Marketing and Communications Director in Leeds

About the team: The Marketing & Communications team at Vintage Cash Cow & Arcavindi is responsible for building brand awareness, trust, and long-term brand equity across all markets. We lead brand strategy, ATL and BTL marketing, creative, social, and PR activity, delivering integrated communications that support commercial growth and strengthen Vintage Cash Cow’s & Arcavindi’s market-leading position. We collaborate with external agencies, production partners, media owners, PR and research partners, as well as internal teams including Product, Data, Operations, Customer Support (CS/CEC), and Finance to ensure all activity supports business priorities and revenue goals.

About the role: Reporting to the CMO, the MarCom Director is responsible for translating business goals into clear marketing plans and delivering revenue growth through brand-led marketing. This role owns the end-to-end Marketing & Communications strategy across the UK and Europe, with accountability for scaling marketing’s contribution to revenue. Key priorities include doubling UK performance and accelerating European growth over the next 12–24 months. ATL is a core growth channel. You will lead the strategy, testing and scaling of ATL activity (TV, radio, print), ensuring campaigns deliver measurable demand and commercial outcomes. You will also lead the expansion of marketing across European markets, including Germany and France, building the structure, localisation approach and execution model required to scale effectively. Internally, you will improve the internal creative capability to reduce reliance on external agencies and increase production. You will lead a multi-disciplinary team across Brand, Creative, Campaigns and Social, ensuring clear direction, accountability and delivery standards. This is a hands-on leadership role requiring both strategic thinking and operational execution.

Key Responsibilities

• Understand current marketing performance across ATL, BTL and Social, including contribution to revenue.
• Review existing campaigns, creative output and agency setup.
• Assess team capability, structure and ways of working.
• Build relationships with key stakeholders across Growth, Product, Data, Operations and CS/CEC.
• Take ownership of the MarCom marketing plan, budget and priorities.
• Deliver your first integrated ATL + BTL + Social campaign with clear, measurable outcomes.

Establishing Your Impact…

• Own the Marketing & Communications strategy across all markets.
• Translate business targets into clear quarterly and monthly marketing roadmap with clear priorities and accountability.
• Lead ATL and BTL strategy in the UK, ensuring campaigns are tested, optimised and scaled based on performance.
• Define and execute the roadmap for ATL expansion across European markets.
• Drive European growth by establishing effective localisation, messaging and campaign execution across markets and channels.
• Own brand localisation, ensuring tone of voice and copy are adapted for local audiences while maintaining consistency.
• Manage senior stakeholder relationships across departments and ensure marketing is aligned with business priorities.
• Lead major cross-business initiatives requiring senior coordination and delivery ownership.
• Own audience segmentation, targeting and insight development across markets.

Driving Excellence…

• Improve the quality and effectiveness of marketing output across all channels.
• Strengthen the internal creative function, reducing reliance on external agencies.
• Implement clear planning, briefing and execution processes.
• Ensure the team operates with clear roles, ownership and accountability.
• Embed performance tracking across all marketing activity, including ATL.
• Use data and insight to inform decisions and improve outcomes.
• Continuously optimise campaigns through testing of creative, messaging and media.
• Introduce structured testing of new channels and opportunities, with a focus on scalable, commercially viable results.
• Identify and implement automation opportunities, particularly across social and content workflows.
• Own budgeting, forecasting and spend tracking, ensuring clear prioritisation and return on investment.

Brand and Comms operations

• Own the marketing planning architecture, including campaign calendars, channel frameworks and briefing models.
• Implement ways of working that improve cross-team collaboration and reduce operational friction.
• Partner with Growth and Data teams to align on measurement, attribution and demand generation.
• Manage agency relationships to ensure high standards of delivery, strategic contribution and accountability.
• Build scalable systems and processes to support expansion into additional European markets.

Skills, Knowledge and Expertise

• Drive measurable revenue growth through ATL & BTL marketing across the UK and Europe.
• Scale ATL as a core growth channel, delivering consistent demand generation.
• Successfully launch and scale ATL activity in new European markets.
• Rebuild internal creative capabilities and reduce reliance on external agencies.
• Ensure consistent, high-quality brand output across all channels and markets.
• Establish clear alignment between marketing activity and business goals.
• Ensure marketing investment drives measurable commercial impact, including lead generation and customer acquisition.
• Create clear alignment between business goals and marketing priorities, improving visibility across the organisation.
• Strengthen team effectiveness through improved structure, planning and leadership support.
• Elevate creative quality and brand distinctiveness across all outputs.
• Develop PR and communications capabilities as part of a fully integrated MarCom function.

Key Responsibilities:

• Lead brand, reputational and commercial growth.
• Translate business goals into clear marketing priorities and execution plans.
• Own budget allocation, forecasting and investment decisions.
• Advocate for channel investment based on performance, insight and growth opportunities.
• Lead ATL strategy and execution across the UK and European markets.
• Oversee brand positioning, messaging and localisation across markets.
• Lead and develop the MarCom team, setting clear expectations and support team development, including performance management and career progression.
• Remove unnecessary complexity and ensure the team is focused on high-impact work.
• Lead major projects and ensure delivery against business objectives.

Essential Skills & Experience:

• 7+ experience in a senior Marketing, Brand or MarCom leadership role (Director or equivalent) in an international environment.
• Strong track record of driving revenue growth through brand-led marketing.
• Deep experience in ATL, including TV and large-scale campaigns.
• Experience launching and scaling marketing activity across European markets (e.g. Germany, France).
• Commercially driven, with a clear understanding of how marketing impacts revenue.
• Experience managing significant budgets and making investment decisions.
• Strong leadership skills with experience improving team performance.
• Ability to operate at both strategic and operational levels.