Responsibilities

• Define and own Club L London's brand positioning, target customer, and point of difference versus competitors, grounded in commercial data and customer insight.
• Set the brand strategy end-to-end and present it to the CEO for sign-off; once approved, hold full authority for how it is delivered day-to-day.
• Own the brand guideline (tone of voice, visual identity, brand world, do's and don'ts) as the single reference point for every team touching the brand.
• Act as final approver — not just reviewer — of all campaigns, product imagery, packaging, tone of voice and wholesale/in-store presentation before they go live.
• Direct the Creative Director and studio team on brand vision and standards; the Brand Director sets and protects the vision, the Creative Director's team executes it under their sign-off.
• Have the authority to stop or send back any creative output that doesn't meet the brand standard, and the accountability for explaining why.
• Run a simple, fast approval process (clear checkpoints, no unnecessary bureaucracy) so brand guardianship speeds work up rather than slowing it down.
• Own the social media strategy and content direction across all Club L London channels, ensuring tone, visuals and campaign tie-ins are consistently on-brand.
• Set and approve the influencer, ambassador and partnership outreach strategy — who the brand associates with, and why it fits the positioning.
• Own PR strategy and the relationship with the PR agency/press office, including proactive press outreach, launch moments and reputation management.
• Own the events calendar — product launches, press days, pop-ups and brand activations — ensuring each event is a deliberate expression of the brand, not a one-off marketing push.
• Ensure social, PR and events activity is planned in lockstep with the product and campaign calendar, so the brand tells one consistent story across every channel at any given time.
• Work with Buying & Merchandising to ensure product ranges reflect and reinforce brand positioning, not just commercial trend-chasing.
• Partner with Ecommerce and CRM/Marketing to ensure brand identity is expressed consistently on-site and in campaigns across all storefronts (UK, EU, US, AU, UAE, KSA and beyond).
• Work with the Insights team to track brand health, customer perception, social engagement and competitor positioning, and use this to inform ongoing strategy.
• Represent the brand in wholesale conversations (e.g. Harvey Nichols, Bloomingdale's, Ounass) to ensure positioning is protected as the brand scales into premium retail.
• Line-manage the Creative Director, Social Media Lead and PR & Events Lead, setting clear brand standards and giving direct, specific feedback on execution against them.
• Build the wider brand function over time as the remit is established, recruiting where the business case supports it.
• What Success Looks Like (First 6–12 Months) could be used to assess outcomes but is kept as part of responsibilities in this context.

Requirements

• Proven track record building, repositioning or protecting a brand within fashion, apparel or a comparable premium consumer category — ideally including direct line management of a Creative Director or design team.
• Experience operating at senior Director level, ideally within a fast-growing, multi-brand or multi-market business.
• Strong commercial and analytical grounding — able to translate brand strategy into measurable outcomes, not just mood boards.
• Decisive leadership style; comfortable being the final word on creative output and giving direct feedback to senior creative talent.
• Track record owning social media strategy and PR/press relationships for a consumer brand, alongside product and campaign work — this is a brand role with a communications remit, not a pure design/creative one.
• Experience working across international/multi-storefront ecommerce businesses (desirable: Shopify).

Preferred

• Experience in womenswear, contemporary fashion, or a brand with a strong social/digital-led customer base.
• Experience presenting brand strategy to board or executive level.
• Existing press/media contacts and experience planning brand events or activations.
• Exposure to premium wholesale partnerships and international market nuance (EU, US, GCC).

Benefits

• Annual bonus scheme
• Bi-Annual Dress Allowance
• 25 days of annual leave (plus bank holidays)
• Extra day off for your birthday
• Flexible working hours around core hours of 10-4
• Early Finish Fridays
• Cycle to work scheme
• 40% staff discount across Club L and Lavish Alice products
• Healthcare Cashplan
• Free onsite gym
• Enhanced pension contribution
• Enhanced maternity and sick pay
• Free snacks, drinks & treats
• Social events