Established in 1994, The Fragrance Shop is the UK's leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrance affordable and accessible to everyone — showcasing over 700 brands across 216 stores and online, with a mission to Spray a Little Happiness.
The role
The Senior Brand Manager will play a pivotal role in shaping and executing brand strategy, overseeing product development, and driving market performance for a portfolio of luxury fragrance brands. Working closely with the Head of Brand & Creative and cross-functional teams, the Senior Brand Manager will take on both strategic and hands‑on responsibilities, managing key initiatives and ensuring consistent brand growth in line with company objectives.
This role sits between brand, focusing on higher-level strategy and leadership responsibilities while still being deeply involved in tactical execution.
Key Responsibilities
Strategic Brand Management
Ownership of Brand Strategy: Develop and execute brand strategies in collaboration with the Brand Director, ensuring alignment with global brand vision and market goals.
Market Positioning: Define and refine brand positioning to elevate brand identity and value in the luxury fragrance market.
P&L Responsibility: Oversee the brand P&L, manage budgets, and present financial performance alongside the sales team to senior leadership.
Brand Portfolio Leadership: Manage multiple product lines, ensuring each aligns with overall brand strategy and positioning.
Product Development and Innovation
Product Strategy: Lead product development cycles, from idea to launch, ensuring products meet market demands and profitability targets.
SKU and Design Oversight: Make key decisions on product assortment, packaging, and design direction to ensure cohesive brand expression across all SKUs.
Innovation Pipeline: Develop an innovation pipeline, identifying opportunities for product expansion and category development based on market insights and consumer trends.
Marketing and Communications Leadership
Integrated Campaigns: Lead the development and execution of integrated marketing campaigns (POS, PR, digital), collaborating with creative and media agencies.
Digital Strategy: Oversee digital and social media strategy to enhance brand presence and engagement, staying current with digital marketing trends.
Agency Management: Build and maintain relationships with PR, creative, and research agencies to ensure effective and brand‑aligned communication.
Asset Approval and Consistency: Oversee creation and sign‑off of all brand assets, ensuring adherence to brand guidelines and maximising market impact.
Relationship and Stakeholder Management
Licensor & Brand Owner Liaison: Serve as a primary contact for licensors, ensuring alignment on brand direction and initiatives.
Cross-Functional Collaboration: Work closely with Sales, NPD, Finance, and Supply Chain teams to ensure brand strategy aligns with operational goals.
Distributor and Partner Coordination: Lead communications with key distributors and market partners to support local marketing plans and product launches.
Performance Analysis and Reporting
Market and Consumer Insights: Conduct regular analyses of market trends, competitor performance, and consumer preferences to guide brand strategy.
Campaign Analysis: Measure the effectiveness of marketing initiatives, using insights to make strategic adjustments.
Sales Tracking: Monitor brand sales and market share, using data to inform quarterly and annual brand reviews with leadership.
Skills and Qualifications
Experience: 7+ years in brand management within the fragrance, beauty, or luxury industries, with a strong understanding of brand strategy, positioning, and digital marketing.
Educational Background: Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).
Financial Acumen: Experience managing brand P&L, budgets, and financial targets.
Consumer and Market Insight: Deep understanding of luxury consumer behavior and market trends in fragrance and beauty.
Communication & Leadership: Excellent written, verbal, and presentation skills, with the ability to influence cross‑functional teams and senior stakeholders.
Project Management: Strong organizational and project management skills, with a proven track record of leading multiple projects from inception to completion.
Digital Proficiency: Knowledge of digital and social media marketing platforms, with a focus on driving consumer engagement.
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Senior Brand Manager in Manchester employer: The Fragrance Shop
The Fragrance Shop is an exceptional employer that prioritises employee development and a vibrant work culture, making it an ideal place for those passionate about retail and customer service. With a focus on coaching and inspiring team members, employees benefit from growth opportunities and a supportive environment that values collaboration and innovation. Located in the UK, our stores offer a dynamic atmosphere where you can thrive while contributing to a brand dedicated to excellence in fragrance retail.
