FitFlop

Global Head of Brand Communications

Job Added: 24 July 2019
Applications Close: 07 September 2019
Level: Senior
Contract: Full Time
Based: London
Salary: Undisclosed

The Role:

As we enter our next phase of growth driven by a consumer-first, digital-first business strategy, this role is central to the consistent communication and delivery of our brand proposition across the globe, tailored by focus audience insights from our key territories.

Now in our second decade, FitFlop is available in over 60 countries worldwide with an extremely loyal consumer base. The overarching goal of this role is to redefine the "Fit-" in FitFlop, gaining a broader audience of FitFlop fans, empowering them with our active, all day comfortable shoes that don't compromise on style, all year round. As a business, our goal Is to become a leading brand in the global women's casual footwear market and this role Is key to ensure consumers understand and are inspired by our brand purpose and differentiated offering.

To be successful in this role you’ll understand the importance of connecting the brand to current global culture in a relevant and authentic way, developing purposeful campaigns, compelling content, and harnessing people's passion for our products and what we stand for.

The Responsibilities:

• To own and manage the global brand communications calendar, planning the creation & activation of impactful brand storytelling on owned, earned and paid channels, both on- and offline. This currently includes our lead e-commerce territories in the US and UK, our global social channels, and a growing network of over 40 distributor-operated FitFlop branded retail stores primarily In the APAC region
• Support the Global Brand/Marketing Director with the articulation and communication of our brand strategy to partner agencies used throughout the business and the wider marketing community, ensuring understanding and adherence to the strategy on an ongoing basis
• Lead the development of key campaigns & brand content to drive awareness, activation and engagement, collaborating with both the e-com and territory marketing leads for the conversion-driving elements across our distribution channels
• Ensure on-time delivery of campaigns and adherence to brief of creative assets and campaign guidance documents, managing sign off and approvals by key stakeholders. Conceptualize ideas in time for sell-In to wholesale & distributor partners
• Use insights collated from agencies and FitFlop own channels to inform brand campaign, content & social activity, mapping both acquisition and retention audience journeys and touchpoint plans
• Work cross-functionally with Global Product, Merchandising and Marketing leads to agree the right focus product for campaigns & supporting comms initiatives
• Monitor & report on the effectiveness of all brand activity via owned and operated channels in relation to agreed KPIs, incorporating learnings into future plans and the evolution of our marketing mix
• Develop guidance documents and toolkits of key activity for distributor market usage, helping to build their knowledge & expertise of the brand, our campaign & content strategy
• Lead our brand messaging, from marketing claims to press communications and tone of voice, acting as a media spokesperson when required
• Oversee the development and implementation of the content calendar across email, social media, FF.com and The Journal. Approve all emails, social media and Journal posts before going live working closely with merchandising, R&D and legal teams
• Work collaboratively with the Digital Trading team to ensure consistent and engaging brand content across FitFlop.com, communicating our USP by balancing storytelling around biomechanics and the fashion-ability of our collections
• Own content and social element of the Brand Budget. Optimize spend and oversee ROI of activity, responsible for writing business cases when required
• Manage and develop direct reports, setting clear goals and motivating them towards high performance

The Person:

• A brand communications expert, with extensive experience of delivering brand growth across both digital and physical channels in an international environment
• Solid knowledge of web analytics tools such as Google Analytics and social media reporting and listening tools, able to translate data-driven insights into creative concepts
• A natural brand storyteller, who can balance the "science" of SEO/SEM with the art of generating inspiring content, authentic Influencer relationships and consumer advocacy across social media channels globally
• Experience managing and negotiating with external partners (agents, talent, vendors), confident communicating and presenting ideas to senior management, both internal & external
• Positive, can-do attitude with the organisation skills and collaborative approach to plan and drive cross-functional projects to fruition
• Proven people management experience, leading, motivating and developing a high-performance team
• Fluent in English and global in perspective - understands and respects cultural nuances between markets. Work experience outside the UK and/or a second language definitely a plus

The Benefits:

We’re all about giving our people the tools to be the best they can be. Because when we’re at our best (happy and healthy) together we have the power to do something amazing and really deliver. Our benefits include private health or dental insurance, pension contribution, 25 days holiday, free pairs & product discounts, FitFlop Feel-Good programme (including everything from mindfulness to financial wellbeing) and a full blended learning and development calendar.

We also actively encourage Smarter Working (this is our version of Flexible working). We know everyone works differently and we embrace this – we focus on outputs (not hours!) and believe that flexibility drives engagement. Engagement links directly to performance and we need to be at our peak to be able to achieve our business goals!

How to apply

To apply, follow the link to the role directly on our Careers site: https://careers.fitflop.com/vacancy/global-head-of-brand-communications-uk---london/697/description/