Brand Lead - Accessories

Location: Greenford, UK

The opportunity

Brompton is moving to a category-led operating model in which the Category Director, Product Lead and Brand Lead operate as one category leadership team with end-to-end oversight of the Accessories portfolio. The category includes hard goods, soft goods, local ranges and partner-delivered products. It is characterised by faster product cycles, a higher number of SKUs and a strong focus on retail performance, attachment to bike purchase and repeat purchase.

The Brand Lead – Accessories is the category’s senior marketing and brand owner. The role connects a clear global strategy with sharp local execution, mobilising Marketing and other Centres of Excellence to create demand, improve conversion and strengthen the total Brompton ownership experience.

Core mandate

• Set and steward the Accessories brand, positioning and demand strategy, fully aligned with the Brompton masterbrand and the Bikes category.
• Translate category strategy, product roadmap, commercial priorities and consumer insight into an integrated global marketing plan.
• Lead the marketing of the full product lifecycle: launch, growth, core trading, refresh, bundling, promotion and exit.
• Create demand and traffic, and support conversion, sell-through, attachment and repeat purchase across channels and markets.
• Act as the integrator between the Accessories Category Team, regional marketing teams and Global Marketing Centre of Excellence.

Key responsibilities

• Category brand strategy and positioning
• Define the strategic role of Accessories within the Brompton brand and ownership experience, including clear positioning for the category, product families and priority lines.
• Establish target audiences, jobs-to-be-done, occasions, use cases, value propositions and message hierarchy for the range.
• Lead naming, narrative and product story development, ensuring a coherent architecture and clear differentiation across a broad portfolio.
• Protect premium brand standards while enabling appropriate cultural and market nuance within agreed global guardrails.
• Partner with the Bikes Brand Lead to create a joined-up customer story and integrated bike-plus-accessory propositions.
• Consumer, market and performance insight
• Define the consumer insight agenda for Accessories and turn research, behavioural data, customer feedback and regional learning into actionable decisions.
• Build a clear view of purchase barriers, attachment drivers, repeat-purchase triggers and category entry points.
• Use campaign, CRM, e-commerce, retail and sell-through data to diagnose performance and continuously improve activity.
• Bring consumer and cultural understanding into range, proposition, pricing and lifecycle decisions as the Brand voice within the Category Team.
• Maintain awareness of relevant category, lifestyle, retail and competitor activity, converting observations into practical opportunities.
• Integrated marketing and communications planning
• Own the global Accessories marketing and communications plan, aligned to category commercial goals, the product roadmap and stock position.
• Set objectives, audiences, channel roles, investment priorities, phasing and measures across launch and always-on activity.
• Build an integrated activation plan spanning brand, digital, CRM, e-commerce, retail, point of sale, PR, partnerships, community, events and dealer channels as relevant.
• Prioritise resources across core products, newness, seasonal moments, underperforming lines and end-of-life stock without diluting the brand.
• Maintain a single, visible calendar of global activity, key dependencies, deliverables and market readiness.
• Go-to-market, campaigns and launches
• Own high-quality global campaign and product launch briefs, with a precise problem statement, audience, proposition, desired behaviour, deliverables, budget and success measures.
• Lead go-to-market planning with the Category Director and Product Lead from early product development through launch and post-launch optimisation.
• Ensure each launch has a compelling consumer story, channel plan, content system, retail and sales enablement assets, market toolkits and clear readiness criteria.
• Oversee local adaptation and execution, working closely with regional Marketing Leads to preserve strategic consistency while reflecting local context.
• Run launch and campaign reviews, capture learning and direct corrective action where performance is below plan.
• Lifecycle, CRM and commerce activation
• Develop lifecycle marketing that moves customers from bike consideration and purchase into accessory attachment, replenishment, upgrade and repeat purchase.
• Partner with CRM, Digital, E-commerce, Retail and Customer teams to create relevant journeys, bundles, cross-sell, recommendations and post-purchase communications.
• Shape persuasive product presentation and content across owned, retail, dealer and partner touchpoints.
• Support commercial plans for sell-through, promotions and clearance, ensuring activity remains targeted, disciplined and consistent with brand guardrails.
• Identify opportunities to increase customer lifetime value through accessory ecosystems, collections, partnerships and recurring purchase behaviours.
• Investment, effectiveness and measurement
• Recommend the Accessories marketing investment strategy and allocate agreed budgets against the highest-value opportunities.
• Set measurable objectives and a practical performance framework covering brand, demand, traffic, conversion, attachment, repeat purchase, sell-through and return on marketing investment.
• Build pre-activity business cases and demand assumptions with Finance and Commercial colleagues, then track outcomes against plan.
• Use test-and-learn methods where appropriate, scaling effective activity and stopping or correcting low-return work.
• Provide clear performance updates to the Category Team and Marketing leadership, including risks, decisions required and next actions.
• IBP and strategic planning
• Provide campaign timing, expected impact, demand assumptions and marketing risks into the category planning and IBP cadence.
• Align marketing activity with category forecasts, launch timing, product availability, regional demand, supply constraints and inventory position.