Brand & International Marketing Lead (Mat Cover)

Job Introduction

Selfridges has always been much more than a shop. We’re a social space where everyone is welcome and feels a sense of belonging, a creative playground where culture and commerce collide, and an experimental hub where you can discover the most innovative and sustainable ideas in retail. We’re here to help make the world brighter. And you can be an important part of this. We’ll talk more about the role below, but before we get to that, let’s share with you the good stuff…  

Rewards and benefits 

Life at Selfridges is dynamic, exciting, and always evolving. As well as working with some of the most cutting-edge, iconic and boundary-pushing brands, designers and creatives, we also offer our team members opportunities to help make a positive difference through our network of communities, both within and outside Selfridges. Here are just a few of our rewards and benefits that help make our team experience that bit more extraordinary. 

• Flexible working options to benefit you, your family and your wellbeing that can include part-time, flexi-time, job sharing or hybrid working

• Generous annual leave that increases with length of service 

• Up to five paid volunteering days – from beach cleans to co-ordinating food and clothing donations 

• Family leave that suits your set up including Maternity, Paternity, Adoption, Surrogacy and Shared Parental leave policies 

• Defined pension contribution scheme  

• Generous bonus and/or commission scheme  

• Enviable team member discount including sale previews and double discount days 

• Exclusive local discounts on a range of restaurants, bars, beauticians and entertainment 

• Subsidised gym memberships  

• Annual travel pass and cycle-to-work schemes  

• A sustainable car salary sacrifice scheme 

• Several internal communities to get involved in from our Diversity Board and Green Warriors who are leading the charge on D,E&I and sustainability, to the Wellbeings who are always thinking of new ways to champion healthy minds, bodies and routines for our team members 

• Workplace Options, our confidential team member assistance programme for when life gets tricky or you need a little guidance 

• Access to a wide range of training programmes to help your career development 

Read on to find out how you can play your part in Reinventing Retail… 

Role Responsibility

As Brand & International Marketing Lead you will lead the development and implementation of the Selfridges’ brand and international marketing activity through a customer lens, to amplify our core brand messaging and deliver against the business’s objectives to grow awareness, engagement, intent, new and repeat customers and revenue – both online and in store.

As Brand & International Marketing Lead you will:

ØBuild and maintain the omnichannel marketing plan for brand and international activity,

ØDevelop the Selfridges brand and international marketing strategy, ensuring key stakeholders across Customer Marketing, Insight, Stores, Digital, International, Communications, Creative and Buying teams understand the plans and objectives

ØManage the media planning and execution of key brand and store marketing campaigns targeting new customer acquisition, increased frequency of visit and purchase during key calendar moments – setting clear budgets, objectives, targets and measures of success.

ØManage the planning and execution of key international marketing campaigns targeting new customer acquisition during key calendar or travel periods – such as Lunar New Year, QiXi, Eid, - partnering closely with the relevant Customer Marketing, CRM, Communications, PR, Social, Retail, Digital and Creative teams to plan, integrate and align delivery of marketing activity – both in international markets and targeting in-bound tourists in the UK.

ØUpdate the wider business on performance of brand and international marketing campaigns and activations, informing Retail, Digital, Creative and Editorial teams of best practice during key cultural and travel moments. 

ØManage China Marketing team, guiding the strategy and management of our China social strategy and communications plan, working with external agencies where appropriate to deliver this

ØSupport the regional stores to amplify the regional activity and drive footfall to our stores, including services, in store experiences including restaurants, bars, events as well as our Cinema in Oxford St.

ØManage the budget accordingly to ensure an always on Selfridge’s brand presence across our communications mix. Provide regular forecasting and reforecasting as needed.

ØOversee the management of relationships with external agencies focused on delivering our strategy – from international partners and payment providers to media agencies

ØPartner closely with the relevant Customer Marketing, CRM, Communications, PR, Social, Retail, Digital and Creative teams to plan, integrate and align delivery of brand, store and service marketing activity in line with company calendar

ØWork with Creative and Communications teams to ensure the content reinforces the Selfridge’s brand messaging, to build brand equity, drawing on our core values and positioning Selfridges as a unique, world class destination that stands for a sustainable future and is inclusive for all. 

ØAmplify the Selfridge’s voice to grow awareness and expand reach to new target audiences and customers

ØPartner with the CRM and Insight teams to develop better customer insight and customer KPI measurement/tracking activity for customer segments to ensure the best targeting is selected for each campaign

ØManage the amplification of the Selfridge’s sustainability voice, ensuring this is consistent in the always on branding

ØMonitor the marketplace, competitor marketing activity and keep the wider business informed of key competitor marketing innovations, industry initiatives and key developments in the marketing and media landscape.

The Ideal Candidate

ØStrong in strategic marketing and communications planning skills, ideally gained from a large multi-channel retail business in the premium/luxury sector with a significant international customer base.

ØKnowledgeable of media landscape for premium customer segments in the UK, Greater China and Middle East.

ØExperienced in working across broad cross-functional stakeholder groups to turn strategy into actionable marketing plans.

ØStrong in execution and delivery orientation - able to plan, manage and adapt multiple projects at the same time.

ØExpert in the full marketing mix – able to plan and execute campaigns across both traditional and digital media, using an integrated combination of marketing channels, digital display media, relevant local social media, events and animations etc.

ØExperienced in measuring delivery of marketing plans against customer KPIs.

ØExcellent in numeracy and analytical skills and ability to synthesize large amounts of data and information into concise recommendations and action for the company.

ØCollaborative, open and transparent – able to navigate the organisation and to be comfortable with ambiguity.

Experienced in managing and developing direct reports.

About the Company

Everyone is welcome 

Selfridges is a place where we want everyone to feel a sense of belonging. We embrace every self and are committed to cultivating a diverse and inclusive working culture. We are leading with purpose to not only increase the visibility and recognition of under-represented talent within our organisation, but the wider industry too. Here at Selfridges, everyone is welcome – irrespective of race, gender, ethnicity, sexuality, age or disability, we stand by equal opportunities for all.   

Our awards cabinet  

We’re not ones to brag, but since you asked...Selfridges has won the award for The World’s Best Department Store an unprecedented four times at the IGDS awards, with an additional award for the Best Sustainability Campaign. We were also recognised as a ‘Best 25 Big Company to Work For 2020’ as awarded by The Sunday Times. 

Selfridges