FitFlop
Senior Brand Activation Manager
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Senior Brand Activation Manager
The Senior Brand Activation Manager will lead FitFlop’s brand activation across priority wholesale accounts in EMEA and the US, translating global brand, product, and seasonal direction into high-impact, commercially effective customer activation.
Acting as the senior Brand Activation partner to Commercial and Account teams, the role will own annual and seasonal activation planning across strategically important wholesale customers, identifying where FitFlop can use retailer reach, platforms, audiences, and investment to build brand visibility, consumer engagement, and commercial performance across physical and digital environments.
The role will manage some of FitFlop’s largest and most complex wholesale customer relationships, balancing longer-term brand building with customer and trading opportunities. It will also lead and develop a team, setting clear priorities, building capability, and maintaining high standards of execution across the wholesale portfolio.
The Responsibilities
Wholesale Activation Planning & Prioritisation
- Own annual and seasonal activation planning across priority wholesale accounts in EMEA and the US, aligned to global brand direction and commercial priorities.
- Translate global campaigns, product launches, and seasonal stories into compelling customer activation plans across physical and digital retail.
- Focus resource and investment on the accounts, channels, and opportunities identified as priorities, while using scalable global tools across the wider wholesale portfolio.
- Ensure activation plans deliver both brand-building and commercial objectives.
Strategic Account Growth & Commercial Alignment
- Act as the senior Brand Activation partner for key wholesale customers, working closely with Commercial, Sales, and Account teams to identify growth opportunities.
- Proactively leverage retailer audiences, platforms, retail environments, media, and marketing investment to extend the reach and impact of FitFlop’s global brand agenda.
- Lead activation planning across strategic accounts including John Lewis, Next, M&S, Office, Zalando, Macy’s, and Nordstrom.
- Maintain strong visibility of account performance, collection priorities, and trading opportunities to inform activation and investment decisions.
- Participate in key commercial and customer meetings, bringing a strong brand and consumer perspective to account planning.
Retail, Digital & Marketplace Activation
- Drive strong execution across wholesale retail environments, including windows, pop-ups, visual merchandising, POS, and customer-specific opportunities.
- Ensure FitFlop is represented consistently and effectively across digital wholesale environments, including brand stores, product pages, imagery, copy, and campaign assets.
- Work closely with the Pureplayer Specialist to define the marketing approach across priority marketplaces covering retail media, digital amplification, and marketplace opportunities, supported by relevant specialist capability.
- Identify opportunities across retail media, search, display, and other customer-owned channels to increase visibility, engagement, and performance.
- Ensure learning from digital and physical retail activation informs future account plans.
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Campaign, Launch & Sell-In Delivery
- Lead the effective activation of global campaigns and seasonal product launches across priority wholesale accounts.
- Work closely with Global teams to ensure customers receive assets, toolkits, and activation support with sufficient lead time.
- Support key wholesale sell-in moments, ensuring product, brand, and commercial priorities are translated into compelling customer-facing plans.
- Ensure execution remains consistent with FitFlop’s global brand standards while responding intelligently to retailer and local market requirements.
- Identify and resolve barriers to execution, escalating wider issues where appropriate.
Team Leadership & Ways of Working
- Lead and develop the team and specialist capabilities supporting wholesale activation, setting clear priorities, objectives, and performance expectations.
- Build a proactive, commercially curious team culture focused on identifying opportunities rather than simply responding to customer requests.
- Allocate team resource according to account and business priorities, ensuring specialist capability is used where it can create the greatest impact.
- Work collaboratively across Brand Marketing, Creative, Product, Commercial, and Global Go-to-Market to improve activation quality, pace, and effectiveness.
- Manage relevant agency relationships and identify where external resource or specialist support is required.
Resource and Budget Accountability
- Own and manage activation budgets across assigned wholesale accounts within the priorities and parameters agreed with the Head of Brand Activation.
- Work closely with Commercial, Finance, and Planning teams on forecasting, customer investment, and budget allocation.
- Maintain clear visibility of spend commitments and resource requirements across the wholesale portfolio.
- Evaluate the effectiveness of FitFlop and retailer marketing investment, using performance and learning to recommend where spend should be increased, redirected, or reduced.
- Ensure activation investment is deployed effectively to deliver maximum brand and commercial impact.
The Person
- Significant brand activation, trade marketing, retail marketing, or wholesale marketing experience, ideally within a global fashion, footwear, lifestyle, or consumer brand.
- Proven experience managing major wholesale retailers, marketplaces, or strategic customer relationships across EMEA and/or the US.
- Strong understanding of both physical and digital retail activation, with experience across retail media, marketplaces, and ecommerce environments.
- Commercially astute, with the ability to connect customer opportunity, brand objectives, and investment to business performance.
- Strong strategic judgement, able to prioritise resources and opportunities across a complex account portfolio.
- Proactive and entrepreneurial, with the ability to identify and build opportunities rather than simply deliver predetermined activity.
- Proven people leader, able to set direction, develop capability, and create accountability within a team.
- Strong presence and influencing skills, comfortable operating with senior Commercial teams, customers, agencies, and cross-functional stakeholders.
- Confident managing significant account budgets, retailer investment, and performance measurement.
- Highly collaborative, able to connect Brand, Creative, Product, Commercial, and customer teams around shared outcomes.
- Strong personal drive and problem-solving ability, with the confidence to make decisions and maintain momentum.
- Organised and agile, comfortable balancing longer-term account planning with fast-moving commercial and customer opportunities.
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The Benefits
- 👟 Product Allowance
- ⏰ Hybrid and flexible working hours
- ☀️ Summer Fridays (6 ½ days in July and August on Fridays)
- 🎂 A day off for your Birthday
- 🌴 25 days holiday + Bank Holidays
- 🗺️ Work from anywhere for 2 weeks
- 🚼️ WorkPlace Nursery (salary sacrifice scheme to save money on your nursery fees)
- 💆♀️ Wellbeing Program – Retail Trust, Sanctus Coaching, and Calm App
- 📚 Career development allowance (Personal allowance to use on career development)
- 🏥 Private health care and/or dental care (provided by AXA and DenPlan)
- 🤩 Socials organised by Wellbeing and Feel Good group
- ➡️ Check out our careers page to learn more!
Equal Opportunities
FitFlop is an equal opportunities employer. We are committed to creating a diverse and inclusive workplace where everyone feels valued, respected, and supported. We welcome applications from people of all backgrounds, regardless of age, gender identity, sexual orientation, disability, neurodivergence, ethnicity, religion, or belief, or any other characteristic protected by law. We actively encourage neurodivergent candidates and individuals with disabilities to apply. If you require any reasonable adjustments during the application or interview process, please let us know. We are committed to providing an accessible and supportive recruitment experience.
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