Brand Manager

Y2K Vintage has grown quickly over the past three years. We initially opened as a two-month pop-up with no plans to be a permanent brand, but the customer response was exceptional, leading us to go permanent. Since then, we’ve opened a second location and had our founder recognised on the 2025 Forbes 30 Under 30 list. In 2026, we’re not slowing down, with four more openings planned for the first half of the year.

We are looking for a Brand Manager to join us at a senior creative level and lead this transition alongside the founder. This is a newly created role, and you will help shape and refine the brand’s direction, working collaboratively to elevate and clarify our positioning as we scale. Y2K Vintage is built on hand-selected vintage sourced at scale by our dedicated stock team, and our ambition is to become the reference point for curated vintage retail.

This role is an opportunity to help define the brand at a foundational moment rather than simply maintain what already exists. You must have a deep cultural awareness of how Gen Z shops, dresses, and engages with brands today, beyond trends or surface-level social media insight.

Success looks like:

• The Y2K Vintage brand feels clearer, more defined, and intentional both internally and externally.
• Brand decisions move from reactive to strategic, with a consistent direction guiding creative, retail, and customer experience.
• Every customer touchpoint, from store environment to content, campaigns, and events, feels cohesive and unmistakably aligned with the brand.
• Teams understand the brand vision and can execute confidently.

THE ROLE

This is a fully leading position. As Brand Manager, you act as the leader and voice of the Y2K Vintage brand. You own brand direction, brand standards, and brand execution across all customer-facing touchpoints. You will work directly with the founder and operate with a high level of independence.

CORE RESPONSIBILITIES

• Brand Leadership & Direction
  • Act as the day-to-day leader of the Y2K Vintage brand and be the final internal approval point for all brand output.
  • Own brand direction, positioning, and goals across growth and perception.
  • Define what the brand stands for now and how it needs to evolve as we scale.
  • Translate the brand vision into clear, actionable strategies for marketing, content, retail, and digital.
  • Guide teams on tone of voice, messaging, and brand-appropriate execution.
  • Drive bold, culturally relevant brand ideas that support the commercial and creative goals.
  • Stay closely connected to shifts in culture, fashion, and customer behaviour, translating insight into meaningful brand action rather than reactive trend-following.
  • Ensure all brand activity aligns with agreed objectives and long-term vision.
  • Say no to ideas that dilute brand identity.
• Campaigns, Events & Brand Calendar
  • Own the brand calendar across campaigns, events, store moments, and launches.
  • Ideate, plan, and lead campaign concepts end-to-end, ensuring campaigns are intentional, well-timed, and aligned with growth priorities.
• Growth, Customer & Loyalty Strategy
  • Develop and own strategies to attract new customers and retain existing ones.
  • Ensure the brand experience encourages long-term connection, not just transactions.
  • Work closely with the wider team to ensure in-store experience aligns with brand goals.
• PR, Partnerships & Collaborations
  • Own PR strategy and press narrative for Y2K Vintage.
  • Identify and pursue press opportunities that build brand credibility and reach.
  • Lead brand partnerships and collaborations from concept to execution.
  • Decide which partnerships are aligned and say no when they are not.
  • Manage brand collaborations with a long-term view of perception and value.
• Global Brand Building & Expansion
  • Support world-brand building initiatives, including pop-ups, international activations, and collaborations.
  • Work on global expansion strategy alongside the founder.
  • Ensure the brand translates clearly and consistently across new markets.
• Social Media & Content Direction
  • Define the overarching social and content strategy in line with brand vision, positioning, and growth goals.
  • Set the standards for tone, narrative, and creative quality that all social output must meet.
  • Act as the final brand-level sign-off on content direction and campaign concepts prior to execution.
  • Guide campaign thinking and creative approach, ensuring social content is intentional rather than reactive.
  • Ensure social media activity contributes to broader brand and customer objectives, not just short-term engagement.
• Retail & Store Experience
  • Work alongside the founder on new store opening strategy.
  • Work alongside the Senior Store Manager to assess and strategise in-store customer experience.
  • Ensure branding, customer service, and store experience align with brand positioning.
  • Identify gaps between brand promise and customer experience and lead improvements.
• Leadership
  • Act as the internal spokesperson for the Y2K Vintage brand, ensuring teams understand not just what we are doing, but why.
  • Translate brand vision into clear direction that can be understood and executed by cross-functional teams.
  • Provide guidance and feedback to maintain brand consistency while empowering teams to execute confidently.
  • Raise the quality bar by setting expectations for creative and brand standards across all outputs.

WHAT WE’RE LOOKING FOR

• Proven experience owning or leading a brand, not just supporting one.
• Strong understanding of fashion, retail, and Gen Z culture.
• Comfortable making decisions and taking responsibility.
• Able to work independently and lead projects end-to-end.
• Commercially aware, with strong brand instincts.
• Organised, proactive, and confident operating in a fast-moving, start-up environment.

A GOOD FIT LOOKS LIKE

• You think like a brand owner, not a task executor.
• You care deeply about quality, consistency, and perception.
• You’re excited by responsibility and influence.
• You’re comfortable working closely with a founder and taking ownership.
• You want to help build something significantly bigger over time.

If you’re excited by owning a brand, setting direction, and helping scale something meaningful, we’d love to hear from you.