Head of Brand

Vlisco is an iconic textile brand with a rich heritage and a globally recognized visual identity.

We are seeking an ambitious Head of Brand to translate Vlisco’s brand vision into impactful strategies, campaigns, and consumer experiences. You will operationalize the brand strategy, drive consumer engagement, and ensure consistent, premium brand expression. This role is both strategic and hands-on: you will work with creative teams to bring ideas to life and collaborate with commercial stakeholders to deliver measurable business results.

KEY RESPONSIBILITIES:

• Translate the global brand strategy into concrete annual brand plans and execution frameworks for key markets and business lines; maintain clarity around Vlisco’s Brand & Value Proposition, Fields of Play, and visual identity across channels and consumer touchpoints;
• Operationalize consumer segmentation work by refining target audiences, identifying behaviors and growth opportunities, with a focus on attracting younger and future generations of Vlisco consumers. Analyze consumer, cultural, and market insights to inform brand actions and product storytelling;
• Lead the marketing briefing of seasonal and thematic brand campaigns and work with creative teams to translate collections, product innovations, and brand narratives into compelling audience-centric concepts;
• Collaborate with Creative, Content Development, PR, and Digital Marketing teams to design and implement content and influencer strategies that amplify brand desirability;
• Partner with cultural institutions, creatives, and talent to bring the brand to life authentically and responsibly;
• Maintain brand consistency in tone of voice, look & feel, campaign materials, retail storytelling, and editorial guidelines;
• Partner with eCommerce and retail teams to ensure brand consistency and a premium experience across digital and physical points of sale;
• Support launches of new products, special editions, and new business categories;
• Track and evaluate brand and campaign performance, including awareness, desirability, recruitment, engagement, and sales contribution;
• Translate data into insights and recommendations for optimization.

WHAT ARE WE LOOKING FOR:

• Bachelor’s degree in Marketing, Branding, Business, Communications, or a related field;
• Minimum 5 years of experience in brand management within fashion, textiles, luxury/premium consumer brands, or high-end retail;
• Proven ability to convert brand narratives into practical, consumer-centric activations;
• Experience collaborating with creative and cross-functional teams;
• Strong understanding of digital storytelling, social platforms, and influencer ecosystems;
• Culturally intelligent, curious, and respectful of heritage-driven brands;
• Fluent in English; proficiency in French or Dutch is a plus;
• Highly organized, detail-oriented, with a strong ownership mindset and results-driven approach;
• Willingness to travel when required.

IN RETURN WE OFFER YOU:

• You receive a 13th month salary, 8% holiday allowance, annual bonus options, and a pension scheme in which Vlisco pays two-thirds of the premium.
• Enjoy 25 vacation days and 13* ATV days per calendar year (based on a full-time position). This allows you to maintain the right balance and continue working with renewed energy.
• You receive €0.23 per kilometer (from 5 km one way) or full second-class public transport reimbursement — so you can travel to your creative workplace easily, comfortably, and without worry.
• At Vlisco, you are given the space to grow — both professionally and personally. Discover your strengths, develop new skills, and continue refining yourself to bring out the best in you.
• Enjoy a varied lunch every day in our company restaurant. And at the cozy Wax Café, a free cup of coffee or something tasty is waiting for you — so you can start each day full of energy and inspiration.
• Depending on your role, you will have the opportunity to work flexibly, with attention to a healthy work-life balance. This way, you stay energized, focused, and ready to perform your work with passion.
• At Vlisco, we celebrate success with as much energy as we create it. From an enthusiastic game of padel and an exciting pub quiz to the annual Christmas celebration and fun team outings. Our Activities Committee organizes colorful and inspiring events throughout the year. This is how we combine both work and enjoyment.