Freddie’s Flowers was founded by Freddie Garland in October 2014 with one ambition: to change people’s relationship with flowers. We believe flowers aren’t only for grand occasions, but they make every day special, inspiring creativity and sparking joy.
Our starting point was our direct-to-consumer subscription model, helping us grow a loyal UK following. We launched in Germany in 2020, and then in 2021 we secured significant backing from The Craftory, a like-minded purpose-led global investment house, helping us expand, develop and grow. 2023 saw us start our gifting service – bringing the best of Freddie’s Flowers to everyone who needs it (even last minute!).
From the seed of an idea we continue to flourish; we’re now a B Corp organisation. And our founding mission remains unchanged – to change the world of flowers, and to change the world with flowers.
About the Role:
As the Brand Director, you’ll be the strategic lead for our brand - ensuring it grows with clarity, consistency, and resonance. You’ll guide and support our brand vision, elevate execution across all customer touchpoints, and connect brand positioning to long-term business goals.
You’ll be the key voice of the brand, ensuring everyone is aligned and empowered to deliver standout work - while keeping our brand emotionally rich, culturally relevant, and commercially sharp.
This is an ideal role for someone with deep brand building experience in consumer, lifestyle, or luxury categories who is looking for a high-impact position and isn’t afraid to roll up their sleeves.
Responsibilities:
● Brand Strategy & Positioning
○ Refine and evolve the brand strategy to drive awareness, growth, loyalty, and cultural relevance
○ Define brand architecture, messaging, and tone of voice
○ Lead seasonal and annual brand planning with input from key creative and commercial stakeholders
● Brand Direction & Execution
○ Support and mentor the brand and creative teams to deliver emotionally compelling campaigns and content whilst championing brand consistency
○ Deliver highly effective campaigns and content across socials, partnerships, press and events with clear, measurable goals
● Team Leadership & Collaboration
○ Manage and coach a Senior Brand Manager and Copy Lead, providing clear priorities and structured development
○ Represent the Brand team as part of the Senior Management Group
○ Act as a bridge between the creative and commercial teams, ensuring alignment
○ Nurture a positive and purposeful brand culture within the team
● Growth & Innovation
○ Guide brand evolution as the company expands into new categories (e.g. gifting, retail, or international markets)
○ Use insight, intuition, and data to uncover brand opportunities and audience segments
○ Stay ahead of cultural trends and competitor activity
Requirements
● An experienced brand leader (10+ years) with a background in consumer, beauty, lifestyle, or premium DTC
● Willing and able to be hands-on in campaign planning and delivery
● A sharp brand thinker with a deeply creative instinct and commercial awareness
● Highly collaborative and emotionally intelligent, with a mentorship mindset
● Comfortable working closely with a founder and creative-led team
● Excited to build something beautiful, joyful, and culturally meaningful
Benefits
Inclusion:
Freddie’s Flowers recognises our success is dependent on the success of our people. Freddie’s Flowers is committed to creating an inclusive work environment with a diverse workforce where everyone feels safe and valued. All applicants will receive consideration for
Freddie’s Flowers is:Is a direct to consumer flower business based in the UK and Europe. It all started with Freddie delivering weekly flowers to his Mum & Dad’s neighbours back in 2015 in a knackered old milk float. Fast-forward to now and our wonderful team is now delivering thousands of boxes every day all over UK and Germany, but Freddie’s original idea remains the same; to change people’s relationship with flowers in a sustainable way. We want to bring the happiness and joy of arranging and experiencing your own flowers into everyone’s home, and in a way that has as little environmental impact as possible - we were proud to be certified Carbon Neutral by the Carbon Trust last year.This year Freddie’s is excited to have secured a $60 million investment from progressive global investment house, The Craftory. Focusing on cause-driven brands that positively impact the industries they serve, this partnership marks an exciting new chapter for us! We are looking for more brilliant people to join us as we brighten up the homes of many more flower-lovers across the globe!The secret to our success is: We love what we do and we know what the plan is. We work hard to do it brilliantly. We have fun working together.
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