Brand Lead - Sport
HybridLondon, England, United Kingdom
Job Summary
Develop and implement a clear brand strategy aligned with business objectives and commercial performance goals. Own the role of brand within the marketing funnel, ensuring activity drives growth and measurable impact on awareness, consideration, and conversion. Work closely with creative and content teams to define brand guidelines, ensuring consistency across all channels. Monitor brand performance and perception, making data-informed decisions to drive metrics and future campaigns. Lead the planning and execution of brand campaigns that deliver against key calendar moments while collaborating with internal teams and external agencies to generate industry talkability. Guide creative briefs and development across brand campaigns, ensuring alignment with brand identity and tone of voice. Report on campaign effectiveness across both brand and performance KPIs, continuously optimising strategy based on insights.
Required Qualifications
- Proven experience in brand management, ideally within sports
- Strong understanding of sports retail, consumer behaviour and multi-channel marketing across key sports categories, including football, running and training
- Experience defining and delivering brand positioning in a competitive market
- Deep understanding of the role of brand throughout the broader marketing funnel, linking awareness and cultural relevance through to measurable commercial results
- Ability to ensure brand activity connects top-of-funnel brand awareness with mid and lower-funnel performance
- Ability to develop and implement a clear brand strategy aligned with business objectives, brand metrics, and commercial performance goals
- Ability to own the role of brand within the marketing funnel, ensuring brand activity drives growth and a measurable impact on awareness, consideration and conversion
- Ability to work closely with creative and content teams to define brand guidelines, ensuring consistency across all channels and content touchpoints
- Ability to monitor brand performance and perception, making data-informed decisions to drive brand metrics and future campaigns
- Ability to lead the planning and execution of brand campaigns that deliver against key calendar moments while contributing to broader marketing and commercial objectives
- Ability to collaborate with internal teams and external agencies to deliver high-impact brand campaigns, including activations, shoots and stunts
- Ability to drive strategic partnerships that align with the Sports Direct brand and generate talkability within the industry
- Ability to guide creative briefs and development across brand campaigns, ensuring alignment with brand identity, customer profiles and tone of voice
- Ability to report on campaign effectiveness across both brand and performance KPIs
- Ability to continuously optimise brand strategy based on performance insights and evolving business needs
- Strong understanding of omnichannel marketing and digital platforms
- Excellent stakeholder management skills
- Analytical mind with the ability to interpret data and insights
- Creative thinker with a strong eye for brand and design
- Experience managing agencies and internal teams to deliver integrated brand campaigns
Hiring someone like this?
Get your role in front of qualified candidates on Sorce.