Head of Brand

Mother's Earth; España; On-site; EUR 90,000 - 130,000; Full time

Job summary

Mother’s Earth seeks a Head of Brand to lead brand identity and strategy, building a distinctive presence that fuels growth toward iconic household status. You will own omni‑channel brand strategy, fragrance drops, and partnerships, working across Growth, Product, Operations, Ecommerce, and Retail.

You will drive campaigns, creative leadership, and experiential programs, partnering with agency partners and cross-functional teams to translate strategy into measurable results and consistent

Qualifications

• 5+ years of brand leadership experience in high-growth consumer or omnichannel businesses.
• Experience in a category where scent, flavour, texture, or product ritual drives preference (e.g., fragrance, home care).
• Proven experience running an ongoing launch calendar, including drops and collaborations.
• Strong understanding of DTC and performance marketing, with ability to apply to brand decisions.
• Experience leading the development of retail packaging and shopper marketing.
• Experience building ambassador relationships and brand partnerships.
• Hands-on with integrated campaigns across paid, owned and earned channels.

Responsibilities

• Own and evolve brand identity, positioning, and messaging across markets and channels.
• Own the annual and quarterly brand plan, budget, investment, and hypotheses; tie brand activity to growth.
• Lead fragrance portfolio launches, seasonal editions, and collaborations with R&D, Operations, Growth, Retail, and Finance.
• Conceive and lead integrated brand campaigns and fragrance launch campaigns from idea to execution.
• Set creative vision and channel activation plan across paid, owned, and earned channels.
• Lead experiential events, PR stunts, OOH, retail activations, influencer moments, and partnerships.
• Translate brand into a distinctive shopper proposition; own packaging strategy and in-store brand experience.
• Build ambassador and brand partnership strategy with commercial objectives.
• Bring a data-led approach to consumer insights and brand health tracking; turn insights into actions.
• Develop a thriving brand-led community and align cross-functional teams to maintain brand consistency.

Skills

Brand leadership

Growth marketing

Campaign leadership

Experiential & PR

Team leadership

Cross-functional collaboration

Retail & packaging

Ambassador partnerships

Consumer insights

Job description

As Head of Brand, you’ll lead Mother’s Earth’s brand identity and strategy, building a distinctive presence that creates desire, inspires trust, and fuels growth, with the ambition of becoming an iconic household name.

Mother’s Earth is entering its next chapter: building on a successful DTC business to become a home care brand that people actively seek out, online and in retail. Fragrance will play a central role in that journey, through signature scents, seasonal drops, and collaborations that give people reasons to discover, return, and recommend.

We need a brand builder who understands that brand is not a support function, but a growth engine crucial in our success. This role is for a brand builder who thinks in campaigns, stunts, and cultural moments as much as strategy decks. Someone who gets genuinely excited about taking a brand into the world. Through experiential activations, out-of-home, earned media, retail theatre, and ideas that make people stop and pay attention. You'll be as comfortable pitching a billboard concept as you are setting a brand positioning framework, and you'll have the drive and creativity to make both happen.

You’ll build and lead our brand team, manage agency partners, and work closely with Growth, Product, Operations, Ecommerce, Retention, and Retail to turn our brand strategy into consistent execution and measurable results.

Your responsibilities:

Brand Strategy & Positioning — Own and evolve Mother’s Earth brand identity, positioning, and messaging across markets and channels. Translate this into an omni-channel brand strategy spanning digital, retail, marketplace, and professional channels. Find an ownable space in the category and stay close to cultural relevance.

Brand as a Growth Driver — Own the annual and quarterly brand plan, budget, investment and hypotheses. You set the strategic link between brand activity and business growth. Build the case for brand investment, set clear objectives for awareness and perception, and ensure every brand initiative is designed to move the needle commercially, not just aesthetically.

Fragrance Portfolio & Drops — Own the consumer proposition and launch calendar for our fragrance portfolio. Translate consumer insights, scent preferences, and cultural opportunities into a prioritised pipeline of core fragrances, seasonal editions, and collaborations. Build a repeatable launch process with clear objectives, appropriate investment, and post-launch evaluation, working closely with R&D, Operations, Growth, Retail, and Finance

Campaign Leadership — Conceive and lead integrated brand campaigns and fragrance launch campaigns from idea through execution. Set the creative vision, messaging, and channel activation plan, delivering distinctive, commercially grounded work across paid, owned, and earned channels.

Creative Leadership — Set the creative standard for the business and own the quality of output across every channel and format. Build the systems and workflows that enable great work at the speed a high-growth business demands. Be hands‑on where it matters.

Performance Creative Partnership — Work closely with the Growth team to ensure brand and performance are pulling in the same direction. Put guardrails and process around performance creative without slowing it down. The best version of this role makes performance marketing more effective, not less.

Taking the Brand Into the World — Lead experiential events, PR stunts, OOH, retail activations, influencer and ambassador moments, and brand partnerships. If it gets Mother’s Earth in front of new audiences and makes them feel something, this is your territory. Build this from the ground up and be prepared to be scrappy.

Retail Brand, Packaging & Shopper Marketing — Translate Mother’s Earth into a distinctive shopper proposition that captures attention and communicates clearly within seconds at shelf. Own packaging strategy, design direction, and messaging hierarchy, building a recognisable system across products, formats, and fragrances. Lead retail campaigns, sampling, shopper activation, retail‑media creative, and the in‑store brand experience in partnership with the Retail team.

Ambassadors & Brand Partnerships — Own Mother’s Earth’s ambassador and brand partnership strategy. Select partners based on credibility, cultural relevance, audience, and product fit. Build authentic relationships grounded in genuine product experience, with compelling creative concepts, appropriate usage rights, and clear commercial objectives. Partner with Growth on paid amplification and Retail on in‑store activation.

Consumer Insights & Brand Health — Bring a data‑led approach to consumer insights and brand health tracking. Own turning insights into action — shaping existing marketing assets and influencing the NPD pipeline. Leverage research to ensure Mother’s Earth remains relevant and distinctive.

Community and Advocacy — Cultivate a thriving brand‑led community and develop smart feedback loops that turn consumers into advocates.

Team Leadership & Cross‑Functional Collaboration — Build, coach, and develop a high‑performing brand team. Work with and hold accountable agencies where appropriate. Partner with Product, Growth, CX, and Retention to ensure brand consistency across the customer journey, and be the brand lens across the wider business.

Role Overview

As Head of Brand, you’ll lead Mother’s Earth’s brand identity and strategy, building a distinctive presence that creates desire, inspires trust, and fuels growth, with the ambition of becoming an iconic household name.

Mother’s Earth is entering its next chapter: building on a successful DTC business to become a home care brand that people actively seek out, online and in retail. Fragrance will play a central role in that journey, through signature scents, seasonal drops, and collaborations that give people reasons to discover, return, and recommend.

We need a brand builder who understands that brand is not a support function, but a growth engine crucial in our success. This role is for a brand builder who thinks in campaigns, stunts, and cultural moments as much as strategy decks. Someone who gets genuinely excited about taking a brand into the world. Through experiential activations, out‑of‑home, earned media, retail theatre, and ideas that make people stop and pay attention. You'll be as comfortable pitching a billboard concept as you are setting a brand positioning framework, and you'll have the drive and creativity to make both happen.

You’ll build and lead our brand team, manage agency partners, and work closely with Growth, Product, Operations, Ecommerce, Retention, and Retail to turn our brand strategy into consistent execution and measurable results.

Your responsibilities:

• Brand Strategy & Positioning — Own and evolve Mother’s Earth brand identity, positioning, and messaging across markets and channels. Translate this into an omni‑channel brand strategy spanning digital, retail, marketplace, and professional channels. Find an ownable space in the category and stay close to cultural relevance.

• Brand as a Growth Driver — Own the annual and quarterly brand plan, budget, investment and hypotheses. You set the strategic link between brand activity and business growth. Build the case for brand investment, set clear objectives for awareness and perception, and ensure every brand initiative is designed to move the needle commercially, not just aesthetically.

• Fragrance Portfolio & Drops — Own the consumer proposition and launch calendar for our fragrance portfolio. Translate consumer insights, scent preferences, and cultural opportunities into a prioritised pipeline of core fragrances, seasonal editions, and collaborations. Build a repeatable launch process with clear objectives, appropriate investment, and post‑launch evaluation, working closely with R&D, Operations, Growth, Retail, and Finance

• Campaign Leadership — Conceive and lead integrated brand campaigns and fragrance launch campaigns from idea through execution. Set the creative vision, messaging, and channel activation plan, delivering distinctive, commercially grounded work across paid, owned and earned channels.

• Creative Leadership — Set the creative standard for the business and own the quality of output across every channel and format. Build the systems and workflows that enable great work at the speed a high‑growth business demands. Be hands‑on where it matters.

• Performance Creative Partnership — Work closely with the Growth team to ensure brand and performance are pulling in the same direction. Put guardrails and process around performance creative without slowing it down. The best version of this role makes performance marketing more effective, not less.

• Taking the Brand Into the World — Lead experiential events, PR stunts, OOH, retail activations, influencer and ambassador moments, and brand partnerships. If it gets Mother’s Earth in front of new audiences and makes them feel something, this is your territory. Build this from the ground up and be prepared to be scrappy.

• Retail Brand, Packaging & Shopper Marketing — Translate Mother’s Earth into a distinctive shopper proposition that captures attention and communicates clearly within seconds at shelf. Own packaging strategy, design direction, and messaging hierarchy, building a recognisable system across products, formats and fragrances. Lead retail campaigns, sampling, shopper activation, retail‑media creative, and the in‑store brand experience in partnership with the Retail team.

• Ambassadors & Brand Partnerships — Own Mother’s Earth’s ambassador and brand partnership strategy. Select partners based on credibility, cultural relevance, audience and product fit. Build authentic relationships grounded in genuine product experience, with compelling creative concepts, appropriate usage rights and clear commercial objectives. Partner with Growth on paid amplification and Retail on in‑store activation.

• Consumer Insights & Brand Health — Bring a data‑led approach to consumer insights and brand health tracking. Own turning insights into action — shaping existing marketing assets and influencing the NPD pipeline. Leverage research to ensure Mother’s Earth remains relevant and distinctive.

• Community and Advocacy — Cultivate a thriving brand‑led community and develop smart feedback loops that turn consumers into advocates.

• Team Leadership & Cross‑Functional Collaboration — Build, coach and develop a high‑performing brand team. Work with and hold accountable agencies where appropriate. Partner with Product, Growth, CX and Retention to ensure brand consistency across the customer journey, and be the brand lens across the wider business.

What you bring:

• 5+ years of brand leadership experience in high‑growth consumer or omnichannel businesses, with a track record of shaping and scaling distinctive brands.

• Significant experience in a consumer category where scent, flavour, texture, or product ritual drives preference, such as beauty, fragrance, personal care, food and drink, or home care.

• Proven experience running a frequent innovation and launch calendar, including scent or flavour drops, limited editions, seasonal launches or collaborations. From consumer insight and product brief through launch, evaluation, and decisions to scale or stop.

• Strong understanding of DTC and performance marketing, including creative testing, conversion, CAC, LTV, contribution margin, attribution and incrementality. Able to apply this understanding to brand decisions and partner effectively with Growth.

• Experience owning material brand budgets, building commercial investment cases and agreeing evidence, timing and scale/stop gates with executive and finance stakeholders.

• Proven experience leading the development of retail packaging, including shelf differentiation, clear shopper communication and recognisable design systems across products and formats.

• Demonstrable brand led impact in major retail environments through shopper marketing, sampling and activation.

• Experience developing and managing distinctive brand assets that strengthen recognition across packaging, retail, digital and campaigns.

• Hands‑on experience leading integrated campaigns, with strong case studies across paid, owned and earned channels, including community, PR and social.

• Experience building ambassador relationships and brand partnerships that delivered authentic engagement and commercial results.

• Strong understanding of consumer research and brand tracking, with evidence of translating findings into product and marketing decisions.

• A track record of building and leading high‑performing teams and managing agencies, combining clear communication, compelling storytelling and hands‑on execution.

• Builder and operator mindset – equally strong in strategy and execution