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