Senior Brand & Digital Marketing Manager
Posted 4 days ago by SF Recruitment
£75,000 Per year
Undetermined
Onsite
Birmingham, England, United Kingdom
Summary: The Senior Brand & Digital Marketing Manager will lead the marketing strategy for a retail business undergoing significant transformation, focusing on brand evolution and digital growth. This role requires a commercially savvy marketer to drive growth across e-commerce and flagship showrooms while managing a small team. The position involves strategic and tactical responsibilities, including overseeing performance marketing and ensuring brand consistency. The successful candidate will work closely with senior leadership to elevate the brand's presence in new markets.
Key Responsibilities:
- Build and lead an integrated brand and marketing roadmap aligned to the 3-year business transformation plan.
- Reposition the brand to support expansion into trade and B2B sectors.
- Develop brand architecture, tone of voice, visual identity, and ensure brand consistency across all channels.
- Define and track marketing KPIs, commercial impact, and campaign effectiveness.
- Oversee SEO, PPC, email, and social campaigns focused on driving ROI and improving acquisition cost efficiency.
- Ensure the e-commerce platform delivers best-in-class UX and conversion, incorporating AI and automation tools.
- Champion a test-and-learn culture using analytics and insight to shape campaigns and budget allocation.
- Own the end-to-end campaign cycle from concept through to execution across all touchpoints.
- Create an ongoing 12-month marketing calendar and proactively drive and monitor performance.
- Drive customer engagement through storytelling, lifestyle content, product guides, and thought leadership.
- Lead and mentor a small internal team while managing third-party creative, media, and PR agencies.
- Communicate marketing impact clearly to the CEO, Chair, and Board, and represent the brand externally when needed.
Key Skills:
- Senior marketing generalist experience, ideally in retail, home improvement, or e-commerce.
- Strong balance of brand strategy and digital marketing execution.
- Commercially focused with experience owning marketing budgets and reporting on revenue contribution.
- Outstanding communication and stakeholder skills, with proven ability to work cross-functionally.
- Hands-on approach to leadership, comfortable in detail but able to lead from the front.
- Experience marketing to both D2C and trade audiences, ideally with high-SKU product portfolios.
- Familiarity with Shopify, Klaviyo, GA4, and marketing automation platforms.
- Passion for interior design, consumer lifestyle, or home renovation sectors.
- Experience working with or briefing creative, PR, or branding agencies.
Salary (Rate): £75,000.00 yearly
City: Birmingham
Country: United Kingdom
Working Arrangements: on-site
IR35 Status: undetermined
Seniority Level: Senior
Industry: Marketing
Job Title: Senior Brand & Digital Marketing Manager
Location: Birmingham - on-site 5 days a week
Salary: £65,000 - £75,000
Lead the Marketing and Brand Evolution of a Retail Icon
This retail business is entering a bold new chapter. With nearly four decades of heritage and a refreshed leadership team, we're investing heavily in digital transformation, infrastructure, and expansion into new markets including trade, hospitality, and developers. We're now seeking a commercially savvy senior marketer with a strong brand instinct to lead our marketing strategy, elevate our customer proposition, and drive growth across our e-commerce platform and flagship flagship showroom.
Your Mission
As Senior Brand & Digital Marketing Manager, you'll own and execute a holistic, multi-channel marketing strategy that blends brand building with performance marketing. This is a senior generalist role for someone comfortable working both strategically and tactically - from sharpening our brand narrative to optimising conversion metrics. You'll lead a small, agile team and work closely with the CEO and wider board, driving this businesses evolution from a regional D2C player into a nationally respected omni-channel brand.
Key Responsibilities
- Strategic Brand & Marketing Leadership
- Build and lead an integrated brand and marketing roadmap aligned to our 3-year business transformation plan.
- Reposition the brand to support our expansion into trade, and B2B sectors including hospitality and developer markets.
- Develop brand architecture, tone of voice, visual identity, and ensure brand consistency across all channels.
- Define and track marketing KPIs, commercial impact, and campaign effectiveness.
- Performance Marketing & Digital Growth
- Oversee SEO, PPC, email, and social campaigns with a clear focus on driving ROI and improving acquisition cost efficiency.
- Ensure our e-commerce platform delivers best-in-class UX and conversion, incorporating AI and automation tools where appropriate.
- Champion a test-and-learn culture using analytics and insight to shape campaigns, customer journeys, and budget allocation.
- Content, Campaigns & Creative
- Own the end-to-end campaign cycle from concept through to execution - including brand-led and product-led marketing across all touchpoints.
- Create an ongoing 12 month marketing calendar and proactively drive and monitor performance.
- Drive customer engagement through inspiring storytelling, lifestyle content, product guides, trend pieces, and thought leadership.
- Collaborate with sales and merchandising on seasonal promotions, showroom campaigns and retail activations.
- Team, Agency & Stakeholder Leadership
- Lead and mentor a small internal team while managing third-party creative, media and PR agencies.
- Partner with senior leadership, merchandising, showroom sales and IT to ensure cohesive planning and delivery.
- Communicate marketing impact clearly to the CEO, Chair and Board, and represent the brand externally when needed.
Key Success Metrics
- Delivery of the 3-year sales growth targets
- Increased online and showroom conversion rates
- Growth in organic traffic and paid media POAS
- Improved review metrics across Google and Trustpilot
- Customer retention and email marketing performance
- Controlled marketing spend within budget
What We're Looking For
Essential Experience
- senior marketing generalist, ideally in retail, home improvement, or e-commerce.
- Strong balance of brand strategy and digital marketing execution.
- Commercially focused, with experience owning marketing budgets and reporting on revenue contribution.
- Outstanding communication and stakeholder skills, with proven ability to work cross-functionally.
- Hands-on approach to leadership - comfortable in the detail but able to zoom out and lead from the front.
Preferred Experience
- marketing to both D2C and trade audiences, ideally with high-SKU product portfolios.
- Familiarity with Shopify, Klaviyo, GA4, and marketing automation platforms.
- Passion for interior design, consumer lifestyle, or home renovation sectors.
- Experience working with or briefing creative, PR, or branding agencies.
Why Join?
- Strategic Autonomy: This is a Board-facing role with the chance to shape a legacy brand's next phase.
- Big Vision, Nimble Team: Operate with the agility of a start-up but the stability of a 39-year-old business.
- Real Ownership: From web traffic to footfall and brand awareness - your impact will be measurable and visible.
- Major Growth Phase: Trade and hospitality markets offer untapped opportunity - and you'll lead the charge.
- Forward-Thinking Culture: Embracing AI, automation, and next-gen customer experience tools.
Benefits Package
- 25 days holiday + bank holidays
- Full private healthcare including dental, eye care, and 24/7 GP access
- EV salary sacrifice and tech perks
- Company pension scheme
- Generous staff discount
- Annual performance bonus based on marketing KPIs
- Ongoing leadership mentoring and personal development