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About the Role

The VP Marketing leads the global Canterbury brand marketing strategy, shaping how the brand shows up across sport, social, community, retail and campaign activity.

Responsibilities

• Develop and deliver the global Canterbury brand marketing strategy and seasonal brand plan.
• Lead integrated campaigns that build brand relevance, consumer connection and commercial momentum.
• Oversee sports marketing, social, community, retail and brand campaign priorities so activity is joined up.
• Partner with Product Management, Design, GTM and Commercial teams to ensure product stories translate into market impact.
• Guide regional marketing execution, providing toolkits, direction and clarity while allowing appropriate local activation.
• Lead partner, athlete, community and cultural activation strategies that strengthen Canterbury's credibility.
• Use performance insight, consumer data and market feedback to optimise brand marketing activity.
• Lead and develop the brand marketing team, building high standards of creativity, execution and accountability.
• Build clear campaign, content and activation briefs that connect brand objectives, product stories, audience insight and channel requirements.
• Measure activity performance and capture learnings so future campaigns, community moments and retail activations continue to improve.
• Own the global brand marketing calendar, ensuring campaigns, content, sports marketing and community moments connect to commercial priorities.
• Create integrated marketing plans that bring product stories and brand positioning to life across channels.
• Lead global campaign briefing, asset development, toolkit creation and regional activation guidance.
• Use brand, consumer, campaign and channel performance data to improve marketing effectiveness.
• Build marketing capability and ensure clear ways of working across brand, sports, social and community activity.
• Partner with Product, Design, GTM and regions to ensure marketing plans support seasonal priorities.

Requirements

• Senior brand marketing experience within sport, apparel, consumer goods, lifestyle or performance categories.
• Proven ability to build global brand plans and integrated campaigns across multiple channels.
• Strong understanding of sports marketing, community, social, retail and commercial activation.
• Experience leading teams and influencing across regions and functions.
• A consumer-first, commercially aware approach with strong storytelling capability.
• Confidence working with creative, PR, media, athlete, partner and agency relationships.
• Ability to balance global consistency with local market relevance.
• Strong creative judgement and commercial awareness, with the ability to balance brand-building, consumer relevance and delivery discipline.
• Significant brand marketing leadership experience in sport, lifestyle, apparel or consumer brands.

Skills

• Brand Marketing Strategy
• Integrated Campaigns
• Sports Marketing
• Community Engagement
• Social Media Marketing
• Retail Marketing
• Commercial Activation
• Team Leadership
• Influencing
• Storytelling
• Creative Judgement
• Performance Analysis
• Data Analysis

Location

• UK

Work Type

• Hybrid Working
• Flexible start and finish times

Experience Level

• Senior
• Leadership

Salary/Compensations

• Competitive salary

Benefits

• Discretionary bonus
• Generous holiday allowance
• Product discounts
• Sample sales
• Enhanced family-friendly policies
• Healthcare support
• Gym and fitness discounts
• Cycle to work scheme
• Electric car scheme

About the Company

• Pentland Brands is a global family business behind some of the world’s most iconic active and lifestyle brands.
• Canterbury is the world’s original rugby brand, built on more than a century of sporting heritage, technical product knowledge and deep connection to the game.
• Founded in New Zealand in 1904, Canterbury creates performance kit, training apparel, casualwear and fan product for players, teams and supporters who live and breathe rugby.
• It is a brand shaped by strength, durability and belonging, supporting people on and off the pitch, from grassroots clubs to the highest levels of the sport.
• Joining Canterbury means becoming part of a team that cares deeply about rugby product and the people who wear it: how it fits, how it moves, how it performs under pressure, how it represents team identity, and how it brings players, coaches and fans together.

Equal Opportunity

• This vacancy is a newly created role as part of organisational changes. Final appointment will depend upon the outcome of consultation processes and affected employees will have priority for consideration.