Brand Specialist (Fourways) at Leroy Merlin

Description

• The Brand specialist  plays a key role in shaping how customers experience our brand across stores, digital platforms, and communities. Responsible for developing and executing integrated marketing initiatives, this role connects customer insight with creative execution bringing campaigns to life that inspire home improvement and drive retail performance.
• Working closely with category managers and procurement specialists, store teams, and creative partners, the  Brand Specialist ensures all marketing activity is aligned with business objectives, customer needs, and our brand identity.

KEY RESPONSIBILITIES

Strategic & Integrated Marketing

• Develop and execute marketing plans that support category and store growth strategies.
• Translate customer insights and personas into relevant, actionable campaigns that connect with our home improvement, and lifestyle audiences.
• Manage both above-the-line (ATL) and below-the-line (BTL) initiatives, from brand campaigns and radio to in-store activations, digital and social media.
• Ensure all marketing activity reinforces the brand’s visual and verbal identity in line with corporate CI.

Agency & Partner Management

• Lead agency relationships across creative, PR, and media partners.
• Develop clear, insight-driven briefs and provide structured, constructive feedback.
• Oversee campaign timelines, budgets, and deliverables, ensuring projects meet brand and business expectations.
• Collaborate with partners to continuously improve creative quality and innovation.

Content Creation & Management

• Collaborate with the internal content creation team to develop engaging materials for digital and print channels, including newsletters, brochures, POS, and social media.
• Create artwork for a variety of creative material for: TV / Radio / Print / Digital / POS campaigns.
• Guide content strategy based on customer journeys, seasonal campaigns, and promotional calendars.
• Review and refine creative content to ensure it reflects brand tone, customer personas, and campaign objectives.
• Ensure that all artwork work is executed according to brand and corporate identity guidelines.

Collaboration & Cross-Functional Alignment

• Partner with buying and merchandising teams to understand business priorities, product stories, and promotional focus areas.
• Support store and regional marketing activities to enhance local relevance and drive traffic.
• Work with internal stakeholders to ensure marketing activities contribute to commercial results and customer satisfaction.

Brand & Campaign Governance

• Uphold and protect the brand’s visual identity and communication standards across all executions.
• Ensure consistency and quality in every customer touchpoint from digital banners to in-store displays.
• Support internal education around brand CI and campaign alignment

Reporting & Insights

• Monitor campaign *performance and sales impact, using insights to guide future marketing decisions.
• Share regular performance reports and best practices with marketing and category teams.
• Stay informed about retail and home improvement trends to keep campaigns relevant and competitive.

Requirements

Core Competencies

• Exceptional communication and presentation skills, with the ability to influence across all levels.
• Creative thinker with strong analytical ability to translate insights into actionable marketing strategies.
• Collaborative and adaptable, able to work cross-functionally in a fast-paced environment.
• Detail-oriented, organized, and committed to maintaining high standards of quality and consistency.
• Passion for retail, home improvement, and creating meaningful customer experiences.

Skills you bring

• Proficiency in Adobe Creative Suite (Illustrator, Photoshop, InDesign) or similar design software.
• Strong understanding of digital marketing tools, social media platforms, and content management systems (CMS).
• Solid knowledge of brand management principles, consumer behavior, and marketing analytics.
• Excellent copywriting and editing skills, with a keen eye for visual and verbal consistency.
• Strong project management skills, with the ability to handle multiple deadlines and stakeholders.

Qualifications & Experience

• Bachelor’s degree in Marketing, Brand Management, Communication, Digital Media, or a related field.
• Minimum 5 years’ experience in brand marketing, campaign management, or retail marketing, preferably in the retail or FMCG sector.
• Demonstrated experience in developing and executing integrated marketing campaigns across multiple channels (ATL, BTL, digital).