Brand Lead - Accessories

The opportunity Brompton is moving to a category-led operating model in which the Category Director, Product Lead and Brand Lead operate as one category leadership team with end-to-end oversight of the Accessories portfolio. The category includes hard goods, soft goods, local ranges and partner-delivered products. It is characterised by faster product cycles, a higher number of SKUs and a strong focus on retail performance, attachment to bike purchase and repeat purchase. The Brand Lead – Accessories is the category’s senior marketing and brand owner. The role connects a clear global strategy with sharp local execution, mobilising Marketing and other Centres of Excellence to create demand, improve conversion and strengthen the total Brompton ownership experience. Core mandate

• Set and steward the Accessories brand, positioning and demand strategy, fully aligned with the Brompton masterbrand and the Bikes category.
• Translate category strategy, product roadmap, commercial priorities and consumer insight into an integrated global marketing plan.
• Lead the marketing of the full product lifecycle: launch, growth, core trading, refresh, bundling, promotion and exit.
• Create demand and traffic, and support conversion, sell-through, attachment and repeat purchase across channels and markets.
• Act as the integrator between the Accessories Category Team, regional marketing teams and Global Marketing Centre of Excellence. Key responsibilities 1. Category brand strategy and positioning · Define the strategic role of Accessories within the Brompton brand and ownership experience, including clear positioning for the category, product families and priority lines. · Establish target audiences, jobs-to-be-done, occasions, use cases, value propositions and message hierarchy for the range. · Lead naming, narrative and product story development, ensuring a coherent architecture and clear differentiation across a broad portfolio. · Protect premium brand standards while enabling appropriate cultural and market nuance within agreed global guardrails. · Partner with the Bikes Brand Lead to create a joined-up customer story and integrated bike-plus-accessory propositions. 2. Consumer, market and performance insight · Define the consumer insight agenda for Accessories and turn research, behavioural data, customer feedback and regional learning into actionable decisions. · Build a clear view of purchase barriers, attachment drivers, repeat-purchase triggers and category entry points. · Use campaign, CRM, e-commerce, retail and sell-through data to diagnose performance and continuously improve activity. · Bring consumer and cultural understanding into range, proposition, pricing and lifecycle decisions as the Brand voice within the Category Team. · Maintain awareness of relevant category, lifestyle, retail and competitor activity, converting observations into practical opportunities. 3. Integrated marketing and communications planning · Own the global Accessories marketing and communications plan, aligned to category commercial goals, the product roadmap and stock position. · Set objectives, audiences, channel roles, investment priorities, phasing and measures across launch and always-on activity. · Build an integrated activation plan spanning brand, digital, CRM, e-commerce, retail, point of sale, PR, partnerships, community, events and dealer channels as relevant. · Prioritise resources across core products, newness, seasonal moments, underperforming lines and end-of-life stock without diluting the brand. · Maintain a single, visible calendar of global activity, key dependencies, deliverables and market readiness. 4. Go-to-market, campaigns and launches · Own high-quality global campaign and product launch briefs, with a precise problem statement, audience, proposition, desired behaviour, deliverables, budget and success measures. · Lead go-to-market planning with the Category Director and Product Lead from early product development through launch and post-launch optimisation. · Ensure each launch has a compelling consumer story, channel plan, content system, retail and sales enablement assets, market toolkits and clear readiness criteria. · Oversee local adaptation and execution, working closely with regional Marketing Leads to preserve strategic consistency while reflecting local context. · Run launch and campaign reviews, capture learning and direct corrective action where performance is below plan. 5. Lifecycle, CRM and commerce activation · Develop lifecycle marketing that moves customers from bike consideration and purchase into accessory attachment, replenishment, upgrade and repeat purchase. · Partner with CRM, Digital, E-commerce, Retail and Customer teams to create relevant journeys, bundles, cross-sell, recommendations and post-purchase communications. · Shape persuasive product presentation and content across owned, retail, dealer and partner touchpoints. · Support commercial plans for sell-through, promotions and clearance, ensuring activity remains targeted, disciplined and consistent with brand guardrails. · Identify opportunities to increase customer lifetime value through accessory ecosystems, collections, partnerships and recurring purchase behaviours. 6. Investment, effectiveness and measurement · Recommend the Accessories marketing investment strategy and allocate agreed budgets against the highest-value opportunities. · Set measurable objectives and a practical performance framework covering brand, demand, traffic, conversion, attachment, repeat purchase, sell-through and return on marketing investment. · Build pre-activity business cases and demand assumptions with Finance and Commercial colleagues, then track outcomes against plan. · Use test-and-learn methods where appropriate, scaling effective activity and stopping or correcting low-return work. · Provide clear performance updates to the Category Team and Marketing leadership, including risks, decisions required and next actions. 7. IBP and strategic planning · Provide campaign timing, expected impact, demand assumptions and marketing risks into the category planning and IBP cadence. · Align marketing activity with category forecasts, launch timing, product availability, regional demand, supply constraints and inventory position. · Support rapid re-prioritisation when demand, stock or launch conditions change, while protecting the long-term brand strategy. · Ensure marketing readiness is visible and factored into category decision-making and launch gates. 8. Leadership and cross-functional mobilisation · Operate as an integral member of the Category–Product–Brand leadership team, contributing to total category outcomes beyond the marketing discipline. · Create clear, motivating briefs for Marketing Centres of Excellence and external partners, then hold delivery to agreed quality, timing and outcomes. · Build strong working relationships across Product, Marketing, Engineering, Operations, Finance, IT, Sales, Retail, E-commerce, Customer and regional teams. · Influence through clarity, evidence and judgement in a matrix organisation, resolving issues at the lowest appropriate level and escalating trade-offs when needed. · Champion a high-performance culture of consumer focus, pace, simplicity, accountability, inclusion and continuous learning.