Brand Lead - Premium & Luxury - 3 Month FTC

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Role: Reporting into the Head of Content Marketing, the Brand Lead - Premium & Luxury is responsible for shaping, developing and executing the brand strategy across the premium and luxury division of Frasers Group, primarily focused on FLANNELS and FRASERS.

Driving brand buzz at scale, they'll bring a fresh way of thinking to premium and luxury retail, creating moments that cut through the noise and position FLANNELS and FRASERS at the forefront of consumer's minds.

This role requires a strategic thinker with a strong understanding of luxury and premium retail, consumer behaviour and multi‑channel marketing across fashion, beauty and home, alongside experience defining and delivering brand positioning in a competitive market.

They'll champion a deep understanding of the role of brand throughout the broader marketing funnel, linking awareness and cultural relevance through to measurable commercial results, ensuring brand activity connects top‑of‑funnel brand awareness with mid and lower‑funnel performance.

Key Responsibilities

• Develop and implement a clear brand strategy aligned with business objectives and brand metrics, and commercial performance goals.
• Own the role of brand within the marketing funnel, ensuring brand activity drives growth and a measurable impact on awareness, consideration and conversion.
• Work closely with creative and content teams to define brand guidelines, ensuring consistency across all channels and content touchpoints.
• Monitor brand performance and perception, making data‑informed decisions to drive brand metrics and future campaigns.
• Lead the planning and execution of brand campaigns that deliver against key calendar moments while contributing to broader marketing and commercial objectives.
• Oversee seasonal campaigns and key calendar moments.
• Collaborate with internal teams and external agencies to deliver high‑impact brand campaigns, including activations, shoots and stunts.
• Drive strategic partnerships that align with the Sports Direct brand and generate talkability within the industry.
• Guide creative briefs and development across brand campaigns, ensuring alignment with brand identity and customer profiles.
• Report on campaign effectiveness across both brand and performance KPIs.
• Continuously optimise brand strategy based on performance insights and evolving business needs.

Proven experience in brand management, ideally within retail or luxury fashion.

Strong understanding of omnichannel marketing and digital platforms.

Excellent stakeholder management skills.

Analytical mind with the ability to interpret data and insights.

Creative thinker with a strong eye for brand and design.

Experience managing agencies and internal teams to deliver integrated brand campaigns.

• Along with your benefits package we also offer a wide range of perks for our colleagues:
• Frasers Champion - Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work.

Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.

• Retail Reconnect - In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers.

Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse.

The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.

• Fearless 1200 - Fearless 1200 is our way of recognising our growth.

It's bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact.

Fearless 1200 links how we perform to how we're rewarded - check out the video link to find out more - https://www. youtube. com/watch?v=O0qmv Jof Mew

• Employee Welfare
• Frasers Fit - Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet!

We run free gym classes for employees as well as discounted memberships to our clubs.

Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing.

The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.

• Retail Trust - We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity.

This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.

What next?

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