Head of Brand Marketing

The Head of Brand Marketing will play a central role in building Fit Flop as a modern global brand, translating brand strategy into ideas, stories and coordinated action across Product, Partnerships, Community, Activation, Creative, Digital and PR. This is a global brand-building role, with a mandate to move beyond traditional brand servicing. Working closely with the Global Brand Director and Creative Director, the Head of Brand Marketing will help shape how Fit Flop shows up in the world, creating the strategic and creative thinking that keeps the brand fresh, relevant and distinctive across global markets and channels.

Fit Flop is a challenger brand, and we need to make our investment work hard. This role requires someone entrepreneurial and creatively ambitious, able to spot opportunities, connect culture and consumer insight to compelling ideas, and find unexpected ways to engage people without relying on large budgets or a traditional campaign model. Success will come from building an agile, digital-first and content-led brand organisation: globally minded, culturally connected, commercially aware, and capable of moving quickly from insight and idea to execution.

• Own annual and seasonal brand planning, translating global brand strategy into clear priorities, stories and opportunities across markets and channels.
• Build plans around a global consumer mindset, ensuring Fit Flop develops as one connected global brand rather than a UK-led brand adapted for other markets.
• Work with Product, Creative, Community, Digital, Activation and global teams, to turn product and brand priorities into compelling consumer stories that build both brand and commercial demand.

• Be a source of ideas and creative energy within the brand organisation, working closely with the Creative Director and teams to develop distinctive ways to bring the brand to life.
• Use consumer insight, culture and brand strategy to identify unexpected moments, partnerships, collabs, content and experiences that can generate attention and engagement.
• Challenge conventional approaches and help the organisation move from a small number of large campaigns towards a more agile ecosystem of content, storytelling and brand moments.

• Champion a digital-first, content-led approach to brand building, ensuring ideas are designed to travel naturally across social, digital, community, PR, retail and commercial channels.
• Connect longer-term brand building with fast-moving cultural and consumer opportunities, enabling the organisation to respond with global pace and relevance.
• Create strong strategic briefs that give Creative and Activation teams clear direction while leaving space for creative ambition.

• Own the global brand framework, ensuring Fit Flop is recognisable and consistent while allowing markets the freedom to be locally and culturally relevant.
• Build strong relationships with global and regional teams, providing direction, inspiration and the confidence to build the brand appropriately in their markets.
• Bring global thinking into the organisation, ensuring decisions reflect the scale of Fit Flop’s international opportunity rather than a UK-centric perspective.
• Translate the global brand direction into internal brand programmes, communications and moments that build understanding, belief and consistency across teams and markets.

• Keep the organisation connected to shifts in consumer culture, creativity, technology, marketing and the wider brand landscape.
• Translate consumer, cultural, market and competitive insight into ideas and clear implications for the brand.
• Look ahead, identifying emerging opportunities and challenging the organisation to continually evolve how Fit Flop builds relevance and connection.

• Own and lead the strategic direction for key brand partnerships, PR and communications, with a focus on multiple market agency direction, in-house teams, and partners, ensuring plans and programmes create meaningful stories and contribute to the wider brand reach or relevance.
• Lead priority strategic initiatives that can move Fit Flop forward, bringing entrepreneurial thinking, a creative mindset, cultural relevance, and strong cross-functional leadership from idea through to delivery.
• Ensure brand activity works across both sell-in and sell-out, supporting…