Brand Lead - Sport

Location: Poland St, London, UK; full-time onsite role

Company

Frasers Group operates a global retail ecosystem of sports, premium, and luxury brands, including Sports Direct, hirify.global, USC, Frasers, and GAME.

What you will do

• Develop and implement Sports Direct’s brand strategy in line with business objectives, brand metrics, and commercial goals.
• Define the role of brand across the marketing funnel, connecting awareness and cultural relevance with consideration and conversion.
• Lead the planning and execution of integrated brand campaigns across key sports categories and calendar moments.
• Collaborate with creative, content, internal, and agency teams on brand guidelines, activations, shoots, stunts, and creative briefs.
• Develop strategic partnerships that strengthen the brand and generate industry talkability.
• Monitor campaign effectiveness and optimise brand strategy using brand and performance insights.

Requirements

• Proven experience in brand management, ideally within sports.
• Strong understanding of omnichannel marketing and digital platforms.
• Excellent stakeholder management skills.
• Ability to interpret data and insights and make informed decisions.
• Creative approach with a strong eye for brand and design.
• Experience managing agencies and internal teams delivering integrated brand campaigns.

Culture & Benefits

• Employee recognition through the Frasers Champion peer-nominated scheme.
• Head office employees spend one to two days each financial year in a store or warehouse to understand frontline operations.
• Performance-linked rewards through the Fearless 1200 programme.
• Free gym classes, discounted gym memberships, and access to the Frasers Fit wellbeing programme.
• Free Retail Trust support, including a 24-hour wellbeing helpline, counselling, and financial and legal assistance.

Hiring process

• Initial recruiter interview focused on behaviour and alignment with company culture and values.
• One or two further interviews with the hiring manager and wider team.
• Later stages may include a presentation or practical task.