Head of Brand Strategy​/Homeware or Kitchenware

The Opportunity

We are seeking a dynamic and strategic professional to lead the development and growth of our own Intellectual Properties (IPs). We have made the deliberate decision to focus on building strong brands rather than merely developing product ranges, with the specific goal of creating brands robust enough to successfully compete with existing market leaders.

This pivotal, hands‑on role is dedicated to elevating our brands, shaping them into powerful assets that fuel retail loyalty campaigns and become standout successes in their own right. This is a highly visible, marketing‑centric role, focused on establishing and rapidly growing brand presence and market share globally.

We build retail loyalty campaigns and exclusive product ranges with leading brands and major retailers. Our competitive edge lies in speed to market, industrial know‑how, and smart use of data & AI to create ranges that delight shoppers and drive loyalty.

Our own brands portfolio spans multiple categories in kitchen, household, and toys (Nutrifresh, Casamasa, Goodness Gang, Unbeelievables, etc.).

• Reports to: Chief Solutions Officer

• Team: This is an individual contributor role in the early stage, requiring a hands‑on, end‑to‑end project leadership approach. People you will be working closely with - Global Rewards Director, Global Sourcing Director, CMO, Brands Director, and Licensing Director.

• Who would be interacting with this person in/outside the team?

  • External:
    Suppliers;
    Clients;
    Brands (for possible partnerships);
    Charities

  • Internal:
    Sales;
    Marketing;
    Brands;
    Design;
    Category Management;
    Sourcing;
    Quality;
    Finance

As the Head of Own Brand IP, you will balance strategic vision with hands‑on execution across the entire IP lifecycle.

• Strategic Direction:
  Develop and execute comprehensive brand strategies for new and existing IP, translating market insights and trends into actionable plans.

• Global Brand Establishment & Positioning:
  Take ownership of brand success and establish clear market positioning for our brands (e.g., Nutrifresh) in new territories. This includes defining the Go‑to‑Market strategy and foundational execution like website building and digital presence.

• Cross‑Functional Leadership:
  You will be the core owner of the brand, requiring strong collaboration and alignment with internal teams across Sourcing, Design, Development, Marketing, and Sales, uniting global teams around a shared vision to drive impactful results and successful commercialization.

• Senior Reporting:
  Present key milestones, strategies, and performance analyses to senior leadership.

• Operational Excellence:
  Establish workflows, governance models, and best practices for efficient IP development and cross‑team alignment.

• IP Creation:
  Collaborate with creative teams to develop new IP concepts, including characters, stories, and product lines, from concept through launch and beyond.

• Creative Direction:
  Define the creative vision, guardrails, style guides, and brand bibles to ensure cohesive storytelling and a consistent visual identity across all platforms and touchpoints.

• Brand Guardianship:
  Act as the internal brand champion, ensuring alignment and high‑quality creative output across internal teams and external agencies.

• Innovation:
  Identify opportunities to extend IP into new categories, formats, or innovative brand expressions (e.g., digital content, interactive experiences). You must have a passion for building something out from the ground up.

• Marketing & Promotion:
  Develop and implement integrated marketing plans, including advertising, social media, and brand activations, to promote IP and drive awareness and sustained growth.

• Licensing & Partnerships:
  Evaluate potential licensing opportunities, develop guidelines for co‑branded initiatives, and oversee partner compliance.

• Consumer Insights:
  Lead research and trend forecasting (cultural, retail, behavioural) to inform brand strategy, creative direction, and champion a test‑and‑learn mindset through consumer testing and feedback loops.

• Performance Analysis:
  Monitor and…