Job Title
Senior Brand Marketing Manager George Home & GM
Location
Asda House
Employment Type
Full time
Contract Type
Permanent
Hours per Week
37.5
Salary
Competitive Salary plus benefits
Category
Brand/Product Management
Closing Date
21 April 2025
The George Home & GM Brand Marketing team purpose is to deliver the brand marketing strategy to the customer and ensure that Marketing and Creative spend drives great return on investment across both commercial returns and brand equity.
The Senior Manager – Brand Marketing (George Home & GM) leads the Brand Marketing team to deliver our Brand Strategy to our customers. They hold key relationships across our trading channels and product teams to ensure our Brand Comms plans are aligned to deliver growth, market share and enhanced brand reputation. They will deliver innovative marketing campaigns across all channels, and be the gatekeeper of our customer experience, putting the customer at the heart.
Responsibilities
* Build and nurture relationships across the business, particularly within the Marketing & Creative teams, Product, Digital, Insights and Customer Experience to develop and hold an informed understanding of the business' short, mid- and long-term goals and priorities
* Be a key member of the Senior Management Team for George Brand Marketing, reporting to the George Marketing Director. Support on the wider team agenda, including team development and engagement.
* Manage the relationships with the lead creative and media agencies ensuring outputs are up to standards, scopes of work are up to date and cost efficiencies are identified and negotiated, working alongside the internal procurement teams.
* Play a key role in the annual marketing planning process, working alongside the internal strategy, insight and analytics teams, agency partners and finance teams to get to an aligned annual plan in line with key planning timelines.
* Accountable for the end-to-end process of planning, executing, and reviewing of all campaigns in the annual plan
* Create and align the Brand Communications strategy to support and deliver the business strategy, ensuring the team understand the role they play in delivering this and stay focused
* Translate brand strategy into plans and positioning, incorporating awareness of customer sentiment, market activity and insights to spot risks and opportunities, taking action to address these
* Lead projects through from concept to creation, linking strategy, ideation and design
* Own the Brand Comms budget, planning ahead and ensuring resources are used to best effect and impact; Continually evaluate and monitor campaign performance and the impact of all marketing activity to ensure it is both relevant and cost effective, supported by proactive budget and marketing spend management
* Ensure we have a clear and well understood brand proposition, that it stands out vs. the competition and stays relevant. Ensure it is also clearly understood by all internal stakeholders
* Develop a framework and plan to deliver truly innovative and engaging experiential marketing to drive increased understanding and consideration of our brand
* Strategically collaborate with appropriate teams on PR campaigns, influencer partnerships, community programmes and events to drive high levels of brand advocacy and engagement
* Create, prioritise and execute against a clear editorial programme, ensuring the right mix of top, middle and bottom of funnel content
* Create capacity and capability within the team to deliver the strategic plan, identifying where there are risks and taking action to address these; encouraging and role modelling agile working, fostering and developing entrepreneurial mindset and skills, and ultimately enabling team members to perform at their best and maximise their contribution to the business
* Lead change programmes, advocating for necessary change and creating engagement within their areas
* Pro-actively plan and take action to develop an internal talent pool and external talent pipeline to ensure the team has the right capacity and capability to deliver on business plans
* Foster and enable a culture of wellbeing and inclusion through openness, two way listening and owning actions needed to create a great workplace for our teams
Qualifications
* Previous experience in a similar level role within a consumer facing business is critical
* Experience in a similar role within the home and/or general merchandise space is highly advantageous
* Experience across brand, CRM and campaign management are essential
* Track record of creating and implementing strong brand strategy, and delivering brand campaigns that drive business growth
* Proven track record of building and utilising a strong internal network to drive results
* Track record of driving strong team and individual performance and engagement
* Having both in house and agency experience would be advantageous
* Excellent verbal and numerical reasoning skills with the ability to solve complex problems and be decisive
* Excellent change readiness and management skills with strong negotiation and influencing skills
* Excellent at presenting to a senior audience, flexing style to gain buy-in
* Highly curious, seeking broad input and opportunities to develop and highly attentive to interpersonal dynamics and excellent emotional intelligence
* Demonstrable experience of building and nurturing a broad network, collaborative mindset and flexing their style and approach to others
* Ability to communicate and align teams to strategy and vision as well as managing multiple teams
* Highly resilient, tenacious and adaptable to change with excellent people management coaching, mentoring and development skills
* Forward-thinking, innovative with passion for the George brand and the customer
Everything you'll love
To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.
You will also get an excellent benefits package including:
* Discretionary company bonus
* Company pension up 1.5 times colleagues' contribution (Max 15%)
* Company Car allowance of £8000
* 15% colleague discount in store and online
* Free access to wellbeing services such as Wagestream
* 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas
* Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated
* Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.
We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves
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