ROLE PROFILE
The WHY

The Brand Manager role exists to define, protect, and elevate the voice and positioning of the brand across all customer touchpoints, ensuring consistency, clarity, and emotional connection.

The Brand Manager will be responsible for translating the brand’s identity into compelling written and verbal storytelling across campaigns, product, social, and customer interactions.

Working closely with PR, Creative, and Socia teams,, this role acts as the central guardian of brand tone of voice and messaging, ensuring all communications are aligned, culturally relevant, and commercially effective.

As a key connector between brand and customer, this role also plays a critical part in shaping customer perception, managing real-time interactions, and delivering meaningful brand experiences both online and offline.

ROLE ACCOUNTABILITY
The WHAT

Responsible for:

• Owning and evolving the brand tone of voice across all channels, ensuring consistency and clarity in all communications.

• Writing and overseeing all brand copy, including campaign messaging, email marketing, product descriptions, social captions, and blog content.

• Partnering closely with Creative, PR, and Social teams to deliver cohesive, 360° campaign storytelling.

• Leading copy development for seasonal campaigns, product launches, and key trading moments.

• Managing and optimising the brand’s Instagram broadcast channel, ensuring engaging and on-brand communication.

• Supporting the social team in real-time community management, including responding to customer queries and managing brand presence in public comments (particularly Instagram) alongside Customer Service.

• Acting as a key voice of the customer internally, identifying themes, feedback, and opportunities from direct interactions.

• Supporting customer-facing events (e.g. flagship store activations, pop-ups, and brand events), ensuring consistent brand storytelling and experience.

• Collaborating with the Head of PR & Partnerships on talent communications, including briefing and supporting paid partnerships and influencer messaging.

• Assisting PR with ad hoc communications, press messaging, and brand storytelling where required.

• Working cross-functionally with E-commerce and Product teams to ensure product storytelling is accurate, compelling, and aligned with brand positioning.

• Maintaining and implementing brand messaging guidelines across all touchpoints.

• Supporting content planning to align messaging with marketing calendars, launches, and key moments.

• Monitoring competitor activity and cultural trends to ensure the brand remains relevant and differentiated.

• Using customer insights and performance data to refine messaging and improve engagement.

Accountable for:

• Consistency and quality of brand voice across all channels and customer touchpoints.

• Delivering clear, compelling messaging that drives both brand equity and commercial performance.

• Ensuring alignment between brand, PR, social, and creative output, translating brand objectives into actionable campaign plans with clear KPIs, timelines, and deliverables.

• Strengthening the emotional connection between the brand and its audience.

• Protecting and evolving the brand’s identity in line with business growth.

• Generate reporting and performance insights; tracking performance and post-campaign reporting, sharing insights and learnings to drive continuous improvement.

KNOWLEDGE, SKILLS & EXPERIENCE
The HOW

Essential Skills & Experience
Technical & Commercial Skills

• Proven experience in a Brand Manager or similar role within fashion, lifestyle, or premium consumer brands.

• Strong understanding of brand storytelling, content strategy, and customer engagement

• Exceptional writing and editing skills, with the ability to adapt tone across different channels and audiences.

• Experience working closely with PR, social, and creative teams in a fast-paced environment

• Deep understanding of social media platforms, particularly Instagram, and community management.

• Experience writing for multiple formats (campaigns, CRM, product, editorial, social).

• Strong organisational skills with the ability to manage multiple projects simultaneously.

• Commercial awareness and understanding of how messaging drives performance.

• Confident stakeholder management and cross-functional collaboration skills.

• Highly detail-oriented with a strong sense of brand consistency.

Preferred Skills & Experience:

• Experience within a high-growth or founder-led brand.

• Experience supporting influencer or talent communications.

• Exposure to retail and customer-facing brand experiences/events.

• Understanding of performance marketing and how messaging impacts conversion.

• Experience managing or contributing to brand guidelines.

• Passion for fashion, luxury, and customer experience.