R.M.Williams
Brand Manager - UK
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Position Summary
Reporting to the Executive Marketing Director, you will lead the development and execution of the UK marketing and brand strategy, adapting our global brand direction to resonate with local audiences while delivering against commercial objectives.
You will be responsible for building brand awareness, driving customer engagement, and delivering impactful campaigns, partnerships, activations, and PR initiatives across retail, wholesale, and digital channels.
Working closely with colleagues in both the UK and Australia, as well as agency partners, you will ensure the R.M.Williams brand is represented consistently, authentically, and effectively across every customer touchpoint.
Key Responsibilities
Brand & Marketing Strategy
- Own and execute the UK brand and marketing plan, aligned to global strategy and local business priorities.
- Develop and manage the annual UK brand calendar.
- Translate brand strategy into clear briefs for agencies, influencers, partners, and internal stakeholders.
- Drive integrated campaigns that build brand preference and support commercial growth.
Campaign Delivery
- Lead the end-to-end execution of marketing campaigns across multiple channels.
- Partner with key stakeholders across Retail, Digital, Customer Growth, and Wholesale teams to ensure campaigns are integrated and effective.
- Monitor campaign performance, optimize activity, and deliver insights and recommendations.
PR, Influencers & Events
- Lead the UK PR strategy and agency relationship.
- Build and manage relationships with media, influencers, talent agencies, and key opinion leaders.
- Deliver impactful brand events, store openings, and activations that strengthen awareness and engagement.
Partnerships & Sponsorships
- Identify, evaluate, and secure strategic partnerships that align with the brand and deliver commercial value.
- Lead sponsorship activations and partnership executions from concept through to post-campaign evaluation.
- Ensure strong amplification across PR, social, retail, and owned channels.
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Wholesale Marketing
- Develop marketing plans that support growth with key wholesale partners.
- Collaborate with wholesale and sales teams to drive awareness, traffic, and sell-through.
- Deliver co-branded campaigns, activations, and launch initiatives.
Media
- Work with agency partners to develop and execute media plans across outdoor, print, and digital channels.
- Ensure creative assets are channel appropriate, on-brand, and commercially effective.
- Track and optimize media performance to maximize return on investment.
Digital & AI Enablement
- Embrace AI-enabled tools to improve efficiency, quality, and effectiveness.
- Identify opportunities to simplify processes and enhance ways of working through AI.
- Champion adoption of AI-enabled practices across the team.
Leadership & Budget Management
- Lead, coach, and develop the UK Marketing Coordinator.
- Support objective setting, capability development, and team success.
- Manage marketing budgets, track spend, and ensure strong financial discipline.
About You
You are a commercially minded marketer who combines strategic thinking with a hands-on approach. You thrive in fast-paced environments, enjoy building brands, and know how to bring campaigns to life through strong collaboration and execution.
You'll Also Bring
- Experience in a marketing, brand, or agency leadership role within retail, consumer, or lifestyle brands.
- Experience as a Brand Manager, Marketing Manager, Account Director, or Senior Account Manager.
- Strong campaign management experience across brand, PR, partnerships, and media.
- Excellent stakeholder management and communication skills.
- Proven ability to manage multiple projects and priorities simultaneously.
- A collaborative approach and ability to influence across teams and markets.
- Strong analytical and budget management skills.
- Proficiency across Microsoft Office applications.
- A genuine passion for brand building and customer experience.
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Fashion, premium lifestyle, or direct-to-consumer experience will be highly regarded.
What We Offer
- The opportunity to help shape the future of an iconic Australian brand internationally.
- Generous product allowance.
- 40% employee discount.
- Annual bonus scheme.
- Flexible working arrangements.
- Paid parental leave.
- Paid volunteer leave.
About R.M.Williams
Since 1932, R.M.Williams has answered a call for hardwearing, timeless products that can hold up against the harsh conditions of the Australian outback - and look good whilst doing it. Our bestselling leather boots and belts are still crafted by hand in Adelaide, South Australia, alongside an ever-growing range of apparel, accessories, and lifestyle products. At the heart of everything we do is a simple promise of loyalty and endurance; a commitment that our products will accompany their wearer on all of life’s great journeys. Reginald Murray ‘RM’ Williams always said, ‘it’s the people who make a company’ and we stand by that statement today, with a global network of teams that feels like family. A culture of growth, development, and team spirit is central to our success.
R.M.Williams appreciates the importance and value of a diverse workforce and is committed to the principle of equal opportunity for all employees and to provide employees with a work environment free of discrimination and harassment. All employment decisions at R.M.Williams are based on business needs, job requirements, and individual qualifications, without regard to race, colour, religion or belief, sex, gender identity, national origin, or family or parental status. R.M.Williams will not tolerate discrimination or harassment based on any of these characteristics.
If you feel you are suited to this role and want to be part of an iconic Australian Company, please apply below with your resume attached.
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