At a Glance
- Tasks: Lead brand marketing for Strike and Dickies footwear, driving campaigns and growth strategies.
- Company: Join Overland Shoes Ltd., a leading footwear specialist with a creative and commercial focus.
- Benefits: Enjoy 25 days annual leave, medical insurance, and a hybrid work model.
- Other info: Collaborate with cross-functional teams and shape the future of performance-led footwear.
- Why this job: Make a significant impact in the footwear industry with a globally recognised brand.
- Qualifications: Senior-level experience in brand marketing, preferably in lifestyle or footwear sectors.
The predicted salary is between 48000 - 84000 € per year.
Hybrid (3 Days Office / 2 Days WFH) | Ecommerce (DTC) | Wholesale | Distributors & Partners | Reporting to: COO
Are you a senior marketing leader with a passion for footwear, lifestyle and commercially driven brand strategy? We are looking for a Senior Brand Marketing Manager to lead end-to-end brand marketing across two exciting portfolios — our performance-led owned brand Strike Footwear and licensed Dickies lifestyle footwear. This is a highly visible leadership role at the intersection of brand, product and commercial performance — shaping strategy, driving integrated campaigns and delivering measurable growth across ecommerce and lifestyle wholesale channels.
About Overland Shoes Ltd. Established in 1987, Overland Shoes Ltd. is a specialist in the design, sourcing and wholesale of branded men's and women's footwear. Based in London, the business partners with global brands through licensing, product development, marketing and distribution across key international markets. With deep category expertise and a strong commercial foundation, Overland combines creative product thinking with disciplined execution to scale footwear brands successfully.
About Strike: Strike is a performance-driven footwear brand created by anglers, for anglers — engineered for grip, comfort and durability in marine environments. As the official footwear partner of the International Game Fish Association, Strike blends technical innovation with purposeful design, including a focus on ocean-conscious materials. The brand is primed for strategic growth across ecommerce and wholesale, offering a strong platform for bold storytelling and demand generation.
About Dickies: Dickies is an internationally recognised brand with over a century of heritage in workwear and deep cultural relevance. Overland has secured the license to design, develop and distribute Dickies footwear, spanning both Lifestyle and Safety/Workwear categories, with this role focusing specifically on the Lifestyle footwear lines. Working within Dickies' established brand and style guidelines, we are responsible for translating their iconic DNA into commercially compelling footwear collections across ecommerce and wholesale markets. The opportunity lies in owning and executing the footwear marketing strategy — delivering best-in-class product storytelling, seasonal campaigns and launch excellence that honour the brand's heritage while driving growth in the lifestyle footwear category.
The Role: As Senior Brand Marketing Manager, you will lead the development and execution of integrated marketing strategies that connect brand equity to commercial outcomes. You'll bring strong market insight, consumer understanding and performance analytics to shape seasonal plans, optimise campaigns and influence long-term growth strategy.
Key Responsibilities:
- Brand & Marketing Strategy
- Develop and own brand marketing strategy for Strike and Dickies lifestyle footwear
- Maintain and evolve positioning, messaging and tone of voice
- Lead annual and seasonal marketing plans aligned to business objectives
- Drive major campaigns, launches and brand-building initiatives
- Ecommerce & Demand Generation
- Partner with Ecommerce teams to drive traffic, conversion and revenue
- Lead ecommerce marketing campaigns and product launches
- Oversee paid, organic and CRM activity
- Optimise performance through insight-led decision making
- Campaigns, Content & Execution
- Lead seasonal campaigns, product launches and storytelling initiatives
- Brief and manage creative, content and media agencies
- Oversee digital, social and ecommerce content delivery
- Ensure consistent execution across all channels
- Wholesale Brand Support
- Deliver brand marketing assets and partner toolkits
- Support sell‐in and sell‐through through strong campaign narratives
- Ensure consistent brand presentation across partner channels and markets
- Performance & Commercial Alignment
- Manage and allocate brand marketing budgets
- Track brand and campaign performance
- Align marketing plans with stock, range and trading priorities
- Licensor & Cross‐Functional Leadership
- Act as the primary marketing contact for Dickies licensors
- Manage approvals, brand compliance and alignment
- Collaborate closely with Ecommerce, Wholesale Sales, Product teams, distributors and agencies
- Position marketing as a strategic growth driver within the business
Measures of Success:
- Growth in brand awareness and consistency
- Ecommerce growth and campaign performance
- Successful seasonal campaigns and product launches
- Clear alignment between brand activity and commercial results
What We're Looking For:
- Senior‐level brand marketing experience within lifestyle, footwear, fashion or adjacent categories
- Proven ability to deliver integrated campaigns across DTC and wholesale
- Strong commercial acumen — connecting brand strategy to revenue outcomes
- Experience working with licensed brands and international licensors (advantageous)
- Confident cross‐functional leader with agency management experience
- Deep understanding of digital, ecommerce and performance marketing
Why This Role?
- Lead marketing for a performance‐led owned brand ready to scale
- Take ownership of footwear strategy under a globally recognised licensed brand
- Operate at senior level with meaningful commercial influence
- Shape the next phase of growth within an established footwear specialist business
- 25 days annual leave, plus Christmas office closure (usually an extra 3 days)
- Medical insurance, critical illness and life assurance cover provided.
If you're a strategic, commercially minded brand leader ready to make your mark in the footwear space — we'd love to hear from you.
Senior Brand Marketing Manager (Dickies and Strike Footwear) in London employer: Overland Shoes
Overland Shoes Ltd. is an exceptional employer that fosters a dynamic and collaborative work culture, offering a hybrid working model that promotes work-life balance. With a strong focus on employee growth, the company provides ample opportunities for professional development and creative expression within the exciting footwear industry. Located in London, employees benefit from being part of a vibrant city while contributing to globally recognised brands like Dickies and Strike Footwear, making it a rewarding place to build a meaningful career.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Brand Marketing Manager (Dickies and Strike Footwear) in London
✨Tip Number 1
Network like a pro! Reach out to people in the footwear and lifestyle sectors on LinkedIn. Join relevant groups, attend industry events, and don’t be shy about asking for informational interviews. You never know who might have the inside scoop on job openings!
✨Tip Number 2
Show off your passion for the brands! When you get that interview, make sure to highlight your love for Dickies and Strike Footwear. Share your thoughts on their latest campaigns or products, and how you can contribute to their growth. It’s all about connecting your enthusiasm with their vision.
✨Tip Number 3
Prepare for those tricky questions! Think about how your experience aligns with the role's requirements. Be ready to discuss specific campaigns you've led and the results they achieved. Use metrics to back up your claims — numbers speak volumes in marketing!
✨Tip Number 4
Don’t forget to follow up! After your interview, send a thank-you email to express your appreciation for the opportunity. Mention something specific from your conversation to remind them of your fit for the role. It shows professionalism and keeps you top of mind!
We think you need these skills to ace Senior Brand Marketing Manager (Dickies and Strike Footwear) in London
Some tips for your application 🫡
Show Your Passion for Footwear:When writing your application, let your love for footwear shine through! Share any personal experiences or insights that connect you to the industry, especially if they relate to lifestyle or performance-driven brands like Strike and Dickies.
Tailor Your Strategy:Make sure to align your marketing strategies with the specific needs of both Strike and Dickies. Highlight your experience in developing integrated campaigns and how you've driven growth in similar roles. We want to see how you can connect brand equity to commercial outcomes!
Be Data-Driven:We’re all about performance analytics here at StudySmarter. In your application, mention how you've used data to optimise campaigns and drive decision-making. Show us that you can turn insights into actionable strategies that lead to measurable growth.
Keep It Professional Yet Engaging:While we love a friendly tone, remember to keep your application professional. Use clear, concise language and ensure your messaging reflects the brand's tone of voice. And don’t forget, applying through our website is the best way to get noticed!
How to prepare for a job interview at Overland Shoes
✨Know Your Brands Inside Out
Before the interview, dive deep into the histories and values of both Strike Footwear and Dickies. Understand their unique selling points and how they connect with consumers. This knowledge will help you articulate how your experience aligns with their brand strategies.
✨Showcase Your Campaign Successes
Prepare specific examples of integrated marketing campaigns you've led in the past. Highlight your role in driving growth and how you measured success. Be ready to discuss how these experiences can translate to the footwear industry and the brands in question.
✨Demonstrate Cross-Functional Leadership
This role requires collaboration across various teams. Think of instances where you've successfully worked with different departments, such as ecommerce, sales, and creative teams. Share how you navigated challenges and drove results through teamwork.
✨Be Data-Driven
Familiarise yourself with performance analytics and how they inform marketing decisions. Be prepared to discuss how you've used data to optimise campaigns and drive revenue. Showing a strong understanding of metrics will resonate well with the interviewers.
