Brand Manager

Potter and Moore Plc is a UK-based beauty and wellbeing brand owner and manufacturer listed on the AIM market, combining brand ownership with large-scale manufacturing expertise. The company operates two manufacturing sites in Peterborough and Tiverton, employs roughly 380 people, and produces more than 44 million units each year across personal care, haircare, skincare and baby care categories.

The group generates revenue through two primary channels: its portfolio of owned brands, including Emma Hardie, Feather & Down, The Curl Company and Balance Active Formula, alongside private label manufacturing for leading retail partners. Complementing these core activities, Potter and Moore also provides selected contract manufacturing services. Through this diversified model, the business supplies major retailers and premium beauty brands across both UK and international markets.

We're looking for a commercially driven and creatively curious Brand Manager to take ownership of brand performance and growth across our skincare and wellness category.

This is a broad, hands-on role combining commercial ownership, brand strategy, retail execution, new product development and marketing
. You'll own brand P&L and margin performance, use consumer and market insight to identify growth opportunities, lead retailer conversations and take new products from initial concept through to commercial launch.

You'll also shape brand positioning and deliver integrated campaigns across digital, retail and experiential channels, working closely with creative and social agencies alongside our internal R&D, supply chain and packaging teams.

This role would suit someone who understands both the commercial and creative sides of building successful beauty brands. You'll be comfortable moving between analysing performance, presenting to retail buyers, developing an NPD opportunity and shaping a campaign, often within the same week.

• Own brand P&L performance, including margin analysis and budget ROI.
• Use EPOS, sales and performance data to inform commercial and brand decisions.
• Identify whitespace and growth opportunities across the category.
• Deliver agreed distribution and revenue targets.
• Monitor brand and commercial performance, taking action where opportunities or challenges emerge.
• Balance brand growth with commercial return and margin performance.

• Lead retailer presentations and conversations at buyer level.
• Build strong, commercially focused relationships with retail partners.
• Secure new listings and identify opportunities to grow existing distribution.
• Develop and execute trade marketing activity.
• Drive both sell-in and sell-out performance.
• Translate brand strategy and product opportunities into compelling retailer propositions.

• Define and develop clear brand positioning.
• Translate brand strategy into commercially effective marketing activity.
• Plan and execute integrated campaigns across digital, retail and experiential channels.
• Manage creative and social agencies to deliver high-impact, on-brand activity.
• Ensure brand activity remains relevant to consumers, customers and wider category trends.
• Monitor campaign effectiveness and use performance insight to continually improve activity.
• Lead NPD projects from initial consumer insight and trend identification through to commercial launch.
• Identify emerging consumer behaviours, category trends and product opportunities.
• Develop commercially viable product propositions that support brand growth.
• Work cross-functionally with R&D, supply chain and packaging teams to bring products to market.
• Maintain momentum across projects and take ownership for delivery through to launch.
• Ensure innovation supports both the long-term brand strategy and commercial objectives.

• Strong commercial instinct with the ability to balance brand building with revenue, margin and profitability.
• Genuinely curious about consumers, culture, beauty and category trends.
• Analytically strong and confident using data to make decisions.
• Creative thinker who looks for opportunities and solutions rather than waiting for the perfect brief.
• Confident communicating and presenting at retailer buyer level.
• Comfortable managing multiple priorities in a fast-moving environment.
• Resilient, adaptable and comfortable working through challenges.
• Naturally proactive and willing to take ownership.
• Equally comfortable with strategic thinking and the…