Head of Marketing and Communications

About the team: The Marketing & Communications team at Vintage Cash Cow & Arcavindi is responsible for building brand awareness, trust, and long-term brand equity across all markets
We lead brand strategy, ATL and BTL marketing, creative, social, and PR activity, delivering integrated communications that support commercial growth and strengthen Vintage Cash Cow's & Arcavindi's market-leading position
We collaborate with external agencies, production partners, media owners, PR and research partners, as well as internal teams including Product, Data, Operations, Customer Support (CS/CEC), and Finance to ensure all activity supports business priorities and revenue goals
About the role: Reporting to the CMO, the MarCom Director is responsible for translating business goals into clear marketing plans and delivering revenue growth through brand-led marketing
This role owns the end-to-end Marketing & Communications strategy across the UK and Europe, with accountability for scaling marketing's contribution to revenue. Key priorities include doubling UK performance and accelerating European growth over the next 12-24 months
ATL is a core growth channel. You will lead the strategy, testing and scaling of ATL activity (TV, radio, print), ensuring campaigns deliver measurable demand and commercial outcomes
You will also lead the expansion of marketing across European markets, including Germany and France, building the structure, localisation approach and execution model required to scale effectively
Internally, you will improve the internal creative capability to reduce reliance on external agencies and increase production. You will lead a multi-disciplinary team across Brand, Creative, Campaigns and Social, ensuring clear direction, accountability and delivery standards
This is a hands-on leadership role requiring both strategic thinking and operational execution
Getting Started..
Understand current marketing performance across ATL, BTL and Social, including contribution to revenue
Review existing campaigns, creative output and agency setup
Assess team capability, structure and ways of working
Build relationships with key stakeholders across Growth, Product, Data, Operations and CS/CEC
Take ownership of the MarCom marketing plan, budget and priorities
Deliver your first integrated ATL + BTL + Social campaign with clear, measurable outcomes
Establishing Your Impact...
Own the Marketing & Communications strategy across all markets
Translate business targets into clear quarterly and monthly marketing roadmap with clear priorities and accountability
Lead ATL and BTL strategy in the UK, ensuring campaigns are tested, optimised and scaled based on performance
Define and execute the roadmap for ATL expansion across European markets
Drive European growth by establishing effective localisation, messaging and campaign execution across markets and channels
Own brand localisation, ensuring tone of voice and copy are adapted for local audiences while maintaining consistency
Manage senior stakeholder relationships across departments and ensure marketing is aligned with business priorities
Lead major cross-business initiatives requiring senior coordination and delivery ownership
Own audience segmentation, targeting and insight development across markets
Driving Excellence...
Improve the quality and effectiveness of marketing output across all channels
Strengthen the internal creative function, reducing reliance on external agencies
Implement clear planning, briefing and execution processes
Ensure the team operates with clear roles, ownership and accountability
Embed performance tracking across all marketing activity, including ATL
Use data and insight to inform decisions and improve outcomes
Continuously optimise campaigns through testing of creative, messaging and media
Introduce structured testing of new channels and opportunities, with a focus on scalable, commercially viable results
Identify and implement automation opportunities, particularly across social and content workflows
Own budgeting, forecasting and spend tracking, ensuring clear prioritisation and return on investment
Brand and Comms operations
Own the marketing planning architecture, including campaign calendars, channel frameworks and briefing models
Implement ways of working that improve cross-team collaboration and reduce operational friction
Partner with Growth and Data teams to align on measurement, attribution and demand generation
Manage agency relationships to ensure high standards of delivery, strategic contribution and accountability
Build scalable systems and processes to support expansion into additional European markets
Key Goals & Objectives:
Drive measurable revenue growth through ATL & BTL marketing across the UK and Europe
Scale ATL as a core growth channel, delivering consistent demand generation
Successfully launch and scale ATL activity in new European markets
Rebuild internal creative capabilities and reduce reliance on external agencies
Ensure consistent, high-quality brand output across all channels and markets
Establish clear alignment between marketing activity and business goals
Ensure marketing investment drives measurable commercial impact, including lead generation and customer acquisition
Create clear alignment between business goals and marketing priorities, improving visibility across the organisation
Strengthen team effectiveness through improved structure, planning and leadership support
Elevate creative quality and brand distinctiveness across all outputs
Develop PR and communications capabilities as part of a fully integrated MarCom function
Lead brand, reputational and commercial growth
Translate business goals into clear marketing priorities and execution plans
Own budget allocation, forecasting and investment decisions
Advocate for channel investment based on performance, insight and growth opportunities
Lead ATL strategy and execution across the UK and European markets
Oversee brand positioning, messaging and localisation across markets
Lead and develop the MarCom team, setting clear expectations and support team development, including performance management and career progression
Remove unnecessary complexity and ensure the team is focused on high-impact work
Lead major projects and ensure delivery against business objectives

7+ experience in a senior Marketing, Brand or MarCom leadership role (Director or equivalent) in an international environment
Experience managing significant budgets and making investment decisions
Experience launching and scaling marketing activity across European markets (e.g. Germany, France)
Ability to operate at both strategic and operational levels
Strong track record of driving revenue growth through brand-led marketing
Commercially driven, with a clear understanding of how marketing impacts revenue
Strong leadership skills with experience improving team performance
Deep experience in ATL, including TV and large-scale campaigns