Head of Brand Planning

Job ID: 3571


Building a family of brands, for the world to love, generation after generation.


We are Pentland Brands, a global family business bringing some of the most loved active and footwear brands to millions of people around the world.


We own Speedo, Berghaus, Canterbury of New Zealand, Endura, Mitre, ellesse, Boxfresh, SeaVees, KangaROOS and Red or Dead. We’re the global licensee for Karen Millen footwear and Kickers in the UK.  We also have a joint venture partnership for Lacoste footwear.


All our brands have their own unique identities and every one of them is powered by Pentland. We have more than 1,400 employees worldwide and we’re always on the lookout for talented, enthusiastic people to help shape our future.


We celebrate differences and give everyone the freedom to innovate and develop, be it through creative working environments or learning opportunities. Our brands are there in the moments that matter - being there for more people, in more of those moments, drives everything we do.


At Pentland, we’re guided by four principles, we use these to make sure we’re not only doing a great job, but we’re doing it in the right way:


  • Success is a team game
  • With clarity and courage
  • Better as standard
  • In good conscience


To find out more go to www.pentland.com or follow @pentlandbrands on Twitter, LinkedIn, Instagram or Facebook. 

The Role:

High level accountability :

+ Working collaboratively with the global & local Insight function (and agencies) be the expert on consumer, category and channels to define the growth opportunities for the brand.

+ High level of contribution to the development of Global Brand Strategy.

+ Lead and accountable to drive the Brand Plan through to execution by cross functional briefing and leadership of internal and external teams. Examples could include:

  • - Defining and testing consumer propositions to validate prior to launch;
  • - Developing financial business cases and gaining buy-in through stage gate process;
  • - Briefing product requirements to meet identified consumer needs (in specific categories or channels);
  • - Identifying further distribution, availability opportunities in the market;
  • - Building innovation pipeline opportunities with Innovation & Insights teams;
  • - Lead the brand marketing/activation teams in the building and execution of marketing plans that drive the required behaviour change;
  • - Lead the cross functional teams to translate the brand plan into shopper and customer plans;
  • - Lead the cross functional team to develop and deliver a media strategy on time, budget and to agreed KPI / ROIs.

+ Ensure a joined-up approach of on- and offline channels (retail) in order to best achieve omni channel delivery.

+ Be the brand guardian; ensuring the brand image is delivered consistently to consumers & shoppers across all communications and visual identity.

+ Lead the development of clear and consumer centric O2O strategy with the cross-functional stakeholders.

+ Lead the development of a CRM strategy (across all touch points) – which is suitable for China and allows Pentland to gain a single view of the consumer.


Leadership and people

+ Lead on brand development projects, including – brand strategy and plan;brand positioning and guidelines; communications, media and GTM planning.

+ Build joint objectives with on- and offline commercial teams – in order to achieve consistency and omni channel approach.

+ Be a leader that inspires confidence in the brand and our strategy both internally and externally, inspire customers to align with Speedo’s strategies.

+ Excellent team player in an environment where exceptional cross-functional working is expected (including central Digital teams, wider China team and any regional functions).

+ Build clear and concise business proposals by using relevant data analytics and share with the appropriate stakeholders in the right way and at the right time.

+ Lead & drive regular communication with Pentland senior management teams with reporting and analysis with key levers and opportunities for growth.

+ Lead the newly curated and expanded Brand team in China and build stronger capacity & capability in order to realise Pentland’s market growth ambitions now and in the future.

+ Lead & manage external agencies & partners to meet agreed targets.

What you need to have:


+ Global or international experience of building and implementing brand activity through local market teams

+ Strong experience in brand management, brand positioning and proposition development

+ Solid commercial acumen with proven experience of managing marketing budgets, P&L accountability and optimising brand profitability

+ Significant experience of delivering brand growth through use of all aspects of the marketing mix (pricing, product, innovation, distribution and communication)

+ Experienced in research, data analysis, insight generation & close working with insight function

+ Consumer communication and advertising development experience with experience in managing cross agency teams to develop and execute multi-channel marketing campaigns

+ Experience of matrix working in a complex business

+ Experience of operating in varied business models (licensed, distributer, wholesale, retail) with an ability to understand and execute consumer initiatives through these routes-to-market

+ Experience in analysing and utilising multiple sources of data to diagnose and recommending clear business actions

+ Strong leadership skills with significant experience and skill in people management and team development

+ Strong project management experience and proven track record of delivery


+ A leader with integrity; instilling confidence and delivering in a way true to Pentland’s principles

+ Situationally adaptive. Curious (open minded) but decisive (drives to action) while able to switch from broad, strategic thinking to operational pragmatism

+ Great communicator with an ability to turn complex strategy into clear simple, actionable plans

+ Able to integrate, operate and influence inside and outside the business, building relationships and trust across business levels and diverse cultures and markets

+ Strong at problem solving, bold and resilient in decision making

+ Objective and decisive; able to identify truly value-driving initiatives among a wide range of opportunities, then driving action to deliver that value

+ Fluent in both Mandarin and English


What we need to see in you:


+ Development and delivery of their owned aspects of brand plans and KPIs (e.g. commercial growth & contribution, brand equity and market share) to deliver against the brand’s objectives.

+ Brand positioning is clear, well understood so that all brand activity is can be / is aligned.

+ A visibly motivated and engaged team focused behind a clear, single plan with resources (time and investment) demonstrably in service of the brand plan (with ‘off plan’ activity stopped).

+ Noticeable, measurable shift in the performance of marketing activity.





This overview gives you a feel for what you’ll be doing day to day but it’s not an A to Z.



 www.pentland.com                                     https://careers-pentland.icims.com/                                    


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