Senior Brand Marketing Manager

Senior Brand Marketing Manager

Reporting to the Head of Marcomms, the Senior Brand Marketing Manager is a 12-month fixed-term contract role based on a hybrid work model, requiring 3 days a week in the office in Clapham Junction.

Primary Objectives

The Senior Brand Marketing Manager is responsible for building our brand through the implementation of strategic, insight-driven marketing initiatives. This role leads the planning and execution of national multichannel campaigns and local marketing activity, with accountability for measuring and optimising creative effectiveness to maximise impact and performance. Acting as a marketing specialist, this role oversees the planning, creative execution, and optimization of our brand marketing campaigns with a focus on driving awareness, engagement, and lead generation. In this role, you will work closely with cross-functional teams to develop integrated marketing strategies whilst managing a Senior Local Marketing Executive, to ensure campaigns drive business growth at a national and local level.

Key Responsibilities

Lead National Marketing Campaigns

• Develop sector-leading campaign strategies and marketing plans, leveraging consumer insights and market research to tailor campaigns to meet the needs of our key target audiences.
• Manage the end-to-end execution of marketing campaigns, ensuring all key deliverables are on time, within budget, and in line with brand standards. To include, Peak campaigns, Jan/Feb and Sept/Oct, whilst also supporting always-on initiatives.
• Provide creative direction and guidance to internal teams and external agencies to ensure brand consistency across key touchpoints. This role takes the lead on our creative agency relationships, ensuring that agency stakeholders are clear on the insights, opportunity and managing campaign from briefing through to evaluation.
• Working closely with digital marketing teams to monitor live campaigns, analysing performance data and adjusting tactics to improve results (e.g., creative refreshes etc).
• Conduct post-campaign analysis to assess creative performance against goals, providing insights and recommendations for future marketing initiatives.
• Maintain a deep understanding of the brand's positioning and values, ensuring that all marketing materials are aligned with the brand's identity and tone of voice.

Marketing Planning & Coordination

• Develop and maintain a centralized, master marketing calendar that tracks all key marketing activities, campaigns, promotions, events, and product launches.
• Working with a cross-functional team to gather inputs and ensure alignment of key dates and initiatives for the marketing calendar.
• Act as the key point of contact for coordinating marketing efforts, ensuring that key stakeholders are informed of campaign timelines and responsibilities.

Brand Measurement & Analytics

• Manage the end-to-end process for brand health measurement. Working with internal and stakeholders to ensure that brand tracking is completed on time and within budget.
• Working with data teams on brand tracking analysis key performance indicators (KPIs) such as brand awareness, engagement, and VFM perceptions.
• Lead the measurement of creative effectiveness, including pre- and post-campaign testing where required, to assess how marketing activity contributes to building strong and distinctive brand memory structures.
• Continuously optimise creative and campaign approaches based on insight and performance, ensuring activity is effective in strengthening brand salience and long-term brand equity.
• Regularly report on brand health performance to senior management, sharing insights and thought leadership on brand health trends.
• Undertaking customer and brand research where needed to ensure campaigns are rooted in insight.
• Collaborate with the digital media team to lead the measurement of campaign effectiveness, ensuring marketing activity delivers against agreed brand and commercial KPIs.

Lead Local Marketing Campaigns and Strategic Ownership of In-Gym events

• Collaborate with senior Operations leadership to develop strategic local marketing plans with the key aim of driving new member acquisition and member growth goals.
• Manage the Senior Local Marketing Executive in the execution and delivery of impactful local campaigns and events to generate and convert prospects. With particular focus on key periods such as Peaks and student events to increase prospects and drive new memberships.
• Own the in-gym communications agenda, setting the strategic direction and priorities while supporting the Senior Local Marketing Executive in the day-to-day execution across all non-permanent marketing touchpoints.
• Establish and govern the in-gym messaging and merchandising framework, providing strategic oversight to ensure gyms act as effective storefronts that drive timely, relevant member engagement, visits, and upsell.
• Measure, analyse, and optimise campaign performance for continuous improvement and to ensure impact is maximised.

Budget Management

• Manage the agency and campaign marketing budget to ensure efficient allocation of resources and alignment with business priorities.
• Manage the local marketing budget and member campaigns budget, ensuring efficient allocation of resources and alignment with business priorities.

Skills & Experience Required

• Proven experience in leading on the planning, execution, and evaluation of brand marketing campaigns.
• Ability to develop and implement strategic marketing plans that align with business objectives and deliver measurable results.
• Proven experience in leading in the planning and execution of social media strategies.
• Strong ability to work cross-functionally with teams such as Operations, Tech and HR to align marketing initiatives.
• Skilled in analysing performance metrics and deriving actionable insights to optimize campaigns and strategies.
• Strong stakeholder management with experience presenting strategies and results to senior leadership and gaining alignment across diverse teams.
• Strong written and verbal communication skills, with the ability to craft clear, engaging messages for various audiences.
• Commitment to maintaining consistency in brand voice and ensuring all communications align with company values.

Key skills/competency

• Brand Strategy
• Campaign Management
• Market Research
• Creative Direction
• Performance Analysis
• Budget Management
• Stakeholder Management
• Lead Generation
• Marketing Planning
• Team Leadership