DUSK is a £200m home and lifestyle brand on a path to £500m+. We have built a disciplined, performance‑led marketing engine - CAC is stable, LTV:CAC is healthy, and growth has been delivered efficiently. The next era is not about harvesting more demand. It is about creating it.
We are not trying to be a better version of any homeware brand that already exists. The category is crowded with brands that look, sound, and feel increasingly interchangeable - and the consumer is telling us that. Our ambition is to be a brand that is genuinely different from every other homeware brand in the UK. That is a commercial strategy, not a slogan.
This is a new, strategic seat at the marketing leadership table. It replaces a content‑heavy brand function with a strategic one. We are not looking for someone who will apply a playbook from their last role. We are looking for someone who starts with the consumer, reads the evidence, and has the clarity of thought to build a brand from the ground up.
About the role
You will own brand strategy, positioning, content, organic social, and PR for DUSK. You will be the custodian of the brand inside the business and the voice of the customer outside of it. You will work in lockstep with the Head of Performance Marketing, Head of CRM & Loyalty, and Head of Ecommerce to translate brand into measurable commercial outcomes.
You will inherit a strong, engaged team plus a stable of content and PR agency partners. You will reshape how the function works - lifting its strategic ceiling without losing its executional edge.
Hero brand creative is delivered through our lead creative agency and an internal creative function that sits outside your team. You do not manage creative production. You brief and steer the creative partners - owning the consumer insight, the positioning, the brief, and the guardrails that determine what the work must achieve.
Responsibilities
Brand strategy and positioning, built from evidence
Lead the continuous consumer research programme that underpins every brand decision. Translate research into a positioning that is distinctive in the category, durable over time, and commercially sharp. Guardian of the brand across every touchpoint.
Consumer insight as a capability
Own the relationship with research partners. Build an always‑on understanding of our customer, the category, and the cultural context DUSK operates in. Turn insight into decisions, not decks.
Content and organic social
Own the content strategy across owned and organic social channels. Move the team from always‑on calendar execution to a content system that builds category authority, desire, and talk‑ability. Influencer and creator strategy sits here.
PR and communications
Own earned media, brand PR, sponsorships, and partnership strategy. Make DUSK a brand that gets talked about, not just marketed to.
Creative briefing and stewardship
Brief and steer our lead creative agency and the internal creative team on hero campaigns and always‑on brand work. You own the brief, the positioning, and the guardrails - not the production pipeline or the creative team itself.
Brand measurement
Define and track the brand KPIs that matter: awareness, consideration, preference, share of search, brand‑led demand. Build the evidence base that makes brand investment accountable.
Team leadership and Board presence
Coach and raise the bar on three direct reports and the wider team of eight beneath them. Represent the DUSK brand at the Board and turn brand work into language that CFOs, CEOs, and owners understand.
About You
You start with the consumer, not the playbook
You build brands from evidence - research, data, consumer truth. You are suspicious of "what worked before" and more interested in "what is true now". You have a track record of translating messy insight into sharp strategy - and the intellectual discipline to change your mind when the evidence changes.
You are comfortable being the dissenting voice
When the room wants to follow the category, you are the person holding the line for difference. When the data contradicts a senior opinion - including your own - you follow the data.
You think commercially
You can defend brand investment to a CFO, connect positioning to CAC and LTV, and hold your own in a room full of performance marketers. You understand MER, incrementality, and the difference between brand value and brand vanity.
You are strategic, not just creative
You can write a brand brief that an agency would kill for. You can present a positioning to a board. You can spot the difference between a content idea and a brand idea - and you know which one matters.
You lead people well
You inherit teams and make them better. You raise standards without crushing morale. You coach senior managers to the next level and hire the gaps.
You know modern brand
You understand how brands get built in 2026 - creator economy, earned attention, category‑defining content, cultural relevance - not the 2010 playbook of TV and press alone.
Your Experience
You have led brand in a consumer business of meaningful scale, or run a significant brand portfolio in a top‑tier agency. You are comfortable with a £5–10m budget line and the accountability that comes with it.
One caveat worth naming. We are cautious about candidates whose primary credential is "I did this at [category brand X]". The role requires someone who can hold the homeware category at arm's length, read it honestly through consumer evidence, and build something distinct from it. Category experience is useful. Category habit is a liability.
