Head of Brand Marketing

The Head of Brand Marketing will play a central role in building FitFlop as a modern global brand, translating brand strategy into ideas, stories and coordinated action across Product, Partnerships, Community, Activation, Creative, Digital and PR. This is a global brand-building role, with a mandate to move beyond traditional brand servicing. Working closely with the Global Brand Director and Creative Director, the Head of Brand Marketing will help shape how FitFlop shows up in the world, creating the strategic and creative thinking that keeps the brand fresh, relevant and distinctive across global markets and channels.

FitFlop is a challenger brand, and we need to make our investment work hard. This role requires someone entrepreneurial and creatively ambitious, able to spot opportunities, connect culture and consumer insight to compelling ideas, and find unexpected ways to engage people without relying on large budgets or a traditional campaign model. Success will come from building an agile, digital-first and content-led brand organisation: globally minded, culturally connected, commercially aware, and capable of moving quickly from insight and idea to execution.

The Responsibilities

Global Brand Planning & Storytelling

- Own annual and seasonal brand planning, translating global brand strategy into clear priorities, stories and opportunities across markets and channels.
- Build plans around a global consumer mindset, ensuring FitFlop develops as one connected global brand rather than a UK-led brand adapted for other markets.
- Work with Product, Creative, Community, Digital, Activation and global teams, to turn product and brand priorities into compelling consumer stories that build both brand and commercial demand.

Creative Brand Thinking

- Be a source of ideas and creative energy within the brand organisation, working closely with the Creative Director and teams to develop distinctive ways to bring the brand to life.
- Use consumer insight, culture and brand strategy to identify unexpected moments, partnerships, collabs, content and experiences that can generate attention and engagement.
- Challenge conventional approaches and help the organisation move from a small number of large campaigns towards a more agile ecosystem of content, storytelling and brand moments.

Modern Brand & Content Planning

- Champion a digital-first, content-led approach to brand building, ensuring ideas are designed to travel naturally across social, digital, community, PR, retail and commercial channels.
- Connect longer-term brand building with fast-moving cultural and consumer opportunities, enabling the organisation to respond with global pace and relevance.
- Create strong strategic briefs that give Creative and Activation teams clear direction while leaving space for creative ambition.

Brand Governance & Global Leadership

- Own the global brand framework, ensuring FitFlop is recognisable and consistent while allowing markets the freedom to be locally and culturally relevant.
- Build strong relationships with global and regional teams, providing direction, inspiration and the confidence to build the brand appropriately in their markets.
- Bring global thinking into the organisation, ensuring decisions reflect the scale of FitFlop’s international opportunity rather than a UK-centric perspective.
- Translate the global brand direction into internal brand programmes, communications and moments that build understanding, belief and consistency across teams and markets.

Insight, Culture & Future Thinking

- Keep the organisation connected to shifts in consumer culture, creativity, technology, marketing and the wider brand landscape.
- Translate consumer, cultural, market and competitive insight into ideas and clear implications for the brand.
- Look ahead, identifying emerging opportunities and challenging the organisation to continually evolve how FitFlop builds relevance and connection.

Partnerships, PR & Strategic Initiatives

- Own and lead the strategic direction for key brand partnerships, PR and communications, with a focus on multiple market agency direction, in-house teams, and partners, ensuring plans and programmes create meaningful stories and contribute to the wider brand reach or relevance.
- Lead priority strategic initiatives that can move FitFlop forward, bringing entrepreneurial thinking, a creative mindset, cultural relevance, and strong cross-functional leadership from idea through to delivery.
- Ensure brand activity works across both sell-in and sell-out, supporting commercial teams while building longer-term consumer demand.

Leadership & Collaboration

- Lead and develop the Brand Marketing team, shifting the emphasis from brand servicing towards proactive brand building, ideas and storytelling.
- Create a culture of accountability, curiosity, creativity and pace, setting the expectation that the team proactively brings ideas, opportunities and solutions rather than simply responding to requests.
- Act as a strong connector across the organisation, working collaboratively while having the confidence and gravitas to challenge thinking and raise the ambition of the work.

Resource and Budget Accountability

- Own and manage the Brand Marketing budget and resources within the strategic priorities set by the Global Brand Director, ensuring investment, people and external support are deployed effectively and deliver maximum brand and commercial impact.
- Maintain clear visibility of spend, commitments and resource requirements, proactively identifying where priorities or investment need to shift.

The Person

- Significant senior brand marketing or brand strategy experience, including global experience and experience across multiple brands.
- Proven experience building brands across international markets and channels, with a genuinely global rather than home-market-led perspective.
- Strong understanding of contemporary 360° brand building and how digital, content, social, community, PR, retail and commercial channels work together.
- Culturally connected and actively engaged with consumer culture, creativity and the wider brand landscape.
- Closely plugged into evolving marketing, content and brand trends, with a strong point of view on where modern brand building is heading.
- A strong storyteller, able to turn brand strategy, product and consumer insight into compelling ideas and narratives.
- Creative and entrepreneurial, with a challenger mindset and the ability to generate impact without relying on large budgets.
- Comfortable moving between long-term brand vision and agile, reactive opportunities, with the judgement to know when each is required.
- Proven people leader with gravitas, able to build capability, raise standards and develop a proactive, creative brand-building, ideas-led team.
- Strong presence and credibility, able to inspire, influence and challenge across functions, markets and seniority levels.
- Highly collaborative, with the ability to work closely with Creative while bringing a distinctive brand and consumer perspective.
- Strong personal drive, accountability and problem-solving ability, with the energy to create momentum in a fast-moving environment.

We recognise that not everyone will meet every requirement. If you’re excited about this role and feel like you could add value, we’d love to hear from you.

The Benefits:

- 👟 Product Allowance
- ⏰ Hybrid and flexible working hours
- ☀️ Summer Fridays (6 ½ days in July and August on Fridays)
- 🎂 A day off for your Birthday
- 🌴 25 days holiday + Bank Holidays
- 🗺️ Work from anywhere for 2 weeks
- 🚼️ WorkPlace Nursery (salary sacrifice scheme to save money on your nursery fees)
- 💆‍♀️ Wellbeing Program – Retail Trust, Sanctus Coaching and Calm App
- 📚 Career development allowance ( Personal allowance to use on career development)
- 🏥 Private health care and or dental care (provided by AXA and DenPlan
- 🤩 Socials organised by Wellbeing and Feel Good group
- ➡️ Check out our careers page to learn more!

Equal Opportunities:

FitFlop is an equal opportunities employer. We are committed to creating a diverse and inclusive workplace where everyone feels valued, respected, and supported. We welcome applications from people of all backgrounds, regardless of age, gender identity, sexual orientation, disability, neurodivergence, ethnicity, religion or belief, or any other characteristic protected by law.

We actively encourage neurodivergent candidates and individuals with disabilities to apply. If you require any reasonable adjustments during the application or interview process, please let us know. We are committed to providing an accessible and supportive recruitment experience.