<h3>About our client</h3><p>Our client is a UK brand in the active space, operating locations across the country that welcome millions of people every year.</p><h3>The opportunity</h3><p>This is a senior role acting as custodian for a brand people genuinely care about, and at the same time someone willing to challenge how things have always been done, refresh how the brand shows up and drive initiatives that disrupt the category.</p><p>You'll spent time at site locations, experiencing the product as customers do, and using what you learn to bring bold ideas that help millions more people discover it. You'll need a deep understanding of active brands and consumer behaviour, and a strong instinct for what makes younger audiences buy, share and come back.</p><h3>What you'll lead</h3><p><strong>Executive contribution.</strong> You'll operate as a senior leader with a real seat at the table, contributing to strategic discussions across brand, customer, product, trading and growth. The executive will expect clear recommendations and a strong point of view.</p><p><strong>Proposition and experience influence.</strong> You'll shape more than the marketing. You'll bring the brand and customer lens into product, proposition and experience decisions, influencing naming, messaging, launch planning and the customer experience itself.</p><p><strong>Brand strategy and guardianship.</strong> Senior custodian of a distinctive, trusted, commercially effective brand. You'll set how it shows up across every touchpoint, protecting what makes it loved while pushing it forward.</p><p><strong>Always-on marketing, campaigns, creative and content.</strong> Move the business beyond seasonal campaign thinking into a year-round rhythm, building a stronger in-house creative engine across social, UGC, video, photography and PR.</p><p><strong>Organic social, influencer, PR and partnerships.</strong> Own organic social and earned reach. You'll have a strong instinct for which creators, moments and partnerships will land because you stay close to the culture the brand needs to win in.</p><p><strong>Paid acquisition and demand generation.</strong> Lead paid strategy alongside internal specialists and selective external partners, working closely with the Customer &amp; Sales Director and data teams so paid activity ladders into commercial performance.</p><p><strong>Commercial growth.</strong> Use brand, content and channel activity to grow revenue beyond the core purchase, including merchandise, gifting, events, B2B and corporate.</p><p><strong>Team leadership.</strong> Lead and develop a 12-person Brand &amp; Marketing team, building a culture of pace, creativity, accountability and commercial awareness.</p><h3>What success looks like</h3><p>At 3 months you'll have built trust with the executive and location leaders, spent real time experiencing the product, formed a clear view of the biggest opportunities, and put a practical plan in place for the next trading cycle.</p><p>At 6 mo