced SME environment.
- IT literate including use of PowerPoint, Word, Excel, Outlook and Teams.
- Highly organised and can prioritise workloads.
- Ability to analyse results from which can be used to come up with suitable solutions that can solve brand related issues. Experience of managing or usage of marketing platforms and directing activity.
- Attention to detail – ensures accurate delivery of information and collateral in a timely and effective manner.
- Effective Communicator – ability to communicate updates and issues.
- Budget-management skills and proficiency.
- Energy and a commitment to learn and develop in a marketing role. Working within a fast-paced environment, there needs to be a willingness to roll up sleeves and take on new challenges as the business grows.
- Effective relationship builder – dedicated to meeting expectations of internal and external customers, developing and maintaining effective 3rd party relationships gaining trust and respect.
- Ability to think creatively while delivering commercially.
- Time management – Uses time effectively and efficiently and works well under time pressure and to set deadlines.
Desirable
- Have experience working with a brand team in both brand build and activation.
- Familiar with category insight and data; mining and usage to support business cases.
- Understand AEO/GEO and how to influence brand visibility across LLM’s and AI overviews.
- Experience with creative direction briefing, leading shoots, briefing creative talent and setting visual standards.
- Beauty industry experience.
