📌 Core Information
🔹 Job Title: Brand Marketing Manager
🔹 Company: Asda
🔹 Location: George House, United Kingdom
🔹 Job Type: Full-time, Permanent
🔹 Category: Project and Program Management - SF
🔹 Date Posted: May 23, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Hybrid (Minimum 3 days in office)
🚀 Job Overview
Key aspects of this role include:
- Leading brand marketing and campaigns across ladieswear, menswear, kids, licence, and events.
- Managing a team of four and collaborating with key stakeholders.
- Delivering brand strategy to customers and ensuring marketing spends drive great ROI.
- Being the gatekeeper of customer experience and ensuring consistent brand messages.
ASSUMPTION: This role requires a balance of strategic thinking, team leadership, and hands-on campaign management. The hybrid work arrangement allows for both collaboration and flexibility.
📋 Key Responsibilities
✅ Develop and implement marketing strategies that promote the company’s brand and message.
✅ Create and align the brand communication strategy to support and deliver the business strategy.
✅ Collaborate with external partners, such as agencies and media outlets, to develop and execute campaigns.
✅ Translate brand strategy into plans and positioning, incorporating awareness of customer sentiment, market activity, and insights.
✅ Oversee the development and execution of marketing campaigns across multiple channels.
✅ Lead all clothing projects through from concept to creation, linking strategy, ideation, and design.
✅ Own the planning of the brand communication budget, ensuring resources are used to best effect.
✅ Strategically collaborate with appropriate teams on PR campaigns, influencer partnerships, community programmes, and events to drive high levels of brand advocacy and engagement.
✅ Create, prioritize, and execute against a clear editorial programme, ensuring the right mix of top, middle, and bottom-of-funnel content.
✅ Continuously evaluate and monitor campaign performance and the impact of all marketing activity to ensure it is both relevant and cost-effective.
✅ Be responsible for analysing the effectiveness of marketing campaigns and reporting on brand performance to management by tracking key performance indicators and sales data.
✅ Stay up-to-date with the latest marketing trends in fashion and technologies to ensure that marketing campaigns remain relevant and effective.
ASSUMPTION: This role requires a strong understanding of the fashion industry, marketing principles, and customer behavior. The responsibilities involve both strategic planning and hands-on campaign management.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience).
Experience: Proven experience in brand marketing within the fashion industry, with a strong track record of delivering successful marketing campaigns.
Required Skills:
- Proven experience in brand marketing, campaign management, and all-round brand marketing experience.
- Strong communication skills, both written and verbal, to effectively communicate the company’s brand message to internal and external stakeholders.
- Marketing expertise, including market research, segmentation, and targeting.
- Creative thinking and the ability to develop innovative marketing campaigns that resonate with the target audience.
- Analytical skills to analyse data and metrics to measure the effectiveness of marketing campaigns.
- Project management skills to manage multiple projects simultaneously and meet tight deadlines.
- Leadership skills to confidently lead a team of direct reports and cross-functional teams to communicate the company’s vision and goals.
Preferred Skills:
- Experience working in a retail or e-commerce environment.
- Fluency in additional languages.
ASSUMPTION: Candidates should have a strong background in brand marketing within the fashion industry, with a proven track record of delivering successful marketing campaigns. Relevant experience in retail or e-commerce is a plus.
💰 Compensation & Benefits
Salary Range: Competitive salary plus benefits (exact range not specified, but Asda is known for offering competitive salaries for retail management roles).
Benefits:
- Discretionary company bonus
- Company pension up to 7% matched
- Company car allowance of £5,700
- 15% colleague discount in store and online
- Free access to wellbeing services, including Wagestream, 24/7 virtual GP, counselling, health and dental cash plans, and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities.
- Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.
Working Hours: 37.5 hours per week, with a minimum of 3 days in the office (hybrid work arrangement).
ASSUMPTION: The salary range is competitive for a brand marketing manager role in the retail industry. The benefits package is comprehensive and includes various wellbeing services and parental leave policies.
📌 Applicant Insights
🔍 Company Context
Industry: Retail, specifically in the fashion and clothing sector.
Company Size: Asda is a large company with over 10,000 employees, providing ample opportunities for career growth and development.
Founded: Asda was founded in 1949 and has since grown to become one of the largest supermarket chains in the UK.
Company Description:
- Asda is a British supermarket retailer, headquartered in Leeds, West Yorkshire. It was founded in 1949 and is a subsidiary of the American retail corporation Walmart.
- Asda offers a wide range of products, including groceries, clothing, and general merchandise, both in-store and online.
- Asda is committed to providing excellent customer service and value for money, with a focus on sustainability and community engagement.
Company Specialties:
- Retail
- Online
- Fashion
- Produce
- Logistics
- and Product Development
Company Website: http://www.asda.jobs
ASSUMPTION: Asda is a well-established retailer with a strong presence in the UK market. The company offers a wide range of products and services, providing opportunities for career growth and development in various areas.
📊 Role Analysis
Career Level: This role is at the manager level, requiring strategic thinking, team leadership, and hands-on campaign management.
Reporting Structure: The Brand Marketing Manager reports to the Senior Manager Brand Marketing Clothing and manages a team of four direct reports.
Work Arrangement: This role has a hybrid work arrangement, with a minimum of 3 days in the office.
Growth Opportunities:
- Asda offers opportunities for career progression within the marketing department and across other areas of the business.
- The company encourages internal mobility and provides training and development opportunities to support career growth.
- With over 10,000 employees, Asda offers a wide range of roles and opportunities for career development.
ASSUMPTION: As a large retailer, Asda provides numerous opportunities for career growth and development within the marketing department and across other areas of the business.
🌍 Location & Work Environment
Office Type: Asda's headquarters are based in Leeds, West Yorkshire, with regional offices and stores across the UK.
Office Location(s): George House, Leeds, West Yorkshire
Geographic Context:
- Leeds is a major city in the UK, with a vibrant retail industry and a strong fashion scene.
- The George House office is located in the heart of Leeds, providing easy access to public transportation and amenities.
- Leeds is known for its diverse culture, rich history, and numerous attractions, making it an attractive place to live and work.
Work Schedule: The work schedule is 37.5 hours per week, with a minimum of 3 days in the office (hybrid work arrangement).
ASSUMPTION: The George House office is centrally located in Leeds, providing a convenient work environment with easy access to public transportation and amenities. The hybrid work arrangement offers a balance between collaboration and flexibility.
💼 Interview & Application Insights
Typical Process:
- Online application and CV submission
- Phone or video screening with the HR department
- Face-to-face or video interview with the hiring manager and/or team members
- Final interview with the senior leadership team
Key Assessment Areas:
- Marketing expertise and experience in the fashion industry
- Strategic thinking and campaign management skills
- Leadership and team management abilities
- Communication and interpersonal skills
- Alignment with Asda's company values and culture
Application Tips:
- Tailor your CV and cover letter to highlight your relevant marketing experience and skills for this role.
- Prepare examples of successful marketing campaigns you've led or contributed to in the past.
- Research Asda's brand and marketing strategies to demonstrate your understanding of the company and its goals.
ATS Keywords: Brand Marketing, Campaign Management, Fashion Industry, Retail Marketing, Team Leadership, Marketing Strategy, Customer Experience, Marketing Campaigns, Marketing Performance, Marketing Budget
ASSUMPTION: Asda's interview process is designed to assess candidates' marketing expertise, strategic thinking, and leadership skills, as well as their cultural fit with the company. Tailoring your application and preparing for the interview with these factors in mind will increase your chances of success.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Marketing automation platforms (e.g., Mailchimp, HubSpot)
- Social media management tools (e.g., Hootsuite, Buffer)
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: As a large retailer, Asda uses a variety of tools and technologies to support its marketing efforts, including Microsoft Office Suite, marketing automation platforms, social media management tools, CRM software, and project management tools.
👔 Cultural Fit Considerations
Company Values:
- Putting customers first
- Being a trusted partner
- Working together as one team
- Striving for excellence
- Acting with integrity
Work Style:
- Collaborative and supportive team environment
- Focus on delivering results and driving growth
- Encouraging innovation and creativity
- Promoting a positive and inclusive work culture
Self-Assessment Questions:
- Do you have a proven track record of delivering successful marketing campaigns in the fashion industry?
- Are you able to work effectively in a hybrid work environment, balancing collaboration and flexibility?
- Do you have strong leadership and team management skills, with the ability to motivate and inspire your team members?
ASSUMPTION: Asda values candidates who align with its company values and promote a positive, inclusive work culture. Assessing your fit with these values and work style preferences will help you determine if Asda is the right fit for you.
⚠️ Potential Challenges
- Managing a team remotely and ensuring consistent brand messaging across multiple channels.
- Balancing strategic thinking with hands-on campaign management.
- Adapting to a fast-paced retail environment and changing customer preferences.
- Working effectively in a hybrid work arrangement, balancing collaboration and flexibility.
ASSUMPTION: As a brand marketing manager in a retail environment, you may face challenges related to remote team management, balancing strategic and hands-on responsibilities, adapting to a fast-paced environment, and working effectively in a hybrid work arrangement.
📈 Similar Roles Comparison
- Brand Marketing Manager (Retail) vs. Brand Marketing Manager (E-commerce):
- Retail-focused role may require more in-store and event marketing, while e-commerce-focused role may emphasize digital and online marketing.
- Both roles require strong brand management and campaign management skills.
- Brand Marketing Manager (Fashion) vs. Brand Marketing Manager (FMCG):
- Fashion-focused role may require a deeper understanding of fashion trends and customer behavior, while FMCG-focused role may emphasize product marketing and category management.
- Both roles require strong brand management and marketing expertise.
- Brand Marketing Manager (Mid-size Retailer) vs. Brand Marketing Manager (Enterprise Retailer):
- Mid-size retailer may offer more opportunities for hands-on involvement and decision-making, while enterprise retailer may provide more resources and structured career paths.
- Both roles require strong brand management, leadership, and strategic thinking skills.
ASSUMPTION: Comparing similar roles in the retail industry can help you understand the unique aspects of each role and determine which one aligns better with your skills, experience, and career goals.
📝 Sample Projects
- Developing and executing a seasonal marketing campaign for a new clothing line, including advertising, social media, in-store promotions, and event planning.
- Conducting market research and customer segmentation to inform brand positioning and marketing strategy.
- Managing a team to create and implement a brand refresh, including updating brand guidelines, logo design, and tone of voice.
ASSUMPTION: These sample projects illustrate the range of responsibilities and skills required for a brand marketing manager role in the fashion retail industry.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the brand marketing department?
- How does the company support the growth and development of its brand marketing managers?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does the company measure the success of its brand marketing campaigns, and what key performance indicators (KPIs) are most important?
- What is the company's approach to innovation and staying ahead of industry trends in brand marketing?
ASSUMPTION: Asking these questions during the interview will help you better understand the role, the team, and the company's approach to brand marketing, enabling you to make a more informed decision about the opportunity.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through http://www.asda.jobs
- Tailor your CV and cover letter to highlight your relevant marketing experience and skills for this role.
- Prepare examples of successful marketing campaigns you've led or contributed to in the past.
- Research Asda's brand and marketing strategies to demonstrate your understanding of the company and its goals.
- Follow up with the hiring manager one week after your final interview to express your continued interest in the role and ask about the next steps in the process.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
