A bit about us: Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at www.thefragranceshop.co.uk. We are expanding and are looking for a Head of Brand to join the team and be part of a growing and vibrant brand.
Why you’ll love working here:
- 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.
- Vibrant state-of-the-art office, conveniently located in Trafford Park with great transport links and free onsite parking
- No need to travel to the gym – we have one here for you! Take advantage of our free onsite gym facilities before/after work or even pop in at lunch time
- 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
The role:
As Head of Brand & Content, you will own the strategic direction, positioning and expression of The Fragrance Shop brand, together with the content strategy that brings it to life.
You will define what the brand stands for, how it differentiates and how it builds stronger emotional connections with customers beyond price and promotion. Leading brand strategy, storytelling, content, editorial, organic social, PR, creators and brand partnerships, you will develop distinctive ideas and platforms that build authority, relevance and long-term customer value.
You will work closely with teams across Marketing, Creative, CRM, MyTFS, Digital & Ecommerce, Retail and Commercial to ensure the brand is expressed consistently and effectively across the customer journey.
What you’ll be doing
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.
- Set the strategic direction for major campaigns, launches and seasonal moments.
- Raise the quality, consistency and distinctiveness of the brand across every customer touchpoint.
Content and editorial strategy
- Own the content and editorial strategy across social, CRM, PR, MyTFS, retail, digital and partner channels.
- Define clear content pillars, editorial territories and recurring formats.
- Create an annual content roadmap aligned to customer needs, cultural moments and commercial priorities.
- Develop distinctive content platforms that give customers reasons to watch, read, share, learn and return.
- Define the role of different formats, including short-form video, creator content, editorial, expert interviews, podcasts, guides, research and live experiences.
- Ensure content is appropriate for each channel while remaining connected to one clear brand story.
Fragrance authority
- Develop platforms that position The Fragrance Shop as the most trusted and accessible fragrance authority in the market.
- Create content that helps customers discover, understand and shop fragrance with greater confidence.
- Bring together experts, creators, customers and fragrance houses to create credible and engaging stories.
- Develop authority-led content around fragrance trends, ingredients, gifting, layering, scent psychology and the stories behind fragrance.
- Lead hero content such as research, reports, expert features, events and thought leadership.
Social, creators and PR
- Own the strategic direction for organic social and define the role of each channel.
- Create recurring social formats combining fragrance authority, culture, education and entertainment.
- Lead the influencer and creator strategy across brand-building and campaign activity.
- Build long-term relationships with fragrance experts, creators and cultural voices.
- Own consumer PR, brand PR and thought leadership.
- Develop proactive stories, insights and commentary that generate earned reach and strengthen the brand’s reputation.
Brand partnerships and experience
- Develop brand-building partnerships with creators, experts, media owners, fragrance houses, events and complementary brands.
- Identify opportunities for co-created content, editorial partnerships and cultural collaborations.
- Lead the strategic direction for events, experiences and pop-ups.
- Shape how the brand feels across stores, packaging, gifting, sampling, digital experiences and service interactions.
Customer and commercial impact
- Connect brand and content strategy to customer acquisition, loyalty, frequency, trade-up and lifetime value.
- Use customer insight, research, social listening and performance data to guide decisions.
- Establish clear measures across awareness, consideration, authority, engagement, sentiment and share of voice.
- Demonstrate the commercial value of brand and content investment.
- Balance long-term brand building with the pace and priorities of a retail business.
Leadership and collaboration
- Lead and develop the Brand, Content, Social, PR and Influencer functions.
- Build a high-performing team with clear accountability and strong creative standards.
- Develop and coach the Senior Content Lead and wider content team.
- Build strong relationships across the business and with agencies, creators, media partners and fragrance houses.
- Influence senior stakeholders and champion the customer, the brand and the quality of its content.
What we’re looking for
- 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
Where will I be based?
Fragrance Quarters, Trafford Park, Manchester.
How to apply:
Simply upload your CV via our careers page.
Join us now and help shape the future of fragrance retail!
The Fragrance Shop is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
Due to the high volume of applications that we receive, we are regrettably not able to respond to everyone. If you have not heard from us within four weeks of your application, please assume that on this occasion you have not been successful.
