Brand Manager - Boots Opticians

The Boots Company PLC; Nottingham; On-site; GBP 40,000 - 60,000; Full time

Job summary

A leading company in the UK is seeking a Brand Strategy Manager to lead the brand positioning for Boots Opticians. This role involves transforming customer perceptions and driving brand growth through strategic initiatives. The successful candidate will work within an award-winning marketing team and have the opportunity to influence the brand's future direction.

Benefits

Boots Retirement Savings Plan

Discretionary annual bonus

Generous employee discounts

Enhanced maternity/paternity/adoption leave pay

Flexible benefits scheme

Access to free, 24/7 counselling and support

Qualifications

• Experience in leading brand growth and transformation.
• Extensive understanding of media landscape and channels.
• Excellent communicator and relationship builder.

Responsibilities

• Lead the strategy for brand reappraisal workstream.
• Collaborate closely with marketing teams on execution.
• Oversee overall marketing budget requests and business cases.

Skills

Brand growth

Communication

Relationship building

Creative strategy

Brand measurement

Job description

Location: Nottingham, Full Time (Monday-Friday)
Contract: Permanent
Recruitment Partner: Frankie McCallister


About the role:

Are you a forward-thinking Brand Marketer looking to make your mark with one of the best-known brands in the UK? Welcome to the Boots Opticians Marketing team - an exciting, fun and award-winning team that helps our customers to See What’s PossibleTM. We work with exciting designer fashion brands, leading eye health technology providers and partner with some of the best marketing agencies in the industry.

The Brand Strategy Manager will lead the strategy and overall approach for Boots Opticians’ brand positioning. You will help to transform the way customers and non-customers think about the brand. This is an exciting opportunity to genuinely make your mark! Over the next 3 years the primary focus of this role will be to grow market share through improving brand saliency, meaning & difference, internally known as ‘brand reappraisal’.

Key responsibilities:

• Responsible for leading the strategy for the brand reappraisal workstream in the 3YP including customer insight, growth leavers and overall approach
• Collaborate closely with Brand Activation Manager on execution of brand plans; and Advertising and Planning manager on eye test/commercial plans
• Oversee overall Marketing Budget requests, business cases and splits across the team
• Develop Marketing Strategy Documentation alongside Head of Marketing & Customer Director, evolving overtime
• Develop & deliver marketing communications review process to ensure consistency, brand standards and exceptional ‘award winning’ creative
• Keep up to date with marketing industry and consumer trends/insights and develop what this means for Boots Opticians e.g. changing media landscape, Generative AI etc.
• Identify opportunities to improve our brand communications and perception gaps with customers and lead on strategy to deliver
• Lead all brand measurement and customer insight, finding new ways as appropriate to measure brand growth
• Collaborate with Boots UK (retail) Marketing, PR and No7 Beauty Company teams on joint plans to drive consistency & leverage strengths across the Masterbrand
• Support in-direct line management of team members in others parts of Boots

What you’ll need to have:

• Experience in leading brand growth and transformation
• Extensive understanding of media landscape, channels and innovation
• Portfolio of excellent creative in a strategic and consistent way
• Excellent communicator and relationship builder
• Deep brand measurement understanding
• Ability to deliver outcomes through influencing others


It would be great if you also have:

• Worked in Retail/ Healthcare previously, ideally Optical or Fashion
• Social media, PR and customer research strategy experience

Why Boots Opticians:

At Boots Opticians, we foster a working environment where consideration and inclusivity help everyone to be themselves and reach their full potential. We are proud to be an equal opportunity employer, passionate about embracing the diversity of our colleagues and providing a positive and inclusive working environment for all.

Our benefits:

• Boots Retirement Savings Plan
• Discretionary annual bonus
• Generous employee discounts
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child
• Flexible benefits scheme including holiday buying, discounted gym membership, life assurance, activity passes and more.
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme.
We have a great range of benefits in addition to the above that offer flexibility to suit you - find out more at boots.jobs/rewards. (Please note, any salary estimates given on third-party sites are not provided or endorsed by Boots and may not be accurate)

What’s next:

If your application is successful, our in-house recruitment team will be in touch to arrange an interview and to answer any initial questions you have. If you have not been successful on this occasion, you’ll be notified by email.

Where a role is advertised as full-time, we are open to discussing part-time and job share options during the application process. If you require additional support as part of the application and interview process, we are happy to provide reasonable adjustments to help you to be at your best.

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