JOB DESCRIPTION
Job Title: Director of Brand & Marketing - REP UK
Department: Brand & Marketing
Reports To: CEO REP UK
Location: Unit 6, Indurent Park, Gloucester, GL10 3EX
Contract Type: Full-time, Hybrid Schedule
WHO WE ARE:
REP is one of the world's leading strength equipment brands trusted by home gym owners, elite athletes, and commercial facilities worldwide. Founded in 2012 by two brothers, Ryan and Shane McGrotty, with a passion for fitness, we've grown from selling bumper plates out of a small garage to a $170M TTM revenue business with 180+ strength enthusiasts on our team and more than 300,000 sq ft of distribution space across the USA.
REP UK is a shared vision between Shane, Ryan, and our UK CEO, and marks our first major international expansion. From our new UK HQ, home to the UK's largest strength showroom and distribution hubs in Gloucester, UK and Frankfurt, DE, we're building a Hub & Spoke Model, with the UK as the hub and decentralized spokes serving DACH, Benelux, France, Iberia, and the Nordics.
Our mission is bold and simple: Strength Brings Freedom. We believe strength training unlocks the freedom to live fully, physically, mentally, and emotionally.
Our four operational pillars: Innovation, Value, Customer Service, and Community - guide every decision we make.
OUR CORE VALUES:
Think Like a Customer: We empathize with our customers and understand the 'why' behind every decision we make.
Progress not Perfection: We don't let perfect get in the way of good; we are better today than we were yesterday.
Positive Attitude: Be a glass half-full kind of person and remember to have fun.
Teamwork without Ego: We put the team above ourselves; we only win together.
Take Initiative: We drive momentum; if there is an opportunity to make us better, we want to hear it.
THE OPPORTUNITY:
This is your chance to shape how one of the world's most exciting strength brands shows up in the UK. As Director of Brand & Marketing, you'll own our top-of-funnel strategy - building awareness, driving engagement, and ensuring REP becomes the go-to brand for strength training across every market we serve.
You'll combine creativity and commercial focus, developing brand campaigns, partnerships, and content strategies that inspire customers and deliver measurable growth. You'll lead a multi-market marketing function, balancing the need for central brand consistency with local market nuance.
You'll work closely with our Digital & Ecommerce, Sales, and Operations teams to ensure our marketing not only looks good but drives real results. Backed by a $170M US business but with a clean slate in the UK, this is your chance to build a category-defining fitness brand from the ground up. This is a hybrid role, requiring to be in office a minimum of 3 days a week.
You'll sit on the REP UK Executive Team, reporting directly to the CEO, with full accountability for brand positioning, marketing strategy, and awareness growth.
WHAT YOU'LL DO:
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Brand Strategy & Positioning:
* Own the REP UK brand strategy, ensuring alignment with global positioning while tailoring for UK markets.
* Define and protect brand guidelines across all channels and markets.
* Develop REP's brand story into compelling narratives for customers, partners, and press.
Campaign Development:
* Plan and execute integrated marketing campaigns across digital, print, events, and partnerships.
* Build influencer and athlete partnerships that align with brand values and drive reach.
* Oversee photography, video, and creative asset production to world-class standards.
Content & Community:
* Lead content strategy across social media, email, and website to grow our community and brand authority.
* Drive events and experiential marketing, including showroom events and partnerships with fitness competitions.
* Foster REP's community presence both online and offline.
Data-Driven Marketing:
* Use analytics to measure campaign effectiveness and optimize spending.
* Partner with the Digital & Ecommerce Director to ensure marketing feeds directly into sales performance goals.
Leadership & Collaboration:
* Build and lead a high-performing brand and marketing team.
* Collaborate cross-functionally to ensure marketing initiatives are fully integrated with sales and operations.
WHAT YOU WILL BRING:
* 10+ years in senior brand and marketing leadership roles, ideally in consumer goods, retail, or fitness
* Proven track record of building and scaling brands in multi-market environments
* Strong creative instincts paired with a data-driven mindset
* Experience managing high-impact campaigns across multiple channels and languages
* Ability to balance global brand consistency with local market relevance
* Hands-on approach - comfortable moving between strategy and execution
* Experience leading creative teams and managing external agencies
* Passion for strength, fitness, and building community-driven brands
YOUR FIRST YEAR AT REP EUROPE:
90 Days
* Immerse yourself in REP's brand story, customer base, and competitive landscape.
* Audit current marketing activity and identify quick wins.
* Build relationships with internal teams and external creative partners.
* Deliver a 12-month brand and marketing roadmap.
180 Days
* Launch first major integrated marketing campaign for REP UK.
* Build influencer and ambassador network across key markets.
* Introduce standardized brand guidelines for all UK activity.
360 Days
* Demonstrate measurable growth in brand awareness, social following, and engagement.
* Have a fully functioning brand and marketing team in place.
* Position REP as the most trusted and recognized strength brand in UK.
COMPENSATION & PERKS:
* £90,000 per annum
* Participation in our global bonus program
* 25 days annual leave (excluding public holidays)
* 5% pension contribution
* Private healthcare options
* Weekly team workouts & company-sponsored events
* Staff discounts on REP equipment and apparel
THE FINAL WORD:
REP UK is a once-in-a-career opportunity. We're backed by a $170M US business with world-class products, a loyal customer base, and the capital to grow fast - but in the UK, we're still at the starting line.
We're building a high-performance sports team that happens to run a business. That means no passengers, no silos, no bureaucracy - just a group of ambitious, driven people who want to make REP the number one strength brand in the world.
If you want to be part of the team that makes that happen - and you have the skill, resilience, and ambition to match - then this is your shot.