Senior Brand Marketing Manager

PORTWEST, a leading global manufacturer of safety wear, workwear and PPE is currently seeking applications for the position of Senior Brand Marketing Manager in Westport, Co. Mayo, Ireland on a full time permanent basis reporting to the Marketing Director. Founded in 1904, Portwest has become one of the fastest growing workwear companies in the world currently employing over 5,100 staff worldwide. With 1400 styles across more than 20 ranges, we design, manufacture and distribute market leading workwear, safety wear and PPE in fully owned production facilities. We’re on a mission to become the world’s most requested PPE and Safety Wear Brand. 
JOB SUMMARY:

The Senior Brand Marketing Manager will lead brand building for Portwest, with the primary objective of increasing brand awareness across our key markets. This senior role owns the Portwest brand end-to-end; defining the brand value proposition and brand architecture, governing branding across product and marketing, and leading sponsorship, experiential and brand communications. The role sets the brand strategy and roadmap, safeguards brand consistency across our portfolio of brands and sub-brands, and drives measurable growth in brand awareness, perception and equity globally. Working closely with the Marketing, Graphics, Digital, Product and Commercial teams as well as external agencies and partners, the role combines strategic vision with hands-on delivery and managing budgets to elevate the Portwest brand worldwide. 

It requires a proven brand leader with extensive, in-depth experience managing global brands, including a strong command of defining and executing brand value propositions, brand positioning and messaging hierarchy, strong creative marketing experience and deep expertise in brand portfolio management across multiple markets and sub-brands. 

KEY RESPONSIBILITIES:

• Lead brand building for Portwest, with increasing brand awareness across our key markets as the lead KPI. 

• Brand Fundamentals & Portfolio Management – lead the creation and ongoing evolution of Portwest’s brand fundamentals – brand value proposition, brand positioning, creative and brand messaging – and own the brand architecture and messaging hierarchy across the portfolio of brands and sub-brands, ensuring clarity, differentiation and relevance globally. Apply deep brand portfolio management expertise to govern how brands and sub-brands relate to one another and to the master brand. 

• Branding – govern branding across product and marketing, safeguarding brand consistency and adherence to brand guidelines across all channels and touchpoints. 

• Creative – establishing the creative look and feel of our brand and sub brands, ensuring the visual tone and look is executed in the right way, for the right channel.  

• Sponsorship – lead the sponsorship strategy, evaluating requests and identifying commercial sponsorship opportunities that enhance brand exposure within relevant industries. 

• Experiential – plan and deliver experiential and event activations that bring the brand to life and deepen audience engagement. 

• Communications – lead brand communications, ensuring a consistent and compelling brand narrative across internal and external channels. 

• Continuously evolve brand identity using competitor analysis, customer insight and market research to keep the brand relevant, contemporary and distinctive, evolving Portwest’s brand guidelines to meet the needs of new and emerging channels. 

• Brand Governance & Research – build brand governance systems and toolkits, and train internal teams and agency partners to apply the Portwest brand consistently; commission and act on brand health and equity tracking research to inform brand strategy. 

• Develop and oversee campaigns that build brand awareness and shape brand perception. 

• Maintain all brand assets and content, ensuring accuracy and alignment with brand guidelines across owned and external platforms and customer channels. 

• Lead the development of sub-brands, including intellectual property (IP) and trademark assessments. 

• Own and manage the brand marketing budget, ensuring efficient allocation and a strong return on investment. 

• Provide comprehensive reporting on brand awareness, perception and the effectiveness of brand marketing, offering strategic recommendations for future initiatives. 

• Partner with the Marketing, Graphics, Digital, Product and Commercial teams and external agencies to deliver projects on time and on budget. 

• Perform other duties as necessary to support the objectives of the department and company. 

REQUIREMENTS: 

• Minimum 8 years’ experience – in a senior brand marketing role, with a demonstrable track record managing global brands across multiple markets. 

• Global brand execution & localisation – proven experience executing global brand strategy, including localising the global brand portfolio across markets, with a clear understanding of how to position brands and sub-brand communication for different audiences and regions. 

• Brand strategy expertise – proven, hands-on experience defining and executing brand value propositions and brand positioning for global or multi-market brands, with the ability to translate strategy into a clear messaging hierarchy that scales across markets and channels. 

• Brand portfolio management – deep understanding of managing a portfolio of brands and sub-brands, including brand architecture decisions, IP and trademark considerations, and governance of brand guidelines across diverse markets and channels. 

• Brand governance & training – experience building brand governance systems and toolkits, and training internal teams and agency partners to apply them consistently. 

• Brand health & research – experience commissioning and acting on brand health and equity tracking research and consumer insight to inform brand strategy. 

• Track record evolving brand identity and brand guidelines to meet the needs of new and emerging channels, including e-commerce, social and marketplace platforms, ensuring consistent application as the brand expands into new formats and platforms. 

• Sector experience – experience in a B2B, industrial, or distributor-led business model is highly advantageous. 

• Strong strategic and analytical capability, with experience setting brand strategy and roadmaps at a global or multi-regional level and reporting on brand awareness, perception and equity. 

• Commercial acumen – proven ability to connect brand investment and equity to sales and commercial outcomes, with experience managing significant budgets and delivering a strong return on investment. 

• Executive stakeholder management – excellent stakeholder management and influencing skills, with the confidence to present brand strategy and investment cases at senior leadership or executive committee level to secure budget and buy-in; experience partnering cross-functionally (Marketing, Graphics, Digital, Product, Commercial). 

• Global agency network management – experience managing a roster of creative, media and research agencies across multiple markets. 

• Relevant third-level qualification in Marketing, Business or a related discipline, or equivalent experience. 

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