Head of Brand

A bit about the company Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at www.thefragranceshop.co.uk. We are expanding and are always looking for enthusiastic, talented people to join the team and be part of a growing and vibrant brand.

A bit about the role Reporting to the Customer Director and CEO, the Head of Brand will be responsible for defining and delivering The Fragrance Shop’s overarching brand strategy, continuing to elevate its identity across all touchpoints. Acting as the Brand Guardian, this role will ensure brand consistency and excellence in execution, lead brand partnerships, deliver all experiential brand elements, and oversee upper-funnel marketing activities.

• Key Responsibilities:
• Strategic Leadership and Vision Define and execute a forward-thinking brand strategy that strengthens The Fragrance Shop’s position as an aspirational fragrance retailer. Deliver brand activity aligned to commercial and brand penetration targets. Build a comprehensive annual brand marketing roadmap, alongside the Head of Marketing, to support brand growth objectives.
• Brand Guardianship Maintain and enforce the TFS brand guidelines to ensure consistency across visual identity, tone of voice, and customer experience across all touchpoints. Act as the Brand Guardian, ensuring that every customer interaction reflects the brand’s values and positioning.
• Content Management Work with Head of Marketing and wider team to deliver innovative and impactful brand collateral. Understand the brand's tone of voice - continue to shape a brand personality that differentiates from the competition and resonates with consumers. Work with key stakeholders to deliver all brand content elements; supporting SEO, delivering content for blog, The Edit magazine, and copywriting.
• Brand Authority Deliver a strong PR strategy, collaborating with PR agency, to maximise brand impact and authority, specifically during KCPs. Ensuring the PR agency meets objectives and provides demonstrable ROI. Collaborate with partners and thought leaders to publish trend reports. Drive mass awareness for all brand USPs and enablers (MyTFS, scentaddict, Every Human).
• Brand Experience Ideate and deliver impactful brand elements that bring The Fragrance Shop to life for its customers, across all touchpoints. Collaborate with the Head of Marketing and wider team to deliver bespoke packaging, sampling activity, and an excellent gifting experience. Work with the product and retail teams to enhance the tactile and visual brand experience.
• Brand Activations Plan and execute high-impact brand activations and events that engage target audiences, driving mass awareness and consideration. Oversee partnerships with event organisers, agencies, and collaborators to deliver impactful activations, from ideation to execution. Leverage storytelling and creative assets to make brand activations memorable and measurable.
• Brand Partnerships Working with Trade Marketing team to manage and deliver strategic brand partnerships, delivering profitability. Work with marketing, influencer, and social team to build long-term relationships and partnerships, building a thriving brand community.
• Upper-Funnel Marketing Working with the Head of Marketing, deliver all upper-funnel activity to drive brand awareness and consideration. Deliver the brand narrative in a clear and compelling way, resonating with our target audience and differentiating from competitors.
• Team Leadership and Collaboration Inspire and lead a team of brand professionals, fostering creativity, collaboration, and accountability. Work cross-functionally with product, retail, e-commerce, and marketing teams to align brand initiatives with commercial goals. Manage relevant external agencies and partners to ensure top-tier delivery of creative, strategic, and activation work.

Why you’ll love working here: Enjoy work-life balance with our flexible working scheme - including 15 work from home days a year, duvet days and the choice to flex your working hours. Vibrant state-of-the-art office, conveniently located in Trafford Park with great transport links and free onsite parking. No need to travel to the gym – we have one here for you! Take advantage of our free onsite gym facilities before/after work or even pop in at lunch time. Generous staff discounts on a wide range of fabulous fragrances. Excellent progression and development opportunities - work with teams who are passionate about what they do and develop your expertise within a creative and collaborative space.