Brand Director (Fractional)

Freddie's Flowers; London; On-site; GBP 70,000 - 100,000; Part time

Job summary

A leading company in the floral industry seeks a Brand Director to lead brand strategy and creative guidance. In this senior role, you’ll work closely with the founder to ensure the brand’s growth and emotional relevance. Ideal for someone with 10+ years in premium brand roles, seeking a part-time, impactful leadership opportunity.

Benefits

Option to buy extra holiday days

Discounted flowers for friends/family

WFH (where applicable)

Learning and Development Support

Cycle to work scheme

Employee Assistance Programme

Discounted gym membership

Cash plan with Medicash

Health and wellbeing sessions

Team socials and events

Bi-Weekly lunch

And Flowers!

Qualifications

• Experienced brand leader with strong commercial awareness.
• Highly collaborative and emotionally intelligent.
• Background in consumer, beauty, lifestyle, or premium DTC.

Responsibilities

• Lead brand strategy and positioning to drive awareness.
• Mentor and manage brand + creative teams.
• Ensure consistency across all customer touchpoints.

Skills

Brand Strategy

Creative Leadership

Collaboration

Mentorship

Cultural Awareness

Education

10+ years in brand leadership

Job description

Freddie’s Flowers was founded by Freddie Garland in October 2014 with one ambition: to change people’s relationship with flowers. We believe flowers aren’t only for grand occasions, but they make every day special, inspiring creativity and sparking joy.

Our starting point was our direct-to-consumer subscription model, helping us grow a loyal UK following. We launched in Germany in 2020, and then in 2021 we secured significant backing from The Craftory, a like-minded purpose-led global investment house, helping us expand, develop and grow. 2023 saw us start our gifting service – bringing the best of Freddie’s Flowers to everyone who needs it (even last minute!).

From the seed of an idea we continue to flourish; we’re now a B Corp organisation. And our founding mission remains unchanged – to change the world of flowers, and to change the world with flowers.

About The Role

As the Brand Director, you’ll be the strategic lead for our brand - ensuring it grows with clarity, consistency, and resonance. You’ll guide and support our founder-led creative vision, elevate execution across all customer touchpoints, and connect brand positioning to long-term business goals.

You’ll lead and mentor a passionate brand + creative team, ensuring everyone is aligned and empowered to deliver standout work - while keeping our brand emotionally rich, culturally relevant, and commercially sharp.

This is a senior strategic role, ideal for someone with deep brand building experience in consumer, lifestyle, or luxury categories, looking to work part-time in a hands-on but high-impact leadership position.

This role is focused on strategic leadership, brand growth, and alignment across all

Responsibilities

• Brand Strategy & Positioning
• Refine and evolve the brand strategy to drive awareness, growth, loyalty, and cultural relevance
• Define brand architecture, messaging, and tone of voice
• Lead seasonal and annual brand planning with input from key creative and commercial stakeholders
• Creative Leadership & Oversight
• Support and mentor the team to deliver emotionally compelling campaigns and content
• Champion brand consistency across all channels: packaging, social, web, partnerships, and product
• Provide brand & creative direction at key moments (e.g., launches, shoots, seasonal campaigns)
• Team Leadership & Collaboration
• Manage and coach the Senior Brand Manager, Creative Director and Copy Lead, providing clear priorities and structured development
• Represent the Brand + Creative team to the Board
• Act as a bridge between the creative and commercial teams, ensuring alignment
• Nurture a positive and purposeful brand culture within the team
• Growth & Innovation
• Guide brand evolution as the company expands into new categories (e.g., gifting, retail, or international markets)
• Use insight, intuition, and data to uncover brand opportunities and audience segments
• Stay ahead of cultural trends and competitor activity

Requirements

• An experienced brand leader (10+ years) with a background in consumer, beauty, lifestyle, or premium DTC
• A sharp brand thinker with a deeply creative instinct and commercial awareness
• Highly collaborative and emotionally intelligent, with a mentorship mindset
• Comfortable working closely with a founder and creative-led team
• Excited to build something beautiful, joyful, and culturally meaningful

Bonus Points

• Experience in subscription or membership models
• Background in premium, seasonal, or sustainability-driven brands
• Interest in floristry, wellness, or creative lifestyle content

Benefits

• Option to buy extra holiday days
• Discounted flowers for friends/family
• WFH (where applicable)
• Learning and Development Support
• Cycle to work scheme
• Employee Assistance Programme
• Discounted gym membership
• Cash plan with Medicash
• Health and wellbeing sessions with The Mind Clinic
• Team socials and events
• Bi-Weekly lunch
• And Flowers!

Inclusion

Freddie’s Flowers recognises our success is dependent on the success of our people. Freddie’s Flowers is committed to creating an inclusive work environment with a diverse workforce where everyone feels safe and valued. All applicants will receive consideration for