Company Description:
The Barbour story began in 1894 in South Shields in the North East of England. Founder John Barbour began supplying oilskins and other garments to protect the growing community of sailors, fishermen and dockers. Still family owned and now fifth generation, Barbour HQ remains in South Shields. 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 Barbour's wax services designed to encourage customers to extend the life of their wax garments. Wax for Life includes re-waxing and repairs (first introduced in 1921) and Barbour Re-Loved an upcycling circularity initiative. Each year over 70,000 wax garments are sent back to Barbour globally to be repaired, rewaxed or altered.
Position Overview:
We are currently recruiting for a Senior Global PR & Communications Manager to join our established and experienced Global Marketing team on a temporary Maternity Cover basis, based at Barbour House, South Shields. The Snr Global PR & Comms Manager will lead the development and execution of our integrated communications strategies that connect Barbour's global marketing vision, brand purpose, and culture. This role combines PR, media, and requires a robust and passionate understanding of digital storytelling techniques and platforms.
All these combined, the goal is for this individual to craft compelling narratives in order to strengthen consumer engagement, ultimately driving deeper brand love and growth across our key global markets (EMEA, APAC & North America).
A critical leadership within the global marketing organisation, one that is empowered to lead the central PR team, working in close partnership with our wider marketing functions, regional marketing and agency partners to deliver high-impact results across our brand scorecard; which range from ROAS, to social sentiment, to of course key style sell-out. On one hand you are creating the future of our brand narrative, and at the same time, directly contributing to the business success of our rolling 5year corporate strategy.
Essential Duties and Responsibilities:
Global Strategy & Leadership
* Consumer obsessed, with thought leadership on consumer trends across our key cohorts
* A voice of inspiration and insight when it comes to developing future global marketing plans
* Translate marketing plans into functional excellence, delivering brand elevation & equity
* Be well versed in the language of business and commercial best practises to deliver growth
* Extensive expertise of working within complex global (central & local) marketing matrixes
* Established understanding of GTM processes and the commercial rhythm of global markets
* A passion to do more with less, the ability to navigate big opportunities responsibly
* Be as motivated by results and reasoning as the art of distinctive storytelling and creativity
* Effective voice working in partnership with commercial comms and wider leadership team
Public Relations & Influencer Marketing
* Lead Barbour's Global PR and influencer strategy, remaining ahead of trends and culture
* Think digital first always. Have the ability to plan full-funnel to build brand advocacy
* Cultivate strong media relationships within the most progressive of titles and markets
* Develop an industry leader toolkit of assets and tools to elevate daily brand engagement
* Drive consistent, meaningful, high quality editorial coverage aligned to must-win products
* Create a rolling 12m plan that enables ongoing high-quality presence and commercial wins
* Manage complicated and changing budget provisions, both internally and with partners
* As a visible custodian, represent with confidence the brand values that embody Barbour
* Have the range of expertise that stretch from LFW through to licensee requirements
Digital Storytelling & Innovation
* Understand role of media planning across off and online channels, including paid social
* Align marketing investment with local markets, creating efficiencies and measured impact
* Identify and trial emerging techniques to invite consumers into the world of Barbour
* Have the ability to take physical event experiences and amplify them globally with impact
* Have a strong grasp of the digital funnel and measurable KPIs throughout it inc. .com
* Maximise digital techniques to elevate product storytelling and create new fame around our icons
* Build a coherent and realistic global market(s) comms playbook with local marketing teams
* Monetise the above digital plans by partnering with our e/commerce dept and teams globally
* Working with peers, be a significant contributor to realising our afflilite playbook and network
Skills and Experience:
* Extensive experience in PR, comms, and digital marketing with global brand organisation
* Strong track record of delivering integrated campaigns across traditional and emerging media
* Excellent feel for copywriting and storytelling with meticulous attention to details and process
* Appreciation of the need to always consider global brand reputation and crisis management
* Experience of working with product across global markets, ideally lifestyle, is preferred
* Strong leadership identity and qualities, and ability to influence x-functionally is a must
* Ideally there will be a track record of working both in local market as well as global teams
* Proven experience working within a dynamic shareholder owned business
* Digital first expertise in PR & comms, track record in delivering world class strategy
* Strong grasp of British and lifestyle brand building techniques, ideally heritage led
* Ability to translate central brands strategies into effective local-market executions
* Recognised as a brand custodian, someone who wins hearts and minds of partners
* Skilled in navigating sensitive PR and social conversations, always led by the big picture
* Excellent writing, proofing, editing and an eye for the detail with a flair for storytelling
* Highly organised, strong time management, prioritising and project delivery skills
* Resilient under pressure, able to remain calm, flexible, and solutions-focused
* Proficient in Microsoft Office (Outlook, Word, Excel, PowerPoint) and digital tools/platforms
* Collaborative team player who is also self-motivated and able to work independently
* Adaptable and open to change, with a positive, forward-thinking approach
Additional Information:
* You will be required to be at HQ at least 4 days per week
* International travel will be expected, although not regular
* Driving license essential
Benefits:
* Discretionary Company bonus scheme
* Staff discount
* Staff shop
* Healthcare cash plan
* 25 days holiday as standard increasing with length of service plus bank holidays
* Free onsite parking
* Subsidised canteen
* Wellbeing support
* Operate hybrid & flexible working
* 4pm finish on a Friday
Note:
In the event that a sufficient volume of suitable applications are received, the post may close prior to the specified closing date. Please apply as soon as possible if interested.