Our client, a retail and corporate gifting industry is looking for a Brand, Communications & Marketing Manager (Brand Architect), who will design the marketing infrastructure and communication strategies required to support a 50-store footprint. You will not just manage a brand; you will build the \"connective tissue\" that ensures our Retail, Digital, and B2B units operate as one seamless, high-growth engine.
The ideal candidate will transition the organisation from a niche brand into a high-accessibility, multi-location retail leader, scaling the brand ecosystem to 50 stores within 5 years.
This role reports to the Chief Executive Officer (CEO).
Responsibilities
Strategic Brand Evolution & Scaling
- Lead the strategic shift from \"premium/exclusive\" to \"accessible/approachable,\" ensuring the brand resonates with a broader mass-market audience without losing its 37-year heritage.
- Design and execute the \"Go-To-Market\" playbooks for new store openings as we scale toward our 5-year growth target.
- Ensure brand consistency across all physical and digital touchpoints, making sure the organisation\'s identity is recognizable in every city we enter.
Marketing Ecosystem Synergy
- Architect \"Universal Campaigns\" where a single brand narrative effectively drives foot traffic to physical stores, generates B2B gifting leads, and boosts e-commerce sales simultaneously.
- Bridge the gap between departments, ensuring that marketing efforts are always aligned with the commercial goals of the Retail and B2B units.
Database Re-engagement & Communication
- Primary Objective: Design and lead high-impact communication strategies to re-activate our database of 5,000+ dormant customers.
- Use storytelling, email marketing, and social proof to turn past buyers into recurring \"community\" members.
- Collaborate closely with the CX Lead to ensure marketing promises match the actual customer experience on the ground.
Content & Digital Leadership
- Manage and mentor the creative unit of the brand: Content Creators, Art Consultants, and Community Manager.
- Oversee the production of world-class digital content that prioritizes commercial conversion and brand trust over \"vanity metrics.\"
- Set the standard for visual aesthetics and brand voice, ensuring all output is high-velocity and high-quality.
Commercial Accountability & Vendor Management
- Budget Mastery: Take 100% ownership of the marketing budget, ensuring zero cost overruns and maximum efficiency.
- Vendor Firmness: Manage relationships with external agencies and printers, holding them to strict deadlines and high-quality standards.
- ROI Tracking: Provide regular reports on the effectiveness of marketing spend vs. actual revenue growth.
Must have skills
- Ecosystem Thinker
- Strong communication (written and oral)
- High on Execution, Low on Excuses: You take personal responsibility for results.
Qualifications
- Minimum of 5 years in Brand Management or Marketing.
- Experience in Retail, QSR, or high-volume FMCG is highly preferred due to our focus on accessibility and scale.
- Education: Degree in Marketing, Communications, Business, or a related field.
- Track Record: Proven ability to manage a brand through a period of expansion or \"re-positioning.\"
- Technical Skills: Proficiency in digital marketing tools, CRM software, and data-backed storytelling.
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