Senior Brand Manager

We’re looking for a creative, commercially minded Senior Brand Manager to help shape the future of Crocus and Primrose. This is an opportunity to make a real impact across two established brands, each with its own distinct personality, audience and ambitions. From inspiring campaigns and meaningful partnerships to shaping how our brands look, feel and connect with customers, you’ll play a pivotal role in bringing our brand strategies to life, growing awareness and building lasting customer loyalty.

Crocus is one of the UK’s leading online gardening brands, helping people create beautiful gardens with exceptional plants, trusted horticultural expertise and plenty of inspiration. For more than 25 years, we’ve brought together quality, knowledge and a genuine love of gardening to make beautiful possible. Crocus has experienced record sales growth in 2026, finishing the year 23% up year on year.

Primrose helps customers make more of their outdoor spaces, with a broad range of garden and outdoor living products. With exciting opportunities to strengthen its identity, Primrose offers the chance to build a more consistent, recognisable and engaging brand across every customer touchpoint. Crocus and Primrose have just announced a merger to create one of the UK’s largest online horticultural businesses, bringing together two complementary brands to offer an unrivalled range of plants and gardening products to British gardeners.

Reporting to the Head of Brand & Marketing, you’ll be the day-to-day brand guardian of Crocus and Primrose, ensuring each brand shows up clearly, consistently and compellingly wherever customers encounter it. This is a varied, hands-on role combining creative judgement with commercial focus: you’ll turn brand strategy into impactful activity, champion the customer perspective and work closely with teams and partners to deliver excellent brand experiences.

• Act as brand guardian for Crocus and Primrose, protecting their distinct positioning, personality, visual identity and tone of voice across all channels and campaigns.
• Lead implementation of the Primrose brand strategy and architecture across owned and marketplace channels, translating its values and personality into a coherent look, feel and customer experience.
• Build and manage the brand activity plans for both businesses, aligning brand-building opportunities with wider marketing and trading priorities.
• Review and approve communications and content across channels, maintaining quality, consistency and a strong customer focus.

• Bring the voice of each brand into campaign development, shaping briefs, creative concepts, messaging and execution.
• Select and champion hero imagery and assets that best tell each brand’s story and connect with its audience.
• Produce campaign copy to articulate the brand story and narrative.
• Own the planning, briefing and delivery of Crocus print media, collaborating with internal teams and external partners to achieve a high-quality finish.
• Brand awareness, insight and measurement
• Establish and manage brand and competitor tracking, using relevant measures such as awareness, share of voice and customer perception.
• Use market insight to identify opportunities, monitor progress and inform decisions.
• Measure and report on brand activity and campaign performance, turning results into clear recommendations for improvement.

• Develop and deliver the Friends of Crocus partnership and influencer strategy, identifying collaborations that extend reach, build credibility and introduce the brand to new audiences.
• Build and maintain strong relationships with…