Head of Brand

About

DeMellier is a fast-growing award-winning designer fashion brand based in London. DeMellier has been awarded twice by the British Luxury Association WALPOLE, recognising its commitment to innovation, craftsmanship and the highest standards of quality. Its handbags have become a favourite among women all over the world, including celebrities such as Beyonce, Irina Shayk, Emily Blunt, and January Jones among others.

In addition to its direct-to-consumer business, DeMellier is stocked in leading department stores such as Net-a-Porter, Selfridges, Saks Fifth Avenue and Le Bon Marche among others. Beyond creating beautiful products, DeMellier's mission is to be a force of positive influence in the fashion industry. Creating products by women for women, made with integrity while giving back to those less fortunate. For every item sold DeMellier funds vaccines and medical treatments aimed to save the life of a child in need.

This is an exciting opportunity for the right candidate to join a fast-growing designer fashion brand within the Marketing team. As a Head of Brand, will be responsible for the DeMellier brand and communication strategy.

Main Responsibilities

BRAND POSITIONING & STRATEGY

Brand Strategy and Values

• Develop and implement a cohesive brand strategy that aligns with DeMellier's vision, mission, and values, and clearly communicate the brand's strategic direction and core values
• Define and refine the brand's identity, ensuring consistency in messaging, tone, and visual aesthetics across all platforms
• Lead the creation and execution of compelling brand campaigns that resonate with target audiences and drive brand loyalty
• Lead special projects, such as sustainability reports, Animal Welfare policy, B Corp certification, new charity partnerships and a brand book for internal and external purposes

Competitor Research and Differentiation       

• Identify and analyse market trends, consumer insights, and competitive landscape to inform strategic decisions.
• Maintain a list of direct and non-direct competitors to keep track of on a bi-weekly/monthly basis and share insights with wider team

Brand Monitoring and Analysis

• Establish KPIs and metrics to measure the effectiveness of brand initiatives
• Analyse campaign performance and consumer feedback, leveraging insights to refine strategies and drive continuous improvement

PLANNING

Short and Long Term Planning

• Collaborate with the Commercial Director and Merchandising Manager to establish the 'Commercial Team' and contribute to the business-wide critical path from the initial seasonal kick-off meeting through to the presentation of the seasonal handover pack to the wider business
• Own marketing calendar and planning meetings
• Guide the creative team on key moments and special projects to work on, providing direction and timelines
• Oversee with a brand lens, the execution of all marketing and communication efforts, including digital marketing, PR, social media, content creation, influencer partnerships.

Communication Strategy

• Develop a comprehensive communication plan, including key messages, channels and objectives

 CONTENT

Content Plan

• Work with Content Editor to develop and manage a content calendar that aligns with content strategy and pillars
• Provide direction and overviews for key moments and messaging to aid in content briefs and execution
• Be the main person to sign off content

Storytelling

• Shape storytelling from collection design to photoshoots concepts to launch plan and communicate it to the wider business

Social Media

• Work with Social Media Manager (TBC) to develop social media strategy for Instagram, TikTok and other relevant platforms

 CUSTOMER

 Customer Research & Insights

• Collaborate with CRM Manager to implement focus groups and consumer surveys to engage with customers and gather feedback to inform business-wide strategies
• Help shape strategies for surveys
• Lead ‘Consumer Connects’ initiative across all departments to gather insights through focus groups

Customer Retention

• Work with CRM Manager to develop strategies to improve customer retention, including to develop a strategy for a loyalty program and a VIP program

Customer Touchpoints Management

• Ensure a seamless experience across all customer interactions
• Map out and develop a customer lifecycle plan in collaboration with the CRM Manager