Senior Marketing Manager in London

BAPE is a leading premium streetwear brand that offers iconic designs and original patterns such as "BAPE® CAMO", "BAPE STA™", "SHARK HOODIE" and "BABY MILO®". In its global expansion, BAPE now has presence worldwide in the US, UK, China and various Asian countries. Best‑known for its unique collaborations, it is highly supported by a wide range of fashionistas.

The Senior Marketing Manager will lead the brand’s overall marketing strategy and execution across all channels, including brand, digital, PR, and communications. This role is responsible for developing and delivering integrated campaigns, overseeing event management, and managing media relations to enhance brand visibility, drive customer engagement, and deliver measurable commercial results. Working closely with the Head of EMEA, the Senior Marketing Manager will ensure all marketing initiatives are aligned with regional business objectives, consistently reflect the brand’s identity, and maximise return on investment across markets.

What will you do?

• Strategic & Budget Management
  • Develop and implement an integrated marketing strategy encompassing brand, digital marketing, PR, and communications, supported by clear KPIs and defined success metrics.
  • Align all marketing plans with the overall business strategy and growth objectives in close collaboration with the Global Marketing team and in partnership with the Head of EMEA.
  • Manage the annual marketing budget, ensuring efficient allocation of resources and maximising ROI.
  • Develop and implement a comprehensive brand strategy, ensuring consistent brand identity and messaging across all channels to enhance recognition and customer engagement.
  • Oversee the annual RFP process for external agency partnerships, including media company, PR, and event management.
• Campaign & Brand Activation
  • Plan and execute monthly promotional campaigns to drive new customer acquisition, increase average spend, and retain existing customers.
  • Develop flash sales and major marketing activations to boost short‑term sales performance.
  • Lead the creation, review, and approval of all marketing and promotional materials to ensure alignment with brand guidelines and business goals.
  • Manage the brand’s multimedia content library, including photography, videography, and creative assets.
  • Supervise the design and delivery of content across digital and offline channels.
• Public Relations & Communications
  • Serve as the main point of contact for all media and PR engagements, building strong relationships with local and regional press.
  • Implement PR and media policies, ensuring all communications reinforce brand positioning and tone of voice.
  • Lead the development of crisis communication plans and manage responses during high‑risk or sensitive situations.
• Wholesale & Key Account Marketing
  • Partner with the Wholesale Manager to develop and execute marketing initiatives that support key accounts and retail partners.
  • Create co‑branded materials, lookbooks, POS assets, and digital content to drive sell‑in and sell‑out performance.
  • Coordinate joint campaigns, events, and PR opportunities with wholesale partners to enhance brand visibility and strengthen B2B relationships.
  • Monitor the performance of key account marketing initiatives and provide post‑campaign analysis and recommendations.
• Event Management & Partnerships
  • Plan, budget, and manage brand events, activations, and sponsorships, overseeing logistics, staffing, permits, and compliance.
  • Attend and supervise brand activations to ensure flawless execution and brand consistency.
  • Negotiate partnerships and sponsorship opportunities to strengthen brand visibility and community engagement.
  • Develop sub‑brand or campaign‑specific branding in response to business needs.
  • Manage relationships with external agencies and suppliers, ensuring service quality, performance, and cost efficiency.
  • Conduct regular vendor performance reviews to maintain accountability and alignment with brand standards.
  • Ensure compliance with all marketing SOPs and company policies, escalating risks and exceptions when necessary.
  • Lead business continuity and risk management planning for all marketing initiatives.

Skills and Experience:

• 10+ years of experience in marketing and digital marketing, preferably gained within a similar or larger organisation.
• Demonstrated experience in high fashion, art, or lifestyle sectors, with a strong understanding of brand positioning and premium markets.
• Proven PR and media network within the fashion and lifestyle industry, with the ability to build and maintain high‑value relationships.
• Strong knowledge of the fashion industry, including market dynamics, consumer behaviour, and emerging trends.
• Up‑to‑date understanding of digital marketing trends, tools, and performance measurement, including social and online channels.
• Extensive hands‑on experience delivering marketing activities within the retail environment, including omnichannel and wholesale partner support.
• High proficiency in PC/Windows, Microsoft Office, Google platforms, Instagram, and other relevant digital tools.
• Excellent organisational skills with a strong attention to detail.
• Ability to work independently, managing and prioritising a broad workload to meet deadlines in a fast‑paced environment.
• Strong communication skills in English; French and Italian are highly desirable.