Director of General Merchandise Marketing & Brand

Requisition Number

253582BR

This is a 12 month position

This role is a key leadership position in the Marketing team driving brand strategy and business growth through exceptional marketing programmes. This role sits on the Marketing Leadership Team (MLT) and reports directly to the Boots CMO. This role will also sit on the leadership team with the Business Unit Lead Director for General Merchandise.

This role will drive the marketing strategy and plans for the General Merchandise business unit working on the biggest and most significant brand campaigns in the marketing calendar (including Summer, Christmas and Black Friday) as well as driving the regular drum beat of marketing campaign and performance activity to drive performance for Boots.

This role will also lead our social, influencer and content team which we are significantly upweighting as a channel focus in our marketing and media mix. Since inhousing from agencies, the social, influencer and content team is run internally and therefore this role is also leading an internal creative and production house for social media.

In addition, this role will oversee the future Boots brand strategy as well as being the guardian of the Brand Visual Identity including look & feel and tone of voice. This role will also lead the marketing strategy for Boots Own Brand and develop brand campaigns for priority launches.

With this role supporting the General Merchandise Business Unit this will allow the successful individual to drive key brand metrics through some of the highest profile campaigns in the marketing calendar as well as through a connected brand strategy with the other business units.

RESPONSIBILITIES

• Ownership and lead on all General Merchandise marketing activities from strategy to plan to execution, ensuring that Marketing content produced drives both brand health and strong trade performance and reflects the growth targets and ambitions of the Business unit.

• Owner of key Boots UK Marketing seasonal campaigns, such as Christmas & Summer, being the point of contact and orchestration of the marketing strategy, plan and execution co-ordinating across their team and the wider marketing team to ensure the relevant resource and support is in place (including agency and relevant third-party support)

• Oversee and accountability of the growth of marketing in General Merchandise, consistently identifying revenue opportunities within our established category and managing consistent growth by utilising relevant marketing channels.

• Identify short-term and long-term scheduling, budget, and resource needs, including the development and management of an annual marketing plan and budget, expenditure spending, and other financial considerations to align requirements of Business units to practical deliverables.

• Budget management for general merchandising marketing team, content social and influencer team and brand and BVI team

• Creation of strategy for General Merchandise Marketing Squads in consultation with Business Unit Director.

• Plays key role as head of Brand, ensuring a clear and effective brand strategy is in place for the Boots brand to deliver on its core purpose to be “With You. For Life”. This role is across Boots as a total brand and marketing team, not limited to General Merchandising.

• Guardian of Brand voice and look and feel with responsibility for aligning all functions to this (in particular those with customer touch points- digital, external comms, all business units). Utilising key metrics and KPIs, supported by data, to ensure that all Marketing avenues remain in-line with the total Brand values of Boots

• Lead the development of an own brand marketing strategy and activation plans for priority brands

• Lead the content, social and influencer team including all organic and paid social content, all influencer content for Boots social channels and paid usage, Boots inhouse affiliate/ambassador programme, Christmas gift guide, health and beauty magazine, health hub content, store and BBS social media accounts

• Build effective agency relationships across the agency matrix structure

CAPABILITIES

• Experience as Head of Marketing or Senior Marketing Manager, preferably with General Merchandise experience in a retailing or CPG environment

• A proven track record of brand management developing activities from strategy to execution

• Experience running successful high profile seasonal marketing campaigns or campaigns of a similar size and nature

Leadership skills with the ability to set and prioritise goals

• Experience of working across all marketing channels including advertising and production, digital (performance) and print marketing, content marketing, and social media and influencer marketing

• Broad Leadership skills, with experience of leading and working directly with large cross-functional matrix teams

• Ability to hold Senior Leaders accountable, focusing on alignment of commercial goals with brand metrics

If you have any questions about this role, please contact

This role is based on-site at our Nottingham Support Office

Closing date for applications: 28th May 2025

Job Title

Director of General Merchandise Marketing & Brand

Contract Type

Fixed Term

Closing date

28-May-2025

Level

Level 3

Business area

Support Office

Function

Marketing & Communications

Specialism

Marketing

Keywords

Marketing, Director, secondment

Hours per week

37.5

Latitude,longitude 1

52.927182,-1.183948

Airport

No

Company

Non Stores

Division

Non Stores

Area

East Midlands (non stores)

Job Code

FDU Head Of

Store

Nottingham Support Office

Req Posted Date

09-May-2025