Global Director Brand & Communications

The Barbour story began in 1894 in South Shields in the North East of England. Founder John Barbour began supplying oilskins and other garments to protect the growing community of sailors, fishermen and dockers. Still family owned and now fifth generation, Barbour HQ remains in South Shields. Under the leadership of Chairman Dame Margaret Barbour, Barbour has grown into a lifestyle brand sold in over 55 countries worldwide including Europe, the US and Asia offering a wardrobe of stylish functional clothing, footwear and accessories inspired by the unique values of the British countryside. The iconic Barbour Bedale and Barbour Beaufort wax jackets continue to be made by hand in the factory in South Shields. In 2020, Barbour launched Wax for Life, an overarching name for all of Barbour’s wax services designed to encourage customers to extend the life of their wax garments. Wax for Life includes re-waxing and repairs (first introduced in 1921) and Barbour Re-Loved an upcycling circularity initiative. Each year over 70,000 wax garments are sent back to Barbour globally to be repaired, rewaxed or altered.

Position Overview:

We are currently recruiting for a Global Director Brand & Communications to join our Global Marketing team on a temporary Maternity Cover basis, based at Barbour House, South Shields. The Global Brand & Communications Director is a pivotal role within the marketing leadership team, reporting directly to the Global Marketing Director (CMO). This role sits at the heart of how we tell the Barbour story – the storytelling that captures our history, celebrates our heritage, and brings it to life in emotionally rich and meaningful ways across all global markets and channels.

From shaping the creative expression of our product superiority strategy to defining our long-term brand positioning, from developing distinctive visual identities to crafting powerful narratives with our partners and collaborators – if our brand name is seen or heard, you’ve likely played a central role in making it happen.

While how the brand looks and feels is fundamental, how it performs in an ever evolving and competitive marketplace is equally important. You’ll lead a talented global team focused not only on creative excellence but also on delivering measurable impact through brand tracking, engagement, and growth.

Guided by both intuition and insight, you’ll blend creativity with strategic precision – ensuring our work doesn’t just move hearts but also captures minds and time. As the guardian of the integrated creative process, you’ll oversee every stage of brand expression, from initial concept through to final execution across owned, earned, and shared channels. Your leadership will ensure Barbour continues to evolve while remaining true to the craftsmanship, authenticity, and spirit that define our brand

Essential Duties and Responsibilities:

Lead Global Brand Strategy:

• Develop and execute Barbour’s global brand and communications strategy to strengthen brand equity, consistency, and desirability across our most important markets; UK, Europe, N. America & APAC

Brand Storytelling & Creative Direction:

• Champion the storytelling that embodies Barbour’s history and heritage, ensuring it is expressed through emotionally engaging and contemporary creative work, easily accessed on our owned channels.

Creative Development & Execution:

• Oversee the end-to-end creative process — from concept origination to final output — across campaigns, photography, film, digital content, editorial and other relevant channels

Brand Identity & Visual Consistency:

• Safeguard and evolve the brand’s visual and verbal identity, ensuring all global assets and communications are aligned with Barbour’s positioning and tone of voice. Work with the markets on complimentary extensions too.

Public Relations & Global Communications:

• Lead global PR strategy and communications planning, managing relationships with media, influencers, and partners to amplify the brand’s voice and reputation. There will be a particular on internal comms too.

Digital Marketing Leadership:

• Oversee global digital marketing and social media strategies, driving engagement, storytelling, and brand growth across digital platforms. There should be a focus on future platforms, techniques and best practises.

Campaign Development & Management:

• Develop and deliver integrated global marketing campaigns that drive awareness, engagement, and commercial results across owned, earned, and shared channels. This includes collaborations too.

Photography, Styling & Content Creation:

• Direct the creative team, inspiring them as to the potential of our and visual execution of all photography, styling, and content production, ensuring premium quality and brand consistency across all assets

Brand Tracking & Performance:

• Establish and manage key brand performance indicators, including awareness, engagement, and perception metrics, ensuring continuous improvement and measurable impact.

Leadership & Team Development:

• Inspire, lead, and develop high-performing teams across brand, PR, creative, and digital marketing functions, fostering a culture of creativity, accountability, and collaboration.

Cross-Functional Collaboration:

• Partner closely with Product, Retail, E-commerce, and international teams to ensure brand consistency and alignment across all consumer touchpoints.

Budget Management:

• Oversee global brand and communications budgets, ensuring efficient allocation of resources and strong return on investment.

Skills and Experience:

• Extensive senior-level experience in global brand management, marketing, or communications within a premium, heritage, or lifestyle brand environment. Ideally privately owned or managed.
• Proven track record of developing and executing integrated global campaigns that drive both emotional connection and measurable business growth. Not within the FMCG industry
• Exceptional creative judgement with a strong eye for design, photography, styling, and visual storytelling — capable of balancing tradition with contemporary relevance across wide consumer personas.
• Deep understanding of brand strategy — including positioning, architecture, tone of voice, and identity systems — and how to apply these consistently across global markets, especially beyond EMEA.
• Strong digital and social media expertise , with experience leading brand storytelling and engagement across owned, earned, and shared digital channels. Understanding of affiliate deals too in this space
• Experienced in public relations and communications , including media relations, influencer partnerships, and corporate storytelling. Able to manage complex and dynamic media mapping and planning.
• Commercially astute , with the ability to interpret brand performance data, consumer insights, and market trends to inform strategic decision-making. An exceptional track record in product marketing required
• Inspiring leadership and people management skills , with experience building and motivating multi-disciplinary creative, PR, and digital teams. An empathetic and human-led approach to development
• Strong collaborator and communicator , able to influence and align cross-functional stakeholders — from external partners to peers from varying functional areas, a source of inspiration within Barbour leaders
• Comfortable operating at both strategic and hands-on levels , moving seamlessly between high-level vision and executional detail. You must be comfortable with ambiguity, not be scared to get into the detail
• Highly organised and results-driven , with the ability to manage multiple global projects, priorities, and budgets effectively. At the same time navigating a privately owned and managed family business.
• Culturally aware and globally minded , with sensitivity to regional markets and consumer nuances. Build a global brand but celebrate the nuances of local consumer needs and desires as and where needed.

Additional Information:

• This role will require travel both in the UK and Internationally.
• You will be required to be at HQ at least 4 days per week
• International travel will be expected, although not regular
• Driving license essential, to travel to and from the office

Benefits:

• Discretionary Company bonus scheme
• Staff discount
• Staff shop
• Healthcare cash plan
• 25 days holiday as standard increasing with length of service plus bank holidays
• Free onsite parking
• Subsidised canteen

Note: In the event that a sufficient volume of suitable applications are received, the post may close prior to the specified closing date. Please apply as soon as possible if interested.

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