Brand Lead - Accessories

The opportunity  Brompton is moving to a category-led operating model in which the Category Director, Product Lead and Brand Lead operate as one category leadership team with end-to-end oversight of the Accessories portfolio. The category includes hard goods, soft goods, local ranges and partner-delivered products. It is characterised by faster product cycles, a higher number of SKUs and a strong focus on retail performance, attachment to bike purchase and repeat purchase.  

The Brand Lead – Accessories is the category’s senior marketing and brand owner. The role connects a clear global strategy with sharp local execution, mobilising Marketing and other Centres of Excellence to create demand, improve conversion and strengthen the total Brompton ownership experience.  Core mandate  
• Set and steward the Accessories brand, positioning and demand strategy, fully aligned with the Brompton masterbrand and the Bikes category.  
• Translate category strategy, product roadmap, commercial priorities and consumer insight into an integrated global marketing plan.  
• Lead the marketing of the full product lifecycle: launch, growth, core trading, refresh, bundling, promotion and exit.  
• Create demand and traffic, and support conversion, sell-through, attachment and repeat purchase across channels and markets.  
• Act as the integrator between the Accessories Category Team, regional marketing teams and Global Marketing Centre of Excellence.# Key responsibilities## 1. Category brand strategy and positioning
· Define the strategic role of Accessories within the Brompton brand and ownership experience, including clear positioning for the category, product families and priority lines.
· Establish target audiences, jobs-to-be-done, occasions, use cases, value propositions and message hierarchy for the range.
· Lead naming, narrative and product story development, ensuring a coherent architecture and clear differentiation across a broad portfolio.
· Protect premium brand standards while enabling appropriate cultural and market nuance within agreed global guardrails.
· Partner with the Bikes Brand Lead to create a joined-up customer story and integrated bike-plus-accessory propositions.## 2. Consumer, market and performance insight
· Define the consumer insight agenda for Accessories and turn research, behavioural data, customer feedback and regional learning into actionable decisions.
· Build a clear view of purchase barriers, attachment drivers, repeat-purchase triggers and category entry points.
· Use campaign, CRM, e-commerce, retail and sell-through data to diagnose performance and continuously improve activity.
· Bring consumer and cultural understanding into range, proposition, pricing and lifecycle decisions as the Brand voice within the Category Team.
· Maintain awareness of relevant category, lifestyle, retail and competitor activity, converting observations into practical opportunities.## 3. Integrated marketing and communications planning
· Own the global Accessories marketing and communications plan, aligned to category commercial goals, the product roadmap and stock position.
· Set objectives, audiences, channel roles, investment priorities, phasing and measures across launch and always-on activity.
· Build an integrated activation plan spanning brand, digital, CRM, e-commerce, retail, point of sale, PR, partnerships, community, events and dealer channels as relevant.
· Prioritise resources across core products, newness, seasonal moments, underperforming lines and end-of-life stock without diluting the brand.
· Maintain a single, visible calendar of global activity, key dependencies, deliverables and market readiness.## 4. Go-to-market, campaigns and launches
· Own high-quality global campaign and product…