Direct message the job poster from Elida Beauty

Location: Hybrid / Remote (London, Holborn)

Brand: Bed Head by TIGI

Role Type: Full-time

Who we are…

Elida Beauty is a Global Personal Care Business. We proudly support and nurture our portfolio of iconic brands globally. Our ambition is to remix classic beauty brands for a new generation, making them even bigger beauty hits than they were the first time around, to drive accelerated growth and value creation. Driven by creativity and agility, we unleash the true potential of beloved brands, ‘Re-Founding’ them using a start-up mentality that always ‘finds a way’. Elida Beauty is a part of the Yellow Wood Partners portfolio of companies, a private equity company that invests exclusively in the consumer industry.

The Role

We’re looking for a bold, brand-obsessed marketing leader to take the reins as Head of Brand for the EU — owning the Bed Head brand across the UK and multiple EU markets. This is a high-impact, full-spectrum marketing role covering brand strategy, creative development, media, influencer and PR, through to shopper activation, retailer sell-ins, and P&L ownership. You’ll be the driving force behind making Bed Head a disruptive, culturally relevant brand that cuts through the noise and leaves a lasting mark.

What You’ll Own

• Lead the Creative Brief Process: Work with our creative agency to deliver bold, distinctive brand assets that are unmistakably Bed Head.
• Track the Brand Pulse: Set clear benchmarks and measure how our brand storytelling lands — keeping us honest and focused on real impact.
• Media Strategy & Planning: Partner with agencies to build media plans that punch above their weight and get noticed for all the right reasons.
• Influencer & PR Strategy: Develop authentic influencer partnerships and run standout PR that puts Bed Head in the right conversations — and headlines.
• Experiential Marketing: Lead unforgettable brand moments that turn heads, stop traffic, and drive word of mouth.
• Global Alignment: Collaborate with the Head of Brand US and Global Social Media Manager to sync up on the global marketing calendar and campaigns.
• Brand Consistency: Work closely with our Creative Director and brand teams across regions to ensure visual and verbal consistency worldwide.
• Consumer Insights & Innovation: Get deep into audience behaviours and translate insights into high-impact innovation ideas and go-to-market strategies.
• Customer-Centric Campaigns: Build tailored marketing plans with Sales and Distributor teams to resonate with key retail partners.
• Retail Activation: Collaborate with Shopper Marketing to bring the brand to life in-store through creative, disruptive activations.
• Retailer Sell-Ins: Own and elevate retailer presentations — making Bed Head compelling to support and impossible to ignore at shelf.
• Brand Performance & Strategy: Monitor performance, spot opportunities early, and optimise brand activity in real time.
• Financial Ownership: Lead brand P&L, manage budgets, and ensure every marketing investment delivers measurable results.
• Business Case Development: Craft compelling business cases to drive growth and win stakeholder support.

What You Bring

• 6+ years of experience in marketing, with at least 2 in FMCG
• Proven track record across brand strategy, comms planning, retail activation, and performance marketing
• Experience managing a small team — you bring out the best in others
• A proactive, self-starting mindset — you take initiative and run with it
• Attention to detail and big-picture thinking
• Passion for building and scaling challenger brands
• Insight-driven — you ask “why” and use data to drive action
• Experience working across markets and time zones
• Confident decision-making — you're bold, fast, and accountable
• Comfortable with travel (around 10% of the time)
• A background in hair or beauty? That’s a big bonus.

To breathe new life into iconic brands.

Embark on a transformational journey.

Act with a Re-Founder mindset.

Our Mission

We are committed to revolutionizing our manufacturing, packaging, and distribution processes to benefit our people and our planet. Our re-mixes democratize beauty by ensuring our products cater to all skin types and hair textures. We are for the many, not the few. Because we want everyone on the beauty dance floor.

Diversity at Elida Beauty

Diversity at Elida Beauty is about inclusion, embracing differences, creating possibilities, and growing together for better business performance. We embrace diversity in our workforce. This means giving full and fair consideration to all applicants and continuing development of all employees regardless of age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage and civil partnership, and pregnancy and maternity.

Excited about the Role?

Please apply online. Your application will be reviewed against our requirements, and we will be in touch to provide you with an update on the status of your application. If you are currently an Elida Beauty Employee, by applying for this vacancy, you are confirming that you have made your Line Manager aware of your application and you are eligible to apply for new internal

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Seniority level: Mid‑Senior level

Employment type: Full‑time

Job function: Marketing

Industries: Personal Care Product Manufacturing