We’re looking for someone who wants to make a brand impossible to ignore!
Pineapple Island is a UK based beach and surf-inspired jewellery brand, handmade in Bali and sold by retailers around the world. We’ve built a strong foundation - we have the product, the story, the customers, and an increasingly global presence.
Now we want to take the brand to another level.
We're looking for a Brand Marketing Manager to take ownership of how Pineapple Island shows up in the world — and, ultimately, how fast we grow.
This isn't a traditional marketing manager role.
We're looking for someone who understands culture, community, content, social media and digital commerce, but who also understands that great marketing ultimately needs to create customers and build a valuable brand.
The Opportunity
Pineapple Island has a very clear identity. We're inspired by beaches, surf, travel, Bali and the feeling of escaping everyday life. Our jewellery is designed to capture that feeling, but we don't want to simply sell jewellery online. We want to build a lifestyle brand that people want to be part of, and your job will be to help make that happen.
You’ll have significant ownership of the brand's digital presence and will be responsible for developing the strategy, ideas and execution that drive our next stage of growth.
That means building a brand people discover, follow, talk about, share and ultimately buy from.
What You’ll Own
Brand growth
You’ll develop and execute the strategy for growing Pineapple Island's brand presence in the UK. You'll constantly be asking:
- How do we get more people to discover us?
- How do we turn followers into a community?
- How do we make people want to share our brand?
- How do we become part of our customers' lifestyle rather than just another jewellery brand?
- What could we do that nobody else in our space is doing?
Social & content
Social will be at the heart of the role. You'll own the strategy across our key social channels and work closely with our content team to create a constant stream of content that feels native, authentic and culturally relevant. We're not looking for someone who thinks social media means posting three times a week. We want someone who understands content → attention → community → traffic → customers.
You'll experiment constantly. Some ideas will work and some won’t. That’s fine! We'd rather try 20 interesting ideas and discover three that explode than spend three months producing one perfectly polished campaign nobody notices.
Build the Pineapple Island community
We want Pineapple Island to become more than a jewellery brand. Think about the brands that have built communities around a lifestyle, attitude or identity - that's what we're interested in.
- Creator and influencer relationships
- Brand ambassadors
- Community initiatives
- Competitions and activations
- Events & Collaborations
- New ways of getting our customers involved in the brand
We want customers to become part of the story.
Digital & e-commerce growth
Brand and commerce need to work together. You'll work closely with our e-commerce team to improve the entire digital customer journey. This includes:
- Customer acquisition
- Promotions
You’ll understand that getting 100,000 people to see something is great — getting them to care is better. Getting them to buy, come back and tell their friends is the goal.
Data Matters
We're creative, but we're not guessing. You'll be expected to understand the numbers behind what you're doing and you'll monitor and improve things like revenue, customer acquisition, conversion, AOV, ROAS, email growth, engagement, social growth, customer retention & campaign performance. We want someone who can look at a campaign and say: “That worked because…”, rather than: “That got good engagement.”
You’ll have the freedom to test, learn and change direction quickly based on what the data tells us.
You’ll Lead A Small Creative & Digital Team
You won't be doing everything yourself. You'll work closely with our existing UK creative/e-commerce team and help them become even better.
But you're also going to be hands‑on. If a video needs filming, you'll get involved. If a campaign needs an idea, you'll have one. If an email needs improving, you'll improve it. If you see something on Instagram at 11pm and think “we should be doing that”, we expect you to screenshot it and send it to the team. We're a relatively small, ambitious business and everyone gets stuck in.
What We’re Looking For
We're not particularly interested in how many years you've worked in marketing. We're interested in what you've actually achieved.
You might have worked for a large lifestyle brand. You might have built something yourself. You might have taken a small brand and made it significantly bigger. You might have created a social account from scratch. You might have built a community around a product.
What matters is that you've done it, and we're particularly interested in people who have experience with:
But industry experience isn't essential if you've got the right instincts.
You’ll Probably Be A Great Fit If...
- You're naturally curious.
- You notice what other brands are doing.
- You understand why some content goes viral and other content doesn't.
- You spend far too much time on Instagram and TikTok — but you can explain why something works rather than just saying it's cool.
- You're commercially minded.
- You like having ownership.
- You don't need everything explained to you.
- You can come up with an idea in the morning and have it live by the afternoon.
- You're comfortable with experimentation.
- You're happy looking at spreadsheets as well as mood boards.
- And most importantly - you actually care about building brands.
What Success Looks Like
12 months from now, we'd like to look back and see a completely different level of brand presence.
Our ambitions include:
Brand
Double our UK social following
Community
Significantly grow our email database and create a genuinely engaged customer community.
Content -
Develop repeatable content formats and campaigns that consistently generate meaningful organic reach.
Commerce
Turn brand growth into measurable growth in traffic, customers and revenue.
Brand perception
Make Pineapple Island a brand that our target customer knows, recognises and wants to be associated with.
And ultimately, build the foundations for Pineapple Island to become a much bigger lifestyle brand.
Why Pineapple Island?
You’ll have a lot of freedom. We're not a huge corporate organisation with 14 layers of approval. If you have a great idea, we want to hear it, and if we think it's a good idea, we'll try it. We're an ambitious, growing international brand with teams and customers across the UK, USA, Europe and beyond. We're expanding aggressively into the US, we're consistently launching new products, we're building our digital infrastructure and we're growing our team.
We’re at a point where the right person can have a massive impact on the direction of the business.
This isn't about maintaining a marketing machine that already exists. It's about building the next one.
Travel
Travel will be an important part of the role. You’ll travel to Bali to understand the people, craftsmanship and story behind Pineapple Island, and to the USA to visit our stores, meet retail partners and experience the brand at trade shows.
Interested?
If you're looking for a safe, predictable marketing job, this probably isn't it. If you're looking for the opportunity to take a brand with huge potential and help turn it into something people genuinely love, we'd love to hear from you.
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