Established in 1990, Per-Scent has over 30 years of experience in brand building, new product development, manufacturing services and distribution globally. Per-Scent is the UK’s leading fragrance and beauty distributor of the most sought-after brands across premium, celebrity and lifestyle fragrances.
Overview
The Senior Brand Manager will play a pivotal role in shaping and executing brand strategy, overseeing product development, and driving market performance for a portfolio of luxury fragrance brands. Working closely with the Brand Director and cross-functional teams, the Senior Brand Manager will take on both strategic and hands-on responsibilities, managing key initiatives and ensuring consistent brand growth in line with company objectives.
This role sits between the Brand Manager and Brand Director, focusing on higher-level strategy and leadership responsibilities while still being deeply involved in tactical execution.
Key Responsibilities
1. Strategic Brand Management
- Ownership of Brand Strategy: Develop and execute brand strategies in collaboration with the Brand Director, ensuring alignment with global brand vision and market goals.
- Market Positioning: Define and refine brand positioning to elevate brand identity and value in the luxury fragrance market.
- P&L Responsibility: Oversee the brand P&L, manage budgets, and present financial performance updates to senior leadership.
- Brand Portfolio Leadership: Manage multiple product lines, ensuring each aligns with overall brand strategy and positioning.
2. Product Development and Innovation
- Product Strategy: Lead product development cycles, from idea to launch, ensuring products meet market demands and profitability targets.
- SKU and Design Oversight: Make key decisions on product assortment, packaging, and design direction to ensure cohesive brand expression across all SKUs.
- Innovation Pipeline: Develop an innovation pipeline, identifying opportunities for product expansion and category development based on market insights and consumer trends.
3. Marketing and Communications Leadership
- Integrated Campaigns: Lead the development and execution of integrated marketing campaigns (POS, PR, digital), collaborating with creative and media agencies.
- Digital Strategy: Oversee digital and social media strategy to enhance brand presence and engagement, staying current with digital marketing trends.
- Agency Management: Build and maintain relationships with PR, creative, and research agencies to ensure effective and brand-aligned communication.
- Asset Approval and Consistency: Oversee creation and sign-off of all brand assets, ensuring adherence to brand guidelines and maximising market impact.
4. Relationship and Stakeholder Management
- Licensor & Brand Owner Liaison: Serve as a primary contact for licensors, ensuring alignment on brand direction and initiatives.
- Cross-Functional Collaboration: Work closely with Sales, NPD, Finance, and Supply Chain teams to ensure brand strategy aligns with operational goals.
- Distributor and Partner Coordination: Lead communications with key distributors and market partners to support local marketing plans and product launches.
5. Performance Analysis and Reporting
- Market and Consumer Insights: Conduct regular analyses of market trends, competitor performance, and consumer preferences to guide brand strategy.
- Campaign Analysis: Measure the effectiveness of marketing initiatives, using insights to make strategic adjustments.
- Sales Tracking: Monitor brand sales and market share, using data to inform quarterly and annual brand reviews with leadership.
Skills and Qualifications
- Experience: 7+ years in brand management within the fragrance, beauty, or luxury industries, with a strong understanding of brand strategy, positioning, and digital marketing.
- Educational Background: Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).
- Financial Acumen: Experience managing brand P&L, budgets, and financial targets.
- Consumer and Market Insight: Deep understanding of luxury consumer behavior and market trends in fragrance and beauty.
- Communication & Leadership: Excellent written, verbal, and presentation skills, with the ability to influence cross-functional teams and senior stakeholders.
- Project Management: Strong organizational and project management skills, with a proven track record of leading multiple projects from inception to completion.
- Digital Proficiency: Knowledge of digital and social media marketing platforms, with a focus on driving consumer engagement.
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