We’re looking for a creative, commercially minded Senior Brand Manager to help shape the future of Crocus and Primrose. This is an opportunity to make a real impact across two established brands, each with its own distinct personality, audience and ambitions. From inspiring campaigns and meaningful partnerships to shaping how our brands look, feel and connect with customers, you’ll play a pivotal role in bringing our brand strategies to life, growing awareness and building lasting customer loyalty.
About our brands
Crocus is one of the UK’s leading online gardening brands, helping people create beautiful gardens with exceptional plants, trusted horticultural expertise and plenty of inspiration. For more than 25 years, we’ve brought together quality, knowledge and a genuine love of gardening to make beautiful possible. Crocus has experienced record sales growth in 2026, finishing the year 23% up year on year.
Primrose helps customers make more of their outdoor spaces, with a broad range of garden and outdoor living products. With exciting opportunities to strengthen its identity, Primrose offers the chance to build a more consistent, recognisable and engaging brand across every customer touchpoint. Crocus and Primrose have just announced a merger to create one of the UK’s largest online horticultural businesses, bringing together two complementary brands to offer an unrivalled range of plants and gardening products to British gardeners.
About the role
Reporting to the Head of Brand & Marketing, you’ll be the day-to-day brand guardian of Crocus and Primrose, ensuring each brand shows up clearly, consistently and compellingly wherever customers encounter it. This is a varied, hands-on role combining creative judgement with commercial focus: you’ll turn brand strategy into impactful activity, champion the customer perspective and work closely with teams and partners to deliver excellent brand experiences.
What you’ll be doing:
Brand strategy, development and guardianship
- Act as brand guardian for Crocus and Primrose, protecting their distinct positioning, personality, visual identity and tone of voice across all channels and campaigns.
- Lead implementation of the Primrose brand strategy and architecture across owned and marketplace channels, translating its values and personality into a coherent look, feel and customer experience.
- Build and manage the brand activity plans for both businesses, aligning brand-building opportunities with wider marketing and trading priorities.
- Review and approve communications and content across channels, maintaining quality, consistency and a strong customer focus.
Campaigns, creative and content
- Bring the voice of each brand into campaign development, shaping briefs, creative concepts, messaging and execution.
- Select and champion hero imagery and assets that best tell each brand’s story and connect with its audience.
- Produce campaign copy to articulate the brand story and narrative.
- Own the planning, briefing and delivery of Crocus print media, collaborating with internal teams and external partners to achieve a high-quality finish.
- Brand awareness, insight and measurement
- Establish and manage brand and competitor tracking, using relevant measures such as awareness, share of voice and customer perception.
- Use market insight to identify opportunities, monitor progress and inform decisions.
- Measure and report on brand activity and campaign performance, turning results into clear recommendations for improvement.
Partnerships, influencers and community
- Develop and deliver the Friends of Crocus partnership and influencer strategy, identifying collaborations that extend reach, build credibility and introduce the brand to new audiences.
- Build and maintain strong relationships with collaborators and brand advocates.
- Work with partners to develop authentic content and experiences that bring the expertise, inspiration and personality of each brand to life.
- Oversee the brand manager with reactive press requests.
Organic social
- Own the organic social strategy and its execution, working with agency support and the wider team to plan content, maintain a consistent brand presence and measure results.
- Developing and creating social content that supports channels objectives and brand messaging.
About you
You’re a brand thinker and a doer: someone who loves strong creative work, understands what makes a brand distinctive and knows how to turn strategy into activity that customers notice.
- Proven experience in brand management, ideally within retail, e-commerce, consumer or lifestyle brands.
- Confident creative judgement, with an excellent eye for design, imagery, storytelling and tone of voice.
- Experience developing integrated campaigns and managing brand consistency across digital, social, print and other channels.
- Strong planning and project management skills, with the ability to manage competing priorities and multiple stakeholders.
- Experience producing social content to a high standard that engages, inspires and delivers the brand message.
- Comfortable using research, performance data and competitor insight to guide and evaluate brand activity.
- Collaborative and proactive, with experience working with agencies, partners, content creators and cross-functional teams.
- An interest in gardening and outdoor living would be a plus.
What success looks like
- Crocus and Primrose are expressed distinctly and consistently across customer touchpoints.
- More effective, recognisable campaigns and creative assets that strengthen customer connection.
- A clear, measurable approach to brand awareness, perception and competitive performance.
- Successful partnerships, social activity and stories that broaden reach and deepen engagement.
You’ll have the opportunity to shape two well-known garden and outdoor living brands at an exciting point in their development, balancing the craft of brand-building with the pace and variety of e-commerce. You’ll work with talented colleagues and creative partners, with the freedom to contribute ideas and see them come to life.
The role is based in Windlesham, with hybrid working and three days in the office each week.
If you love building brands that people feel connected to, we'd love to hear from you
Pay: Up to £50,000.00 per year
- On-site parking
- Are you within commutable distance of GU20 6LQ
Experience:
- Branding: 3 years (preferred)
Work Location: Hybrid remote in Windlesham GU20 6LQ
