Head of Marketing

Reporting to: Founder and Creative Director

Contract: Full time, permanent

Location: Battersea, London

Salary: £60,000 to £65,000 per annum, depending on experience

Team: Direct management of the Social Media Executive; close partnership with the Head of Ecommerce

About Wild at Heart

Founded by Nikki Tibbles, Wild at Heart is a British luxury floral and creative business with over three decades of heritage. Our work spans exceptional weddings and events, private clients, corporate gifting, hospitality, retail, ecommerce, landscaping and seasonal installations, alongside international projects. Expressive floristry, creative ambition and considered detail sit at the heart of everything we do.

Reporting to: Founder and Creative Director

Contract: Full time, permanent

Location: Battersea, London

Salary: £60,000 to £65,000 per annum, depending on experience

Team: Direct management of the Social Media Executive; close partnership with the Head of Ecommerce

Role purpose

The Head of Marketing will lead Wild at Heart’s marketing strategy and delivery, turning our creative reputation into measurable commercial growth. Working closely with Nikki and the senior team, you will increase awareness, attract qualified enquiries, strengthen customer retention and support revenue growth across our events, ecommerce and wider services.

This is a senior, hands on leadership role combining strategic direction with practical delivery. You will own the marketing plan, campaign calendar, budget and external relationships, working closely with Nikki to build our reputation, strengthen our presence in the luxury market and create opportunities for new business. The Head of Ecommerce and digital specialists retain responsibility for technical ecommerce and digital performance.

Marketing strategy and planning

• Develop and deliver a clear annual marketing strategy and budget, with a longer term direction, measurable objectives and priorities for each business area.
• Build marketing plans for weddings and events, private clients, corporate and hospitality, landscaping, gifting and seasonal installations, with a clear emphasis on high value creative projects.
• Define target audiences, campaign messaging, channels and customer journeys, ensuring coherent positioning across Wild at Heart and Nikki Tibbles Wild at Heart creative events.
• Maintain a consistent luxury brand identity, tone of voice and creative standards across marketing activity and client touchpoints.
• Use client insight, commercial feedback and market awareness to assess opportunities and refine the marketing approach.

B2B marketing and lead generation

• Plan targeted campaigns to generate qualified enquiries from luxury hotels, private members’ clubs, interior designers, architects, developers, retailers, fashion brands, wedding planners, concierge businesses and restaurants.
• Work with department heads to identify priority audiences and prospects, coordinating outreach materials, sector campaigns, introductions and relevant industry events.
• Produce compelling credentials, case studies, proposals support materials and presentations that help commercial teams win new work.
• Work with commercial teams to ensure marketing generated enquiries are recorded, followed up and supported with relevant materials.
• Work with the relevant teams to improve conversion, encourage repeat business and support cross selling across our services.

PR, partnerships and founder profile

• Plan and deliver marketing partnerships with complementary luxury brands, venues and creative businesses, assessing reach, relevance and commercial value.
• Manage promotional plans for collaborations, events and Turquoise Island activations, with clear marketing objectives and budgets.
• Coordinate a focused PR and media programme across luxury, lifestyle, interiors, weddings, design and trade publications, including any appointed agency.
• Develop marketing opportunities that strengthen Nikki’s founder profile through editorial features, interviews, speaking engagements and thoughtful storytelling.
• Measure the contribution of PR and partnerships to visibility, enquiries and relationships.

Campaigns, content and social media

• Own the integrated marketing calendar covering ecommerce launches, gifting occasions, Christmas, weddings, events, collaborations and major projects.
• Lead campaign concepts, creative briefs and launch plans, working closely with Nikki to ensure the work reflects the brand’s distinctive style.
• Ensure installations and major projects are captured and repurposed into photography, film, case studies, PR stories, web content, social posts and sales materials.
• Manage content production, photographers, filmmakers and freelancers, including budgets, timelines, client permissions and approvals.
• Lead the Social Media Executive, setting channel objectives, content priorities, publishing standards and performance measures.

Ecommerce and digital collaboration

• Work closely with the Head of Ecommerce to ensure brand messaging, creative assets and key seasonal campaigns feel consistent across the business.
• Provide brand direction and content input for email communications, website storytelling and customer campaigns, with channel execution led by the appropriate teams.
• Ensure the website and marketing materials communicate the breadth of our weddings, events and creative services, with clear ways for prospective clients to enquire.
• Collaborate with the Head of Ecommerce and appointed specialists on relevant online activity. Technical digital marketing, SEO, paid media, ecommerce trading and CRM management are not direct responsibilities of this role.

International marketing

• Develop marketing plans to build awareness and enquiries in priority international markets, particularly New York and the US.
• Adapt campaign messages, credentials, PR and partnerships to relevant international audiences.
• Ensure international marketing activity is commercially realistic and aligned with operational capacity.

Team leadership, budget and performance

• Take ownership of marketing delivery and provide the leadership team with clear plans, commercial recommendations and performance updates.
• Manage and develop the Social Media Executive, establishing close working relationships with the Head of Ecommerce and department heads.
• Brief and manage agencies, freelancers and marketing suppliers against agreed deliverables, quality standards and budgets.
• Own the marketing budget, manage campaign expenditure and prioritise activity based on expected commercial impact.
• Report on qualified enquiries, relevant business opportunities, campaign impact, PR coverage, partnerships and brand visibility, alongside commercial teams.
• Review results regularly, test new approaches and refine campaigns and investment to improve effectiveness.

Skills and experience

• Proven experience in a Head of Marketing or senior marketing management role, with ownership of strategy, campaigns, budgets and results.
• A strong track record within luxury, premium lifestyle, hospitality, interiors, design, fashion or a related creative business.
• Demonstrable success building desirable brands and developing campaigns, PR and partnerships that generate commercial opportunities.
• Experience in luxury brand marketing and B2B relationship development, with the confidence to connect with venues, planners, brands and high value clients.
• Strong experience in creative campaign development, brand storytelling, PR, events, partnerships and content direction.
• Excellent writing, presentation and communication skills, with strong visual judgement and attention to detail.
• Experience managing budgets, people and external specialists, and influencing senior stakeholders.
• An appreciation of ecommerce and digital channels, with the ability to collaborate effectively with the colleagues and specialists who lead them; specialist digital marketing experience is not required.
• A practical, commercially minded approach and the ability to prioritise and deliver within a small team.
• International marketing experience, particularly involving the US, would be an advantage.

Priorities for the first 90 days

• Review current brand positioning, campaigns, PR, partnerships, marketing materials and opportunities for new business.
• Agree priority audiences, commercial objectives and measures of success with Nikki and the leadership team.
• Present a prioritised 12 month marketing calendar, activity plan and budget with clear responsibilities and campaign milestones.
• Begin targeted outreach and partnership initiatives, establish a consistent approach to case studies and project content, and identify early opportunities to raise the brand’s profile.

What success looks like

A distinctive and visible luxury brand; a stronger pipeline of qualified enquiries for weddings, events and creative services; productive partnerships and press opportunities; compelling campaigns; and marketing activity that contributes to sustainable commercial growth.

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