Director, Marketing & Consumer Engagement - UK & IRL

 

What You’ll Do

As Sol de Janeiro is rapidly growing and expanding, we are looking for a UK & IRL Marketing Director to support managing Sol de Janeiro UK & IRL business.
The position will report to the UK & IRL General Manager.

What You’ll Be Working On

Brand Strategy & Campaign Development

• Define and lead the UK & IRL brand marketing strategy in alignment with the International framework, translating global brand direction into locally resonant, commercially impactful execution
• Identify specific local cultural moments and consumer insights to build campaigns that drive brand desirability and consumer recruitment
• Own the UK & IRL marketing calendar across all touchpoints, ensuring coherence between brand priorities, retailer objectives, and commercial targets
• Lead end-to-end campaign execution for key launches, from strategic planning and retailer co-activation through to consumer-facing execution and post-launch performance analysis
• Provide input to the International and Global teams on UK & IRL consumer needs, market dynamics, and product priorities to inform upstream decisions

Earned Media, PR & Influencer

• Build and lead the UK & IRL influencer and earned media strategy, talent identification, tiered approach, and long-term relationship development
• Develop and manage, with the local PR lead and influencer agency, earned media and ambassador programming, setting strategic direction, ensuring programs drive brand growth and consumer acquisition, and delivering brand reach and conversation in support of key launches and brand priorities
• Track and evaluate earned activations against brand-building and performance KPIs

 Consumer Audience & Insight

• Leverage market data to interpret funnel performance, awareness, consideration, preference, and translate insights into strategic recommendations for the UK & IRL and for the International team
• Monitor competitive landscape and consumer trends in the UK & IRL to continuously inform strategy and ensure Sol de Janeiro maintains a leading position in the market

Retail & Commercial Alignment

• Lead senior-level marketing relationships with key UK & IRL retail partners, building joint business plans that protect brand desirability while driving sell-out performance
• Own product assortment strategy by distribution channel and season, in alignment with commercial and brand priorities
• Ensure visual merchandising, in-store activations, and retailer digital touchpoints are brand-consistent and commercially effective
• Lead pricing strategy for new launches and annual reviews, ensuring competitiveness vs. key market players
• Support the GM in retailer business reviews and strategic planning cycles, including annual budgeting and multi-year planning
• Lead online channel strategy in partnership with retail and digital teams, developing channel-specific activations, content, and consumer journeys that drive acquisition and conversion across key e-retail partners and owned digital touchpoints

Media Planning & Budget

• Develop comprehensive 360 omnichannel media plans: digital, OOH, influencer, social; tailored to UK market dynamics and brand priorities
• Own UK & IRL A&P allocation, allocating budget resources across channels and campaigns to maximize brand impact and ROI
• Monitor spending and adjust allocations as needed to ensure budget adherence and campaign success
• Prepare regular reports and presentations for internal stakeholders to communicate campaign performance and ROI

Team & Cross-functional Leadership

• Lead, develop, and inspire the UK & IRL marketing team: setting clear priorities, building capability, and creating a high-performance environment
• Partner closely with Key Account Managers, Demand Planning, VM, and Creative teams to ensure seamless, brand-consistent execution across all touchpoints
• Support demand planning and forecast accuracy for launches and key commercial moments, providing market intelligence and performance tracking to improve planning precision

Must Haves

• 10-12 years of experience in marketing, preferably in prestige beauty, lifestyle, or fashion  with demonstrated experience building brand strategy and leading consumer campaigns at a senior level
• Proven track record of leading hero or major launches across multiple touchpoints in the UK market
• Experience managing and developing a marketing team
• Strong fluency in earned media and influencer strategy, with a track record of building impactful programs that drive brand growth and organic reach
• Deep knowledge of the UK & IRL retail landscape
• Experience developing and executing marketing strategies across online channels, including e-retail and owned digital commerce 
• Affinity for the fragrance and  beauty category; genuine enthusiasm for the brand territory is essential
• Comfortable working with performance data and consumer insights to drive strategic decisions and upstream recommendations
• Experience leading external agencies: PR, influencer, media; with clear strategic direction and accountability frameworks
• Strong cross-functional leadership and stakeholder management skills at a senior level
• Rigor, autonomy, adaptability, and proactivity are essentials for the job
• Excellent written and spoken communication skills in English
• Business School or University Master's Graduate, with a major in Business, Management, or Marketing
• Must be comfortable working a hybrid schedule from our London office