Brompton Bicycle
Global Content Manager
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Global Content Manager
We are seeking an experienced and ambitious Global Content Manager to lead Brompton's global content strategy, editorial direction and copy function. Reporting to the Global Head of Brand, this role will define how Brompton's stories are told across customer touchpoints, ensuring our voice, narrative and editorial standards are distinctive, coherent and consistently applied worldwide.
Acting as the steward of Brompton's content ecosystem, the role will translate brand strategy and the Life Unfolded positioning into compelling stories, messaging frameworks and editorial experiences across websites, product launches, CRM, retail, social channels, partnerships and emerging AI-led discovery platforms.
Working in close partnership with the Global Integrated Communications Planning Lead, the Global Content Manager will shape the editorial and content response to agreed campaign and commercial priorities. The Planning Lead determines the audience, opportunity, customer journey, market and channel plan; the Global Content Manager determines the narrative, messaging, editorial approach and content required to bring that plan to life.
The role combines strategic thinking, editorial leadership and hands-on copy expertise. It requires someone equally comfortable defining narrative direction, developing messaging frameworks, editing copy, coaching writers and building the systems that allow exceptional content to scale globally.
Key Responsibilities
Global content strategy & narrative
- Own the overarching global content strategy, creating one connected and recognisable Brompton story across customer touchpoints.
- Develop and maintain Brompton's global narrative framework so campaigns, products, partnerships and editorial content contribute to a coherent brand story.
- Translate Life Unfolded-led brand strategy into clear content pillars, messaging priorities and editorial territories.
- Set the long-term direction for brand content, identifying stories, themes, formats and cultural opportunities that build relevance and distinction.
- Identify opportunities to adapt, reuse and amplify strong content across the ecosystem, improving consistency, reach and efficiency.
Voice, copy & editorial craft
- Champion Brompton's tone of voice and editorial standards, keeping our storytelling distinctive and recognisable across every customer-facing touchpoint.
- Bring strong writing and editing skills to campaigns, product launches, website journeys, CRM, retail and social — shaping copy and messaging for the moments that matter most.
- Build practical copywriting standards, messaging frameworks and editorial guidelines that help teams write well, consistently and at pace.
- Support writers across the business and our agency partners, raising the bar on craft and editorial judgement.
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Editorial planning & content operations
- Develop and maintain Brompton's editorial roadmap, balancing campaign, product, community, cultural and evergreen storytelling.
- Partner with the Global Integrated Communications Planning Lead to translate agreed communications priorities into editorial programs, content requirements and channel-specific storytelling approaches.
- Turn approved priorities into clear editorial briefs and commissioning plans, with defined messages, formats, deliverables and quality standards.
- Lead the content production workflow from commissioning through creation, editing, approval, localisation, publication, optimisation and retirement.
- Own the planning and day-to-day quality of social media content, making sure the channel tells a coherent story alongside campaigns, product and editorial work.
- Maintain visibility of upcoming content needs and production dependencies, identifying opportunities to improve, reuse and deliver impact.
- Ensure each story is expressed appropriately for its platform while retaining a consistent strategic and creative idea.
Website editorial strategy & experience
- Own the editorial strategy and roadmap for Brompton's global websites, evolving them from primarily transactional destinations into distinctive, useful and inspiring expressions of the brand.
- Create a coherent editorial journey from brand discovery and inspiration through product consideration and purchase.
- Bring Brompton's products, people, heritage, communities and role in city life together through compelling storytelling.
- Partner with UX, E-commerce, Creative and Technology teams to evolve site structure, templates and formats so editorial content is integrated into the customer experience.
- Balance customer usefulness, brand expression, organic visibility and commercial performance in website content decisions.
Content governance & quality
- Define content principles, copy standards, workflows and approval processes that protect Brompton's reputation for premium quality while enabling teams to move at pace.
- Ensure global content is accurate, accessible, current, on-brand and consistent across the customer journey.
- Lead regular content audits and establish a disciplined approach to improving, consolidating, updating or retiring content.
- Create scalable tools and templates that help global and regional teams produce stronger content with greater consistency.
- Set clear standards for the responsible use of AI in content development, protecting originality, accuracy and Brompton's distinctive voice.
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Global & regional collaboration
- Work closely with regional marketing teams to make the global content strategy locally relevant while maintaining a coherent worldwide brand expression.
- Build localisation frameworks that protect meaning, tone and cultural relevance rather than relying on direct translation alone.
- Develop trusted partnerships across Brand, Creative, E-commerce, Product, PR, CRM, Retail, Partnerships, SEO and regional teams.
- Build and manage a high-quality network of third party writers, editors, translators, filmmakers, agencies and specialist contributors.
Audience growth, discovery & content effectiveness
- Use audience insight, cultural trends, search behaviour and customer data to identify editorial opportunities and unmet content needs.
- Define a balanced content measurement framework spanning brand engagement, audience growth, usefulness, organic visibility, consideration and conversion.
- Apply SEO best practice without compromising editorial quality, audience value or brand voice.
- Lead Brompton's approach to AI-led brand discovery, ensuring content is structured, authoritative and distinctive across emerging search and discovery environments.
- Test topics, formats, journeys and calls to action, turning performance insight into clear editorial decisions and future priorities.
- Report regularly on content impact, learning and priorities to the Global Head of Brand and wider stakeholders.
Team & operational leadership
- Lead, mentor and develop a small content team — spanning editorial, copy and social — building a collaborative culture with high standards of craft, curiosity and accountability.
- Prioritise multiple initiatives and manage content budgets, external resources and delivery timelines effectively.
- Improve tools, processes and ways of working so Brompton's content operation can scale globally without losing quality or character.
- Champion content as a strategic brand discipline across the business, rather than simply a production or publishing service.
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