General information

Job Title
Head of Global Brand Marketing
Ref #
Friday, May 26, 2023
United Kingdom
Business area
Brand Marketing
Position level
C - Head of Department
Working time
Full Time
Contract type
Working pattern
9am - 6pm Monday to Friday

Description & Requirements


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

With innovation at the core of all we do, every challenge starts with the same question. How can we do it better? This restless spirit runs right through McLaren Automotive. And the search for perfection is evident in everything we do.

Purpose of Role

Reporting to the Global Marketing Director, this is a senior management appointment responsible for delivering the Brand Marketing strategic transformation and Roadmap, from definition to global execution.


The selected individual will be responsible for leading a team with 5 direct reports, located in our headquarters in Woking. They will manage a network of suppliers and agencies delivering services for the business, and working cross-functionally with the wider global Marketing and Sales communities.


We are looking for a creative strong leader and marketer, an expert in building and evolving brands, with a natural ability to lead and work collaboratively across multiple teams and departments. You will be a key ambassador of our brand values and mission.  We are looking for someone with a positive can-do attitude, who is ready and willing to build on the existing success of the McLaren Brand and take it to the next level, to support delivery of over 4,000 vehicles per annum and a net profit figure of over £400 million per year.

Principal Accountabilities
  • Develop and enhance our brand vision and strategy, giving clarity to a long-term plan, and translating it into a tangible go-to-market execution
  • Collaborate with senior leaders within the wider Sales and Marketing communities, to consult, advise and align all key stakeholders to the brand strategy and long-term vision
  • Develop and execute a content strategy that increases engagement, establishes our credibility, builds trust, and consistently captures your audience's attention, continually reinforcing a positive brand message
  • Design and develop a variety of marketing initiatives and materials, ensuring maximum coverage in strategic areas
  • Lead and develop the marketing and communication plans for all strategic pillars of the brand, including McLaren Special Operations, Aftersales, McLaren Qualified, McLaren Partnerships and McLaren Motorsport
  • Lead the Brand Marketing team to create, execute, and manage all marketing initiatives through all platforms and channels
  • Plan and manage delivery of new product launches, coordinating all efforts required across the global marketing and sales teams, to guarantee commercial success and maximum brand and product impact in every market
  • Partner with Sales teams in all markets to develop marketing and brand assets that complement sales strategies and key customer experiences across all areas of the Marketing mix
  • Introduce forward-thinking ideas to build and maintain strong Brand desirability and increase demand for our products
  • Monitor our brand and competitive automotive landscape, to understand current state of identity executions, activation efforts, and market trends to find untapped opportunities for more impactful, creative, and measurable strategies focused on driving business growth and brand equity
  • Ensure brand integrity by guiding efforts across multiple media channels, by ensuring all content, communication, products, and experiences are aligned and consistent
  • Maintain and evolve brand guidelines and collaborate across various cross functional teams to ensure employees, channels, partners, and other parties are properly utilising the brand
  • Tracking and evaluation against key Brand and Marketing KPIs, campaign results and market trends on a global basis, to focus on continuous brand growth and development, thus demonstrating ROI of all initiatives and investment
  • Plan and Manage the Brand Marketing global budget
  • Build, manage and mentor a global brand team of marketers and strategists, suitable for the business and brand requirements
  • Help cultivate an environment for people to be their best by listening, encouraging, challenging, and supporting when appropriate
  • Regularly coach teams to understand the role of the brand more holistically and create space for collaboration and ideation
  • Establish and oversee relationships with appropriate industry influencer groups and organizations
Knowledge, Skills and Experience

  • University qualification and/or master’s degree in Marketing, Business or Economics
  • 10+ years of experience in brand development and management – including brand messaging, visual identities, and demand generation
  • Experience leading global brands with a multi-year vision and relentless user-focus
  • Passionate about storytelling and producing powerful, purpose-led brand stories to drive emotional resonance with your audience
  • A creative problem solver with a passion for helping brands better communicate their value to the world
  • Experience in brand refresh, and helping businesses transition from old to new brand identity
  • Success as a communicator, presenter, and collaborator with senior stakeholders; this role requires a high degree of confidence presenting and listening
  • An excellent communicator and creative thinker, with a natural and effective ability to influence and align all type of stakeholders to a shared vision
  • A highly-organised, reliable, resourceful, self-directed individual, with strong attention to detail
  • Ability to thrive in a fast-paced, dynamic environment and an adept ability to strike the right balance between strategic thinking and fast-moving decisiveness
  • Comfortable working with complex, technology-focused brands and products
  • Highly process-orientated and results–focused
  • Experience in a Brand Marketing discipline within the Automotive industry is a plus
  • Experienced at leading, motivating, and challenging teams and individuals at all levels of an organisation
  • Values independence and has a growth mindset
  • Excellent analytical, reporting, and project management skills
  • Outstanding strategic thinking, operational vision, and aspiration for the company and the McLaren Brand
  • Highly competent in all Marketing mix disciplines, with proven record of successful execution
  • Ability to understand and turn complex marketing and Brand information into actionable and relevant KPIs and business insights
  • Technical Skills / Specific Knowledge/Professional Qualification (e.g. Chartered Institute of Marketing, MBA)
  • 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 trainer 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.