Overview
Covering Manchester and Northampton.
Reporting to the Chief Marketing Officer, the Brand Director is a visionary leader responsible for the global health, perception, and emotional resonance of the brand. In this role you will move beyond execution to architect the long‑term brand roadmap, ensuring our "challenger" spirit is felt at every touchpoint of the customer journey.
Responsibilities
* Define and implement the multi‑year brand strategy to position the company as a leading challenger brand in the travel sector across all current and future markets.
* Oversee the integration of brand narrative across Social, PR, and Influencer channels, ensuring these functions serve the broader brand goal of building trust and cultural fame.
* Partner closely with Performance Marketing, Product and Commercial leads to ensure brand investments drive long‑term consideration and lower customer acquisition costs.
* Develop the playbook for brand entry and growth in new markets, balancing global consistency with local nuance needed to win in diverse cultural landscapes.
* Act as the ultimate bar‑setter for creative output, pushing both the internal team and agency partners to deliver work that is playful, devoted and joyful.
* Lead the strategy for brand reputation and high‑level PR, maintaining a position of authority and trust in an evolving AI‑driven travel landscape.
* Manage the total brand budget, establishing sophisticated measurement frameworks that prove the impact of brand equity on the bottom line.
* Lead and inspire a high‑performing team, fostering a culture of creative confidence where big ideas are encouraged and data‑informed decision‑making is the norm.
Qualifications
* Must be a graduate‑level candidate.
* Seasoned brand architect with a proven track record of leading brand strategy at a senior level for high‑growth, consumer‑facing brands.
* Challenger mindset – able to make a brand have impact through creativity and cultural agility rather than merely outspending the competition.
* Strategic clarity – excel at translating complex business goals into simple, inspiring brand directions that align the entire organization.
* Cultural fluency – have an innate pulse on culture and understand how brands stay relevant in a fast‑moving social and digital world without losing their core identity.
* Analytical rigour – comfortable with data and able to navigate the tension between gut‑feel creativity and performance metrics.
* Exceptional influencer – master at stakeholder management, capable of advocating for brand investment at the Board/Executive level and building cross‑functional alliances.
* Background in disruptive brands that have successfully challenged legacy incumbents.
* Experience overseeing high‑budget integrated campaigns (TV, OOH, digital) alongside organic community‑led growth.
* Global perspective – experience managing brands across multiple international markets, with a deep understanding of localizing brand sentiment.
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