Senior Brand Marketing Manager (Dickies and Strike Footwear)

Hybrid (3 Days Office / 2 Days WFH) | Ecommerce (DTC) | Wholesale | Distributors & Partners | Reporting to: COO

Are you a senior marketing leader with a passion for footwear, lifestyle and commercially driven brand strategy? We’re looking for a Senior Brand Marketing Manager to lead end-to-end brand marketing across two exciting portfolios — our performance-led owned brand Strike Footwear and licensed Dickies lifestyle footwear. This is a highly visible leadership role at the intersection of brand, product and commercial performance — shaping strategy, driving integrated campaigns and delivering measurable growth across ecommerce and lifestyle wholesale channels.

About Overland Shoes Ltd.

Established in 1987, Overland Shoes Ltd. is a specialist in the design, sourcing and wholesale of branded men’s and women’s footwear. Based in London, the business partners with global brands through licensing, product development, marketing and distribution across key international markets. With deep category expertise and a strong commercial foundation, Overland combines creative product thinking with disciplined execution to scale footwear brands successfully.

About Strike

Strike is a performance-driven footwear brand created by anglers, for anglers — engineered for grip, comfort and durability in marine environments. As the official footwear partner of the International Game Fish Association, Strike blends technical innovation with purposeful design, including a focus on ocean-conscious materials. The brand is primed for strategic growth across ecommerce and wholesale, offering a strong platform for bold storytelling and demand generation.

About Dickies

Dickies is an internationally recognised brand with over a century of heritage in workwear and deep cultural relevance. Overland has secured the license to design, develop and distribute Dickies footwear, spanning both Lifestyle and Safety/Workwear categories, with this role focusing specifically on the Lifestyle footwear lines.

Working within Dickies’ established brand and style guidelines, we are responsible for translating their iconic DNA into commercially compelling footwear collections across ecommerce and wholesale markets. The opportunity lies in owning and executing the footwear marketing strategy — delivering best-in-class product storytelling, seasonal campaigns and launch excellence that honour the brand’s heritage while driving growth in the lifestyle footwear category.

The Role

As Senior Brand Marketing Manager, you will lead the development and execution of integrated marketing strategies that connect brand equity to commercial outcomes. You’ll bring strong market insight, consumer understanding and performance analytics to shape seasonal plans, optimise campaigns and influence long-term growth strategy.

Key Responsibilities

Brand & Marketing Strategy

• Develop and own brand marketing strategy for Strike and Dickies lifestyle footwear
• Maintain and evolve positioning, messaging and tone of voice
• Lead annual and seasonal marketing plans aligned to business objectives
• Drive major campaigns, launches and brand-building initiatives

Ecommerce & Demand Generation

• Partner with Ecommerce teams to drive traffic, conversion and revenue
• Lead ecommerce marketing campaigns and product launches
• Oversee paid, organic and CRM activity
• Optimise performance through insight-led decision making

Campaigns, Content & Execution

• Lead seasonal campaigns, product launches and storytelling initiatives
• Brief and manage creative, content and media agencies
• Oversee digital, social and ecommerce content delivery
• Ensure consistent execution across all channels

Wholesale Brand Support

• Deliver brand marketing assets and partner toolkits
• Support sell‑in and sell‑through through strong campaign narratives
• Ensure consistent brand presentation across partner channels and markets

Performance & Commercial Alignment

• Manage and allocate brand marketing budgets
• Track brand and campaign performance
• Align marketing plans with stock, range and trading priorities

Licensor & Cross‑Functional Leadership

• Act as the primary marketing contact for Dickies licensors
• Manage approvals, brand compliance and alignment
• Collaborate closely with Ecommerce, Wholesale Sales, Product teams, distributors and agencies
• Position marketing as a strategic growth driver within the business

Measures of Success

• Growth in brand awareness and consistency
• Ecommerce growth and campaign performance
• Successful seasonal campaigns and product launches
• Clear alignment between brand activity and commercial results

What We’re Looking For

• Senior‑level brand marketing experience within lifestyle, footwear, fashion or adjacent categories
• Proven ability to deliver integrated campaigns across DTC and wholesale
• Strong commercial acumen — connecting brand strategy to revenue outcomes
• Experience working with licensed brands and international licensors (advantageous)
• Confident cross‑functional leader with agency management experience
• Deep understanding of digital, ecommerce and performance marketing

Why This Role?

• Lead marketing for a performance‑led owned brand ready to scale
• Take ownership of footwear strategy under a globally recognised licensed brand
• Operate at senior level with meaningful commercial influence
• Shape the next phase of growth within an established footwear specialist business
• 25 days annual leave, plus Christmas office closure (usually an extra 3 days)
• Medical insurance, critical illness and life assurance cover provided.

If you’re a strategic, commercially minded brand leader ready to make your mark in the footwear space — we’d love to hear from you.

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