Senior Brand Strategy & Values Lead

Reports to: Marketing Director

Role Overview

We are seeking a visionary senior brand leader to act as the custodian of a globally recognised purpose-led beauty brand. This is a high-impact leadership role responsible for embedding brand values across every aspect of the organisation – from product innovation and marketing to partnerships and customer experience.

As the Brand Strategy & Values Lead, you will serve as a strategic advisor to senior leadership, ensuring that every decision reflects the brand’s ethical foundations and long-term mission. You will champion consistency, authenticity, and cultural relevance across all touchpoints – online, in-store, and beyond.

This role requires deep expertise in brand governance, purpose-driven marketing, and reputation management, combined with a passion for ethical business, inclusivity, and sustainability.

Key Responsibilities

1. Brand Strategy & Governance

• Act as the guardian of the brand, ensuring all campaigns, products, and experiences reflect the organisation’s core values: empowerment, ethical sourcing, cruelty-free practices, sustainability, and self-confidence.

• Develop and evolve a comprehensive global brand framework that protects the brand’s essence across markets.

• Oversee brand guidelines, toolkits, and messaging frameworks to ensure consistency across communications, packaging, marketing campaigns, and digital platforms.

2. Strategic Brand Oversight

• Provide long-term strategic direction, advising senior stakeholders on aligning initiatives with brand values and customer expectations.

• Review new product developments, partnerships, and business initiatives to ensure alignment with the brand ethos.

• Partner with product and innovation teams to embed sustainability and responsible sourcing into launches and packaging.

3. Reputation & Risk Management

• Anticipate and manage reputational risk through proactive narrative shaping and cross-functional collaboration.

• Lead strategic crisis response, ensuring all communications reflect the brand’s values and stakeholder expectations.

4. Brand Health & Consumer Perception

• Monitor brand perception through insights, social listening, and market research.

• Identify and address potential misalignments in brand positioning or public perception.

• Conduct brand health assessments and competitor analysis to maintain relevance while protecting brand integrity.

5. Cross-Functional Leadership

• Collaborate closely with marketing, communications, product, and customer experience teams to ensure cohesive brand delivery across all touchpoints.

• Advise on partnerships and collaborations, ensuring alignment with ethical and community principles.

• Provide guidance on creative concepts to ensure consistency with brand philosophy.

6. Purpose & Advocacy

• Support and drive campaigns that reinforce commitments to sustainability, fair trade, human rights, and social impact.

• Ensure brand activism and purpose-led initiatives are authentic, credible, and commercially aligned.