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About Us
Club L London is the next-generation online fashion retailer for the forward-thinking woman. Conceptualised and crafted in-house and abroad, we specialise in accessible luxury and designs of unrivalled quality that flatter all figures.
From prom to occasion, maternity, bridal, and beyond, we deliver an elevated shopping experience that connects our global community of trend-setting consumers, influencers, and content creators with fresh collections dropping weekly.
The Role
Club L London has grown rapidly across product range, storefronts and international markets, but brand identity has not kept pace - the vision has become diluted and is not consistently landing with customers or the business. This role exists to fix that.
The Brand Director owns the Club L London brand outright: the strategy, the identity, and final approval over how it is expressed everywhere it shows up - product, campaigns, imagery, tone of voice, packaging, social media, PR and events. This is not an advisory or strategy-only role. The Brand Director is the brand's guardian and final sign-off authority across every consumer-facing touchpoint, including who the brand partners with and how it shows up in the press and in person; the Creative Director and studio team execute under their direction, in the way a Creative Director/Head of Design would report into a Brand Director at a comparable premium fashion business.
Key Responsibilities
Brand Ownership & Strategy
- Define and own Club L London's brand positioning, target customer, and point of difference versus competitors, grounded in commercial data and customer insight.
- Set the brand strategy end-to-end and present it to the CEO for sign-off; once approved, hold full authority for how it is delivered day-to-day.
- Own the brand guideline (tone of voice, visual identity, brand world, do's and don'ts) as the single reference point for every team touching the brand.
Creative Guardianship & Approval
- Act as final approver — not just reviewer — of all campaigns, product imagery, packaging, tone of voice and wholesale/in-store presentation before they go live.
- Direct the Creative Director and studio team on brand vision and standards; the Brand Director sets and protects the vision, the Creative Director's team executes it under their sign-off.
- Have the authority to stop or send back any creative output that doesn't meet the brand standard, and the accountability for explaining why.
- Run a simple, fast approval process (clear checkpoints, no unnecessary bureaucracy) so brand guardianship speeds work up rather than slowing it down.
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Social Media, PR, Events & Outreach
- Own the social media strategy and content direction across all Club L London channels, ensuring tone, visuals and campaign tie-ins are consistently on-brand.
- Set and approve the influencer, ambassador and partnership outreach strategy — who the brand associates with, and why it fits the positioning.
- Own PR strategy and the relationship with the PR agency/press office, including proactive press outreach, launch moments and reputation management.
- Own the events calendar — product launches, press days, pop-ups and brand activations — ensuring each event is a deliberate expression of the brand, not a one-off marketing push.
- Ensure social, PR and events activity is planned in lockstep with the product and campaign calendar, so the brand tells one consistent story across every channel at any given time.
Cross-Functional Leadership
- Work with Buying & Merchandising to ensure product ranges reflect and reinforce brand positioning, not just commercial trend-chasing.
- Partner with Ecommerce and CRM/Marketing to ensure brand identity is expressed consistently on-site and in campaigns across all storefronts (UK, EU, US, AU, UAE, KSA and beyond).
- Work with the Insights team to track brand health, customer perception, social engagement and competitor positioning, and use this to inform ongoing strategy.
- Represent the brand in wholesale conversations (e.g. Harvey Nichols, Bloomingdale's, Ounass) to ensure positioning is protected as the brand scales into premium retail.
Team Leadership
- Line-manage the Creative Director, Social Media Lead and PR & Events Lead, setting clear brand standards and giving direct, specific feedback on execution against them.
- Build the wider brand function over time as the remit is established, recruiting where the business case supports it.
What Success Looks Like (First 6–12 Months)
- A clearly articulated and CEO-approved brand strategy and identity guideline for Club L London.
- Every campaign, product shoot, social post and piece of press/events activity visibly on-brand, with the Brand Director's sign-off as the standard checkpoint.
- A social and PR calendar that reinforces the same brand story as product and campaigns, rather than running as a separate workstream.
- Improved brand health / customer perception metrics, tracked with the Insights team.
- A Creative Director and studio team operating confidently within a clear brand standard, with disputes over direction the exception rather than the norm.
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Experience & Skills
Essential
- Proven track record building, repositioning or protecting a brand within fashion, apparel or a comparable premium consumer category — ideally including direct line management of a Creative Director or design team.
- Experience operating at senior Director level, ideally within a fast-growing, multi-brand or multi-market business.
- Strong commercial and analytical grounding — able to translate brand strategy into measurable outcomes, not just mood boards.
- Decisive leadership style; comfortable being the final word on creative output and giving direct feedback to senior creative talent.
- Track record owning social media strategy and PR/press relationships for a consumer brand, alongside product and campaign work — this is a brand role with a communications remit, not a pure design/creative one.
- Experience working across international/multi-storefront ecommerce businesses (desirable: Shopify).
Desirable
- Experience in womenswear, contemporary fashion, or a brand with a strong social/digital-led customer base.
- Experience presenting brand strategy to board or executive level.
- Existing press/media contacts and experience planning brand events or activations.
- Exposure to premium wholesale partnerships and international market nuance (EU, US, GCC).
What's on offer?
- Annual bonus scheme
- Bi-Annual Dress Allowance
- 25 days of annual leave (plus bank holidays)
- Extra day off for your birthday
- Flexible working hours around core hours of 10-4
- Early Finish Fridays
- Cycle to work scheme
- 40% staff discount across Club L and Lavish Alice products
- Healthcare Cashplan
- Free onsite gym
- Enhanced pension contribution
- Enhanced maternity and sick pay
- Free snacks, drinks & treats
- Social events
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