Head of Marketing

Reporting to: CEO

Location: Hybrid (North Cornwall, minimum 3 days per week)

Salary: £73k - £78k

Hours: Full Time Permanent

Leading the marketing function for St Eval, this role sets direction, curates and drives brand strategy across product and innovation, digital and brand communications, data‑led CRM, e‑commerce and events. The Head of Marketing provides overall strategic leadership across the function, with the Brand Manager and Marketing Manager holding primary responsibility for development, execution and delivery within their respective areas.

Accountable for the key decisions on product development, pricing and channel deployment, the Head of Marketing creates a stable yet ambitious programme for brand growth that is consistently in keeping with the values and purpose of the St Eval brand.

Key Responsibilities

Strategic Leadership and Growth

• Partner with the Head of Sales to ensure marketing and sales operate as one cohesive growth engine through the next phase of scaling.
• Play a central role in the shift from a manufacturing mindset to a consumer brand mindset, ensuring brand thinking, consumer insight and demand creation sit at the heart of how St Eval grows.
• Translate the brand strategy into a clear, ambitious growth roadmap that balances near‑term commercial delivery with long‑term brand equity, bringing marketing to the centre of key decisions on pricing, portfolio, channel and market expansion.
• Represent the voice of the consumer at leadership level, ensuring decisions are consistently grounded in insight and a clear understanding of where the St Eval consumer base is today and where it is going.
• Collaborate closely with the Founder and CEO to ensure the brand strategy reflects the founding vision, and with the Commercial NED and Finance Director to ensure plans are commercially robust and financially sound.

Team Leadership and Development

• Lead, inspire and develop a cohesive future‑fit marketing function deeply connected to the purpose and values of St Eval. Attract, retain and grow high‑calibre talent and capability across brand, product, digital and performance disciplines whilst creating a culture of high performance, creativity and accountability.
• Ensure the right structure, ways of working and rituals are in place to enable the team and function to scale effectively as the business grows, with clear ownership and accountability at every level.
• Develop and implement development plans and stretch assignments that build the team’s depth, breadth and capability, while actively coaching and supporting ongoing learning.
• Collaborate with the Brand Manager to ensure the working relationship with the Founder and CEO remains strong, well‑informed and consistent with the overall direction of the function.

Product Marketing

• In close collaboration with the Brand Manager, Founder, CEO and Commercial NED, provide strategic oversight of the product portfolio, ensuring it aligns to a comprehensive development map for future innovation and delivers commercial optimisation, with the Brand Manager owning day‑to‑day portfolio management and NPD project delivery.
• Together with the Brand Manager, build and develop individual portfolios in adjacent categories that combine to underpin the core brand strategy of St Eval as a destination for fragrance.
• Provide strategic direction on packaging and product requirements for international market expansion, ensuring regulatory and compliance processes are adhered to across all portfolios.

Brand Marketing

• Set the strategic direction for the St Eval brand, working in close partnership with the Brand Manager, Founder and CEO to ensure brand development remains true to its founding purpose and long‑term mission, with the Brand Manager leading execution of all brand activity, asset creation and creative development.
• Provide thought leadership on the continued development of all key brand assets, both visually and in tone of voice, ensuring appropriate guidelines are in place and maintained, with oversight responsibility for brand consistency across all platforms and channels.
• Remain alert to opportunities to grow brand presence, awareness and cut‑through in pursuit of the ambition of St Eval becoming a world‑famous fragrance brand.
• Build and maintain a clear picture of brand performance to ensure St Eval remains in a leading position in its core categories.
• Working closely with the Marketing Manager and Head of Sales, oversee the creation and execution of all sales and merchandising collateral needed to support B2B activity across retail and events, with the Marketing Manager leading delivery.
• Oversee the management of media spend and performance across all e‑commerce channels to deliver incremental growth on revenue and net profit in line with or exceeding business targets.
• Together with the Marketing Manager, develop a first‑party data strategy to underpin a robust CRM and loyalty programme, with the Marketing Manager responsible for implementation and ongoing optimisation.
• Continually review and develop all channel plans to optimise spend, improve revenue stability across seasonal peaks and progress brand presence, and work with the Marketing Manager and Head of Sales to propose and develop comprehensive plans for channel and market expansion.

Performance Marketing

• Working with the Head of Technology, develop a consistent business intelligence dashboard that enables quick and accurate decisions on media spend, portfolio adjustments and channel choices.
• Lead relationships with all external and internal teams responsible for performance, including contractors, agencies and internal resource, ensuring clear accountability and delivery standards.
• Support the Marketing Manager in placing data and insight at the heart of performance management and consumer relationships, spanning CRM, e‑commerce and overall channel performance.

Experience and key competencies required

• Significant senior marketing leadership experience within a premium consumer, lifestyle, beauty, fragrance, homeware or adjacent brand‑led category, ideally including a scale‑up phase delivering both revenue growth and brand development across domestic and international markets.
• Proven ability to translate brand ambition into commercial outcomes through scalable strategies across product portfolio management, pricing, channel development and consumer acquisition and retention.
• Experience defining, evolving or repositioning brands to unlock new growth opportunities, balancing innovation and evolution with consistency whilst retaining authenticity and heritage.
• Deep expertise across all marketing disciplines with particular emphasis on data, e‑commerce and digital, with the ability to embed consumer insight and market understanding into product, pricing, communications and customer experience decisions.
• Outstanding people leadership and coaching skills with high emotional intelligence and a proven track record of building high‑performing teams with clear priorities, accountability and a culture of continuous learning.
• Commercially literate and an excellent communicator and storyteller.
• Confident presenting plans, performance and business cases at Board level whilst influencing differing perspectives to reach aligned strategic outcomes.
• Comfortable in a founder‑led, self‑funded environment where resources must be deployed carefully and ROI matters.

We offer

• 33 days holiday (including public holidays)
• 50% employee discount on all St Eval products
• Cycle to work scheme
• Death in service insurance
• Employee assistance programme
• Enhanced family leave
• A dynamic and inclusive work environment
• An opportunity to grow with us – we invest in our people's professional development
• Team social events
• Volunteering opportunities with our charity partners