Head of Brand

White Stuff was established in 1985 through a simple idea. This idea grew and now we have shops and concessions in the UK and internationally, selling women's and men's clothing as well as beautiful accessories and homeware. Our original prints (all designed in house), intricate details and considered design touches reflect our personality and make us subtly distinctive.

Our people are at the heart of our brand, constantly moving and driving us forward. We're sociable, talented and like minded and we're not hierarchical or political in how we do business. We encourage entrepreneurial ideas and accountability at all levels.

Who you are:

You will be a highly ambitious and innovative brand and marketing leader, with proven experience of driving commercial growth on the back of impeccable brand execution. You will be highly entrepreneurial and enjoy working in fast-paced digitally focused growth businesses. As well as experience of working in a brand-led business, you will also have worked for a brand with a strong focus on customer experience and/or turning customers into fans.

Primary objective of the job:

The Head of Brand will lead the strategic development and execution of White Stuff's unique brand identity to win over new customers and deepen engagement with existing customers, reporting into the Managing Director and with a dotted line into the Group Chief Brand Officer.

This role will take responsibility for all aspects of brand marketing (advertising, PR, content, retail, and online marketing) and creative and production, focusing on growing brand reach, enhancing customer engagement through storytelling, championing creative excellence, overseeing the White Stuff Studio, and fostering a collaborative team environment.

The successful candidate will drive White Stuff's reputation as a modern, sustainable lifestyle brand, ensuring year-round storytelling around sustainability, charity, unique designs, independent spirits, and customer-as-models, while supporting multi-channel growth for the business.

Key Objectives

• Grow Brand Reach: Continue to increase brand reach and frequency with stand-out seasonal campaigns, highly engaging original content and impactful media planning across advertising, PR, and digital channels.
• Enhance Customer Engagement and Storytelling: Build on White Stuff's high levels of customer engagement, achieving increases in engagement metrics (e.g., customer loyalty via retention and increased spend, social media interactions, event participation, influencer coverage) through innovative content, collaborations, events, and activations, while ensuring year-round storytelling around sustainability, charity, unique designs, championing independent spirits, and casting customers as models.
• Champion Creative Excellence: Ensure White Stuff's brand identity is consistently upheld across all touchpoints (retail, online, wholesale, marketing), acting as the brand's creative champion within the business, while creating innovative campaigns that enhance cultural relevance and shift brand sentiment and consideration.
• Oversee White Stuff Studio: Oversee the White Stuff Studio to ensure daily e-commerce imagery output is consistently on-brand and continuously elevating, achieving 100% adherence to production budgets and timelines as well as brand elevating video content.
• Lead the Team: Foster a collaborative environment across Marketing, Creative, and Studio teams, working at pace and to very high standards, while mentoring team members to develop work that builds brand reach, fame, and customer engagement.

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Brand Marketing (Advertising, PR, Content, Retail, and Online Marketing)

• Oversee all aspects of brand marketing, including advertising, PR, content creation, and retail and online marketing, to drive reach, engagement, and brand consistency.
• Develop stand-out seasonal campaigns that capture White Stuff's personality, leveraging channels like paid social, video and out-of-home advertising to enhance reach.
• Create impactful media plans, optimising budget allocation across paid, earned, and owned media to maximise campaign and storytelling effectiveness.
• Lead PR strategies to secure coverage in top-tier fashion, lifestyle, and sustainability media, amplifying campaign, activation, and storytelling impact (e.g., sustainability, charity, customer-as-models).
• Produce innovative content (video, social media, editorial) for campaigns, collaborations, and events that drives engagement and integrates year-round storytelling around sustainability, charity, unique designs, independent spirits, and customer-as-models.
• Enhance retail marketing with in-store activations, events, and visual merchandising tied to campaigns and storytelling themes, ensuring brand identity consistency.
• Oversee online marketing, including email, digital content, influencers and social media, to ensure campaigns, storytelling, and e-commerce imagery boost digital reach and engagement.
• Oversee launch and development of White Stuff's loyalty program to build brand love, drive sign ups and increase frequency and value of customers.

Creative Leadership

• Lead the creative direction of all brand assets, including tone of voice, visual identity, all campaign/event materials and BAU marketing and e-commerce imagery, ensuring consistency and relevance.
• Oversee production processes for all creative outputs, including studio photography, ensuring high-quality assets are delivered on time and within budget.
• Manage in-house creative teams and external agencies to produce innovative campaigns that integrate storytelling themes and build fame.
• Collaborate with product teams to ensure all new collections are marketed to their fullest, including sustainability innovations and other key product news

Team Leadership

• Foster a collaborative, high-performance environment across Marketing, Creative, and Studio teams, ensuring work is delivered at pace and to very high standards.
• Mentor team members to develop skills in campaign creation, content development, storytelling, and studio output, driving work that enhances brand reach, fame, and customer engagement.
• Implement development programs, such as workshops or one-on-one coaching, to support team growth and align with brand and storytelling objectives.
• Monitor team performance, using feedback and metrics to drive continuous improvement and maintain a positive, inclusive culture.

Collaboration & Stakeholder Management

• Work closely with the Managing Director of White Stuff to ensure all brand and marketing strategies align to the business and customer strategy.
• Partner with TFG London's Chief Brand Officer to ensure White Stuff continues to drive its distinctiveness and reach, sharing White Stuff's best practices for campaigns, storytelling, and creative outputs where relevant.
• Collaborate with trading, merchandising, product and digital teams to ensure seamless execution of campaigns, content, storytelling, and studio imagery, upholding brand identity.
• Represent White Stuff at industry events, activations, and collaborations to promote the brand's vision, storytelling, and enhance reach, fame, and engagement.

Sustainability & Innovation

• Champion White Stuff's sustainability and charity commitments, ensuring 95%+ of collections use certified materials and integrating sustainability stories into campaigns, activations, and e-commerce imagery.
• Drive innovation in content, collaborations, campaigns, storytelling, and studio outputs, exploring new technologies to boost efficiencies, engagement and relevance.

Experience

• 10+ years in senior brand management or marketing roles within fashion, lifestyle, or retail.
• Proven track record of growing brand reach through seasonal campaigns and media planning.
• Demonstrated success in building customer engagement through innovative content, collaborations, events, activations, and storytelling (e.g., sustainability, charity, customer-as-models).
• Extensive experience ensuring brand identity consistency across touchpoints and championing creative excellence.
• Proven leadership in fostering collaborative, high-performance teams in Marketing, Creative, and Studio environments.
• Expertise in overseeing advertising, PR, content, retail, and online marketing, plus creative and production.
• Success in managing in-house creative teams and external agency partnerships.
• Exposure to sustainability initiatives and storytelling in fashion or retail.
• Experience reporting to C-suite stakeholders, with ability to manage dual reporting lines.

Skills & Competencies

• Strategic Thinking: Ability to develop strategies that maximise reach, engagement, creative consistency, studio output quality, storytelling, and team performance.
• Creative Vision: Strong aesthetic sensibility to create compelling campaigns and assets across all touchpoints while upholding brand identity.
• Commercial Acumen: Data-driven decision-making to optimise media planning and acitvations
• Collaboration: Exceptional interpersonal skills to align White Stuff and TFG London teams and foster a collaborative team environment.
• Innovation: Forward-thinking approach to leverage trends and technologies for engagement, fame, and relevance.
• Communication: Confident presenter, capable of articulating campaign, creative, storytelling, studio, and team vision click apply for full job details