Brand Lead - Accessories

1000 Brompton Bicycle Ltd; Greenford; On-site; GBP 90,000 - 120,000; Full time

Job summary

Brompton Bicycle is seeking a Brand Lead for Accessories to own the category's marketing strategy from global planning to local execution. You will connect category, product and brand priorities with Centres of Excellence, driving demand, conversion and attachment across channels.

You will lead lifecycle marketing, campaigns, launch readiness and cross-functional collaboration with regional teams to ensure consistent brand storytelling and performance against plans.

Qualifications

• Translate strategy, product roadmap and consumer insight into an integrated global marketing plan.
• Define audience, jobs-to-be-done and value propositions for the range.
• Lead marketing across brand, digital, CRM, retail and partner touchpoints.

Responsibilities

• Own global campaign and product launch briefs with clear objectives and budgets.
• Lead go-to-market planning from development through post-launch optimization.
• Oversee local adaptation with regional teams while preserving strategic intent.
• Develop lifecycle marketing to move customers from bike purchase to accessory attachment.
• Shape product presentation and content across owned and partner channels.
• Support sell-through, promotions and lifecycle initiatives.

Skills

Brand strategy

Category leadership

Integrated marketing

Lifecycle marketing

Cross-functional collaboration

Tools

CRM systems

E-commerce platforms

Job description

The opportunity Brompton is moving to a category-led operating model in which the Category Director, Product Lead and Brand Lead operate as one category leadership team with end-to-end oversight of the Accessories portfolio. The category includes hard goods, soft goods, local ranges and partner-delivered products. It is characterised by faster product cycles, a higher number of SKUs and a strong focus on retail performance, attachment to bike purchase and repeat purchase. The Brand Lead – Accessories is the category’s senior marketing and brand owner. The role connects a clear global strategy with sharp local execution, mobilising Marketing and other Centres of Excellence to create demand, improve conversion and strengthen the total Brompton ownership experience.

Core mandate

• Set and steward the Accessories brand, positioning and demand strategy, fully aligned with the Brompton masterbrand and the Bikes category.
• Translate category strategy, product roadmap, commercial priorities and consumer insight into an integrated global marketing plan.
• Lead the marketing of the full product lifecycle: launch, growth, core trading, refresh, bundling, promotion and exit.
• Create demand and traffic, and support conversion, sell-through, attachment and repeat purchase across channels and markets.
• Act as the integrator between the Accessories Category Team, regional marketing teams and Global Marketing Centre of Excellence.

Key responsibilities

1. Category brand strategy and positioning

• Define the strategic role of Accessories within the Brompton brand and ownership experience, including clear positioning for the category, product families and priority lines.
• Establish target audiences, jobs-to-be-done, occasions, use cases, value propositions and message hierarchy for the range.
• Lead naming, narrative and product story development, ensuring a coherent architecture and clear differentiation across a broad portfolio.
• Protect premium brand standards while enabling appropriate cultural and market nuance within agreed global guardrails.
• Partner with the Bikes Brand Lead to create a joined-up customer story and integrated bike-plus-accessory propositions.

2. Consumer, market and performance insight

• Define the consumer insight agenda for Accessories and turn research, behavioural data, customer feedback and regional learning into actionable decisions.
• Build a clear view of purchase barriers, attachment drivers, repeat-purchase triggers and category entry points.
• Use campaign, CRM, e-commerce, retail and sell-through data to diagnose performance and continuously improve activity.
• Bring consumer and cultural understanding into range, proposition, pricing and lifecycle decisions as the Brand voice within the Category Team.
• Maintain awareness of relevant category, lifestyle, retail and competitor activity, converting observations into practical opportunities.

3. Integrated marketing and communications planning

• Own the global Accessories marketing and communications plan, aligned to category commercial goals, the product roadmap and stock position.
• Set objectives, audiences, channel roles, investment priorities, phasing and measures across launch and always-on activity.
• Build an integrated activation plan spanning brand, digital, CRM, e-commerce, retail, point of sale, PR, partnerships, community, events and dealer channels as relevant.
• Prioritise resources across core products, newness, seasonal moments, underperforming lines and end-of-life stock without diluting the brand.
• Maintain a single, visible calendar of global activity, key dependencies, deliverables and market readiness.

4. Go-to-market, campaigns and launches

• Own high-quality global campaign and product launch briefs, with a precise problem statement, audience, proposition, desired behaviour, deliverables, budget and success measures.
• Lead go-to-market planning with the Category Director and Product Lead from early product development through launch and post-launch optimisation.
• Ensure each launch has a compelling consumer story, channel plan, content system, retail and sales enablement assets, market toolkits and clear readiness criteria.
• Oversee local adaptation and execution, working closely with regional Marketing Leads to preserve strategic consistency while reflecting local context.
• Run launch and campaign reviews, capture learning and direct corrective action where performance is below plan.

5. Lifecycle, CRM and commerce activation

• Develop lifecycle marketing that moves customers from bike consideration and purchase into accessory attachment, replenishment, upgrade and repeat purchase.
• Partner with CRM, Digital, E-commerce, Retail and Customer teams to create relevant journeys, bundles, cross-sell, recommendations and post-purchase communications.
• Shape persuasive product presentation and content across owned, retail, dealer and partner touchpoints.
• Support commercial plans for sell-through, promotions and clearance, ensuring activity remains targeted, disciplined and consistent with brand guardrails.
• Identify opportunities to increase customer lifetime value through accessory ecosystems, collections, partnerships and recurring purchase behaviours.

6. Investment, effectiveness and measurement

• Recommend the Accessories marketing investment strategy and allocate agreed budgets against the highest-value opportunities.
• Set measurable objectives and a practical performance framework covering brand, demand, traffic, conversion, attachment, repeat purchase, sell-through and return on marketing investment.
• Build pre-activity business cases and demand assumptions with Finance and Commercial colleagues, then track outcomes against plan.
• Use test-and-learn methods where appropriate, scaling effective activity and stopping or correcting low-return work.
• Provide clear performance updates to the Category Team and Marketing leadership, including risks, decisions required and next actions.

7. IBP and strategic planning

• Provide campaign timing, expected impact, demand assumptions and marketing risks into the category planning and IBP cadence.
• Align marketing activity with category forecasts, launch timing, product availability, regional demand, supply constraints and inventory position.
• Support rapid re-prioritisation when demand, stock or launch conditions change, while protecting the long-term brand strategy.
• Ensure marketing readiness is visible and factored into category decision-making and launch gates.

8. Leadership and cross-functional mobilisation

• Operate as an integral member of the Category–Product–Brand leadership team, contributing to total category outcomes beyond the marketing discipline.
• Create clear, motivating briefs for Marketing Centres of Excellence and external partners, then hold delivery to agreed quality, timing and outcomes.
• Build strong working relationships across Product, Marketing, Engineering, Operations, Finance, IT, Sales, Retail, E-commerce, Customer and regional teams.
• Influence through clarity, evidence and judgement in a matrix organisation, resolving issues at the lowest appropriate level and escalating trade-offs when needed.
• Champion a high-performance culture of consumer focus, pace, simplicity, accountability, inclusion and continuous learning.

Brompton Bicycle is more than just a company - we're a community of innovators who are passionate about changing the world, one bike at a time. Our bikes are not just a means of transportation - they're a reflection of our values, creativity, and commitment to excellence. We are an Equal Opportunity Employer and strive to build a diverse and inclusive workforce at our company. At Brompton we aspir to engage with diverse individuals, communities, and organisations in order to continue to nurture a rich diverse culture. We Take Pride - Quality is born in the details We Build Community - A Brompton brings people together We Are Human - Being ourselves create magic We Are Curious - Inspiration is everywhere We Bring Energy - Our movement and momentum are infectious