Head of Marketing

Location: Hyde, Greater Manchester (Hybrid working: minimum 3 days in office following successful probation)

Reports to: Brand Director & is part of the senior management team of the business.

Team: Line management responsibility for the central marketing team

Type: Full-time, permanent

About Mountain Equipment:

Since 1961, Mountain Equipment has equipped generations of climbers and mountaineers for some of the most demanding routes and expeditions on earth. Rooted in the values of alpinism—freedom, independence, self-sufficiency, cooperation, and respect—we are defined by authenticity and experience. Our products are designed out of necessity and built to perform where there is no margin for error.

Mountain Equipment is part of the Outdoor & Sports Company (OSC), which in turn is part of the Bollin Group – a family-owned portfolio of specialist outdoor and lifestyle brands headquartered in the UK.

Role Overview:

This is a senior leadership role for an experienced, strategic, and hands-on marketer. You will lead Mountain Equipment’s central marketing planning and execution - from seasonal sell-in to consumer and DTC campaigns - ensuring a consistent, credible brand presence across all markets and channels.

You will be responsible for leading a small but capable team to deliver best-in-class communications across trade, consumer, and digital channels, working closely with Product, Sales, and CSR teams, to deliver clear go-to-market frameworks, drive global alignment, and play a key role in supporting business growth in the UK and key international markets.

You will also work in close partnership with our international teams to ensure consistent brand execution, seasonal alignment, and effective sharing of assets and insight across regions.

Key Responsibilities:

Strategy & Leadership

• Develop and implement Mountain Equipment’s central marketing strategy aligned to business objectives and brand values.
• Lead and mentor the HQ marketing team, fostering collaboration, accountability, and professional development.
• Manage annual planning, budgeting, and reporting, providing clarity on priorities, spend, and performance.
• Align cross-functional teams (Product, Sales, CSR, Design, International) behind consistent marketing principles and timelines.
• Work closely with international teams to align seasonal plans, share best practices, and ensure consistent execution across international markets.
• Champion continuous improvement of marketing processes, systems, and tools.

Brand & Content

• Safeguard and evolve the brand’s tone, identity, and storytelling across all channels.
• Oversee the creation of product and campaign narratives and content that reflect real-world mountain use.
• Provide strategic oversight of sponsorships, partnerships, and athlete relationships, ensuring alignment with brand priorities and campaign objectives.
• Collaborate with the CSR team to integrate verified sustainability, traceability, and compliance messages across product and brand storytelling.

Seasonal Go-to-Market (GTM)

• Lead the complete GTM process from range confirmation to trade launch and consumer campaign rollout.
• Direct development of trade tools, including workbooks, presentations, and sales support materials.
• Plan and execute seasonal Sales Launch events and regional sell-in presentations.
• Oversee asset management and delivery, translations, and timeline adherence.
• Ensure consistency of campaign materials and activation across distributors and subsidiaries.

Campaigns & Consumer Marketing

• Oversee the planning and delivery of integrated trade and consumer campaigns across digital, social, and PR channels.
• Oversee the briefing and management of external creative, production, and media partners.
  
• Drive clear and consistent seasonal storytelling through integrated brand and product campaigns.
• Oversee media planning, gear seeding, and retail partnerships to build visibility and demand.

Digital & DTC

• Provide strategic direction for all digital and DTC activity, working closely with the internal and the Group’s digital team to drive performance and optimisation across platforms.
• Oversee development of website content, CRM, and email marketing to ensure alignment with brand priorities and seasonal product focus.
• Work closely with the group digital team to enhance the e-commerce platform, user experience, and conversion performance.
• Oversee paid and organic digital activity through clear creative and performance direction.
  
• Use data, analytics, and consumer insight to inform future planning and continuous improvement.

Trade & Retail Marketing

• Support global wholesale partners with sell-in and sell-out tools, POS, and campaign assets.
• Collaborate with key accounts to deliver tailored marketing support.
• Oversee retail and event presence, including trade shows, retail training, and consumer events such as Kendal Mountain Festival.
  
• Work closely with the marketing team to ensure the timely and accurate delivery of trade materials.

The Candidate:

Essential

• Minimum 6 years’ marketing experience, including 3+ years in a senior management role.
• Proven ability to lead brand and product marketing across multiple channels and markets.
• Strong understanding of go-to-market processes, DTC growth, and commercial drivers.
• Experience managing teams and external agencies with clear creative and commercial outcomes.
• Excellent written and verbal communication skills with a confident, understated style.
• Highly organised with strong project management, prioritisation, and budgeting skills.
• Genuine interest in climbing, mountaineering, or outdoor pursuits.

Preferred

• Degree or equivalent qualification in marketing or a related discipline.
• Experience within outdoor, performance, or premium technical brands.
• Familiarity with digital performance metrics, CRM, and e-commerce environments.
• Understanding of sustainability standards and product traceability in textiles.

Additional Details

• Hybrid working: at least three days per week in Hyde HQ, Greater Manchester, following successful probation.
• Occasional UK and international travel required, including events and trade shows.
• Benefits include pension, healthcare, and a generous staff discount on clothing and equipment.

Interested applicants should send their CV and a covering note to vacancy@oscltd.co.uk