Founder John Barbour began supplying oilskins and other garments to protect the growing community of sailors, fishermen and dockers. Under the leadership of Chairman Dame Margaret Barbour, Barbour has grown into a lifestyle brand sold in over 55 countries worldwide including Europe, the US and Asia offering a wardrobe of stylish functional clothing, footwear and accessories inspired by the unique values of the British countryside. The iconic Barbour Bedale and Barbour Beaufort wax jackets continue to be made by hand in the factory in South Shields. In 2020, Barbour launched Wax for Life, an overarching name for all of Barbours wax services designed to encourage customers to extend the life of their wax garments. We are currently recruiting for a Global Director Brand & Communications to join our Global Marketing team on a temporary Maternity Cover basis, based at Barbour House, South Shields. The Global Brand & Communications Director is a pivotal role within the marketing leadership team, reporting directly to the Global Marketing Director (CMO). This role sits at the heart of how we tell the Barbour story - the storytelling that captures our history, celebrates our heritage, and brings it to life in emotionally rich and meaningful ways across all global markets and channels.
From shaping the creative expression of our product superiority strategy to defining our long-term brand positioning, from developing distinctive visual identities to crafting powerful narratives with our partners and collaborators - if our brand name is seen or heard, youve likely played a central role in making it happen.
While how the brand looks and feels is fundamental, how it performs in an ever evolving and competitive marketplace is equally important. Youll lead a talented global team focused not only on creative excellence but also on delivering measurable impact through brand tracking, engagement, and growth.
As the guardian of the integrated creative process, youll oversee every stage of brand expression, from initial concept through to final execution across owned, earned, and shared channels. Your leadership will ensure Barbour continues to evolve while remaining true to the craftsmanship, authenticity, and spirit that define our brand
Lead Global Brand Strategy:
~ Develop and execute Barbours global brand and communications strategy to strengthen brand equity, consistency, and desirability across our most important markets; Brand Storytelling & Creative Direction:
~ Champion the storytelling that embodies Barbours history and heritage, ensuring it is expressed through emotionally engaging and contemporary creative work, easily accessed on our owned channels.
Creative Development & Execution:
~ Oversee the end-to-end creative process from concept origination to final output across campaigns, photography, film, digital content, editorial and other relevant channels
Brand Identity & Visual Consistency:
~ Safeguard and evolve the brands visual and verbal identity, ensuring all global assets and communications are aligned with Barbours positioning and tone of voice. Public Relations & Global Communications:
~ Lead global PR strategy and communications planning, managing relationships with media, influencers, and partners to amplify the brands voice and reputation. Digital Marketing Leadership:
~ Oversee global digital marketing and social media strategies, driving engagement, storytelling, and brand growth across digital platforms. Campaign Development & Management:
~ Develop and deliver integrated global marketing campaigns that drive awareness, engagement, and commercial results across owned, earned, and shared channels. Photography, Styling & Content Creation:
~ Direct the creative team, inspiring them as to the potential of our and visual execution of all photography, styling, and content production, ensuring premium quality and brand consistency across all assets
Brand Tracking & Performance:
~ Establish and manage key brand performance indicators, including awareness, engagement, and perception metrics, ensuring continuous improvement and measurable impact.
Inspire, lead, and develop high-performing teams across brand, PR, creative, and digital marketing functions, fostering a culture of creativity, accountability, and collaboration.
Partner closely with Product, Retail, E-commerce, and international teams to ensure brand consistency and alignment across all consumer touchpoints.
Budget Management:
~ Oversee global brand and communications budgets, ensuring efficient allocation of resources and strong return on investment.
Extensive senior-level experience in global brand management, marketing, or communications within a premium, heritage, or lifestyle brand environment. Not within the FMCG industry
Exceptional creative judgement with a strong eye for design, photography, styling, and visual storytelling capable of balancing tradition with contemporary relevance across wide consumer personas.
Deep understanding of brand strategy including positioning, architecture, tone of voice, and identity systems and how to apply these consistently across global markets, especially beyond EMEA.
Strong digital and social media expertise, with experience leading brand storytelling and engagement across owned, earned, and shared digital channels. Experienced in public relations and communications, including media relations, influencer partnerships, and corporate storytelling. Able to manage complex and dynamic media mapping and planning.
Commercially astute, with the ability to interpret brand performance data, consumer insights, and market trends to inform strategic decision-making. Inspiring leadership and people management skills, with experience building and motivating multi-disciplinary creative, PR, and digital teams. Highly organised and results-driven, with the ability to manage multiple global projects, priorities, and budgets effectively. Build a global brand but celebrate the nuances of local consumer needs and desires as and where needed.
This role will require travel both in the UK and Internationally.
International travel will be expected, although not regular
Driving license essential, to travel to and from the office
Discretionary Company bonus scheme
~ Staff discount
~ Healthcare cash plan
~25 days holiday as standard increasing with length of service plus bank holidays
~ Free onsite parking
~ Subsidised canteen
Please apply as soon as possible if interested.