Marketing Director, Consumer Brands EMEA

One4All (part of Blackhawk Network)

One4all is the UK and Ireland’s leading multi-store gift card provider, offering versatile gifting solutions for individuals and businesses. Accepted at over 55,000 retailers including high street favourites, online stores, and local independents, One4all Gift Cards make rewarding easy and meaningful. Whether it’s for employee recognition, customer incentives, or seasonal gifting, One4all helps organisations celebrate and connect with people in a simple, secure, and impactful way.

Overview:

This is a senior leadership role at the heart of BHN's EMEA marketing team.

As Director, Marketing Consumer Brands for EMEA, you will own consumer marketing for our owned Original Content (OC) brands, including the market leading One4all multi choice gift card, across EMEA. Primary markets include UK, Ireland, Netherlands, Germany and Switzerland. You will set the brand strategy, lead integrated consumer campaigns and create distinctive, consistent experiences across paid, owned and earned channels, influencers, PR, social, physical and digital retail.

You will be accountable for marketing communications for regulated products, ensuring that customer-facing communications are clear, accurate, appropriately governed and aligned to applicable requirements. You will work closely with the regulatory boards in Ireland and UK, Legal, Compliance, Product, Commercial and Content teams, Customer Service, Operations and global teams to manage risk while enabling effective, timely communications.

Reporting to the Senior Director, Marketing EMEA, you will lead a high-performing team and a broad agency and stakeholder network. This role represents a significant opportunity for an ambitious, creative and commercially minded marketing leader who combines strategic thinking with hands-on execution, strong judgement and a passion for building consumer brands.

Responsibilities:

Strategy and Leadership

• Define and own the EMEA consumer marketing strategy for OC, aligned to brand, customer and commercial priorities
• Set brand architecture, positioning and market plans for One4all and other OC brands, balancing regional consistency with local relevance
• Act as the senior consumer marketing voice across EMEA in commercial, leadership and governance forums
• Partner with Product, GTM teams, Content, Operations, Finance, Legal, Compliance and global marketing to align plans and execution

Brand Communications, PR, Social and Influencer

• Lead integrated brand communications across all consumer channels, ensuring a distinctive and consistent brand expression and tone of voice
• Oversee PR, influencer, social, content and community activity, including briefing agencies and managing reputation, issues and escalation processes
• Develop communications that build awareness, trust, consideration and affinity, using consumer insight to make the brand culturally and commercially relevant
• Ensure all consumer communications are inclusive, accessible, locally appropriate and aligned to brand standards

Retail Brand Activity

• Own brand activity across physical and digital retail, working with retail partners and internal teams to improve visibility, consideration and conversion
• Set the approach for point-of-sale, merchandising, in-store activation, retailer media, digital shelf presence and promotional communications
• Ensure retail execution is connected to broader brand and campaign plans and delivers a joined-up consumer experience across channels
• Use retail, customer and market insight to prioritise activity and improve effectiveness across markets

Integrated Campaigns and Direct-to-Consumer

• Lead end-to-end consumer campaigns from insight, proposition and creative platform through channel planning, activation, optimisation and evaluation
• Own the development and delivery of campaign assets for direct-to-consumer activity, including web, CRM, email, paid media, social, content and conversion journeys
• Ensure campaigns are adapted effectively for different markets, audiences, products and channels while maintaining strong creative consistency
• Embed clear objectives, KPIs and measurement plans into every campaign and use results to improve future activity

Product Design, Communications and Launches

• In partnership with Product, lead product and packaging design ensuring designs are best in category, aligned to brand guidelines, compliant and achieve target rate of sale metrics
• Lead consumer product communications and go-to-market plans for new products, propositions, features, partnerships and major product updates
• Translate product value, customer benefits, terms and required information into clear, compelling communications for consumers and retail partners
• Coordinate launch readiness across Product, GTM teams, Content, Operations, Finance, Legal, Compliance
• Create launch toolkits, messaging, FAQs, campaign assets and channel plans that enable consistent execution across markets

Regulated Product Communications and Governance

• Own the marketing communications approach for regulated products, with clear processes for briefing, review, approval, version control and release
• Work closely with the regulatory boards in Ireland and UK and relevant Legal, Compliance and risk stakeholders to ensure communications meet governance and customer protection standards
• Ensure product terms, eligibility, fees, limitations, disclosures and other required information are communicated accurately and in a way consumers can understand
• Maintain oversight of regulatory or product changes, complaints, incidents and emerging risks that may require communications updates or coordinated response

Data, Insight and Performance

• Own the consumer marketing performance framework for EMEA, including brand, campaign, channel, retail KPIs
• Use customer, market, brand, media, retail and digital analytics to inform strategy, prioritise investment and demonstrate marketing impact
• Champion a test-and-learn approach across creative, media, channels, audiences and journeys, embedding continuous improvement into the team's ways of working
• Provide clear performance reporting and recommendations to the Senior Director, Marketing EMEA and relevant leadership forums

Budget, Agency and Resource Management

• Own and optimise the OC consumer marketing budget, allocating investment across brand, campaigns, retail, PR, social, influencer, content activity
• Lead agency and partner relationships, ensuring high-quality delivery, commercial discipline, effective ways of working and appropriate governance
• Provide regular budget reporting, forecasting and investment recommendations against priorities and expected return

People Leadership

• Lead, develop and inspire a high-performing consumer marketing team across markets and disciplines
• Set clear objectives and OKRs, provide ongoing coaching and development, and build a culture of creativity, performance, collaboration and accountability
• Support the broader EMEA marketing leadership team in building a unified, motivated and effective function

Qualifications:

Essential:

• Significant consumer, brand or integrated marketing leadership experience
• Proven track record of building and executing multi-channel consumer campaigns that have delivered measurable brand, customer and commercial impact
• Leading brand communications across PR, social, influencer, content and other earned, owned and paid channels
• Developing physical and digital retail marketing activity, ideally across multiple retail partners and markets
• Strong product marketing and go-to-market experience, including product launches, proposition development and customer communications
• Leading and developing high-performing marketing teams across multiple markets and disciplines
• Managing substantial marketing budgets and agency relationships
• Highly analytical and commercially minded, with a strong command of marketing measurement, insight and performance reporting
• Excellent communicator and influencer, comfortable operating in a matrixed, fast-paced organisation and leading through change

Desirable:

• Experience within financial services, payments, prepaid, retail or another regulated environment
• Practical understanding of regulated product communications, governance, risk and approval processes, with the judgement to balance compliance and marketing goals
• Experience engaging effectively with senior governance, board or regulatory stakeholders; experience working with regulatory boards

Benefits:

• Work-Life Balance: 23 days annual leave, birthday time off and volunteering leave.
• Health & Well-being: Private medical insurance, employee assistance program, enhanced parental leave, and free eye tests.
• Financial Rewards: Pension scheme, and exclusive discounts with our one4all cards.
• Flexibility & Engagement: Office group activities and support for physical and mental health.
• Recognition: Participate in Flyers, our leading recognition program with financial rewards.
• Hybrid Working – typically 2 days per week in the office. We’re open to flexible working arrangements and will consider reasonable adjustments in line with individual needs.

Candidate Journey at BHN:

• Stage 1: Shortlisting of suitable candidates
• Stage 2: Screening Call
• Stage 3: Interview(s) with Hiring Manager(s)
• Stage 4: Feedback/Hired

Join us and be part of a company that’s shaping the future of branded payments. Apply today and take the next step in your career!

Blackhawk Network is an equal opportunities employer. We value diversity and are committed to creating an inclusive environment for all employees. We welcome applications from all backgrounds and will make reasonable adjustments throughout the recruitment process.