Brand Lead - Sport

Company Description At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.Why join us?

Our vision – we are building the planet's most admired and compelling brand ecosystem

Our purpose – we are elevating the lives of the many with access to the world’s best brands and experiences

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:

Own it and back yourself
- Own the basics, own your role and own the result

Think without limits – Think, think fast, think fearlessly

Be relevant
- Relevant to our people, our partners and the planet

Are you ready to join the Fearless?

Job Description

The Role:

Reporting into the Head of Content Marketing, the Brand Lead – Sport is responsible for shaping, developing and executing Sports Direct’s brand strategy. Driving brand buzz on a big scale, they’ll bring a fresh way of thinking to retail, creating moments that cut through the noise and position Sports Direct at the forefront of consumer’s minds.

This role requires a strategic thinker with a strong understanding of sports retail, consumer behaviour and multi-channel marketing across key sports categories, including football, running and training, alongside experience defining and delivering brand positioning in a competitive market.

They’ll champion a deep understanding of the role of brand throughout the broader marketing funnel, linking awareness and cultural relevance through to measurable commercial results, ensuring brand activity connects top-of-funnel brand awareness with mid and lower-funnel performance.

Key Responsibilities:

Develop and implement a clear brand strategy aligned with business objectives, brand metrics, and commercial performance goals.

Own the role of brand within the marketing funnel, ensuring brand activity drives growth and a measurable impact on awareness, consideration and conversion.

Work closely with creative and content teams to define brand guidelines, ensuring consistency across all channels and content touchpoints.

Monitor brand performance and perception, making data-informed decisions to drive brand metrics and future campaigns.

Lead the planning and execution of brand campaigns that deliver against key calendar moments while contributing to broader marketing and commercial objectives.

Collaborate with internal teams and external agencies to deliver high-impact brand campaigns, including activations, shoots and stunts.

Drive strategic partnerships that align with the Sports Direct brand and generate talkability within the industry.

Guide creative briefs and development across brand campaigns, ensuring alignment with brand identity, customer profiles and tone of voice.

Report on campaign effectiveness across both brand and performance KPIs.Continuously optimise brand strategy based on performance insights and evolving business needs.

Qualifications Proven experience in brand management, ideally within sports.

Strong understanding of omnichannel marketing and digital platforms.

Excellent stakeholder management skills.

Analytical mind with the ability to interpret data and insights.

Creative thinker with a strong eye for brand and design.

Experience managing agencies and internal teams to deliver integrated brand campaigns.

Additional Information Along with your benefits package we also offer a wide range of perks for our colleagues:

Frasers Champion
- Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where…