Job Title
Brand Experiences Manager
Ref #
Date posted
Friday, February 9, 2024
United Kingdom
Business area
Brand Events
Position level
D - Senior Management
Working time
Full Time
Contract type
Working pattern
9am - 6pm Monday to Friday

No restraints. No limitations. We don’t simply push boundaries. We completely rethink them. McLaren Automotive exists to create breath-taking performance road cars.

It takes a community to do what we do. A diverse group of people with many areas of expertise, united by their passion to deliver visionary products and set new benchmarks. 

McLaren Automotive commits to equal opportunity for all. Diversity, Equality and Inclusion is at the heart of our impact, it drives our innovation and enables us to truly create something special. Join us on our journey. 

Purpose of Role

Reporting to the Global Marketing Director, the Brand Experience Manager is a senior management position responsible for creating and delivering the vision of the McLaren Global Brand Experience programme. From defining the strategic pillars upon which this programme enhances Brand Building, reach and awareness, to the design and delivery of each customer journey and engagement touch point. To event delivery and programme revenue and profit, underpinning McLaren’s 2030 plan ambitions.

The selected individual will be responsible for leading the Brand Experience team located in our headquarters in Woking, working cross-functionally with the wider global Marketing and Sales communities, and providing clear steering and governance mechanisms to our regional teams, to plan and deliver programmes in all our different markets.

We are looking for a strategic and strong leader, with vast experience in building and delivering Brand Experiences and Events, with a strong ability to manage a wide variety of stakeholders and work collaboratively across multiple teams and departments. A key ambassador of our brand, with a can-do attitude, ready to deliver significant growth to our existing McLaren brand experiences platform, enhancing Brand Awareness, fostering customer engagement and loyalty, and generating additional profit for the business. 

Principal Accountabilities
  • Manage and lead the Brand Experience team to devise and execute best-in-class strategies and plans aligned to business needs.
  • Develop and enhance the definition and creation of the Brand Experience programme strategy, framework and operating model, in collaboration with the Head of Brand, the Head of Marketing Operations and the Regional Managing Directors
  • Define and measure meaningful KPIs and reports to manage programme performance and P&L delivery, driving brand equity and growth in line with Horizon 2030
  • Collaborate with senior leaders within the wider Sales and Marketing communities, to consult, advise and align all key stakeholders to the brand experience strategy and long-term vision.
  • Responsible to turn the Brand Experience strategy into a rolling 24 – 36 month compelling global Brand Experiences plan, including budget and cost planning, to guarantee breadth of experiences and territories, and delivers both brand and revenue objectives for the period
  • Plan and manage delivery of new product launch brand experiences, coordinating all efforts required by business stakeholders, to guarantee commercial success and maximum brand and product impact in every market.
  • Manage and steer the design, look and feel of Brand Experiences, to ensure it delivers the McLaren brand vision and DNA in all aspects of (location, spaces, structure and execution)
  • Create and define the guest management journey through every Brand Experience to guarantee hitting the programme objectives, in particular guest satisfaction and revenue targets.
  • Following the programme strategy, create a pricing structure for the entire programme offer which is aligned with every type of experience, is competitive against other brands offering and delivers the financial targets for the Brand Experience programme on a yearly basis.
  • Create and deliver a compelling Sales and Marketing plan to guarantee the sell-out of the entire Brand Experience Programme, within the timescales to deliver cash-flow requirements.
  • Elevate and maximize the marketing and PR opportunities that this platform can offer, to generate Brand Awareness and ultimately support our Vehicle sales objectives.
  • Responsible for the creation and delivery of all Marketing and Sales materials required to support sales across the Brand Experience Platform, in close collaboration with the Brand and Marketing operations teams, including regional briefings and retailer toolkits and assets, as well as point of sales materials.
  • Develop and foster strategic alliances with McLaren Racing, to support the development of the platform and uptake across the entirety of McLaren Group businesses.
  • Create and develop relationships with key suppliers and affinity partners to elevate visibility and expand opportunities for the McLaren Brand and Experience Programme within the luxury travel industry and beyond the automotive community.
  • Responsible to manage and steer Brand Experiences sales both through McLaren digital platforms and offline engagement through retailers and customer referrals, monitoring sales to achieve sell-out ahead of each experience and deliver P&L objectives.
  • Responsible for planning each individual Brand Experience including (but not limited to) budget, site visit and selection, testing and selecting driving routes, selecting and managing vehicle fleet required, managing legal and purchasing processes to get supplier contracts in place, planning staff requirements, roles and responsibilities.
  • Plan and manage the Brand Experiences global budget.
  • Responsible for cost management within the planning and delivery phase of each experience ensuring P&L objectives are achieved.
  • Act as the central subject matter expert to steer regions when creating, planning and delivering experiences across different markets, and supervise the delivery of Brand DNA and objectives at all times to guarantee consistency across the globe. 
  • Provide strategic guidance and future thinking to our global marketing community in all aspects of McLaren Brand Experience
  • Continuously communicate and maintain close contact with central Sales & Marketing stakeholders and regions, to identify any threats and opportunities related to Global Brand Experiences and events, coordinating the right respond and actions as required.
  • Lead, champion and encourage continuous improvement and change management in all aspects of Global Brand Experiences, to ensure we are exceeding industry benchmarks and delivering to the highest level of our customer expectations.
  • Motivate and develop a high performing team.
  • Champion and mentor people development within the Brand Experiences team and the wider Marketing community, to ensure individual skills development, career progression and succession plans are enabled and aligned with McLaren’s talent and retention objectives.  
  • Help cultivate an environment for people to be their best by listening, encouraging, challenging, and supporting when appropriate.
Knowledge, Skills and Experience
  • University qualification and/or master’s degree
  • A minimum of 8+ years’ experience delivering Customer and Brand Experiences, preferably in the luxury automotive industry
  • Significant experience leading and developing teams working across different locations and geographies.
  • Ability to think strategically, while maintaining great operational vision and delivery
  • Great aspiration for the company and the McLaren Brand
  • Excellent analytical, reporting, and project management skills 
  • Passion for and deep understanding of event management and execution
  • Commercial and financial acumen with strong focus on ROI, capable of structuring and driving P&L performance.
  • Action orientated with demonstrable track record of delivery.
  • Ability to understand and turn complex data and information into actionable and relevant KPIs and business insights.
  • Excellent communicator, presenter, and collaborator with senior stakeholders; this role requires a high degree of confidence presenting and listening.
  • Effective ability to influence and align all type of stakeholders to a shared vision.
  • Highly organised, reliable, resourceful, self-directed individual, with strong attention to detail
  • Ability to thrive in a fast-paced, dynamic environment.
  • Vast experience leading, motivating, and developing teams and individuals. 
  • International experience and a second language are a real advantage.
  • PC and Microsoft Office Literate. Highly competent with PowerPoint and Excel 
Personal Attributes
  • A winning mentality and drive to achieve outstanding results. 
  • Resilient and adaptable. Able to maintain a consistently high level of work and professional output in times of pressure.
  • A proactive, energetic, and positive individual who thrives on personal accountability and making a difference.
  • A natural leader willing to challenge the status quo and drive change.
  • Ability to understand and create management information of the highest quality.
  • A natural love for cars and the automotive industry 
  • A demanding manager with high standards, who can lead by example. 
  • Highly credible, can act as an equal player and skilled influencer with all levels of business stakeholders.
  • A flexible approach to working hours, including weekends where required.
  • Mobile and willing to travel abroad as and when required.
  • A competent people champion and mentor

We recognise that we can only achieve our vision with the dedication and collaboration of our world class employees.  It is our aim to become the employer of choice within the global automotive industry.

At McLaren Automotive we are constantly looking to improve. To become the employer of choice we are always looking to develop our employee offerings. We currently offer a range of benefits to employees at all levels of the business including Private Healthcare, Contributory Pension Scheme, Life Assurance and Personal Lease Car Scheme. We also offer a range of discounts with our partner organisations.