Brand Lead – Sport

Overview

In this role you will shape and execute Sports Direct’s brand strategy to elevate the retailer’s position across sports categories. You’ll partner with creative and content teams to ensure consistent brand identity and measurable impact across the funnel. You will drive multi-channel campaigns, monitor performance, and form strategic partnerships to boost awareness and commercial results. This is an opportunity to influence a high-visibility brand within a dynamic, fearless retail culture that values innovation and cross-functional collaboration.

Pay / Benefits

• Frasers Champion – monthly recognition with enhanced pay
• Retail Reconnect – store/warehouse exposure to frontline insights
• Fearless 1200 – rewards for living values and impact
• Frasers Fit – wellbeing and gym/fitness program
• Retail Trust – 24/7 wellbeing helpline and support

Responsibilities

• Develop and execute a brand strategy aligned with business goals and metrics
• Own brand activity within the marketing funnel to drive awareness, consideration and conversion
• Collaborate with creative and content teams to define and apply brand guidelines
• Monitor brand performance and use data to steer campaigns
• Plan and run brand campaigns around key calendar moments
• Coordinate with internal teams and external agencies for high-impact campaigns
• Drive strategic partnerships that generate industry talkability
• Guide creative briefs to ensure alignment with brand identity and tone
• Report on campaign effectiveness across brand and performance KPIs
• Continuously optimise brand strategy based on performance and business needs

Key requirements

• Proven brand management experience, ideally in sports
• Strong omnichannel marketing understanding and digital platform knowledge
• Excellent stakeholder management skills
• Analytical mindset with data interpretation ability
• Creative thinker with strong sense of brand and design
• Experience managing agencies and internal teams for integrated campaigns

• Stakeholder management
• Creative thinking
• Analytical mindset
• Omnichannel marketing
• Digital platforms
• Data-driven decision making

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