Brand Communications Manager

Job title: Brand Communications Manager

Department: Marketing

Location: Princes Manor Barns, Oxfordshire – office based 3 days per week

Reports To: Senior Brand & Marketing Director, EMEA
Direct Reports: 1

Job Details:

The Brand Communications Manager, EMEA is responsible for leading the planning and delivery of Ariat's brand communications across European markets, ensuring consistent, compelling and effective brand storytelling that strengthens awareness, relevance and consumer demand.

Working closely with the Senior Brand & Marketing Director, EMEA, the role will translate the EMEA Marketing Strategy into integrated brand communications, premium product campaigns and creative content that reflects European consumers and market opportunities.

The role will work across Equestrian, Western, Work, Country and Denim, with particular focus on the growth priorities of Work, Western and Denim. Collaborating closely with Channel Marketing, Social Media, eCommerce and the wider Marketing team.

A key focus will be developing distinctive brand campaigns, leading creative and locally relevant content production, strengthening PR and media relationships, building brand and cultural partnerships, and
developing consumer insights that inform brand communications and Marketing priorities.

The role will ensure brand communications are delivered consistently across relevant channels, with clear objectives, effective investment and measurable outcomes.

Day to Day Responsibilities:

Brand Communications Strategy & Planning

• Develop and deliver EMEA brand communications plans aligned with the wider Marketing Strategy, brand positioning, consumer priorities and commercial objectives.
• Translate strategic brand and category priorities into integrated campaigns and communications that strengthen awareness, consideration and consumer demand.
• Lead the planning and coordination of the EMEA brand communications calendar, ensuring alignment with product launches, seasonal campaigns and wider Marketing priorities.
• Identify opportunities to strengthen Ariat's brand positioning, relevance and visibility across priority European markets.
• Work closely with Global Marketing to ensure alignment with global brand direction while adapting communications to European consumer and market needs.
• Establish clear objectives and KPIs for brand communications activity, ensuring investment is focused on measurable outcomes.

Brand Communications Strategy & Planning

• Lead the development and delivery of Ariat's EMEA Consumer Insights Programme, building a deeper understanding of consumer needs, behaviours, perceptions and purchasing motivations across priority markets and categories.
• Develop and manage consumer research initiatives, including brand tracking, consumer surveys, focus groups and qualitative and quantitative research.
• Identify emerging consumer trends, cultural shifts and market opportunities to inform brand positioning, campaign development and future Marketing priorities.
• Work closely with Global Marketing and relevant research partners to ensure consumer insights are aligned with wider brand objectives and European market requirements.
• Translate research findings into actionable recommendations, sharing insights across Marketing, Product, Sales and eCommerce to support informed decision-making.
• Monitor changes in brand awareness, consideration, perception and consumer preferences to evaluate brand health and inform future Marketing investment.

Brand Campaigns & Creative Direction

• Lead the planning, development and delivery of integrated EMEA brand campaigns, ensuring consistent execution across relevant Marketing channels.
• Develop compelling campaign concepts, creative briefs and storytelling that bring Ariat's brand positioning, products and consumer communities to life.
• Oversee the development of brand campaign assets, including photography, video, digital creative and supporting communications materials.
• Provide creative direction and brand guidance to internal teams, agencies and external production partners.
• Ensure all brand communications reflect Ariat's premium positioning, visual identity, tone of voice and brand guidelines.
• Lead the planning and coordination of brand-led content production, including relevant local campaign, product and lifestyle shoots.
• Lead the planning and delivery of locally relevant brand and product content, ensuring creative assets reflect European consumers, priority categories and market opportunities for Own Channels.
• Oversee EMEA photography and video production, including the planning, briefing and coordination of brand, product and lifestyle photoshoots.
• Work closely with internal creative teams and external production partners to deliver high-quality content aligned with Ariat's premium brand positioning.
• Evaluate campaign effectiveness and use performance insights to inform future creative development and Marketing activity.
• Global creative brief for key photoshoots and campaigns based on focus line list for region.

PR & Media

• Lead Ariat's EMEA media and PR strategy, developing plans that strengthen brand awareness, visibility and credibility across priority European markets.
• Lead media engagement and communications around brand campaigns, product launches and key Marketing initiatives.
• Own product seeding, editorial gifting and product placement programmes, ensuring alignment with brand and category priorities.
• Monitor media coverage, brand sentiment and emerging media opportunities, ensuring Ariat remains relevant within priority consumer and cultural conversations.
• Evaluate media and PR effectiveness against agreed objectives, including quality of coverage, audience reach, brand relevance and earned media impact.

Brand Partnerships & Cultural Relevance

• Identify, develop and manage strategic brand and cultural partnerships that strengthen Ariat's positioning, reach and relevance within priority consumer communities.
• Evaluate partnership opportunities against brand fit, audience relevance, strategic value and expected impact.
• Lead the planning and delivery of brand partnership activity, ensuring clear objectives, agreed deliverables and consistent brand representation.
• Work with Social Media and Channel Marketing to maximise relevant content, consumer engagement and commercial activation opportunities arising from brand partnerships.
• Monitor partnership effectiveness and identify opportunities to develop longer-term relationships that support Ariat's brand growth.

Brand Events & Experiences

• Lead the Marketing brief and communications approach for brand-led events, PR experiences, media launches and consumer activations.
• Work closely with the Events function to coordinate delivery, ensuring experiences reflect Ariat's brand positioning and campaign objectives.
• Identify opportunities to use events and experiences to generate media coverage, content, consumer engagement and brand awareness.
• Establish clear objectives and evaluate the brand and communications impact of relevant events.

Cross-Functional Collaboration

• Work closely with Channel Marketing to ensure brand campaigns and creative assets are effectively translated into retail, wholesale and commercial activations.
• Collaborate with Social Media to ensure brand campaigns and creative assets are effectively adapted for social channels, maintaining consistency in messaging and creative direction.
• Work with eCommerce to align brand communications with relevant product launches, campaigns and DTC Marketing activity.
• Partner with Product and Sales teams to develop compelling product stories that reflect consumer needs and priority category opportunities.
• Collaborate with Global Marketing teams to access, adapt and develop relevant brand campaigns, creative assets and communications programmes for Europe.
• Provide brand and creative guidance across the wider Marketing team, supporting consistent execution without duplicating functional ownership.

Budget Management, Effectiveness & Team Leadership

• Own the planning and management of brand communications, PR, campaign and creative production budgets, ensuring investment is aligned with strategic priorities.
• Manage relevant agencies, production partners and external suppliers, ensuring high-quality delivery and effective budget control.
• Establish clear performance measures and evaluate brand communications activity using campaign results, media coverage, consumer insights and relevant brand metrics.
• Use performance data and market insights to improve campaign effectiveness, investment decisions and return on Marketing spend.
• Develop effective processes and ways of working that strengthen collaboration, creative quality and consistent brand execution.
• Lead and manage the Marketing Executive, providing clear direction, coaching and support to ensure effective delivery of brand communications, campaigns and Marketing initiatives.
• Set clear objectives and priorities, oversee workload and performance, and conduct regular reviews to support individual development and progression.
• Delegate and oversee relevant Marketing projects and day-to-day activities, ensuring accountability, high standards of execution and alignment with wider EMEA Marketing priorities.

Any ad hoc duties that are required

About You

• Ideally at least 3 years proven experience in brand marketing, brand communications, integrated campaigns or a related consumer Marketing role.
• Strong understanding of brand positioning, consumer behaviour and integrated Marketing communications.
• Experience developing and delivering brand campaigns across multiple Marketing channels and ideally across Europe.
• Experience developing and managing consumer research and insights programmes, including qualitative and quantitative research.
• Strong analytical skills, with the ability to interpret consumer behaviour, brand perception and market trends to identify actionable insights.
• Ability to translate consumer insights into meaningful recommendations that inform brand positioning, campaign development and Marketing priorities.
• Strong creative judgement, with experience developing creative briefs and managing campaign production.
• Experience managing PR, media relationships, communications agencies or earned media programmes.
• Ability to translate brand strategy into compelling campaigns, creative content and consumer storytelling.
• Proven experience managing and developing direct reports, including setting objectives, providing coaching, managing performance and supporting professional development.
• Experience developing and managing external partnerships, agencies and suppliers.
• Strong stakeholder management, communication and presentation skills.
• Excellent organisation, planning and project management skills, with the ability to manage multiple priorities.
• Commercial awareness and an understanding of how brand communications contribute to consumer demand and business growth.
• Experience managing budgets and evaluating Marketing effectiveness.
• Ability to lead, influence and develop others, providing clear direction and accountability.

• Spoken and written English is essential. German speaker would be desirable
• The ability to travel without restrictions to mainland Europe and the US
• Ability to drive in the UK

• Experience working within an international or European consumer brand.
• Experience within footwear, apparel, lifestyle, outdoor or workwear categories is desirable.
  
• Creative and commercially minded, with strong strategic thinking, creative judgement and an understanding of brands and consumer culture.
• Curious and insight-driven, with a genuine interest in understanding consumer behaviour, emerging trends and cultural relevance.
• Proactive, organised and accountable, with the ability to balance strategic planning and hands-on delivery.
• Confident communicator and collaborative leader, able to build strong relationships and influence across multiple functions.
• Results-oriented and adaptable, with a focus on delivering high-quality work and measurable impact.

Values:

Our values are ingrained in everything we do at Ariat and we believe this is what drives our success as individuals, as teams and, overall, as a Company.

Innovation - Be bold and adventurous and try new things. Constantly challenge how you can create change for the better. Learn from the past and don’t let it limit you.

Integrity - Do the right thing because it’s the right thing to do. Say what you mean and do what you say. Build trust through consistency, dependability and honesty.

Quality - All work matters. Be proud of your work and strive to have it reflect your best and the best of Ariat.

Respect - Communicate openly, directly and constructively. Recognise different perspectives and listen with an open mind. Be thoughtful in how you show up and interact with others.

Teamwork - Create fun and joy and contribute to the Ariat family spirit. Focus on people’s strengths. Learn from others and share your own knowledge and experience. Ask for help when you need it and offer to help when others may need it.

Benefits:

• Private Medical Insurance
• Life Assurance
• Critical Illness Cover
• Employee Assistance Programme
• Health & Wellbeing Points Scheme
• Cycle to Work Scheme
• Company Bonus Scheme
• Employee Purchase Scheme
• Employee Referral Programme
• Birthday day off
• Holiday Purchase Scheme
• Bring your dog to work scheme
• Employee Volunteering policy
• Working from a different location policy
• Free onsite Parking including 2 electric charging points