International Marketing Lead

Stylish, grounded, uplifting – these values live through everything we do at Boden. Without the collaboration, honesty and friendship between our teams, we wouldn’t be where we are today. We curate a world of beauty that’s ethical, inclusive – and importantly – good fun. We inspire you to live your best life. We are Boden.

Overview

As our business expands globally, we’re growing our International Team to attract more direct-to-consumer (DTC) customers outside the UK and US. The International Marketing Lead will focus on strengthening our presence in Germany and driving growth in newer markets across Europe, Australia and Canada.

This position is a new role for Boden, and we are looking for someone who can deepen our presence in established markets, scale those with proven potential, spearhead testing and growth and assess new markets at pace.

Working alongside our internal marketing specialists in Acquisition, Retention, Ecommerce, and Analytics, and collaborating with Brand, Product, Finance, and Tech teams, you’ll ensure customers worldwide discover and fall in love with the brand in ways that feel tailored, culturally relevant and uniquely Boden.

Location: 3 days per week at our North Acton office, 2 days working from home.

What You Will Do

• Turn customer and market insight into action. Develop a deep understanding of customers, competitors and performance data to shape bespoke marketing and trading plans for each market.

• Lead briefing, localisation processes and local market planning. Give the brand and acquisition teams clear direction on locally relevant activity for each priority market, and keep the localisation roadmap up to date.

• Own the testing roadmap. Identify and unlock opportunities to invest in growth, working with the acquisition team within an agreed economic model. Run locally relevant tests to improve the new customer journey from ad to check-out.

• Analyse campaign performance and customer behaviour. Monitor daily trading, spot risks and opportunities early, and agree actions with the marketing team, while keeping an eye on competitors.

• Drive commercial growth through insight-led planning. Assess the P&L impact of every plan, test and investment, and keep spend within the agreed economic model.

• Recommend which markets to trial next. Work with acquisition, analytics and finance to establish quickly whether a market is worth investing in. Lead performance reviews for each territory and share clear recommendations on where to invest, scale or stop.

• Get hands-on. Build and launch campaigns yourself when speed matters, and create content that feels local, not translated.

What We Are Looking For

• Above all, you’re an excellent relationship builder, able to influence and collaborate with internal and external stakeholders, explain ideas clearly, in writing and in person, and bring people with you.

• Broad digital and ecommerce experience, with hands-on knowledge of paid marketing, CRM and ecommerce trading, and a strong understanding of Shopify.

• Experience working across international markets and speaking a European language (German being an extra bonus) is preferrable.

• Commercial clarity. Numerate and curious, you understand the trade-offs involved in growing profitably and use clear frameworks to make decisions, even when the problem is complex.

• An understanding of our customer and the Boden brand. You’ll learn who she is, what she loves and how that changes from market to market, using that insight to shape everything you do.

• A growth mindset. Entrepreneurial, determined and tenacious, you take ownership, take calculated risks and test at pace, learning and evolving when something doesn’t work.

• Comfortable with pace and complexity, with the ability to juggle several markets and projects at once, prioritise well and think clearly under pressure.

Our Behaviours

- At Boden, how we work matters just as much as what we deliver.
- We keep things simple. We say what we mean, keep each other in the loop, and follow through on what we’ve said we’ll do.
- We care about doing a good job – and we care about each other.
- We’re always kind, often honest, and we will push for high standards without making it heavy.
- We know what we’re good at, we lean on each other when needed, and we show up as a team – taking ownership and getting things done together.

What We Offer

- Generous Boden clothing allowance
- 30% discount on all current clothing ranges
- 25 days holiday annual, plus Bank Holidays
- Online portal with an array of discounts on retail & entertainment
- Virtual GP Service for you and your household
- Free onsite parking and subsidised café

We want Boden to be the place everyone wants to work. Friendly, open, understanding and supportive. A best-of-British company with diverse teams, equal opportunities, and fair working and recruitment practices. We believe in hiring the best person for the job whoever they are, helping them thrive in it and celebrating their individuality.

We would like to encourage people from a diverse range of backgrounds to apply for our roles. If you need any reasonable adjustments or additional support during your application process, please do not hesitate to let us know.