Head of Brand

We’re looking for an experienced and commercially minded Head of Brand & Partnerships to lead the development, growth and profitability of a portfolio of own-brand products and external brand partnerships.

This is a broad leadership role combining brand strategy, product innovation, international sourcing, supplier management and commercial category ownership. You’ll be responsible for identifying new opportunities, developing distinctive product propositions and ensuring the ranges deliver strong customer appeal alongside sustainable commercial returns.

Working closely with senior trading teams and colleagues across marketing, creative, supply chain and quality, you’ll shape the product strategy from initial concept through to launch and ongoing performance. You’ll also play a key role in building strategic supplier relationships and developing exclusive products that help differentiate the business in a competitive retail market.

Key Responsibilities

Own-brand strategy: Develop and implement the strategy for own-brand product portfolios, identifying opportunities to expand ranges, reach new customer segments and drive profitable growth.

Product development and innovation: Lead the development of new products from initial concept through to launch, ensuring each proposition meets customer needs, reflects market trends and delivers against commercial objectives.

Brand creation and positioning: Take ownership of the brand proposition, including naming, positioning, visual identity, packaging and design direction. Work with creative teams to establish a clear and consistent identity across product ranges.

International sourcing: Identify and develop manufacturing partners, including suppliers in the Far East. Negotiate costs, minimum order quantities, lead times and commercial agreements while maintaining appropriate quality standards.

External brand partnerships: Identify opportunities to introduce complementary third-party brands and develop partnerships that strengthen the overall product offering and create new opportunities for growth.

Commercial performance: Take full commercial responsibility for sales, gross margin, stock turn, markdowns and end-of-life stock exposure. Use performance data to make informed decisions about pricing, range development and stock investment.

Product tiering and pricing: Establish a clear architecture across entry-level, core and premium offerings, ensuring products serve different customer needs and price points while maximising basket value.

Category growth: Look beyond individual product ranges to identify opportunities across categories, improve customer spend and maximise the return generated from available retail space.

Cross-functional leadership: Work closely with senior category teams, marketing, supply chain and quality assurance to align commercial priorities, manage product launches and ensure products reach the market efficiently.

Supplier partnerships: Build long-term relationships with key manufacturers, negotiate agreements across multiple categories and collaborate on exclusive product development and innovation.

Market insight: Use customer research, competitor analysis, market data and financial modelling to identify gaps in the market, assess new opportunities and support strategic decision-making.

What We're Looking For

A strong track record in own-brand or private-label management, FMCG brand management, product development or large-scale retail category leadership.

Experience taking products from concept to market, with an understanding of the commercial, creative and operational processes involved.

A commercially focused approach, with experience managing sales, gross margin, stock investment and overall category profitability.

Experience working with manufacturers and suppliers, ideally including international sourcing and negotiations with Far East partners.

The ability to develop clear brand and product strategies across different price points, customer segments and categories.

Knowledge of new product development processes, from opportunity identification and business case development through to launch and performance review.

Strong analytical skills, with the ability to use customer insights, market data and financial modelling to inform decisions.

Excellent stakeholder management and negotiation skills, with the confidence to influence senior leaders and build effective external partnerships.

A strategic mindset combined with the ability to make practical, commercially sound decisions in a fast-paced retail environment

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