Brand Strategy Lead

Brand Strategy Lead

Because your ideas are our style. Design, our way.

Brand at Primark

The Brand Strategy Lead is a senior strategic leader within the Brand & Customer function, accountable for the evolution, governance and business-wide adoption of Primark’s long-term brand strategy to drive sustained customer relevance, distinctiveness and commercial value. Reporting into the Head of Brand, this role operates as a strategic authority and partner to Directors and senior leaders across Product, Marketing, Retail, Customer, Local Markets and Central Functions.

What You’ll Do as a Brand Strategy Lead

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day-to-day:

· Embed and extend the long‑term brand strategy across the business to strengthen brand health, differentiation, and sustainable growth, while safeguarding brand equity at scale and embedding brand‑led thinking into enterprise priorities and ways of working.

· Act as a trusted senior advisor to Customer, Digital, Trading and Buying Directors, and the Chief Customer Officer, providing authoritative brand perspective, structured strategic thinking, and influence in high‑impact, business‑level decisions.

· Lead and govern critical brand strategy decisions, including brand architecture, sub‑brands, ingredient brands, naming conventions, partnerships, experience principles, and alignment across collections and propositions.

· Translate, govern, and balance the application of the global brand strategy across local markets, ensuring global consistency alongside local relevance in partnership with country, Customer, and Digital leadership teams.

· Set and steward the strategic brand direction for global and macro campaigns, customer propositions, and brand expression, working closely with Marketing, Digital, Brand Expression, and Design to ensure consistent use of distinctive assets.

· Identify, prioritise, and champion brand‑led signature experiences and initiatives that deliver customer relevance, cultural resonance, and long‑term commercial value across customer‑ and colleague‑facing touchpoints.

· Partner with Customer Insight teams to surface under‑utilised insights, establish feedback loops, track brand strategy milestones, and continually evolve brand guidance, investment focus, and strategic priorities.

· Lead high‑impact brand strategy programmes end‑to‑end; build and develop brand strategy capability and team capacity; act as deputy to the Head of Brand where required; and manage strategic relationships, standards, and budgets with the Global Brand Agency.

What You’ll Bring

Here at Primark, we want everyone to feel valued – so please bring your authentic self to work, of course with some other key experience and abilities for this role in particular:

· 10+ years’ experience in brand strategy roles, gained brand‑side and/or agency‑side, operating at senior level within large, complex, matrixed organisations.

· Strong retail or consumer brand background, with proven experience navigating scale, pace, and enterprise complexity.

· Exceptional capability to define, evolve, and govern brand strategy, driving adoption and measurable impact across diverse stakeholder groups.

· High emotional intelligence and influencing skill, with the ability to adapt leadership style and confidently advise, challenge, and align Directors and Senior Leaders.

· Strong strategic and analytical thinking, able to frame complex, ambiguous problems and translate insight into clear strategic direction and decision‑making.

· Proven leadership and relationship‑building experience, including people management, functional growth, and collaboration across complex organisations.

What You’ll Get:

The work you do shapes the impact we have. We’re focused on providing you with the culture to reach your potential. Your wellbeing is our top priority.

Lifestyle at Primark: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

Ready? Good - because we can’t wait to see what you can offer. You’ll be joining a team of innovative and experienced people where you’ll truly belong, collaborating on projects that will shape the future of our industry. Apply to be part of our future and we’ll support you in developing yours.

About Primark

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to over 80,000 colleagues and over 480 stores in 18 countries today and growing.

So, what’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. It’s that feeling that turns a job into something more. Celebrating the wins, working at pace, and pulling through the challenging times with passion, courage, and your team by your side. It’s what drives us every day.

You’re our driving force. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way

Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.