Brand Experience Lead

SUMMARY

The Brand Experience Lead is responsible for safeguarding and elevating the in-store brand experience across all outlets. This role owns the end-to-end floral programme, visual merchandising standards, festive and campaign execution, and supplier management. The incumbent will work closely with Operations, Marketing, Design, and external vendors to ensure that every outlet consistently delivers a premium, on-brand customer experience.

This is a highly operational, field-based role that requires regular outlet visits, hands-on problem-solving, and meticulous attention to detail.

RESPONSIBILITIES

Floral Programme Management

• Own and manage the end-to-end floral programme across all outlets.
• Plan and maintain routine floral arrangements and ensure consistency in presentation.
• Source and procure flowers directly from approved suppliers and manage supplier relationships.
• Monitor inventory levels, establish flower rotation schedules, and coordinate with outlet teams responsible for daily arrangements.
• Optimise costs by minimising waste and managing budgets effectively while ensuring the timely availability of floral arrangements across all locations.

Brand Standards and Visual Merchandising

• Establish, maintain, and continuously improve visual merchandising standards across all outlets, including:
• Floral arrangements
• Cake and retail displays
• Signage and menu stands
• Candles, music, props, and seasonal decorations
• Develop and maintain visual guidelines and standards documentation.
• Conduct regular outlet audits and immediately rectify deviations from established standards whenever possible.

Outlet Audits and Brand Compliance

• Visit all outlets regularly, with a minimum of two visits per week per outlet.
• Assess overall presentation, ambience, and adherence to brand standards.
• Photograph each outlet during every visit and maintain an organised brand-care album with observations, achievements, and areas requiring improvement.
• Provide timely feedback and recommendations to outlet teams and relevant stakeholders.

Campaign and Festive Execution

• Lead the implementation of festive campaigns and marketing activations at outlet level.
• Translate creative concepts into effective in-store execution through:
• Point-of-sale material placement
• Display styling and merchandising
• Seasonal decorations and props
• Launch readiness and overall customer experience
• Ensure campaigns are executed consistently and in accordance with approved brand guidelines.

Vendor and Budget Management

• Source, evaluate, and manage vendors for flowers, props, display materials, and other styling elements.
• Build and maintain strong supplier partnerships and negotiate favourable commercial terms.
• Manage approved budgets and ensure cost-effective procurement practices.

Cross-Functional Collaboration

• Partner closely with Operations and outlet teams to ensure effective day-to-day execution of brand standards.
• Collaborate with Marketing on campaign planning and creative implementation.
• Work with Design teams on adaptations and production of in-store materials.
• Coordinate with external vendors to ensure timely delivery and execution of projects.
• Serve as the key liaison connecting all stakeholders involved in delivering an exceptional and consistent brand experience.

QUALIFICATION AND SKILL REQUIREMENTS

• Bachelor's degree in Marketing, Visual Merchandising, Retail Management, Hospitality, Interior Design, or a related discipline.
• Minimum 3 years of experience in visual merchandising, retail marketing, brand management, hospitality, floristry, premium brand design or a similar multi-site environment.
• Experience managing suppliers, budgets, and project execution.
• Strong aesthetic sense with exceptional attention to detail and brand consistency.
• Basic design ability — Canva confidently, Adobe Illustrator or Photoshop
• Excellent planning, organisational, and stakeholder management skills.
• Self-driven, hands-on, and comfortable working extensively in the field across multiple locations.
• Ability to manage multiple projects simultaneously and perform effectively in a fast-paced environment.