Head of Category Marketing

Primark

Dublin or London (Hybrid)

Job Type Employee - Permanent

Experience Senior

Posted 1 month 1 week ago

Hybrid Senior Level

The Opportunity

The Head of Category Marketing is the marketing leader for a significant category, accountable for setting the customer demand strategy and delivering measurable customer and commercial growth. Operating in a two-in-a-box leadership model with the relevant Buying Director, this role jointly shapes the category growth agenda.

The role brings together customer insight, product strategy, trading performance, cultural relevance and marketing investment to determine how the category will win with customers. You will set the direction for how the category is positioned, marketed and experienced across customer touchpoints, lead a high-performing team and represent the category marketing agenda in senior business, trading and marketing forums.

This role is accountable for leading, shaping and delivering end-to-end multi-million-pound campaigns from brief through to delivery across paid, owned, earned and shared media.

Key Responsibilities

Customer-led category growth strategy: Set the multi-year category marketing and customer demand strategy, partner with Buying leadership, translate insight into strategic choices, define priority customer segments and determine how the category should be positioned and differentiated.
Fashion demand creation and campaign leadership: Own the category demand creation strategy and integrated go-to-market calendar, direct seasonal campaigns and product launches, approve major campaign briefs and partner with Brand and Creative leaders.
Omnichannel experience and trading integration: Set the strategic direction across digital, CRM, social, media, PR, retail and emerging channels, while integrating marketing with product development, trading priorities and seasonal cycles.
Commercial performance and investment: Own category marketing performance, investment strategy and resource allocation, and partner with Finance, Media and Analytics to evaluate incrementality, return on investment and investment productivity.
Insight, trend and customer understanding: Champion the customer voice, combine behavioural data, research, social insight, cultural intelligence and competitor analysis, and translate insight into action.
Leadership and functional influence: Act as principal marketing adviser to the Buying Director, build alignment across business functions, lead and develop a high-performing Category Marketing team, and embed best practice across the function.

Experience

7+ years of senior marketing leadership experience in a large, complex and customer-led organisation.
Proven experience managing creative and media agency stakeholders at a senior level.
Accountability for a major category, business unit, market or customer portfolio.
Strong fashion, retail, consumer, lifestyle or digitally enabled commercial experience.
A track record of creating customer demand and delivering measurable commercial growth.
Experience leading significant marketing investment, senior teams, agencies and complex matrix relationships.
Evidence of influencing Director-level stakeholders and leading organisational or capability change.

Skills

Enterprise-level strategic and commercial judgement.
Deep customer orientation and strong fashion and cultural instinct.
Ability to balance brand building, creative excellence and short-term trading performance.
Confident senior stakeholder influence, constructive challenge and decision-making.
Strong command of insight, performance measurement and investment effectiveness.
Inspirational people leadership and talent development.
Clarity, pace and resilience in a fast-moving international environment.

What You’ll Get

Benefits include healthcare, pension, potential bonus, 27 days of leave plus bank holidays, the option to buy five additional days, Tax Saver Tickets, a fitness centre and a subsidised cafeteria.