Responsibilities

• Brand strategy and positioning
• Own and evolve the brand strategy, positioning, purpose, promise and customer proposition.
• Lead the plan to establish The Fragrance Shop as the UK’s fragrance authority.
• Define how the brand differentiates beyond price and promotion.
• Translate customer, category and cultural insight into clear brand opportunities.
• Ensure the brand remains distinctive, relevant and commercially effective.
• Brand narrative and guardianship
• Own the overarching brand narrative and storytelling approach.
• Define how the brand is expressed across campaigns, content, PR, social, retail and digital.
• Own the brand identity, tone of voice, messaging and guidelines.

Requirements

• Significant senior-level experience in brand and content leadership, ideally within retail, beauty, fragrance, fashion, luxury, media or lifestyle.
• A proven ability to develop brand strategies that improve differentiation, relevance and commercial performance.
• Strong experience across content, editorial, social, PR, creators and integrated campaigns.
• Experience creating distinctive content platforms and channel-appropriate formats.
• Excellent strategic thinking, storytelling and creative judgement.
• Strong understanding of customers, culture, media and emerging trends.
• Commercial credibility and the ability to connect brand activity to business outcomes.
• Experience leading and developing high-performing teams.
• Confidence influencing senior stakeholders and working across complex organisations.
• A genuine interest in fragrance, beauty, retail, culture and customer experience

Benefits

• Enjoy work-life balance with our flexible working scheme - including 15 work from home days a year, duvet days and the choice to flex your working hours.
• Free onsite gym facilities before/after work or at lunchtime
• Generous staff discounts on a wide range of fabulous fragrances
• Excellent progression and development opportunities - work with teams who are passionate about what they do and develop your expertise within a creative and collaborative space