The Brand & Content Lead is responsible for shaping, protecting and growing the identity of each brand within the portfolio. This role owns the content engine that powers all marketing channels, ensuring every customer touchpoint reflects a consistent brand experience while delivering measurable commercial results.
Working across wholesale, retail and e-commerce audiences, the Brand & Content Lead will develop compelling brand narratives, oversee content production, manage social and community activity and ensure that content supports wider business objectives including customer acquisition, retention, SEO performance and revenue growth.
This is a leadership role that combines strategic brand management, content leadership, campaign planning, people management and industry engagement. The successful candidate will be equally comfortable leading a team, developing long-term brand strategy and representing the business at trade shows, customer visits and industry events throughout the UK.
KEY RESPONSIBILITIES
Brand Strategy & Management
- Own and evolve brand positioning, messaging frameworks, tone of voice and visual identity across all brands within the portfolio.
- Ensure consistency of brand expression across websites, social media, email marketing, advertising, packaging, events, trade shows, customer communications and sales materials.
- Develop and maintain comprehensive brand guidelines and ensure adherence across internal teams and external partners.
- Act as the internal brand guardian, reviewing and approving content and creative assets before publication.
- Identify opportunities to strengthen brand awareness, differentiation and customer perception.
- Monitor market trends, customer behaviours and competitor activity to identify opportunities for growth and innovation.
Content Strategy & Planning
- Develop and own the annual and quarterly content strategy aligned to commercial objectives, product launches, seasonal campaigns and brand priorities.
- Create and manage a multi-channel content calendar covering:
- Organic social media
- Website content
- Blog and editorial content
- Email marketing
- PR opportunities
- Brand campaigns
- Video and photography projects
- Ensure a consistent pipeline of high-quality content is produced to support both wholesale and consumer audiences.
- Balance short-term campaign activity with long-term brand-building initiatives.
- Work closely with commercial, sales and product teams to align content priorities with business objectives.
Content Production & Creative Management
- Lead the planning, briefing and production of all brand content including:
- Photography
- Video
- Social-first content
- Editorial content
- Product storytelling
- Educational content
- Campaign assets
- Write, edit and refine content where required, maintaining exceptional standards of quality and brand consistency.
- Manage content creators, photographers, videographers, freelancers and creative partners.
- Oversee content workflows to ensure projects are delivered on time and within budget.
- Ensure all content aligns with brand guidelines, customer needs and commercial objectives.
Team Leadership & People Management
- Lead, manage and develop the social media and content team, creating a high-performance culture focused on accountability, collaboration and continuous improvement.
- Set clear objectives, KPIs and development plans for team members.
- Conduct regular one-to-one meetings, performance reviews and coaching sessions.
- Manage workloads, priorities and resource allocation across the team.
- Provide mentoring, support and constructive feedback to help team members develop professionally.
- Support recruitment, onboarding and training of new team members.
- Foster a positive, collaborative environment that encourages creativity, ownership and high standards.
- Hold team members accountable for delivery against agreed objectives, deadlines and performance expectations.
Social Media & Community Growth
- Own the organic social media strategy across all brands and channels.
- Develop channel-specific strategies to increase engagement, reach, follower growth and community participation.
- Build meaningful relationships with customers, advocates, creators and industry communities.
- Monitor social trends, platform developments and emerging opportunities to keep brands relevant and competitive.
- Ensure community management reflects brand values and customer service standards.
- Identify opportunities for influencer, creator and ambassador partnerships.
Campaign Development
- Develop and execute integrated brand campaigns that support:
- New product launches
- Seasonal promotions
- Trade and wholesale initiatives
- Retail activations
- Brand awareness objectives
- Coordinate campaign activity across content, social, PR, email, website and paid media channels.
- Measure campaign effectiveness and identify opportunities for optimisation.
Industry Engagement & Events
- Represent the business at trade shows, exhibitions, networking events and industry functions throughout the UK.
- Attend and support major trade exhibitions, including occasional evenings and weekends where required.
- Plan and coordinate the marketing presence at trade shows, including stand branding, promotional materials, content creation and event communications.
- Travel regularly to customer locations, tattoo studios, piercing studios, retail partners and other industry venues to build relationships and gather market insight.
- Create engaging content from trade shows, customer visits and industry events for use across social media, email marketing and wider brand campaigns.
- Work closely with sales and commercial teams to maximise opportunities generated through events and customer engagement.
- Act as a brand ambassador when interacting with customers, suppliers, creators, partners and industry stakeholders.
Agency & Partnership Management
- Lead relationships with external agencies, including paid media, PR and creative partners.
- Ensure agency activity aligns with brand objectives and commercial goals.
- Evaluate agency performance against agreed KPIs and budgets.
- Identify and manage influencer, creator and partnership opportunities that support brand growth.
SEO & Organic Growth
- Collaborate closely with the SEO specialist to ensure content supports search visibility and organic growth.
- Develop content strategies that balance audience engagement with search demand.
- Ensure content is optimised around priority keywords, search intent and user experience.
- Support backlink acquisition and digital PR initiatives through high-quality content and campaigns.
Performance & Reporting
- Track and report on brand and content performance across all channels.
- Analyse engagement, reach, traffic, rankings, brand sentiment and campaign effectiveness.
- Use data and insights to continually improve content strategy and resource allocation.
- Present regular performance updates, insights and recommendations to senior leadership.
- Manage budgets relating to content production, events and external marketing resources where required.
SUCCESS MEASURES
Brand Performance
- Consistent application of brand guidelines across all channels and touchpoints.
- Improvement in brand awareness, perception and customer engagement.
- Stronger differentiation within competitive markets.
Content Delivery
- Delivery of content output against agreed content calendars and campaign schedules.
- Quality, relevance and effectiveness of content produced.
- Efficient content production processes and asset utilisation.
Organic Growth
- Growth in organic social reach, engagement and audience size.
- Increase in website traffic driven by content marketing activity.
- Improvement in SEO rankings and organic visibility for priority keywords.
- Growth in content-assisted conversions and revenue.
Community & Earned Media
- Increased share of voice within key markets.
- Growth in earned media coverage and PR opportunities.
- Development of active, engaged brand communities.
- Successful creator and partnership programmes.
Team Performance
- Effective leadership, development and retention of direct reports.
- Achievement of individual and team KPIs.
- High levels of collaboration between content, social, SEO, paid media and commercial teams.
- Delivery of projects on time and within budget.
- Successful planning and execution of trade shows, customer visits and industry events.
- Positive feedback from customers, partners and internal stakeholders.
EXPERIENCE & SKILLS
Essential
- Minimum 5 years' experience in a senior brand, content or marketing management role.
- Strong background within consumer, lifestyle, fashion, beauty, jewellery, retail, tattoo, piercing or e-commerce sectors.
- Proven experience developing and managing multi-channel content strategies.
- Exceptional writing, editing and storytelling skills.
- Strong visual judgement with an understanding of creative direction and brand aesthetics.
- Proven experience managing, coaching and developing team members.
- Strong leadership skills with the ability to motivate teams and drive performance.
- Experience managing content creators, social media teams and external agencies.
- Demonstrable success growing organic social channels and brand engagement.
- Strong understanding of SEO, content marketing and digital customer journeys.
- Experience managing multiple projects and competing priorities simultaneously.
- Strong analytical skills and confidence working with performance data.
- Experience representing a brand at trade shows, exhibitions, customer events or industry functions.
- Full UK driving licence.
Desirable
- Experience in both B2B and DTC environments.
- Experience working with influencer and creator marketing programmes.
- Understanding of PR, digital PR and earned media strategies.
- Experience within premium, luxury or lifestyle brands.
- Familiarity with Shopify, GA4, social analytics platforms and SEO tools.
- Experience within the tattoo, piercing, jewellery or alternative lifestyle sectors.
PERSONAL ATTRIBUTES
- Creative thinker with strong commercial awareness.
- Strong leadership presence and people-management capability.
- Highly organised and able to manage multiple projects simultaneously.
- Strong attention to detail and commitment to quality.
- Naturally collaborative and confident working across departments.
- Proactive, self-motivated and comfortable taking ownership.
- Passionate about brand building and customer experience.
- Able to balance strategic thinking with hands-on execution.
- Comfortable representing the business externally and building relationships with customers and industry partners.
- Adaptable and resilient in a fast-paced, entrepreneurial environment.
ADDITIONAL REQUIREMENTS
- Full UK driving licence required.
- Willingness and ability to travel regularly throughout the UK.
- Comfortable driving to trade shows, exhibitions, customer visits, studio visits and other business events.
- Ability to work occasional evenings and weekends to support trade shows and industry events.
- Flexible approach to working hours, with time off in lieu provided where appropriate.
- Comfortable working in a customer-facing environment and acting as a professional ambassador for the business.
This role is ideal for an ambitious marketing leader who enjoys combining strategic brand development with hands-on execution, team leadership, content creation and industry engagement. The successful candidate will play a key role in shaping the future growth of the business and its brands.
Pay: £40,000.00-£45,000.00 per year
Benefits:
- Casual dress
- Company events
- Company pension
- Discounted or free food
- Employee discount
- Free parking
- Health & wellbeing programme
- On-site parking
- Store discount
Work Location: In person
