At a Glance
- Tasks: Lead brand marketing for Strike and Dickies footwear, driving campaigns and growth.
- Company: Overland Shoes Ltd., a specialist in branded footwear since 1987.
- Benefits: 25 days annual leave, medical insurance, and a hybrid work model.
- Other info: Opportunity to shape growth strategies in a dynamic environment.
- Why this job: Make a real impact in the footwear industry with a globally recognised brand.
- Qualifications: Senior-level brand marketing experience in lifestyle or footwear required.
The predicted salary is between 43200 - 72000 € 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’re 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) 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 within the exciting footwear industry, while also championing innovative brands like Strike and Dickies. Employees enjoy competitive benefits, including generous annual leave and comprehensive health coverage, 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)
✨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 an 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 your past successes in brand marketing, especially in ecommerce and wholesale. Use specific examples to demonstrate your impact and strategic thinking.
✨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)
Some tips for your application 🫡
Show Your Passion:When you're writing your application, let your love for footwear and lifestyle brands shine through. We want to see that you’re not just looking for a job, but that you genuinely care about the industry and the brands you'll be working with.
Tailor Your Experience:Make sure to highlight your relevant experience in brand marketing, especially in lifestyle or footwear. We’re looking for someone who can connect brand strategy to commercial outcomes, so don’t hold back on showcasing your successes!
Be Clear and Concise:Keep your application straightforward and to the point. We appreciate clarity, so make sure your key achievements and skills are easy to spot. Use bullet points if it helps to break down your experience!
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you’re considered for this exciting opportunity. Plus, it shows you’re keen to join our team!
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 target audiences, key products, and recent campaigns. This knowledge will help you demonstrate your passion for the brands and how you can contribute to their growth.
✨Showcase Your Campaign Successes
Prepare specific examples of integrated marketing campaigns you've led in the past. Highlight your role, the strategies you implemented, and the measurable outcomes. This will illustrate your ability to connect brand strategy with commercial results, which is crucial for this role.
✨Be Ready for Cross-Functional Collaboration
Since this role involves working closely with various teams, think of examples where you've successfully collaborated with different departments. Discuss how you managed relationships with agencies and licensors, as well as how you ensured alignment across marketing efforts.
✨Demonstrate Your Digital Savvy
Given the focus on ecommerce and digital marketing, be prepared to discuss your experience with online campaigns, performance analytics, and consumer insights. Share how you've used data to optimise campaigns and drive growth, showing that you're not just creative but also analytical.
