- Job Title: Senior Brand Marketing Manager - George Home & GM
- Company: Asda
- Location: Asda House, Leeds, West Yorkshire, UK
- Job Type: Full-time, Permanent
- Category: Brand/Product Management
- Date Posted: 2025-04-08
- Experience Level: 5-10 years
- Remote Status: Hybrid (Minimum 3 days a week in the office)
🚀 Job Overview
Key aspects of this role include:
- Leading the Brand Marketing team to deliver the brand strategy to customers.
- Managing relationships across the business to ensure alignment and deliver growth.
- Planning, executing, and reviewing marketing campaigns while managing the Brand Comms budget.
- Building and nurturing relationships with creative and media agencies.
- Collaborating with teams on PR campaigns, influencer partnerships, and community programs.
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to work effectively across multiple teams and stakeholders.
📋 Key Responsibilities
- Brand Strategy & Planning:
- Develop and implement brand strategy to support business goals.
- Create and align the Brand Communication strategy to deliver business strategy.
- Translate brand strategy into plans and positioning, incorporating customer sentiment, market activity, and insights.
- Campaign Management:
- Plan, execute, and review all campaigns in the annual plan.
- Ensure campaigns are relevant, cost-effective, and drive business growth.
- Monitor campaign performance and make data-driven decisions.
- Team Leadership & Development:
- Lead, coach, and mentor the Brand Marketing team.
- Foster a culture of agile working, entrepreneurship, and high performance.
- Develop an internal talent pool and external talent pipeline.
- Stakeholder Management:
- Build and maintain relationships with internal teams, agencies, and external partners.
- Collaborate with teams on PR campaigns, influencer partnerships, and community programs.
- Budget Management:
- Own the Brand Comms budget, planning ahead and ensuring resources are used effectively.
- Continuously evaluate and monitor campaign performance and marketing spend.
ASSUMPTION: This role involves a high level of strategic thinking, cross-functional collaboration, and team leadership. It requires a proactive approach to problem-solving and a strong focus on delivering results.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field.
- Experience: Proven experience (5-10 years) in a similar role within a consumer-facing business, preferably in the home and general merchandise space.
- Required Skills:
- Proven track record in brand strategy, campaign management, and team performance.
- Excellent verbal and numerical reasoning skills, with the ability to solve complex problems and be decisive.
- Strong change readiness and management skills, with excellent negotiation and influencing skills.
- Excellent presentation skills, with the ability to flex style to gain buy-in from a senior audience.
- High emotional intelligence, with a collaborative mindset and strong networking skills.
- Ability to communicate and align teams to strategy and vision, while managing multiple teams.
- Highly resilient, tenacious, and adaptable to change, with excellent people management, coaching, and development skills.
- Forward-thinking and innovative, with a passion for the George brand and the customer.
Preferred Skills:
- Previous experience in both in-house and agency roles.
- Experience in the home and general merchandise space.
ASSUMPTION: Candidates should have a strong background in brand marketing, with a proven track record of driving business growth and managing high-performing teams.
💰 Compensation & Benefits
- Salary Range: Competitive salary plus benefits. Based on industry standards for a senior marketing role in the UK, the estimated salary range is £60,000 - £80,000 per annum.
- Benefits:
- Discretionary company bonus
- Company pension up to 1.5 times colleagues' contribution (max 15%)
- Company car allowance of £8,000
- 15% colleague discount in store and online
- Free access to wellbeing services such as Wagestream
- 24/7 virtual GP, counselling, health, and dental cash plans, and a 24/7 employee assistance helpline
- Discounts across a range of services and activities
- Excellent parental leave policies
- Working Hours: 37.5 hours per week, with a flexible hybrid work arrangement (minimum 3 days a week in the office).
ASSUMPTION: The salary range is estimated based on industry standards for a senior marketing role in the UK retail sector. The benefits package is comprehensive and designed to support employee wellbeing and work-life balance.
📌 Applicant Insights
🔍 Company Context
- Industry: Retail (specifically, home and general merchandise)
- Company Size: 10,001+ employees
- Founded: 1949 (as a subsidiary of J Sainsbury plc)
- Company Description: Asda is a British supermarket retailer, the second-largest supermarket chain in the UK, with a strong focus on value for money and customer experience. It operates both physical stores and an online platform, offering a wide range of products, including clothing, homeware, and groceries.
- Company Specialties: Retail, online, fashion, produce, logistics, and product development.
📊 Role Analysis
- Career Level: Senior management level, reporting directly to the George Marketing Director.
- Reporting Structure: The Senior Brand Marketing Manager will lead the Brand Marketing team and collaborate with various internal teams, agencies, and external partners.
- Work Arrangement: Hybrid work arrangement, with a minimum of 3 days a week in the office.
- Growth Opportunities: Asda offers numerous growth opportunities, including internal promotions, cross-functional moves, and development programs. Given the company's size and diverse business units, there are ample prospects for career progression.
🌍 Location & Work Environment
- Office Type: Hybrid (combination of on-site and remote work)
- Office Location(s): Asda House, Leeds, West Yorkshire, UK
- Geographic Context: Leeds is a vibrant city in the UK, with a thriving retail industry and a strong job market. Asda's headquarters is located in the city center, offering easy access to public transportation and various amenities.
- Work Schedule: Full-time, with a flexible hybrid work arrangement (minimum 3 days a week in the office).
ASSUMPTION: The hybrid work arrangement offers a good balance between on-site collaboration and remote flexibility, allowing employees to maintain a healthy work-life balance.
💼 Interview & Application Insights
- Typical Process: Online application submission → Phone/Video screening → First-round interview (behavioral and situational questions) → Final-round interview (meeting with the hiring manager and team members) → Offer extension
- Key Assessment Areas: Strategic thinking, leadership skills, cross-functional collaboration, problem-solving, and cultural fit.
- Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills.
- Prepare examples of your brand strategy, campaign management, and team leadership experiences.
- Research Asda's brand, values, and recent marketing campaigns to demonstrate your enthusiasm and understanding of the role.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud)
- Project management tools (e.g., Asana, Trello)
- CRM systems (e.g., Salesforce, Microsoft Dynamics)
👔 Cultural Fit Considerations
- Company Values: Asda's core values are "Respect, Integrity, Service, Excellence, and Passion." Candidates should demonstrate these values in their application and interview.
- Work Style: Asda fosters a collaborative, agile, and customer-focused work environment. Candidates should be comfortable working in a dynamic, fast-paced setting and be open to feedback and continuous learning.
- Self-Assessment Questions:
- How do you align with Asda's core values, and how have you demonstrated these in your previous roles?
- Describe a time when you had to manage multiple teams or stakeholders to deliver a successful marketing campaign. What was the outcome, and what did you learn?
- How do you approach building and maintaining relationships with external partners, such as creative and media agencies?
⚠️ Potential Challenges
- Role-specific: Managing multiple teams and stakeholders to deliver marketing campaigns on time and within budget.
- Company-specific: Working in a large, complex organization with a diverse range of products and services.
- Industry-specific: Keeping up with market trends and consumer behavior in the fast-paced retail sector.
- Location-specific: Adapting to a hybrid work environment and commuting to the office a minimum of 3 days a week.
📈 Similar Roles Comparison
- Role Differentiation: This role focuses on brand marketing for the George Home & GM division, while similar roles in other departments or companies may have a broader or more specialized focus (e.g., marketing for a specific product category or channel).
- Industry Context: Asda is a large retail corporation with a strong focus on value for money and customer experience. Other retailers may have different business models, target markets, or competitive advantages.
- Career Path Comparison: In Asda, this role is a senior management position with potential for progression to a director-level role or a move to a different department or business unit. Career paths in other companies may vary depending on their organizational structure and growth opportunities.
📝 Sample Projects
- Developing and implementing a brand strategy for a new product line or store format.
- Managing a cross-functional team to deliver a high-profile marketing campaign, from concept to creation.
- Conducting market research and analyzing customer insights to inform brand positioning and marketing tactics.
💡 Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days?
- How does the George Home & GM division fit into Asda's overall business strategy?
- What are the most significant challenges facing the Brand Marketing team, and how can this role address them?
- How does Asda support the professional development and career growth of its employees?
- What is the company's approach to innovation and staying ahead of market trends in the retail sector?
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through [this link](https://asda.wd103.myworkdayjobs.com/AsdaJobs/job/Asda-House/Senior-Brand-Marketing-Manager-George-Home---GM_R-056122).
- Tailor your resume and cover letter to highlight your relevant experience and skills.
- Prepare examples of your brand strategy, campaign management, and team leadership experiences.
- Research Asda's brand, values, and recent marketing campaigns to demonstrate your enthusiasm and understanding of the role.
- Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications.
- If invited to interview, prepare for behavioral and situational questions, and be ready to discuss your relevant experience and skills in detail.
⚠️ Disclaimer: This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
