Head of Brand

A bit about us: Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at  We are expanding and are looking for a Head of Brand to join the team and be part of a growing and vibrant brand.

• Enjoy work-life balance with our flexible working scheme - including 15 work from home days a year, duvet days and the choice to flex your working hours.
• Vibrant state-of-the-art office, conveniently located in Trafford Park with great transport links and free onsite parking
• No need to travel to the gym – we have one here for you! Take advantage of our free onsite gym facilities before/after work or even pop in at lunch time
• Generous staff discounts on a wide range of fabulous fragrances
• Excellent progression and development opportunities - work with teams who are passionate about what they do and develop your expertise within a creative and collaborative space

As Head of Brand & Content, you will own the strategic direction, positioning and expression of The Fragrance Shop brand, together with the content strategy that brings it to life.

You will define what the brand stands for, how it differentiates and how it builds stronger emotional connections with customers beyond price and promotion. Leading brand strategy, storytelling, content, editorial, organic social, PR, creators and brand partnerships, you will develop distinctive ideas and platforms that build authority, relevance and long-term customer value.

You will work closely with teams across Marketing, Creative, CRM, MyTFS, Digital & Ecommerce, Retail and Commercial to ensure the brand is expressed consistently and effectively across the customer journey.

• Own and evolve the brand strategy, positioning, purpose, promise and customer proposition.
• Lead the plan to establish The Fragrance Shop as the UK’s fragrance authority.
• Define how the brand differentiates beyond price and promotion.
• Translate customer, category and cultural insight into clear brand opportunities.
• Ensure the brand remains distinctive, relevant and commercially effective.

• Own the overarching brand narrative and storytelling approach.
• Define how the brand is expressed across campaigns, content, PR, social, retail and digital.
• Own the brand identity, tone of voice, messaging and guidelines.
• Set the strategic direction for major campaigns, launches and seasonal moments.
• Raise the quality, consistency and distinctiveness of the brand across every customer touchpoint.

• Own the content and editorial strategy across social, CRM, PR, MyTFS, retail, digital and partner channels.
• Define clear content pillars, editorial territories and recurring formats.
• Create an annual content roadmap aligned to customer needs, cultural moments and commercial priorities.
• Develop distinctive content platforms that give customers reasons to watch, read, share, learn and return.
• Define the role of different formats, including short-form video, creator content, editorial, expert interviews, podcasts, guides, research and live experiences.
• Ensure content is appropriate for each channel while remaining connected to one clear brand story.

• Develop platforms that position The Fragrance Shop as the most trusted and accessible fragrance authority in the market.
• Create content that helps customers discover, understand and shop fragrance with greater confidence.
• Bring together experts, creators, customers and fragrance houses to create credible and engaging stories.
• Develop authority-led content around fragrance trends, ingredients, gifting, layering, scent psychology and the stories behind fragrance.
• Lead hero content such as research, reports, expert features, events and thought leadership.

• Own the strategic direction for organic social and define the role of each channel.
• Create recurring social formats combining fragrance authority, culture,…