Brand Manager - Sweaty Betty - 9M FTC

Wolverine World Wide, Inc.; Greater London; Hybrid; GBP 60,000 - 90,000; Full time

Job summary

Sweaty Betty, powered by Wolverine World Wide, Inc., seeks a Brand Marketing Manager to lead global campaigns and brand initiatives that reach core fashion and fitness audiences. You will own end-to-end campaigns, from strategy and insight to activation and measurement, collaborating with Creative, Product, Growth, eCommerce, Social, PR, CRM, Retail, Wholesale and global market teams.

You will manage campaigns, develop seasonal plans, and own the organic social calendar, ensuring content aligns

Qualifications

• Experience developing and executing full-funnel brand campaigns in fashion, lifestyle or sport.
• Strong planning and execution skills from insight to launch and evaluation.
• Ability to turn consumer insights into compelling brand stories.

Responsibilities

• Develop and deliver full-funnel, 360° campaigns and global initiatives.
• Own campaigns end-to-end: strategy, insight, planning, creative, production, activation and measurement.
• Support Seasonal Brand Plans and manage organic social strategy across platforms.
• Collaborate with Creative, Product, Growth, eCommerce, Social, PR and Retail teams.
• Turn brand strategy into distinctive campaigns and content that drive demand.

Skills

Brand marketing

End-to-end campaigns

Strategic planning

Stakeholder management

Budget management

Content strategy

Social media

Job description

We burst onto the scene as the OGs of female-first activewear back in 1998. And since then, we’ve been on a global mission to empower women through fitness and beyond. By uniting a global community of women – our sisterhood – together we encourage one another to embrace our bodies and everything we can do with them.

Our sisterhood treats every day like it’s made for moving, and we’re always pushing to do better too. Like using responsibly sourced materials, launching our first-ever FemTech collection – designed to keep you moving through menstruation, maternity and menopause – and supporting girls from all backgrounds to get into sport through our Sweaty Betty Foundation.

This is an exciting opportunity to join us as a Brand Manager as we continue our mission to empower women through fitness and beyond. You in?

Our Values

WE REALLY CARE FIRST, BEST, BRAVEST OUR STRENGTH IS IN EACH OTHER STAND UP, SPEAK UP, SHOUT OUT.

As Brand Marketing Manager, you will help deliver Sweaty Betty’s global brand strategy across core markets. You will develop and execute integrated campaigns and brand initiatives that build cultural relevance, brand consideration and business growth. The role requires a strong understanding of our consumer, social media, the cultural landscape and our commercial priorities, translating these into distinctive ideas and consistent execution across every customer touchpoint.

You will manage campaigns from strategy and briefing through to activation and measurement, working closely with Creative, Product, Growth, eCommerce, Social, PR, CRM, Retail, Wholesale and global market teams. You will ensure the work is insight-led, unmistakably Sweaty Betty and aligned to our female-first, rebellious and fearlessly stylish brand positioning.

About the role

• Develop and execute full-funnel, 360° brand campaigns and global initiatives that drive brand and business results
• Own campaigns end to end, including strategy, insight, briefing, planning, creative development, production, activation, budget management and measurement
• Support the Senior Brand Manager in developing and executing Seasonal Brand Plans across the business.
• Own the organic social media strategy & calender for Sweaty Betty (predominately Instagram, Pinterest, TikTok & Strava) ensuring we are in her pathway and speaking to her in and unmistakably SB way with the most culturally relevant content. With the support of a Social Media Specialist.
• Ensure the timely delivery of marketing activity from creation through to execution, maintaining clear plans, responsibilities, approvals and critical paths.
• Be an expert on our consumer, category and cultural landscape, using insight to create relevant stories grounded in our brand truths.
• Turn Sweaty Betty’s brand strategy into distinctive campaigns, content and cultural moments that build consideration, conversation and demand.
• Create clear product stories within campaigns, connecting performance, style and consumer benefit while building fame for our icon products.
• Work closely with internal and external creative partners to develop the right idea and content for each channel, while maintaining one consistent brand story.
• Build joined-up brand experiences across owned, earned and paid touchpoints, turning audiences into brand and product fans.
• Partner with Growth and eCommerce teams to amplify key content and moments, support the customer journey and optimise activity through the funnel.
• Develop campaign objectives, metrics and measurement plans. Use brand and commercial results to assess effectiveness and improve future activity.

What success looks like

• Campaigns are strategically clear, entertaining and unmistakably Sweaty Betty.
• Brand activity supports growth in consideration, cultural relevance, product demand and commercial performance.
• Campaigns land on time and on budget, with clear ownership and strong cross-functional alignment.
• Global consistency is balanced with relevant market adaptation.
• Performance is measured consistently and learning is applied to future plans.

About you

• Proven experience developing end-to-end marketing strategies and executing full-funnel, 360° campaigns within fashion, lifestyle, sport, fitness or a related industry.
• Strong strategic planning, campaign development and execution skills, with experience moving work from insight and idea through to launch and evaluation.
• A strong understanding of consumer behaviour, category dynamics and the cultural landscape, with the ability to turn insight into compelling brand stories.
• Excellent creative judgement and the confidence to challenge safe or generic work constructively.
• Commercial awareness and the ability to connect brand activity to consumer behaviour, product demand and business performance.
• Excellent collaboration and stakeholder-management skills, with experience working across internal teams, global markets and external partners.
• Strong project-management skills, including experience managing budgets, agencies, production partners and competing priorities.
• Confident using metrics and results to evaluate activity, optimise performance and make recommendations.
• A self-starter who can move seamlessly from strategy into action and maintain momentum in a fast-moving environment.
• Clear, persuasive communication and presentation skills.
• People-management experience is desirable.

On an interim basis (until July 2027) this role will also be responsible for leading Sweaty Betty’s influencer programme as a maternity cover, overseeing the programme strategy, talent and agency relationships, campaign integration and delivery, with an influencer specialist as a direct report.

Wolverine World Wide, Inc. (NYSE: WWW) is a global footwear and apparel company driven by a vision to Make. Every Day. Better. Founded in 1883, the Company builds and grows iconic brands including Merrell®, Saucony®, Wolverine®, Sweaty Betty®, Chaco®, Hush Puppies®, Stride Rite®, HYTEST®, and Bates®, along with footwear licenses for Cat® and Harley-Davidson®. Headquartered in Rockford, Michigan, the Company’s products are sold in approximately 170 countries and territories worldwide. For more information, visit www.wolverineworldwide.com.

In 2025, the Company was recognized by Footwear News as Company of the Year, by Forbes as one of America’s Dream Employers, America’s Best Employers for Women, and America’s Best Employers for Company Culture, and by Inspiring Workplaces as one of the Most Inspiring Workplaces Globally.

Wolverine Worldwide is a Certified Great Place To Work®.

Our DEI Commitment

We are working to create a culture and team that represents our mission of empowerment. We want to celebrate our diversity, embody inclusion and create an equitable business. This means doing more and working harder to make the long-lasting changes necessary. We care about our people, our community and world.

We want to stand up for what we believe in and give our people a platform to use their voice. To actively listen and learn from what they have to say. This involves focusing on learning, development, and progression across the business. Being clear on the responsibilities we hold each other and to our community. It also means being committed to equal employment opportunities. Ensuring we consider ALL applicants for jobs and working harder to make our job advertising more inclusive.

Our DEI mission is "to embed diversity, equity and inclusion at the heart of our business. To create a culture of belonging that empowers everyone to be their best authentic self. We commit to celebrating different perspectives and to continuously learning, developing and challenging ourselves and our partners."

We know we're on a journey. And far from perfect. But we want to be a part of the solution to the problem. It might not be comfortable or straightforward. But if we weren't up for doing the hard work and breaking the mould, we wouldn't be Sweaty Betty. We are committed to working across our business and with our DEI committee & DEI Collective to be champions, allies and inclusive, always. Because when we say all, we mean it.