We’re looking for a proactive, commercially minded Brand Manager to join our team and make an impact across a portfolio of market-leading brands. You’ll own the strategy and performance for Purdy, Geocel, and Thompsons in the trade sector, while also supporting Ronseal in the DIY space - one of the most trusted names in home improvement.
This is a fantastic opportunity to shape brand positioning, drive demand with trade professionals, and deliver insight-led marketing that strengthens equity and commercial outcomes.
Brand Strategy & Positioning
1. Develop and implement annual brand strategies for Purdy, Geocel, and Thompsons, rooted in deep understanding of the trade consumer and the merchant landscape.
2. Build strong, differentiated positioning for each brand while ensuring alignment to the wider portfolio and corporate direction.
3. Translate brand strategy into clear messaging, tone of voice, and value propositions tailored to professional decorators, builders, sealant users, and trade merchants.
4. Support Ronseal initiatives within the DIY sector, ensuring consistency with its established positioning and consumer trust.
Trade Consumer Insight & Market Understanding
5. Use market, customer, and competitive insights to identify growth opportunities and inform brand and channel plans.
6. Maintain deep knowledge of category trends (decorating tools, sealants/adhesives, waterproofing/woodcare) and trade professional needs and behaviours.
7. Partner with sales teams to gather feedback and intelligence from merchant customers, trade counters, and field reps.
Integrated Marketing Planning
8. Create and execute full-funnel marketing plans (digital, social, trade media, events, PR, in-branch) that drive awareness, consideration, and conversion among trade users.
9. Lead campaigns that hero product performance, innovation, and professional quality.
10. Oversee creation of high-quality marketing assets: video, photography, packaging, point of sale, merchant toolkits, and more.
Channel & Merchant Activation
11. Develop activation programmes that drive visibility and pull-through in merchant environments (. Screwfix, Toolstation, trade counters, independent decorators’ merchants).
12. Collaborate with broader marketing team, including Shopper, Product and Digital to deliver launch plans, promotions, and in-branch experiences that elevate brand presence and product understanding.
13. Support sales team with retailer-ready content, trade promotions, and sell-in materials.
Product & Portfolio Management
14. Work with product management to support innovation roadmaps, naming, packaging, and go-to-market planning.
15. Ensure brand consistency across pack architecture, claims and design
Brand Performance & Budget Accountability
16. Own brand KPIs including awareness, preference, market share, and campaign ROI.
17. Manage brand budgets effectively, ensuring investment is optimised for maximum commercial impact.
18. Use analytics and reporting to measure success and inform decision-making.
Cross-Functional Collaboration
19. Partner closely with Sales, Digital, Business Insights, Product, Shopper and external agencies to deliver cohesive brand activity.
20. Manage agency relationships (creative, media, digital, PR) to ensure execution excellence.
21. Represent the brands internally, ensuring stakeholders understand brand strategy and priorities.
22. Proven experience in brand management, ideally within trade, construction, DIY, tools, coatings, or related categories.
23. Strong understanding of the trade and merchant environment.
24. Experience developing integrated marketing campaigns and managing brand plans end-to-end.
25. Confident in using consumer and market insights to inform strategy.
26. Strong project management skills with ability to lead multiple initiatives simultaneously.
27. Excellent communication and stakeholder management abilities.
28. Commercially minded with budget management experience.
29. Creative, proactive, and passionate about professional quality products and the trade segment.
About You
You are a storyteller, a strategist, and a hands-on marketer. You understand the trade professional’s mindset and know how to build brands they trust. You thrive in a fast-paced environment, enjoy working cross-functionally, and take pride in crafting campaigns and activations that genuinely make a difference at the trade counter and on the job site.
Internal Vacancy Announcement
This vacancy is advertised exclusively for internal candidates, with a closing date of Friday 23rd January 2026
Interview dates: Proposed for week commencing 26th Jan. Successful candidates will be notified in advance, allowing time to prepare.
***Please be aware that you can apply for any internal job offer after minimum one year in current role having previously informed your manager.
Please read the guidelines before handing in your application
All internal employees when applying for a role are required to upload their updated and their last 2 appraisals (which can be retrieved from HR Cloud).