Returning Candidate?

Head of Brand Development - Team Sports

Head of Brand Development - Team Sports

Job ID 
Position Type 
Permanent Full-Time
UK-London, Finchley (Global Headquarters)
Pentland Brands

More information about this job


Pentland_Brands_Recruitment_Banner - icims


Building a family of brands, for the world to love, generation after generation


Pentland is the name behind some of the world’s best sports, outdoor and fashion brands.


We own Berghaus, Canterbury of New Zealand, Speedo, Boxfresh, Ellesse, KangaROOS, Mitre, Prostar and Red or Dead. We are also the global licensee for Lacoste Chaussures and Ted Baker footwear, the UK licensee for Kickers, and are shareholders in other companies such as Hunter, Butterfly Twists, Heidi Klein and Tracksmith.


We’re a third-generation, family-owned business – and we retain strong family values. We care about people, and that’s what drives our day-to-day work. This year the Great Place to Work® Institute recognised Pentland Brands the 11th Best Workplace in the UK and the 16th Best Workplace in Europe. Our global headquarters is in the UK and we employ 2,000 people across 20 countries around the world.


We believe that doing business the right way, with respect for people and the environment, is essential for ensuring our long-term sustainability - generation after generation. The Pentland values are at the heart of what we do and how we interact with the world around us.


For further information, please visit


Key Purpose of Job:


To be the expert on our consumers, shoppers and brands. Stand in the future, creating the vision for our brands by identifying and defining the growth opportunities then build the roadmap for how we get there.


Articulating this through a clear brand strategy that is both inspiring and clear. Ensuring it can be achieved by providing inspiring brand positioning and clear briefs to Brand Activation, Product and Sales teams.

  • Work closely with the Brand Development Director to identify long term opportunities for Team Sports and the Active Division.
  • Work with Brand Development Director to ensure that our Brands have clear brand positioning that is understood throughout Pentland and our partners
  • Provide rigorous understanding our consumer and clearly articulate this throughout the business to ensure the consumer/shopper is at the heart of everything we do
  • As brand guardian, ensure that the brand is executed consistently through every consumer and customer touch point by building clear brand creative guidelines
  • Along with Brand Development Director identify growth opportunities for Team Sports Brands and build the roadmap for achieving them through leading the creation of 3 year brand strategy working closely with the central insight team and Brand Director Team Sports
  • Drive the execution of the 3 year brand strategy through creation of clear initiative briefs to Brand Activation, CIA (Category, Insight & Analysis), Product Design & Development and Sales. Working closely with teams to support, direct and ensure that the briefs are turned into clear action plans and all plans deliver against the brief
  • Sign off of creative briefs to ensure that it is on brand and delivers against the objectives
  • Set and implement the long term consumer engagement strategy through providing a clear communications framework and direction for the Brand Activation team
  • Work closely with Central Consumer Insights team to define and implement the insight plan and budget
  • Working closely with Brand Development Director to roll out projects such as Marketing Academy, Marketing Agency roster and the Brand Planning Process.

The role can be based in London or Nottingham and includes extensive travel between both locations.



 What you need to have


  • Experience of writing Brand Business Strategy (defining an overall brand business plan not just the marketing elements)
  • Solid breadth and depth of marketing knowledge.
  • Proven success of developing brand positioning as part of a multi-branded business.
  • Demonstrable experience and track record of growing international consumer brands in senior roles.
  • Extensive and broad experience across marketing specialism.
  • Track record of effective and efficient delivery of through the line programmes in a global marketing function.
  • Knowledge and experience of operating in varied business models (licensed, distributed, wholesale, retail) with a view to challenging and improving the effectiveness of our route-to-market.
  • Ideally have experience or a good understanding of the sportswear category and sponsorship
  • Experience/exposure of direct to consumer selling (retail / ecommerce) would be beneficial


What we need to see in you


  • Strategic, creative and commercial
  • Proactive, responsive and decisive. Able to integrate, operate and influence inside and outside the business, building relationships and trust at all levels.
  • An excellent communicator across a number of mediums.
  • Confident in persuading and influencing beyond their immediate authority (matrix management)
  • Comfortable thinking strategically and creatively while basing decisions on a strong commercial acumen.  Able to balance and marry the needs of customers and the consumer.
  • Full of vision and a real team player
  • Educated to degree level or equivalent experience





 This overview gives you a feel for what you’ll be doing day to day but it’s not an A to Z.