Brand Manager

Potter and Moore Plc is a UK-based beauty and wellbeing brand owner and manufacturer listed on the AIM market, combining brand ownership with large-scale manufacturing expertise. The company operates two manufacturing sites in Peterborough and Tiverton, employs roughly 380 people, and produces more than 44 million units each year across personal care, haircare, skincare and baby care categories.

The group generates revenue through two primary channels: its portfolio of owned brands, including Emma Hardie, Feather & Down, The Curl Company and Balance Active Formula, alongside private label manufacturing for leading retail partners. Complementing these core activities, Potter and Moore also provides selected contract manufacturing services. Through this diversified model, the business supplies major retailers and premium beauty brands across both UK and international markets.

Role Description

We're looking for a commercially driven and creatively curious Brand Manager to take ownership of brand performance and growth across our skincare and wellness category.

This is a broad, hands-on role combining commercial ownership, brand strategy, retail execution, new product development and marketing. You'll own brand P&L and margin performance, use consumer and market insight to identify growth opportunities, lead retailer conversations and take new products from initial concept through to commercial launch.

You'll also shape brand positioning and deliver integrated campaigns across digital, retail and experiential channels, working closely with creative and social agencies alongside our internal R&D, supply chain and packaging teams.

This role would suit someone who understands both the commercial and creative sides of building successful beauty brands. You'll be comfortable moving between analysing performance, presenting to retail buyers, developing an NPD opportunity and shaping a campaign, often within the same week.

Key Responsibilities

Commercial & Revenue Growth

• Own brand P&L performance, including margin analysis and budget ROI.
• Use EPOS, sales and performance data to inform commercial and brand decisions.
• Identify whitespace and growth opportunities across the category.
• Deliver agreed distribution and revenue targets.
• Monitor brand and commercial performance, taking action where opportunities or challenges emerge.
• Balance brand growth with commercial return and margin performance.

Retail & Trade

• Lead retailer presentations and conversations at buyer level.
• Build strong, commercially focused relationships with retail partners.
• Secure new listings and identify opportunities to grow existing distribution.
• Develop and execute trade marketing activity.
• Drive both sell-in and sell-out performance.
• Translate brand strategy and product opportunities into compelling retailer propositions.

Brand Building & Marketing

• Define and develop clear brand positioning.
• Translate brand strategy into commercially effective marketing activity.
• Plan and execute integrated campaigns across digital, retail and experiential channels.
• Manage creative and social agencies to deliver high-impact, on-brand activity.
• Ensure brand activity remains relevant to consumers, customers and wider category trends.
• Monitor campaign effectiveness and use performance insight to continually improve activity.
• Lead NPD projects from initial consumer insight and trend identification through to commercial launch.
• Identify emerging consumer behaviours, category trends and product opportunities.
• Develop commercially viable product propositions that support brand growth.
• Work cross-functionally with R&D, supply chain and packaging teams to bring products to market.
• Maintain momentum across projects and take ownership for delivery through to launch.
• Ensure innovation supports both the long-term brand strategy and commercial objectives.

About You

Skills & Attributes

• Strong commercial instinct with the ability to balance brand building with revenue, margin and profitability.
• Genuinely curious about consumers, culture, beauty and category trends.
• Analytically strong and confident using data to make decisions.
• Creative thinker who looks for opportunities and solutions rather than waiting for the perfect brief.
• Confident communicating and presenting at retailer buyer level.
• Comfortable managing multiple priorities in a fast-moving environment.
• Resilient, adaptable and comfortable working through challenges.
• Naturally proactive and willing to take ownership.
• Equally comfortable with strategic thinking and the detailed execution needed to make it happen.
• Strong collaborator who can work effectively across commercial, marketing, R&D, supply chain and packaging teams.

Experience Required

• Proven brand management experience within skincare, beauty or a closely related category.
• Strong commercial acumen, including experience with costings, margins and budget management.
• Experience managing or contributing significantly to brand P&L performance.
• Experience using sales, EPOS or performance data to inform commercial decisions.
• Experience presenting to retail buyers and managing retailer-facing conversations.
• Experience developing and executing brand and marketing activity.
• Experience leading or managing new product development from concept through to launch.
• Ability to work cross-functionally to deliver commercial and brand objectives.
• Experience within skincare and/or wellness.
• Experience working with major UK retail customers.
• Experience managing creative or social agencies.
• Experience delivering integrated campaigns across digital, retail and experiential channels.
• Experience identifying and converting whitespace or distribution opportunities.

What Success Looks Like

• Delivering sustainable revenue, margin and distribution growth across the brand portfolio.
• Building strong retailer relationships and securing new listings and commercial opportunities.
• Using EPOS, consumer and market insight to make informed decisions and identify opportunities early.
• Delivering successful NPD launches that are commercially viable and relevant to consumers.
• Creating distinctive, consistent brand activity that strengthens positioning and drives performance.
• Managing budgets effectively and demonstrating clear return on investment.
• Building strong relationships across internal teams and external agency partners.
• Taking genuine end-to-end ownership, from the initial idea through to execution and measurable commercial results.

The Ideal Candidate

You're someone who can look at a set of EPOS numbers and immediately start asking why, but you're just as interested in what consumers are discovering, sharing and buying next.

You understand that building a great beauty brand isn't just about creating great campaigns. It's about the product, the retailer proposition, the margin, the consumer insight and ultimately what happens on shelf.

You're commercially sharp, creatively curious and comfortable taking ownership. You don't wait for somebody else to spot the opportunity or solve the problem. You'll dig into the detail, bring the right people together and see things through from idea to execution.

Who We Are & How We Work

We're a fast-moving, team-first business where the best idea wins regardless of where it comes from. Hierarchy doesn't slow us down - collaboration does the heavy lifting. People here take full ownership of their work, from the spark of an idea all the way through to results on shelf and numbers on a page. There's no passing the baton and walking away; you see it through, you learn from it, and you make it better next time.

We move quickly and adapt without drama. If a problem needs solving, we solve it. We don't wait for the perfect conditions or the perfect brief. That agility isn't just a working style, it's genuinely how we're structured: flexible in how and where we work, lean enough to make decisions fast, and trusting enough to give talented people real responsibility from day one.

This is a place where curious, driven, solutions-focused people do some of their best work because they're given the space, the autonomy and the team around them to make it happen. If you're energised by pace, motivated by ownership and want to feel the direct impact of your work on a brand you're proud of, you'll fit right in.

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