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PRIMARK Head of Marketing - USA in Boston, Massachusetts

Head of Marketing - USA

  • JOB ID: 119798BR

  • Boston, Massachusetts, United States

  • Employee - Permanent

    Job Title: Head of Marketing - USA

    Reports To: Global Director of Marketing

    Team: Brand Marketing

    Location: Boston


    Responsible for leading the development and execution of Primark’s end to end Marketing Strategy for the USA ensuring a cohesive joined up approach to our central strategy.

    The role will deliver Marketing Strategies and Plans in line with global brand strategy to achieve key US marketing metrics including brand awareness, consideration and footfall.

    The role will deploy various marketing communication channels to strategically build a brand, create attention and generate user advocacy on a global scale.

    The ideal candidate will have developed highly creative marketing campaigns and demonstrated the ability to implement innovative ideas in ways that drive footfall, create significant social sharing and brand awareness.

    Insight and analytical led thinking will be at the forefront of this role with a clear understanding on how to leverage customer and business insight along with retail metrics to build solid marketing objectives and plans.

    A clear understanding of the role of brand strategy and media planning will be vital components of this role enabling Primark to build solid foundations and marketing capability to set the brand up for future success.

    This role will be at the exciting forefront of building, developing and leading a team on the ground to create best in class marketing capability to drive brand awareness at a national and a local level.

    The right candidate must be able to work cooperatively with other internal stakeholders across Primark, while helping to install the infrastructure to create at a rapid pace to test, deliver, learn and adapt.


    Marketing & Strategy

    Working with Director of Marketing, marketing planning team & chosen agencies, drive the US marketing agenda ensuring consistent aligned communication of Primark’s strategy and values across all channels both on & offline

    Overall responsibility for:

  • Creative & advertising strategy

  • Community marketing

  • New store opening program

  • Fashion media communications strategy

  • Localized influencer & ambassador strategy

  • Organic and paid social media strategy

  • Experiential marketing strategy

  • US CRM

  • Proactively and reactively optimize opportunities identified to generate positive brand awareness through multi-channel platforms.

  • Strategically develop with your brand peers and support trading calendar for the business that provides maximum exposure for the brand nationally and locally

  • Drive media behavior through engaging relevant and stand out Fashion PR moments and Social campaigns for existing/new market entries

  • Work with our international colleagues in other markets providing marketing guidance & ensuring alignment to the central strategy

    Fashion Communications

  • Develop & refine fashion product media strategy for the business that ensures we are driving consistent footfall to our store footprint

  • Work with US Communications team to identify opportunities to break through in US media

  • Lead our US influencer strategy setting operational efficiencies & ensuring Primark is working with the best talent

  • Lead and develop our ambassador program building on existing influencer partnerships


  • Work within the global framework alongside the brand team to ensure the brand narrative, architecture and guidelines are held to the highest standards

  • Develop engagement strategy to maximize relationships with internal stakeholders across Product Teams, Corporate Affairs, Creative and external stakeholders

  • Work with and influence other leadership stakeholders to ensure a unified Marketing voice within and across departments

  • Form partnerships and productive working relationships with preferred agencies aligned to the Primark strategy

  • Establish forums to educate and empower on-the-ground teams to adapt for local communities through VM, Social Media & Regional Marketing


  • Build, manage and mentor a high performing team focused on delivering the Marketing vision and strategy across departments

  • Provide creative thought leadership on ways to reach and gain attention of target audiences

  • Build talent and succession plans in line with current and future business needs, providing opportunities within the team for growth and development

  • Drive new ideas with maximum financial impact and alignment with business goals

  • Operate as a role model for broader Brand team, inspiring and mentoring others to grow and supporting them to drive their own development

  • Direct and shape overall voice of Marketing within the department whilst harnessing creativity and innovation in others

  • Building and overseeing the marketing budget and driving best return on investment


  • 20+ years of experience in a strategic marketing leadership role within a fast-paced retail brand

  • Advanced degree in marketing or MBA preferred

  • Demonstrated experience in the implementation and execution of marketing strategies

  • Excellent leader with extensive experience of developing senior business relationships and delivering business strategies

  • Fashion forward, product aware, and social savvy with proven international experience

  • Experience in creating a strong culture through target setting, performance evaluation, and employee engagement

  • Demonstrated ability to drive performance in a team based & deadline-oriented environment

  • Demonstrated experience creating effective relationships across the business, with prior experience of relationship management at Executive levels

  • Demonstrated ability in developing a culture that embraces innovation, and challenges existing paradigms without compromising business performance

  • Event experience and opening new markets

    Personal Attributes

  • Creates trusted relationships and collaborates across multi-functional teams

  • Seeks new ways to create balanced business growth while improving operational capabilities

  • Promotes customer centricity and focuses on creating great customer experiences

  • Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards

  • Excellent planning and organization skills, ability to multi-task, plan and prioritize work schedule for self & team

  • Strong attention to detail and an ability to analyze high volumes of data

  • Proven ability in managing sensitive matters and maintaining confidentiality

  • Exceptional communication skills - including interpersonal and customer facing skills

  • Accuracy, attention to detail and a “can do” pro-active approach is essential

  • Collaborative team player with excellent interpersonal/communication skills

  • Excellent emotional intelligence and possess the ability to push back with professionalism. Develops effective working relationships across the organization

  • Operates with a high level of integrity, diplomacy, tact and professionalism

  • Effective and persuasive presentation skills, including the ability to present complex information in an understandable manner to all areas of the business

  • Ability to lead, influence and coach others

  • Sound judgement, unquestionable ethics and integrity with high degree of transparency and trust

    We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.


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