Miista is looking for a London-based senior strategic and creative role accountable for global brand awareness, engagement, campaign delivery, community growth, and third-party media presence.
Role Mission: Grow Miista’s global relevance and demand through a distinctive, connected brand strategy spanning campaigns, organic channels, community, press, earned media, partnerships and physical activation.
The role
You are an experienced and creatively ambitious Marketing and Branding Manager responsible for how Miista is understood, encountered and talked about around the world. This senior role sits at the intersection of brand strategy, campaigns, content, press, media, community and cultural activation.
Your central mission is to build sustained awareness and meaningful engagement while converting Miista’s creative point of view into disciplined, globally coherent marketing programmes. You will set the narrative, lead the critical path and coordinate internal teams and external partners across owned, earned, shared and physical touchpoints, working closely with the E-commerce Trading Manager to connect demand creation with measurable commercial growth.
Key responsibilities
Global brand and marketing strategy
- Own and evolve Miista’s global brand and marketing strategy, translating business ambitions into clear audiences, narratives, priorities, investment choices and measurable plans.
- Define how campaigns, organic channels, community, press, earned media, partnerships and physical activity work together to build awareness, consideration, engagement and advocacy.
- Protect and strengthen Miista’s positioning, distinctiveness, visual identity and tone of voice across markets and touchpoints.
- Identify cultural, audience and market opportunities that can grow relevance without diluting the brand.
- Present strategy, investment requirements, risks, progress and recommendations clearly to senior leadership.
Campaign strategy and critical path
- Lead the global campaign calendar from strategic brief through launch and review, connecting product stories, cultural moments, editorial themes and market priorities.
- Set campaign objectives, audiences, narrative, channel roles, creative requirements and success measures in partnership with Creative Direction and the E-commerce Trading Manager.
- Own the cross-functional critical path, ensuring briefs, decisions, assets, approvals, partners, events and channel adaptations are delivered to a high standard and on time.
- Coordinate local and global activity so campaigns feel coherent while remaining relevant to each market and community.
- Run structured campaign reviews that combine brand, engagement, media and commercial learning.
Press third-party media and earned influence
- Drive the global press and third-party media engagement strategy, building sustained relationships and relevance across fashion, design, culture and adjacent fields.
- Own earned-media strategy and the operating plan for press outreach, editorial opportunities, product placement, interviews, features, seeding and cultural partnerships.
- Set the brand narrative and strategic brief for third-party media activity, including appropriate brand-media partnerships, while the E-commerce Trading Manager owns performance-media execution and optimisation.
- Manage PR, communications and specialist partners with clear objectives, target lists, budgets, deliverables and evaluation.
- Ensure press, media and partners have accurate, timely access to brand materials, product stories and digital catalogue assets, working with E-commerce and Wholesale.
- Track the quality, relevance, reach and sentiment of coverage, responding quickly to opportunities and reputational risks.
Owned organic channels and creative narratives
- In partnership with creative direction, implement the creative strategy for Miista’s organic brand channels, including social (organic and paid), editorial and other relevant owned platforms.
- Translate brand and campaign strategy into channel-specific narratives, formats, publishing rhythms and community interactions.
- Partner with Creative Direction, Content, Design and e-commerce production teams to brief and develop distinctive, platform-native work rather than simply repurposing assets.
- Maintain high standards of visual consistency, editorial expression, tone of voice, accessibility and cultural relevance.
- Guide content planning through insight and experimentation while resisting short-term trends that do not serve the brand.
Community brand and engagement
- Own the global community-branding strategy and make community participation a pivotal element of brand and business growth.
- Define priority communities, their motivations and the value Miista can create through dialogue, access, collaboration, storytelling and shared experiences.
- Develop ambassador, creator, customer and cultural-network programmes that deepen affinity and generate credible advocacy.
- Create listening and response practices that surface audience insight, emerging conversations, opportunities and risks.
- Work with the E-commerce Trading Manager to connect community engagement with CRM, customer journeys and long-term value without reducing community to a sales channel.
Activations, partnerships and physical marketing
- Lead activations, brand initiatives and physical marketing across stores, pop-ups, events, installations, collaborations and culturally relevant formats.
- Develop concepts and briefs that express Miista’s point of view, create participation and extend coherently into digital channels.
- Own partner selection, scope, budgets, timelines, permissions, production standards and evaluation for brand activations.
- Connect physical moments with press, creators, organic content, community and appropriate customer journeys before, during and after each activation.
- Balance creative ambition with operational feasibility, commercial purpose and responsible use of resources.
Brand measurement and leadership
- Establish a global measurement framework for awareness, reach, consideration, engagement, earned-media quality, community health and brand impact.
- Combine media, audience, cultural and customer insight to improve strategy, creative work and investment decisions.
- Manage marketing budgets, agencies, freelancers and partners with clear accountability and transparent evaluation.
- Build shared priorities and effective working practices across Brand, Creative, E-commerce, Retail, Wholesale, Merchandising, PR and Customer Service.
- Create a culture of creative ambition, critical thinking, accountability and continuous learning.
Key measures of success
- Growth in global brand awareness, consideration, direct demand and audience relevance.
- Quality, authority, reach and sentiment of press and earned-media coverage.
- Campaign reach, engagement, effectiveness and delivery against the agreed critical path.
- Organic-channel audience quality, engagement, content performance and brand consistency.
- Community participation, advocacy, creator relationships and actionable audience insight.
- Impact and quality of activations, partnerships and physical marketing programmes.
- Contribution of brand activity to qualified traffic, customer growth and commercial outcomes.
- Delivery against budgets, strategic priorities and global or local marketing plans.
Experience and capabilities
Essential
- Significant experience in a senior brand marketing, communications, integrated marketing or campaign role, ideally within fashion, footwear, luxury, design, beauty, culture or another brand-led consumer business.
- A strong record of building a distinctive brand across international markets and multiple customer touchpoints.
- Deep understanding of brand strategy, campaign development, organic social, editorial content, press, earned media, partnerships and community-led growth.
- Demonstrable experience leading complex campaign critical paths from brief to launch and evaluation.
- Strong creative judgement and the ability to translate a brand identity into effective, channel-appropriate work.
- Established experience managing PR, media, creative, or specialist agencies and constructively challenging partners.
- Experience creating activations, events, collaborations or physical marketing initiatives that extend into digital engagement.
- Ability to connect brand and audience measures with customer behaviour and commercial objectives.
- Experience managing budgets, partners and multiple concurrent global workstreams.
- Excellent storytelling, stakeholder management, communication, prioritisation and leadership skills.
- Cultural curiosity and the ability to balance global consistency with local relevance.
Desirable
- Experience within an independent, founder-led or creatively distinctive international brand.
- Established relationships across relevant press, editorial, creator, cultural or industry networks.
- Experience with social-listening, media-monitoring, audience-insight and brand-measurement platforms.
- Experience integrating stores, pop-ups, wholesale partners or events into a global brand programme.
- Understanding of digital commerce, CRM and performance marketing sufficient to build effective joint plans with trading teams.
Leadership profile
Brand-led: Protects distinctiveness and makes disciplined choices about where and how Miista should show up.
Strategic and creative: Connects a clear long-term direction with original, culturally relevant execution.
Critical-path focused: Turns ambition into decisions, dependencies, deadlines and high-quality delivery.
Community-minded: Builds relationships and participation rather than treating audiences as passive reach.
Commercially aware: Understands how brand growth, demand, investment and customer value connect.
Culturally curious: Tracks shifts in fashion, design, media and behaviour with judgement rather than trend chasing.
Collaborative: Creates alignment across creative, commercial, retail, wholesale and operational teams.
Persuasive leader: Communicates clearly, raises standards and brings internal and external partners with them.
Our Position: The Opposite Thing
Designed in London — Made in Spain — EU Sourced and Produced
Miista upends the exclusionary practices of the fashion industry to show how we’re actually living now. Over the last ten years we are proud to have built a brand that through craft, our community, the risks we’ve taken and a sometimesbizarre willingness to laugh at ourselves, has made an elegant commitment to the alternative. A dedication to the opposite thing.
What does that mean? That we’re happy to sacrifice profit and to subvert problematic fashion trends for women to create a product that has personality in addition to aesthetic value. A product that knows women don’t really shop using the search words ‘pretty’ now. If we were your friend, Miista would be the odd one at school who grew up and got an attitude and a sense of confidence. You know when it’s a Miista.
