This Works
Senior Brand Manager
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SENIOR BRAND MANAGER
Report to CEO
Salary – £58,000 - £65,000 plus 10-15% bonus
ABOUT THIS WORKS
This Works creates effective, trusted sleep, stress and skin solutions that improve people's lives and wellbeing. An award-winning brand founded in 2004 that understands the universal need to restore nervous system regulation at all ages and life stages. Every product is proven to work in scientific studies to help create lasting change.
Our products combine functional fragrances, circadian science and sensorial rituals to help shift the body from heightened stress states into restorative recovery modes. We are recognised globally as leaders in sleep and bodycare and as emerging innovators in neuro-cosmetics and nervous system wellness.
Our brand is built on scientific credibility, efficacy, inclusivity and conscious formulation principles.
ROLE PURPOSE
Bring the brand strategy and nervous system care platform to life across campaigns, product launches, organic social, creators and content. The Senior Brand Manager is the day-to-day guardian of a brand that must be distinctive, scientifically credible, emotionally relevant and commercially useful.
BRAND STRATEGY AND STEWARDSHIP
- Support and implement the annual brand and marketing plan.
- Embed the nervous system care platform across campaigns, products, social, retail and consumer communications.
- Protect and evolve positioning, tone of voice, visual identity and message hierarchy.
- Translate scientific and product claims into compelling, accessible consumer language.
- Maintain consistency across D2C, retail, Amazon, PR and international markets.
INTEGRATED CAMPAIGNS
- Develop campaign propositions across sleep, stress, skin and body care.
- Write clear master briefs and lead campaigns from insight through launch and evaluation.
- Coordinate organic social, PR, influencers, D2C, CRM, retail and paid media around one idea.
- Build detailed launch plans and ensure brand-building and commercial needs remain aligned.
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ORGANIC SOCIAL AND CONTENT
- Own the organic social strategy, editorial calendar and presence across Instagram, TikTok and relevant platforms.
- Create platform-appropriate content pillars that build awareness, authority, engagement and community.
- Brief social-first video, imagery, educational and founder/expert-led storytelling.
- Oversee community management and use social listening to surface consumer needs and creative opportunities.
- Partner with Growth to identify organic content suitable for paid amplification.
INFLUENCERS, CREATORS AND PARTNERSHIPS
- Own brand-led influencer strategy, ambassadors, gifting, PR seeding and editorial creator relationships.
- Own creators and UGC — sourcing, relationships and content rights.
- Select credible voices across beauty, sleep, wellbeing, neuroscience and lifestyle.
- Manage briefs, deliverables and brand suitability, with Production supporting contracts and usage records.
- Partner with Growth on paid amplification and whitelisting mechanics for creator content.
INNOVATION, INSIGHT AND DELIVERY
- Shape target consumer, proposition, claims hierarchy and launch messaging for innovation.
- Use research, reviews, social listening, search behaviour and sales data to generate insight.
- Manage campaign and content budgets, agencies and critical paths.
- Conduct post-campaign reviews and apply learning to future activity.
SCIENTIFIC EXPERT MANAGEMENT
- Manage the roster of scientific, medical and wellbeing experts and spokespeople, including the CEO in her scientific spokesperson capacity.
- Own the content and appearance strategy for each expert: topics, platforms, cadence and positioning.
- Brief and coordinate experts for campaigns, PR, content shoots and events.
- Maximise reuse of expert-generated content across owned, earned and paid channels.
- Ensure scientific accuracy, compliance and consistency of all expert-fronted claims and messaging.
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AI SEARCH & LLM VISIBILITY (GEO)
- Own the brand's visibility and accurate representation within AI answer engines (ChatGPT, Perplexity, Google AI Overviews, Gemini, Copilot).
- Structure brand, product and scientific content so it can be reliably retrieved and cited by generative engines.
- Monitor brand mentions, share of voice and factual accuracy within AI-generated answers; correct inaccurate representations at the source.
- Partner with Growth on technical implementation (schema markup, structured data) while owning the narrative and claims content itself.
- Track evolving AI search behaviour and adjust content strategy as retrieval patterns change.
CANDIDATE PROFILE
- Six or more years in brand or integrated marketing, ideally beauty, wellness or premium consumer products.
- Strong campaign, organic social, influencer and product-launch experience.
- Able to translate consumer insight and scientific information into powerful storytelling.
- Strong creative judgement, briefing, project management and stakeholder management.
- Commercially aware and comfortable using marketing and sales data.
- Familiarity with AI search behaviour and Generative Engine Optimization (GEO) is an advantage.
SUCCESS MEASURES
- Brand awareness and consideration.
- Organic reach and engagement.
- On-time, on-budget campaigns.
- Cross-functional integration.
- Accurate, prominent representation of the brand and its experts within AI-generated answers.
BENEFITS
- Opportunity to join a growing, science-led wellness brand.
- Competitive salary and performance-based bonus.
- Pension scheme.
- Employee product discount and quarterly product allocation.
- Private healthcare.
- Birthday day off.
- Hybrid working pattern with four days per week in the office.
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