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Brand Manager

Hours Per Week:
Vacancy Type:
12 Mar 2021
Job Description

The Brand Manager oversees the planning and execution of the above the line (ATL) brand campaigns, that evaluate the brand’s purpose and tone of voice through showcasing our personality and values.

The brand manager has responsibility for being a brand guardian and ensuring that all channel owners have what they need to support and execute 360 brand campaigns. That are aligned to your brand guidelines and present our audiences with compelling and consistent messaging.

The role requires a combination of planning, creative and commercial skills.  We’re looking for someone who is confident, unflappable and caring, who can represent our brand for the business and understands the emotional and commercial contribution of insight rooted and well executed Brand campaigns, for the business.

This role will sit in the Editorial Team and will have a big voice within the Brand and Marketing team.

The main KPI’s that will fall under the Brand Manager to grow are typically but not limited to, the below:

  • Brand Awareness
  • Brand Consideration
  • Brand Affinity
  • Brand preference
  • Engagement rate (campaign led)

Noting KPI’s will vary from campaign, to campaign and the responsibility is not solely on the Brand Manager to drive the overarching Brand Marketing Team % increases for these.

The role is a very high-profile role within the business, and involves liaising with not only multiple internal stakeholders, but also external agencies. Therefore, impeccable communication and relationship building skills are vital.

We’re looking for someone who is confident, grounded, and caring, who can represent our customer and understands the commercial contribution of a strong and meaningful brand strategy for the business that in turn will drive revenue and footfall.

Key Duties:

  • Working closely with our Creative Agency and Internal team on ideation and creative development of new brand building TV adverts that are rooted in insight and present Dunelm as a brand that understands ‘Home’ building on the Home. We Get It Platform
  • Ensure we bring our purpose to life in all ATL campaigns
  • Ensure we have up to date brand guidelines which we execute all campaigns against
  • Liaison with our internal channel owners on the extended story telling arm of any ALT media campaigns, ensuring their channels are engaged and creative compelling content to compliment activity
  • Support in development of Media Plans that optimise our spend towards the appropriate channels for the campaign which will deliver back ROI from the campaign (*ROI will be attributed against campaign KPI’s such as awareness and consideration)
  • Report back on performance of campaigns in ‘real time’ at applicable intervals ensuring time to iteratively implement changes and in turn drive the best results
  • Analysis of campaign performance following on from PCA activity to strengthen future campaign performance and seek test and learn options
  • Explore appropriate brand partnerships (in the form of small B2B partnership, and larger sponsorship such as with ITV) to seek how we can evaluate our brand further and keep consistent awareness and consideration
  • Manage the media and production budgets, ensuring we are getting the best value for spends and seek tender options where appropriate (*noting this is often only applicable for production elements)
  • Better understand the needs of our customers and connect those insights with our narrative, influencing the whole brand team to listen and learn from our customers.
  • Experience of creating proven brand engagement plans and supporting to execute them successfully
  • Experience of implementing media plans and production of assets to deliver the plan
  • Experience of cascading and iterating brand guidelines, ensuring that stakeholders are active engaging with them
  • Drive an Understanding of customer behaviour and concerns and how to engage people across Dunelm brand, ensuring that everything we do it rooted in customer insight.
  • Organised with budgetary, planning and agency coordination skills
  • Can work well with a wide range of people from different parts of the business of all levels
  • Sense of ownership and pride in your performance and its impact on a company’s success