Head of Brand and Campaigns in London

Mother Root is a UK-born, premium non-alcoholic aperitif and the #1 non-alc spirit in GB Grocery. We represent a new category: apple cider vinegar, ginger, honey and chilli, reframed for grown-ups who are sometimes drinking, sometimes not. We’ve raised £1.1m, appeared on Dragons’ Den, launched into major UK retailers, expanded into the US, and recently completed a full rebrand with POST. Now we need to build the next layer: a brand and campaign system that makes Mother Root easier to notice, understand, try, buy again, gift and recommend.

This is the most senior brand role at Mother Root. It is a commercial brand leadership role for someone who can turn insight into campaigns, campaigns into creative output, and creative output into demand across DTC, Grocery, Amazon, paid media, trade, PR, content, organic social and, over time, bigger fame-building channels.

The Role

Reporting to the CMO, you'll own Mother Root's brand strategy, partnership programme, campaign calendar and creative system. You'll work closely with the Head of Growth, who owns paid media, CAC, LTV, MER and performance measurement. Your job is to give Growth raw material they cannot generate internally — partnership-led campaigns, distinctive creative, sharp customer insight, and content that earns attention. You'll work closely with Sales and Trade Marketing to make sure retail growth is properly supported: shopper messaging, retailer toolkits, launch moments, sampling, trade campaigns, retail media and seasonal activation. The job is to make Mother Root feel like one brand across every surface, while raising the quality and commercial usefulness of the work we produce.

What You’ll Own

• Brand strategy and positioning
  • Own brand strategy, positioning and message hierarchy in the UK and US.
  • Keep the brand distinct from fake alcohol, soft drinks, wellness shots and generic "better for you" drinks.
  • Protect the tone of voice across every touchpoint.
• Cultural partnerships (US and UK)
  • Build and run Mother Root's cultural partnership programme — chefs, restaurants, hospitality, music, fashion, design, cultural moments, talent and creators.
  • Source, negotiate and land partnerships that produce assets and stories Mother Root could not make alone.
  • Treat partnerships as a creative supply chain for paid social, CRM, retail, PR and trade.
• Campaign calendar and demand creation
  • Own the annual brand and campaign calendar — built around Limited Edition and partner moments, seasonal peaks and commercial priorities.
  • Plan key seasonal and commercial moments and develop campaign platforms that stretch across paid, trade, email, site, retail media and sampling.
• Creative and content leadership
  • Lead the creative system that brings the brand to life.
  • Brief and lead Brand Creative across campaign assets, photography, art direction, design, content and brand worlds.
• Trade, retail and shopper marketing
  • Partner with the Head of Sales and Trade Marketing to build retail activation plans.
  • Translate campaigns into shopper-facing assets: POS, shelf talkers, sampling scripts, retailer.com content, trade decks, serve cards and demo materials.
• Paid creative partnership (with Growth)
  • Work with the Head of Growth, Paid Social Manager and Performance Creative Lead to shape the inputs into paid creative.
• Insight and brand health
  • Own brand tracking, customer interviews, JTBD work, occasion mapping and audience insight.
• ATL readiness (small, deliberate)
  • Build partnership platforms and distinctive assets that could scale into OOH, BVOD, podcasts or experiential when the maths supports it.

What this role doesn't own

• Editorial / content calendar day-to-day.
• Organic social day-to-day — community management, posting cadence, platform-native execution.
• Paid media — channel strategy, budget, bidding, measurement (owned by Head of Growth).
• Performance creative ideation — the iteration engine for paid (owned by Performance Creative Lead, with brand inputs from this role).
• Founder comms and the founder story — owned by the founder directly.

How success will be measured

• Awareness : Consideration ratio (brand tracker).
• NPS (DTC post-purchase + retail intercept).
• Quality and delivery of the annual campaign calendar.

What success looks like after 12 months

• An insight-led campaign calendar with strong partnerships fuelling paid, retail media, and CRM.
• The brand feels coherent everywhere, even as creative volume increases.
• Brand tracking is live or clearly scoped, with NPS instrumented across DTC and retail.

What You’ll Bring

• Significant previous experience in a Senior Brand role, ideally in a DTC/scale-up brand.
• Strong commercial thinking - you'll understand the impact and numbers behind every campaign.
• Strong customer-centric mindset - you bring insight into everything you do.
• Excellent leadership and communication skills in a fast-moving environment.

Benefits & Perks

• Share Options Programme
• Hybrid working: 3 x a week in office (Mon, Tues, Thurs) & 2 from home
• Annual Leave: 25 days per year
• Summer Hours: Early finish Fridays (June–August)
• Work From Anywhere: Up to 2 weeks per year
• Pension: 5% matched contribution
• Cycle Scheme: Bike or Lime/Forest Pass
• Personal Development: £300 annual allowance for approved training
• Wellbeing Support: Access to Spill app & Heka allowance (£40/month) + birthday/work anniversary boosts
• Annual Team Trip: Gastronomical & wellbeing-focused team away trip
• Parental Leave: Competitive maternity/paternity package
• Lots of free Mother Root