Brand Marketing Lead

  • Full-time

Company Description

We willen de #1 worden in hoofden en harten van gezinnen in Nederland. 
Dat is onze visie. Onze missie is om het leven van gezinnen in Nederland mooier én makkelijker te maken.

Onze klanten vertellen ons dat geluk niet alleen in grote momenten zit, maar juist in de kleine dingen: een spontaan kussengevecht, een complimentje of een knuffel. Daarom bieden wij klanten elke dag ruimte voor verrassend mooie momenten. Dat is onze purpose. Zo willen wij het verschil maken.

Binnen het specialisme 'Buying & Sales' werken wij er elke dag aan om het meest relevante assortiment te bouwen voor gezinnen in Nederland.

Job Description

We are a well-known household brand for families in the Netherlands. Our success is based on 65 years of experience, in which we have been continuously reinventing ourselves to improve customer experience and exceed customer expectations. Our challenge is that we have been known for our catalogue offer for many years, and our image requires an upgrade to the reality of today. We are an online platform for families with a great assortment, offering great service and inspiration for everyday life of mothers and their families. We understand families in the Netherlands, and we need to show and tell them. 

It is time to tell the wehkamp story of today. Therefore, we are looking for a LEAD in brand marketing: a brand thinker, brand builder and brand executor. Based on our strategic goals and our marketing strategy, you will help us tell our story in everything we do and all our touchpoints. A smart combination of traditional and digital media will be a key success factor in helping our (new) customers understand our promise. We are there for families, and our key customer is the CEO of the family, in most cases this is the mother. We have an important role to play in the lives of these mothers, and we evolve in a platform where they meet and engage with us and other customers. 

Based on a good understanding of who we are and want to be, consumer and customer research, all the work already done around defining our vision, mission and purpose and by looking at the world around us, you will help us to deliver on the choices we have made in our brand proposition and continue to develop our value proposition to our customers. You will make sure our brand proposition and execution is reflecting the strategic choices we have made and will be making going forward. You will help us innovate our brand that fits us as a ecommerce market leader. 

You take our brand proposition and ensure we translate this into marketing best practices to help us deliver on our targets around customer acquisition, engagement and customer loyalty. We need to get our story out there in a way that resembles who we are and who we want to be. You need to think, test, measure, adjust and rethink, but most importantly you need to do it, and help others do it. You have a strategic and commercial approach to brand marketing. You are pragmatic and get things done, also in close cooperation with your team and others within the organisation. You need to balance an analytical and creative approach, think from a visionary north star and ensure impact from day 1. Working together with other disciplines to co-create our brand proposition, but also the translation into new initiatives such as the wehkamp loyalty approach, our customer service practices, and a new approach to marketing communication will be part of your mandate. 

You are a thought leader within branding and marketing and a people leader. Developing the current team members and building a futureproof brand marketing team for wehkamp will be part of this assignment. We work from a mutual agreement that fits a digital organization: “wehkamp grows, you grow, you grow, wehkamp grows”. 

This position reports to the Chief Product & Marketing Officer.  

Qualifications

  • Good understanding of our target customer: families in the Netherlands and the ecommerce landscape and developments
  • Demonstrated thought leadership in brand and marketing strategy and execution in combination with people leadership (people development and talent acquisition)
  • Track record of success in the transformation and development of brands in highly
  • competitive consumer led industries incl. delivered on impact focused initiatives such as customer lifetime value, customer acquisition, customer engagement and loyalty
  • Demonstrated innovation and creativity in the introduction and/or and
  • development of new brands
  • Having a good understanding of the interplay between traditional and digital media and experience how to optimize reach and relevance 
  • Having managed a high caliber and professional team providing the business with
  • genuine customer focus and competitive edge
  • Having worked effectively across functional boundaries and with external partners to ensure that branding and (digital) marketing practices are clearly understood and consistently applied

Candidate profile – leadership qualities & attributes

Candidates for the role will bring/be:

  • Creative, visionary skills to develop and renew the brand proposition and (digital) marketing practices
  • The ability to combine creative flair with commercial judgement, strategy development and operational execution capability
  • Strong visible, hands-on and inspiring leadership to the teams and wider organisation
  • Outstanding collaboration and influencing skills across the organisation and with external partners 
  • A natural coach and developer of people
  • Able to fit our culture whilst helping it to evolve

Leadership characteristics

Business Insight 

·      Applies knowledge of business and the marketplace to advance the organization's goals. For example, clearly understands how own activities relate to critical business drivers. Monitors business news and market changes for impact on the business or on own expertise area; uses this to shape decisions.

Strategic Mindset

Sees ahead to future possibilities and translates them into breakthrough strategies. For example, knows what to prioritize for the greatest strategic impact on the organization. Takes industry and market trends into account in decisions. Explores possibilities that may impact the team or organization in the future.

Cultivates Innovation

Creates new and better ways for the organization to be successful. For example, motivates others to find new and better ways to address challenges; provides support and resources for promising ideas. Encourages people to incorporate varied perspectives to strengthen the innovation process.

Drives Results

Consistently achieves results, even under tough circumstances. For example, emphasizes the importance of results; encourages a sense of urgency in others; challenges poor outcomes or unproductive behaviors. Provides assistance or encouragement to help others over obstacles.

Creating the New and Different

Is able to come up with the next great breakthrough thing to do; is creative, a visionary, and can manage innovation; is an effective strategist full of ideas and possibilities; sees multiple futures; has broad interests and knowledge; can both create and bring exciting ideas to market; comfortable speculating about alternative futures without all of the data. 

Getting Work Done Through Others

Manages people well; gets the most and best out of the people he/she has; sets and communicates guiding goals; measures accomplishments, holds people accountable, and gives useful feedback; delegates and develops; keeps people informed; provides coaching for today and for the future.

Focusing on Action and Outcomes

Attacks everything with drive and energy with an eye on the bottom line; not afraid to initiate action before all the facts are known; drives to finish everything he/she starts.

Being Organisationally Savvy

Maneuvers well to get things done; maze bright; knows where to go to get what he/she needs; politically aware and agile; knows the right thing to do; presents views and arguments well.

Managing Diverse Relationships

Relates well to a wide variety of diverse styles, types, and classes; open to differences; effective up, down, sideways, inside, and outside; builds diverse networks; quick to find common ground; treats differences fairly and equitably; treats everyone as a preferred customer.

Inspiring Others

Is skilled at getting individuals, teams, and an entire organisation to perform at a higher level and to embrace change; negotiates skillfully to achieve a fair outcome or promote a common cause; communicates a compelling vision and is committed to what needs to be done; inspires others; builds motivated, high-performing teams; understands what motivates different people

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