Global Director Brand & Communications

The Barbour story began in 1894 in South Shields in the North East of England. Founder John Barbour began supplying oilskins and other garments to protect the growing community of sailors, fishermen and dockers. Still family owned and now fifth generation, Barbour HQ remains in South Shields. Under the leadership of Chairman Dame Margaret Barbour, Barbour has grown into a lifestyle brand sold in over 55 countries worldwide including Europe, the US and Asia offering a wardrobe of stylish functional clothing, footwear and accessories inspired by the unique values of the British countryside.

The iconic Barbour Bedale and Barbour Beaufort wax jackets continue to be made by hand in the factory in South Shields. In 2020, Barbour launched Wax for Life, an overarching name for all of Barbour’s wax services designed to encourage customers to extend the life of their wax garments. Wax for Life includes re-waxing and repairs (first introduced in 1921) and Barbour Re-Loved an upcycling circularity initiative.

Each year over 70,000 wax garments are sent back to Barbour globally to be repaired, rewaxed or altered.

Position Overview:

We are currently recruiting for a Global Director Brand & Communications to join our Global Marketing team on a temporary Maternity Cover basis, based at Barbour House, South Shields. The Global Brand & Communications Director is a pivotal role within the marketing leadership team, reporting directly to the Global Marketing Director (CMO). This role sits at the heart of how we tell the Barbour story – the storytelling that captures our history, celebrates our heritage, and brings it to life in emotionally rich and meaningful ways across all global markets and channels.

From shaping the creative expression of our product superiority strategy to defining our long-term brand positioning, from developing distinctive visual identities to crafting powerful narratives with our partners and collaborators – if our brand name is seen or heard, you’ve likely played a central role in making it happen.

While how the brand looks and feels is fundamental, how it performs in an ever evolving and competitive marketplace is equally important. You’ll lead a talented global team focused not only on creative excellence but also on delivering measurable impact through brand tracking, engagement, and growth.

Guided by both intuition and insight, you’ll blend creativity with strategic precision – ensuring our work doesn’t just move hearts but also captures minds and time. As the guardian of the integrated creative process, you’ll oversee every stage of brand expression, from initial concept through to final execution across owned, earned, and shared channels. Your leadership will ensure Barbour continues to evolve while remaining true to the craftsmanship, authenticity, and spirit that define our brand

Essential Duties and Responsibilities:

Lead Global Brand Strategy:

• Develop and execute Barbour’s global brand and communications strategy to strengthen brand equity, consistency, and desirability across our most important markets; UK, Europe, N. America & APAC

Brand Storytelling & Creative Direction:

• Champion the storytelling that embodies Barbour’s history and heritage, ensuring it is expressed through emotionally engaging and contemporary creative work, easily accessed on our owned channels.

Creative Development & Execution:

• Oversee the end-to-end creative process — from concept origination to final output — across campaigns, photography, film, digital content, editorial and other relevant channels

Brand Identity & Visual Consistency:

• Safeguard and evolve the brand’s visual and verbal identity, ensuring all global assets and communications are aligned with Barbour’s positioning and tone of voice. Work with the markets on complimentary extensions too.

Public Relations & Global Communications:

• Lead global PR strategy and communications planning, managing relationships with media, influencers, and partners to amplify the brand’s voice and reputation. There will be a particular on internal comms too.

Digital Marketing Leadership:

• Oversee global digital marketing and social media strategies, driving engagement,…