Head of Marketing

Pets Choice Ltd; Blackburn; Hybrid; GBP 70,000 - GBP 95,000; Full time

Job summary

A leading pet product company based in Blackburn is seeking a high-impact marketing leader to shape its growth strategy across a dynamic portfolio. The role involves strategic and brand management, overseeing innovation, and digital growth while working closely with cross-functional teams. Ideal candidates should possess extensive experience in FMCG marketing, strong analytical and communication skills, and a proven track record in driving brand success. This position requires on-site work three days a week.

Qualifications

• Extensive experience as a senior marketing leader in FMCG.
• Proven ability to balance brand and product management.
• Track record in driving digital and e-commerce growth.

Responsibilities

• Shape portfolio strategy across a multi-brand environment.
• Drive strategic innovation and new product development.
• Oversee marketing compliance and data governance.

Skills

Senior FMCG marketing leader

Brand and product focus

Organisational skills

Analytical skills

Communication skills

Commercial acumen

Digital marketing skills

Job description

Reporting directly to the CEO and sitting on the Board, this is a high-impact leadership role at the heart of our growth strategy. You’ll shape the future of a dynamic, multi-brand portfolio of 40 brands (10 core) spanning food, treats, toys, and healthcare - including veterinary medicines.

This isn’t just marketing - it’s about driving product-led growth and commercial success. You’ll champion innovation and NPD, accelerate e-commerce, and integrate newly acquired brands to create a powerhouse portfolio. From shaping pack architecture to influencing pricing and category strategy, you’ll ensure our products win in the marketplace.

You’ll own brand strategy and creative direction, but always with a sharp focus on product performance and sales impact.

Working closely with R&D, Commercial, and Operations, you’ll turn insights into products consumers love and retailers want.

If you thrive on challenge, love building brands through great products, and want the freedom to make bold moves, this role offers scope to innovate, lead, and leave your mark on a fast-growing business.

Your role will involve:

Strategic Leadership

• As a member of the Board, contribute to overall business strategy and decision-making.
• Responsible for the delivery of annual budget plans with focus on profitable growth, owning the marketing P&L and influencing CAPEX investment decisions.
• Shape portfolio strategy across 40+ brands, balancing premium and value positioning.
• Create, implement and execute the Marketing strategy in line with company objectives, continuously driving effectiveness and efficiency.
• Work with Category and Commercial teams to develop, implement and maintain commercially robust strategic brand plans.
• Provide regular reports and presentations based on Marketing performance, with recommendations to maximise opportunities and marketing spend efficiency.

Leadership & Team Development

• Build a high-performing, resilient team culture.
• Coach and develop talent; manage performance and succession planning.

Brand & Innovation

• Lead brand architecture, pack design, and claims strategy.
• Drive strategic innovation planning & NPD/EPD through a stage-gate process, ensuring category growth in food, treats, toys, and healthcare.
• Partner with R&D / Animal Nutritionist on product development and regulatory compliance.

Digital & E-Commerce

• Accelerate DTC and marketplace growth; oversee CRM, PPC, social advertising.
• Define performance metrics (ROAS, CAC/LTV, conversion, retention) and optimise spend.
• Oversee content operations (in-house studio + agency support) and content reuse.

Acquisition Integration

• Lead integration of acquired brands, managing packaging transitions and go-to-market plans.
• Ensure smooth cultural and operational alignment within the marketing team.

Cross-Functional Collaboration

• Work closely with the CEO, Sales, Category, Procurement, Finance, Operations, HR and Regulatory teams.
• Support the Commercial team with Customer interactions.
• Influence pricing and pack architecture jointly with Sales and Category.
• Support ESG commitments (packaging sustainability, traceability, animal welfare).

Compliance & Risk

• Ensure advertising standards compliance; partner with Technical on VMD rules for veterinary medicines.
• Oversee GDPR and data governance for CRM/D2C with Legal support.

What are we looking for?

Essential Experience

• Senior FMCG marketing leader with multi-brand portfolio / challenger brand experience.
• Ability to balance brand and product focus to build brands effectively while managing ROI.
• Proven track record in:
• Business and brand planning, inc. CAPEX.
• Innovation management (stage-gate, EPD/NPD).
• Digital and e-commerce growth (DTC, social, SEO, marketplaces).
• Agency pitching, on-boarding, cost negotiation & reviews.

Technical Skills

• Entrepreneurial with strong organisational, analytical and communication skills.
• Product and brand management experience.
• Strong commercial acumen, budget and P&L management.
• Regulatory awareness and ESG leadership.
• Digital marketing and analytics (ROAS, CAC/LTV, conversion).
• Channel, pricing and portfolio strategy.
• Understanding category data and consumer insights.
• Creative content operations and performance marketing.

Leadership Behaviours

• Positive drive, change resilience and adaptability in a fast-paced environment.
• Strategic thinker with ability to get into operational detail and lead multiple projects simultaneously.
• Coaching and team development; building high-performing culture.
• Influential cross-functional leadership and stakeholder management.

Desirable

• Driving growth in international markets / export.
• Brand acquisition integration and change leadership.

We're looking for a marketing leader local to our Blackburn Head Office, working on site 3 days per week.