Head of Brand and Campaigns

The Role

Reporting to the CMO, you’ll own Mother Root’s brand strategy, partnership programme, campaign calendar and creative system.

You’ll work closely with the Head of Growth, who owns paid media, CAC, LTV, MER and performance measurement. Your job is to give Growth raw material they cannot generate internally — partnership‑led campaigns, distinctive creative, sharp customer insight, and content that earns attention.

You will work closely with Sales and Trade Marketing to ensure retail growth is properly supported: shopper messaging, retailer toolkits, launch moments, sampling, trade campaigns, retail media and seasonal activation.

The job is to make Mother Root feel like one brand across every surface, while raising the quality and commercial usefulness of the work we produce.

What You’ll Own

1. Brand strategy and positioning

You will:

• Own brand strategy, positioning and message hierarchy in the UK and US.
• Keep the brand distinct from fake alcohol, soft drinks, wellness shots and generic “better for you” drinks.
• Protect the tone of voice across every touchpoint.

2. Cultural partnerships (US and UK)

You will:

• Build and run Mother Root’s cultural partnership programme — chefs, restaurants, hospitality, music, fashion, design, cultural moments, talent and creators.
• Source, negotiate and land partnerships that produce assets and stories Mother Root could not make alone.
• Treat partnerships as a creative supply chain for paid social, CRM, retail, PR and trade — not as one‑off PR stunts.
• Build a repeatable model so partnership output flows predictably into the campaign calendar.
• Manage downstream amplification: PR consultants, earned media, press moments and category storytelling sit inside this pillar as ways to extend partnership reach (not as a standalone function).

3. Campaign calendar and demand creation

You will:

• Build the annual campaign calendar across DTC, Grocery, Amazon, trade, paid media, CRM and content.
• Plan key seasonal and commercial moments and develop campaign platforms that stretch across paid, trade, email, site, retail media and sampling.
• Sequence partnerships into the calendar so each one fuels a campaign window, not a one‑off.
• Work with Growth and Sales so brand activity is tied to real commercial priorities.

4. Creative and content leadership

You will:

• Brief and lead Brand Creative across campaign assets, photography, art direction, design, content and brand worlds.
• Make sure partnership assets are produced to a standard that earns paid spend behind them.
• Work closely with the Performance Creative Lead so paid creative is fast, effective and recognisable Mother Root — without owning the day‑to‑day ideation (this will be driven by Growth).

5. Trade, retail and shopper marketing

You will:

• Partner with the Head of Sales and Trade Marketing to build retail activation plans.
• Translate campaigns (and partnership stories) into shopper‑facing assets: POS, shelf talkers, sampling scripts, retailer.com content, trade decks, serve cards and demo materials.
• Make sure shoppers quickly understand what Mother Root is, when to drink it, how to serve it, and why it is worth the price.
• Support Grocery, Amazon, Ocado, independents and US retail expansion with coherent brand and campaign assets.
• Connect trade moments with the wider campaign and partnership calendar.

6. Paid creative partnership (with Growth)

You will:

• Work with the Head of Growth, Paid Social Manager and Performance Creative Lead to shape the inputs into paid creative — customer insights, partnership assets, brand world, messaging, hooks.
• Help interpret what is winning in paid and feed that learning into the wider campaign and partnership programme.
• Help balance direct‑response clarity with long‑term brand distinctiveness.
• Make sure performance creative doesn’t drift into generic category tropes.

7. Insight and brand health

You will:

• Own brand tracking, customer interviews, JTBD work, occasion mapping and audience insight.
• Turn customer language into better briefs, better campaigns and sharper shopper messaging.
• Partner with Growth and Data on quantitative insight.

8. ATL readiness (small, deliberate)

Mother Root is not ready for large ATL investment today, and this role is not being hired to run TV in year one. The job is to keep optionality open by building partnership platforms and distinctive assets that could scale into OOH, BVOD, podcasts or experiential when the maths supports it. This pillar is intentionally narrow.

What this role doesn’t own

• Editorial / content calendar day‑to‑day.
• Organic social day‑to‑day — community management, posting cadence, platform‑native execution.
• Paid media — channel strategy, budget, bidding, measurement (owned by Head of Growth).
• Performance creative ideation — the iteration engine for paid (owned by Performance Creative Lead, with brand inputs from this role).
• Founder comms and the founder story — owned by the founder directly.

How success will be measured

Brand doesn’t own every commercial number, but it should make growth sharper, faster and more coherent.

Primary scorecard

• Awareness : Consideration ratio (brand tracker).
• NPS (DTC post‑purchase + retail intercept).
• Quality and delivery of the annual campaign calendar.

Co‑owned commercial indicators

• Bottles sold.
• MER.

What success looks like after 12 months

• An insight‑led campaign calendar with strong partnerships fuelling paid, retail media, and CRM, built around partnership moments, seasonal peaks and commercial priorities that ships on time.
• A customer insight engine regularly feeding into campaigns, content, trade assets and growth experiments.
• The brand feels coherent everywhere, even as creative volume increases.
• Brand tracking is live or clearly scoped, with NPS instrumented across DTC and retail.
• Trade marketing has stronger toolkits, clearer shopper messaging and better campaign integration.
• Mother Root has the early building blocks for future ATL: partnership‑led campaign platforms, distinctive assets and sharper creative standards — without the org having drifted into premature TV spend.

What You’ll Bring

• Significant previous experience in a Senior Brand role, ideally in a DTC/scale‑up brand, with proven success building brand strategies and launching standout integrated creative campaigns across a variety of channels (e.g. DTC, paid media, CRM, PR, organic social and content).
• Strong commercial thinking – you’ll understand the impact and numbers behind every campaign.
• Strong customer‑centric mindset – you bring insight into everything you do.
• Strong awareness of using organic social to drive growth.
• Excellent leadership and communication skills in a fast‑moving environment; you can motivate and influence cross‑functionally.

Benefits & Perks

• Share Options Programme
• Hybrid working: 3 x a week in office (Mon, Tues, Thurs) & 2 from home
• Annual Leave: 25 days per year
• Summer Hours: Early finish Fridays (June–August)
• Work From Anywhere: Up to 2 weeks per year
• Pension: 5% matched contribution
• Cycle Scheme: Bike or Lime/Forest Pass
• Personal Development: £300 annual allowance for approved training
• Wellbeing Support: Access to Spill app & Heka allowance (£40/month) + birthday/work anniversary boosts
• Annual Team Trip: Gastronomical & wellbeing‑focused team away trip
• Parental Leave: Competitive maternity/paternity package
• Lots of free Mother Root

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