Brand & Marketing Director EMEA

Overview

Job title:

Brand & Marketing Director EMEA

Department:
Marketing

Location:

Office-based 3 days per week or home-based within 2 hours of the office (expectation is to be present in the office on a minimum 2 days per week if home-based)

Reports to:

SVP International

Direct Reports: 2

As the Brand & Marketing Director EMEA, you will be the guardian of the brand identity and the strategic architect of our growth across the European market. You will lead the team to deliver cohesive, high-impact marketing strategies while maintaining a global brand vision. This is a hands-on leadership role that balances creative storytelling with commercial rigor. This role is also responsible for direct-to-consumer events and is part of the EMEA senior leadership team, working closely with the Brand and Marketing team in the US.

This individual will drive brand strategy, creative development, and activation efforts while leading all aspects of marketing communication. This role is ideal for a strategic thinker and strong collaborator—skilled at developing effective marketing plans and presentations, driving high-quality execution, and aligning stakeholders across all levels of the organisation, including the senior team. Exceptional planning, communication, and organisational skills are essential in this fast-paced, high-impact role.

• Orchestrating a seamless strategic alignment between our sales, marketing and product teams.
• Refine and execute a sophisticated omnichannel strategy, maintaining a balance between D2C and B2B channels
• Drive growth across our product categories, ensuring each category resonates with our target consumer while upholding the core brand values.
• Leading the strategic marketing roadmap to grow brand awareness, engagement, and conversion across all our channels – equestrian, lifestyle, work, western and denim.
• Developing the annual marketing strategy, define brand vision, and create campaign calendars to achieve business objectives and brand positioning
• Managing, mentoring, and guiding the marketing and events teams to foster a high-performance culture.
• Setting, managing, and allocating the marketing budget effectively for maximum return.
• Responsible for our D2C events, managing the events team to drive brand awareness and commercially successful events.
• developing the D2C Events and Community strategy for the Ariat Europe business with a strong focus on the Work, Western and Denim product categories
• Conducting market & competitor analysis research to identify trends, customer needs, and competitive landscapes to inform strategy.
• Monitoring KPIs, analyse campaign performance, and use data to make informed decisions.
• Ensuring consistent branding, communications, and positive company image across all channels.
• Building strong relationships with agencies, partners and other external stakeholders
• Owning go-to-market planning and seasonal calendars to meet growth goals
• Partnering with B2B Sales to develop campaigns and tools that drive awareness and traffic.
• Building strong relationships with the US Marketing team
• Building strong relationships with the AE senior team and be responsible for the strategic leadership of the Company with the SMT. Attend quarterly strategy away sessions with the senior team
• Monitoring the competitive landscape and developing marketing strategies that differentiate the Ariat brand in the marketplace.
• Overseeing multi-channel campaigns (digital, content, PR, events, offline) to drive engagement and ROI.
• Responsibility for the design and implementation of our stand at key strategic show including Badminton and Burghley
• All other ad hoc duties

• Full rounded marketeer with a minimum of 5 years’ experience in a senior marketing role, including 3+ years of people management.
• Experience of brand marketing in a European business
• Deep knowledge and experience of digital and social marketing
• Strong track record of presenting and advocating for market-specific marketing strategies at senior leadership level to ensure appropriate prioritisation and organisational support.
• Proven ability to build seasonal campaigns, then measure and present insights to drive…