TCF Group is a leader in the alternative nicotine category. Through a combination of expert retail, global distribution, and advanced manufacturing, we deliver compliant, science-led alternatives that help adult smokers move away from cigarettes. With 888 Vapour offering best-in-class retail experiences, Juice Sauz driving international trade, and LincPak powering innovation behind the scenes, we don’t just meet industry standards, we help define them. Purpose-driven, rapidly growing, and built on strong values, TCF Group is shaping the future of smoke-free.
If you’re ready to be part of something meaningful, something growing, and something built to last, there’s never been a better time to join TCF Group.
Job Title: Head of Marketing
Department: Commercial
Reports To: Commercial Director
Salary: Up to £75,000 p/a depending on experience
Location: Hybrid – Head Office (Lincoln) + Remote
Direct Reports: Marketing Executives, Content & Campaigns Team
Works Closely With: Head of Design, E-Commerce Manager, Sales Leads (UK & International), Retail Manager
Role Overview:
The Head of Marketing will lead and deliver the full marketing strategy for TCF Group and its subsidiaries, ensuring commercial performance is supported across UK wholesale, international distribution, brick-and-mortar retail, and digital/e-commerce channels. This is a hands-on leadership role, blending strategic direction with day-to-day execution across all marketing disciplines – trade, brand, digital, and product.
The role holder will be responsible for shaping brand positioning, ensuring customer engagement, increasing visibility, and driving growth through effective go-to-market plans, cross-channel campaigns, and innovative marketing initiatives.
Key Responsibilities:
1. Brand Strategy & Management
* Develop and manage the group’s brand portfolio, ensuring clarity of positioning across Drifter, VAYU, 888 Vapour, and others.
* Create and maintain brand guidelines in collaboration with the Head of Design to ensure consistency across markets and touchpoints.
* Support the development of new brands, sub-brands, and rebrands in collaboration with product and sales teams.
* Act as brand guardian across all channels and customer segments – ensuring consistent tone, positioning, and messaging.
2. Go-To-Market Execution (GTM)
* Lead GTM planning for new product launches, formats, and brand campaigns across B2B and D2C.
* Collaborate with international teams and distributors to adapt and execute GTM strategies in local markets.
* Ensure every launch is supported by clear messaging, trade tools, digital assets, and retail execution plans.
3. Digital & E-Commerce Marketing
* Provide strategic direction and cross-functional support to the E-Commerce Manager in driving performance across website, SEO, email, CRM, and social media.
* Partner closely with the E-Com team to ensure brand alignment, promotional consistency, and user journey excellence across platforms.
* Champion the marketing agenda across digital touchpoints, ensuring all activity reflects brand positioning, commercial objectives, and regulatory compliance.
* Lead collaboration between marketing, e-commerce, and design teams to create high-impact campaigns and content strategies.
4. Trade & Retail Marketing
* Build and deliver customer-facing trade campaigns that drive sell-in and sell-through.
* Create effective trade toolkits, POS briefs, retail kits, and activation plans for 888 Vapour retail stores and wholesale partners.
* Support international partners with marketing toolkits, product education, and market-specific assets.
* Ensure regional execution is aligned to national and brand-level marketing activity.
5. Marketing Operations & Team Leadership
* Work alongside the Head of Design to ensure visual assets and creative direction support the brand’s marketing strategy and tone of voice.
* Collaborate with cross-functional leads (E-Com, Sales, Design) to ensure cohesive planning and execution across channels.
* Manage and develop a high-performing marketing team (excluding design), fostering ownership, accountability, and innovation.
* Set and track KPIs across all marketing activities and ensure delivery against agreed performance targets.
* Own the marketing budget, planning allocation across brand, channel, and territory to maximise impact and ROI.
Skills & Experience Required:
* Proven senior marketing experience, ideally within FMCG, vaping, or fast-paced consumer categories.
* Strong understanding of multi-channel marketing: trade, retail, B2B, D2C, and digital influence.
* Experience launching brands/products internationally and working with distributors.
* Strategic and executional experience in brand positioning, market entry, and retail/trade visibility.
* Excellent project management, leadership, and cross-functional collaboration skills.
* Able to work at pace, balancing planned activity with reactive opportunity.
Strategic Oversight / Platform Leadership:
* Leadership-level understanding of Shopify, Google Suite, and content management tools, able to critique, support, and drive performance across teams and platforms, working closely with the E-Com Manager and digital team.
Desirable:
* Experience in regulated or age-gated industries.
* Previous responsibility for growing brand reach, customer engagement, and sales performance via omnichannel marketing.
* Familiarity with customer segmentation, lifecycle marketing, and market-specific adaptation.
Key KPIs:
* Brand equity and awareness metrics
* GTM launch performance and sell-through
* B2B and retail campaign impact
* D2C engagement, retention, and growth (in collaboration with E-Com)
* International marketing execution
* Internal stakeholder satisfaction and team development