Brand Lead - Sport

At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

Why join us?

Our vision – we are building the planet's most admired and compelling brand ecosystem

Our purpose – we are elevating the lives of the many with access to the world’s best brands and experiences

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:

• Own it and back yourself - Own the basics, own your role and own the result
• Think without limits – Think, think fast, think fearlessly
• Be relevant - Relevant to our people, our partners and the planet

Are you ready to join the Fearless?

The Role:
Reporting into the Head of Content Marketing, the Brand Lead – Sport is responsible for shaping, developing and executing Sports Direct’s brand strategy. Driving brand buzz on a big scale, they’ll bring a fresh way of thinking to retail, creating moments that cut through the noise and position Sports Direct at the forefront of consumer’s minds.

This role requires a strategic thinker with a strong understanding of sports retail, consumer behaviour and multi-channel marketing across key sports categories, including football, running and training, alongside experience defining and delivering brand positioning in a competitive market.

They’ll champion a deep understanding of the role of brand throughout the broader marketing funnel, linking awareness and cultural relevance through to measurable commercial results, ensuring brand activity connects top-of-funnel brand awareness with mid and lower-funnel performance.

Key Responsibilities: 

• Develop and implement a clear brand strategy aligned with business objectives, brand metrics, and commercial performance goals.
• Own the role of brand within the marketing funnel, ensuring brand activity drives growth and a measurable impact on awareness, consideration and conversion.
• Work closely with creative and content teams to define brand guidelines, ensuring consistency across all channels and content touchpoints.
• Monitor brand performance and perception, making data-informed decisions to drive brand metrics and future campaigns.
• Lead the planning and execution of brand campaigns that deliver against key calendar moments while contributing to broader marketing and commercial objectives.
• Collaborate with internal teams and external agencies to deliver high-impact brand campaigns, including activations, shoots and stunts.
• Drive strategic partnerships that align with the Sports Direct brand and generate talkability within the industry.
• Guide creative briefs and development across brand campaigns, ensuring alignment with brand identity, customer profiles and tone of voice.
• Report on campaign effectiveness across both brand and performance KPIs.
• Continuously optimise brand strategy based on performance insights and evolving business needs.

• Proven experience in brand management, ideally within sports.
• Strong understanding of omnichannel marketing and digital platforms.
• Excellent stakeholder management skills.
• Analytical mind with the ability to interpret data and insights.
• Creative thinker with a strong eye for brand and design.
• Experience managing agencies and internal teams to deliver integrated brand campaigns.

Along with your benefits package we also offer a wide range of perks for our colleagues:

Frasers Champion - Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.

Retail Reconnect – In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.

Fearless 1200 – Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded – check out the video link to find out more - https://www.youtube.com/watch?v=O0qmvJofMew

Employee Welfare

Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.

Retail Trust – We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.

What’s next?
Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.