Global Brand Director - Sweaty Betty

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We burst onto the scene as the OGs of female-first activewear back in 1998. And since then, we’ve been on a global mission to empower women through fitness and beyond. By uniting a global community of women – our sisterhood – together we encourage one another to embrace our bodies and everything we can do with them.

Our sisterhood treats every day like it’s made for moving, and we’re always pushing to do better too. Like using responsibly sourced materials, launching our first-ever FemTech collection – designed to keep you moving through menstruation, maternity and menopause – and supporting girls from all backgrounds to get into sport through our Sweaty Betty Foundation.

This is an exciting opportunity to join us as Global Brand Director as we continue our mission to empower women through fitness and beyond. You in?

We are seeking an innovative, visionary and strategic leader to guide our Global brand identity, initiatives and presence as we transition from UK retailer to Global Activewear brand, in key markets around the world. You will be responsible for shaping and executing our brand strategy across priority markets and channels, ensuring our Unarguably Sweaty Betty narrative resonates with our target audience. You will be the guardian of the brand, collaborating across teams to elevate the company’s reputation, market share, and build a loyal sisterhood.

This role will drive the development, execution, and evolution of brand strategies across all markets, with a focus on delivering cohesive, engaging, and impactful brand experiences that resonate with our diverse customer base. The Global Brand Director will work closely with cross-functional teams, including Marketing, Product Development, Sales, and Regional Brand Leaders, to drive brand consistency and growth on a global scale.

Key Responsibilities:

Brand Strategy Development & Execution:

• In partnership with the CMO and your functional leads, define and drive the overall brand strategy, ensuring it aligns with the company\’s vision, mission, and business objectives.
• Develop brand positioning, messaging, and value propositions that differentiate the brand in global markets.
• Lead the development of a compelling and unique brand narrative, positioning, and messaging that resonates across diverse customer segments.
• Conduct market research, competitor analysis, and consumer insights to continuously refine brand strategy.
• Identify emerging trends to determine future growth opportunities.
• Be up to date with the competitive landscape having a thorough understanding of the sports category and what we need to do to stay relevant.
• Be comfortable to operate in both the day to day delivery of the strategy and the long term brand planning and strategy.

Brand Identity & Consistency:

• Oversee the creation and maintenance of a consistent, cohesive brand identity across all touchpoints (visual design, tone of voice, messaging, etc.).
• Ensure brand guidelines are followed across all internal and external communications and platforms.
• Champion the brand both internally and externally, ensuring all employees embody the brand values.
• Influence the creative and studio team to deliver content that is on brand and in line with the brand strategy.

Marketing & Communications Leadership:

• Lead the brand marketing team to develop integrated campaigns across digital, traditional, and experiential channels.
• Orchestrate the brand strategy and seasonal plans across channels, influencing channels and functions to implement and deliver.
• Partner with marketing, product, and creative teams to ensure brand alignment in all initiatives and content.
• Measure and analyze the effectiveness of brand campaigns, adjusting strategy as needed for optimal impact.

Customer Experience & Engagement:

• Work closely with the customer experience, product, and service teams to ensure the brand experience is seamless from online to offline touchpoints.
• Foster brand loyalty by creating meaningful connections with customers, leveraging insights to drive engagement and advocacy.
• Lead omnichannel planning across the business to ensure consistent storytelling and brand presence to the consumer.

Leadership & Team Development:

• Lead, mentor, and develop a high-performing brand team, providing guidance, support, and opportunities for growth.
• Collaborate with cross-functional teams, ensuring alignment on brand priorities and initiatives.
• Raise the profile of marketing as a key strategic function, educating and providing thought leadership to the function and business.
• Be an active member of Sweaty Betty’s SLT building and nurturing cross department relationships.

Brand Growth & Innovation:

• Drive innovative approaches to brand development, staying ahead of trends and continuously evolving the brand to maintain relevance in a fast-paced market.
• Explore new opportunities for brand growth through partnerships, collaborations, and new channels.

Performance Measurement & Reporting:

• Define and track key performance indicators (KPIs) to assess the success of global brand initiatives.
• Analyze market performance and consumer feedback to optimize brand strategies and campaigns.
• Present brand performance reports to senior leadership, providing actionable insights and recommendations for improvement.

Global Market Expansion:

• Support the development of localized brand strategies in key international markets, ensuring cultural relevance while maintaining global brand integrity.
• Identify new market opportunities and work with regional teams to expand brand reach and presence.

Our DEI Commitment

We are working to create a culture and team that represents our mission of empowerment. We want to celebrate our diversity, embody inclusion and create an equitable business. This means doing more and working harder to make the long-lasting changes necessary. We care about our people, our community and world.

We want to stand up for what we believe in and give our people a platform to use their voice. To actively listen and learn from what they have to say. This involves focusing on learning, development, and progression across the business. Being clear on the responsibilities we hold each other and to our community. It also means being committed to equal employment opportunities. Ensuring we consider ALL applicants for jobs and working harder to make our job advertising more inclusive.

Our DEI mission is \”to embed diversity, equity and inclusion at the heart of our business. To create a culture of belonging that empowers everyone to be their best authentic self. We commit to celebrating different perspectives and to continuously learning, developing and challenging ourselves and our partners.\”

We know we\’re on a journey. And far from perfect. But we want to be a part of the solution to the problem. It might not be comfortable or straightforward. But if we weren\’t up for doing the hard work and breaking the mould, we wouldn\’t be Sweaty Betty. We are committed to working across our business and with our DEI committee & DEI Collective to be champions, allies and inclusive, always. Because when we say all, we mean it.

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