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These days, we’re still just as much a family as we always have been. We have tons of integrity, we’re enthusiastic. we’re competitive and we just get it done – whatever the challenge.
We are seeking an experienced and dynamic Head of Brand to lead the Five Guys brand across the UK and Europe during a fixed-term maternity cover. In this pivotal role, you will be responsible for developing and executing the brand plan, running integrated campaigns and launches, and overseeing all brand communications across the UK, France, Germany, and Spain. You should be a confident leader with a proven track record of translating strategy into on-brand execution, guiding a small yet highly effective team and agency partners, and effectively articulating performance outcomes. If you thrive in a fast-paced environment and are known for your ability to “just get it done,” we would be delighted to hear from you.
ROLE OVERVIEW
As Head of Brand, you will own and drive the Five Guys JV brand strategy and its execution throughout the UK and Europe. This involves leading integrated campaigns and customer experience programmes designed to protect and grow the brand. You will coach and set priorities for the Brand, Studio, and Customer Experience teams, while partnering cross-functionally with Operations, IT, Commercial, Procurement, and external agencies to deliver high-impact product launches, seasonal campaigns, and new store openings, as well as manage day-to-day brand communications.
KEY RESPONSIBILITIES
Brand Strategy & Planning
1. Take ownership of the annual and quarterly brand plans, as well as the JV brand calendar, ensuring alignment across markets and stakeholders through regular weekly communications meetings and monthly company updates.
2. Translate overarching strategy into channel-specific briefs and clear asset requirements, guaranteeing consistent and on-brand execution across the UK, France, Germany, and Spain.
3. Lead and develop the Brand Team to ensure the high-quality and timely execution of the brand strategy.
Integrated Campaigns & Launches
4. Lead go-to-market plans for new products, seasonal campaigns, and store updates, ensuring delivery across all relevant channels including social media, CRM, digital, PR, OOH, radio, in-store, and local marketing.
5. Manage relationships with agency partners from initial concept through to measurement, ensuring the timely distribution of assets throughout JV markets.
Customer Experience Management
6. Define the community management strategy and uphold the brand’s tone of voice, overseeing the handling of escalated, high-profile, or complex cases that may require PR involvement.
7. Encourage both proactive and reactive brand conversations, ensuring customer experience standards are maintained across owned social channels, feedback surveys, and reviews, with timely and personalised responses provided.
CRM & Digital Experience
8. Co-lead the CRM and Digital UX/UI roadmap in collaboration with IT and Commercial teams, ensuring a seamless and engaging customer journey across digital touchpoints.
Cross-Functional Leadership & Governance
9. Represent the Brand in regular status meetings, as well as cross-functional update calls, setting priorities, overcoming obstacles, and ensuring decisions are well communicated.
10. Own the brand KPI framework and budget, tracking campaign ROI, BAU channel performance, as well as improvements in customer experience metrics with monthly reports and recommendations.
QUALIFICATIONS & EXPERIENCE
11. Demonstrated brand leadership experience in multi-market, multi-channel environments, with the ability to set strategy and be hands-on in execution, ideally within QSR, hospitality, or similarly fast-moving sectors.
12. Confidence in leading a small team to achieve high performance.
13. Proven experience in agency leadership, budget management, and delivering clear, data-driven performance narratives.
REWARDS & BENEFITS
14. Bonus based on business performance
15. Private healthcare & dentalcare (through Vitality)
16. Life assurance – your family is part of our family
17. Electric Car Scheme
18. Participation in a pension scheme
19. 25 days holiday + bank holidays
20. Long service award (increased annual leave and maternity after 3 years of service).
21. Team building activities on yearly, quarterly and seasonal basis
22. While we cant put a price on it - we know you'll love our culture!