Merchandise Brand Manager

  • Universal Music Group
  • Kings Cross, London
  • Jun 17, 2024
Full time Marketing

Job Description

Music is Universal
It’s the passionate and dedicated team at Universal Music who help make us the world’s leading music company. From A&R to finance, legal to digital, sales to marketing, Universal Music is the place to grow and develop your career within a truly commercial and innovative business that leads in everything it does.

Everyone is welcome to apply for our roles, and we are determined to ensure that no applicant or employee receives less favourable treatment because of gender, race, disability, sexual orientation, religion, belief, age, marital status, background, pregnancy, or caring responsibilities. We also recognise the importance of diversity of thought within our teams and are fully committed to embracing the talents of people with autism, dyslexia, ADHD, and other forms of neurocognitive variation.

We will always seek to make appropriate adjustments to recruitment, workplaces, and work processes to be fully inclusive to people with different needs and working styles. If you need us to make any reasonable adjustments for you from application onwards, including alternatives to the online form or to disclose a neurocognitive condition, please email

The A Side: A Day in The Life

Bravado lives at the crossroads of music and fashion. Part of Universal Music Group, Bravado is a fast-growing Music Merchandise company that acquires and actively promotes merchandise rights for UK and International music acts, celebrities and entertainment properties.

Bravado works closely with new and established clients to create innovative products and brand strategy plans carefully tailored to each artist or brand. Clients include over a hundred music brands such as Spice Girls, Elton John, The Who, The Rolling Stones, Sex Pistols, Sam Smith, Stormzy, Idles and Wet Leg.

Bravado is currently looking for a Merchandise Brand Manager to oversee a number of Bravado & UMUK signed artists. This is an exciting and newly created role, tightly integrated within our labels, offering tour, retail, product and licensing expertise and support to a roster of UMUK artists.  The successful candidate will work with the unique needs and challenges of our clients to deliver full-service support in a variety of categories including strategic planning, product and brand development and creative development.  The role will work cross-functionally between the label and their marketing, commercial and ecommerce teams and within Bravado with the retail, tour, licensing and operations teams. They will develop merchandise plans and generate commercial opportunities that feel authentic and a seamless part of the artist creative campaign.

The B Side: Skills & Experience

Be Managerial

  • Work with the Artists, Artist management, Record label, Bravado and creative teams to develop Artist merchandise ranges, strategies, calendars and activation campaigns across tour, retail, licensing, VIP. 
  • Define creative and product vision, mission, goals and strategy for each Artist in collaboration with Bravado & Labels
  • Integrate with Bravado Sales, Licensing, and Touring departments to develop product lines ensuring Artist strategy is executed.
  • Develop a global brand building and marketing plan that fits with the client/brand vision.
  • Awareness of the brand’s P&L and how your strategy can drive revenue.
  • In conjunction with the label develop and execute marketing campaigns around Artist’s merchandise.
  • Monitor and analyse business metrics in order to optimise product line and maximise commercial opportunity.
  • Develop Artist brand standards and usage guidelines.
  • Oversee the development of existing and potential client presentation materials.
  • Follow artist development and global activity. 
  • Create financial efficiencies by working closely with the Label’s eCommerce, Commercial and Creative teams, and Bravado supply chain.
  • Regularly present results (both financial and creative) back to Bravado’s VP Label Liaison, SVP A&R, Brand Management & Label Liaison, along with Label commercial leads and wider team.

Be Organised

  • Ensure campaigns and strategies are executed to the highest standards globally.
  • Oversee the management of the product portfolio for each artist including product development, creative identity, style guides and internal approvals.
  • Project manage these campaigns effectively ensuring all stakeholders are part of the co-ordinated merchandise plans for artists.
  • Obtain and expedite all approvals required from Artist.

Be Creative

  • Oversee development of creative assets and materials for artist roster.
  • Create style guides and artist asset portfolios for Bravado and label to use across marketing and product.
  • Develop and test new product concepts
  • Ensure all materials are consistent with strategy, on time and within budget, legally compliant

Person Specification


  • Demonstrate capability in developing artist merchandise brands growth and brand equity with smart and creative product and marketing plans
  • A demonstrable ability of brand management specifically developing always on or evergreen and merchandise ranges.
  • Experience working cross functionally to drive brand and product initiatives from concept to execution.
  • Proven track record of consumer engagement planning, innovative thinking, program development and execution
  • A strategic approach to brand building programs
  • Overall leadership and management of brand growth through sound strategic thinking and excellence in execution
  • Awareness and interest in current fashion trends and styles
  • A passion for music and fashion and as it relates to merchandise.
  • Planning and brand tracking tools
  • Foster and develop a strong partnership with the client
  • Strong experience with brand planning and marketing support
  • Experience in managing new product development and innovating in line with fashion and merchandise trends
  • Experience in owning and tracking P&L and budget items with emphasis on ROI
  • Independent self-starter, flexible and able to manage multiple priorities effortlessly
  • Excellent communication skills verbal/written, meetings and presentations
  • Some knowledge of delivering memorable brand experiences, social media campaigns, advertising campaigns, media a plus
  • Team player with collaborative style and good listening skills
  • Proficient in Word, Excel and PowerPoint

Bonus Tracks: Your Benefits

  • Group Personal Pension Scheme (between 3% and 9%)
  • Private Medical Insurance
  • 25 paid days of annual leave
  • Interest Free Season Ticket Loan
  • Holiday Purchase scheme
  • Dental and Travel Insurance options
  • Cycle to Work Scheme
  • Salary Sacrifice Cars
  • Subsidised Gym Membership
  • Employee Discounts (Reward Gateway)

Just So You Know…

The company presents this job description as a guide to the major areas and duties for which the jobholder is accountable. However, the business operates in an environment that demands change and the jobholder's specific responsibilities and activities will vary and develop. Therefore, the job description should be seen as indicative and not as a permanent, definitive, and exhaustive statement.

Job Category:

Commercial Services