Job Description

We are looking for a dynamic, commercially minded and culture-connected Brand Manager to drive the growth, positioning and storytelling of Relay Jeans.

Relay Jeans is a standalone denim lifestyle brand with its own identity, attitude and customer following, while also being housed within Markham stores as part of a broader menswear retail environment. This role will be responsible for strengthening the brand’s presence across both spaces, building deeper customer connection, and delivering compelling brand experiences rooted in denim culture.

This role requires someone who can translate denim culture into strong brand stories, build relevant campaigns, and drive both brand desirability and commercial growth. The successful candidate must be highly creative, trend-aware and passionate about denim culture and brand storytelling.

• Drive brand growth and strengthen the positioning of Relay Jeans as a standalone denim lifestyle brand, while building its presence within Markham stores.
• Develop and deliver brand strategies that grow customer connection, brand desirability and market relevance.
• Shape compelling brand storytelling that brings Relay Jeans’ denim culture, lifestyle positioning and product identity to life.
• Analyse brand positioning, customer insights, market trends and competitor activity to identify opportunities for growth and innovation.
• Build a clear understanding of the Relay Jeans customer, including how they dress, shop, engage with content and connect with culture.
• Translate brand strategy into effective marketing plans, campaigns and go-to-market initiatives.
• Lead creative development and campaign execution that strengthens brand identity, inspires engagement and drives action.
• Build strong denim-led storytelling across fits, washes, finishes, product launches, seasonal collections and styling moments.
• Champion denim lifestyle across all touchpoints, ensuring Relay Jeans is positioned as more than product, but as part of how the customer lives, moves and expresses themselves.
• Drive brand relevance through youthful culture, denim movements, social media trends, collaborations and customer behaviour.
• Manage and execute marketing plans across stores, digital platforms and in-store environments.
• Ensure consistency of brand voice, visual identity, campaign messaging and customer experience across all channels.
• Work closely with internal teams including buying, planning, VM, e-commerce, CRM, digital, creative, operations and insights.
• Manage creative partners, agencies, influencers, content creators and external suppliers to deliver strong brand campaigns.
• Monitor campaign performance and provide reporting on ROI, KPIs and overall effectiveness.
• Align internal stakeholders and teams around the brand direction, priorities and execution plans.
• Stay ahead of emerging marketing trends, denim culture, youthful lifestyle shifts and competitor activity to ensure continued market relevance.

• Degree or Diploma in Marketing, Brand Management, Communications, Business or a related field.
• Minimum 5 years’ experience in brand management, marketing or a similar role within fashion, retail or lifestyle brands.
• Strong understanding of denim culture, denim lifestyle, youthful fashion and consumer behaviour.
• Proven experience in developing and executing successful brand, product and marketing campaigns.
• Experience across digital marketing, CRM, social media, e-commerce and in-store campaign execution will be advantageous.
• Genuine passion for denim, styling, lifestyle fashion, product storytelling and culture-led brand building.

Skills:

• Strong ability to build brand stories that connect product, customer and culture.
• Strong project management and stakeholder management skills with the ability to manage multiple campaigns and meet deadlines.
• Excellent communication, presentation, interpersonal and leadership abilities.
• Strong analytical skills with the ability to interpret data, campaign performance and customer insights.
• Ability to work in a fast-paced, trend-driven retail environment.
• Creative and strategic thinker with a strong passion for denim, fashion, youthful culture and brand storytelling.
• Strong understanding of denim as a lifestyle category, including fits, washes, finishes, styling and customer behaviour.
• Ability to turn product stories into emotionally relevant brand stories.
• Ability to build relationships with creative partners, influencers, agencies and internal teams.
• Strong understanding of digital and social media trends and how they can be used to grow a brand.
• Analytical and detail-oriented, with the ability to track and measure campaign success.
• Commercially minded, with the ability to balance brand building with sales-driving activity.
• Strong understanding of omnichannel retail, including stores, digital, CRM, social media and e-commerce.
• Ability to turn customer insights, product priorities and cultural moments into clear marketing actions

Behaviours:

• Innovative mindset, always looking for new ways to strengthen the brand and connect with consumers.
• Business Insight - applies market and business insights in order to drive organisational objectives
• Communicates Effectively - conveys information and communicates ideas in a clear, concise and impactful manner
• Customer Focus - understands, anticipates, and meets the needs and expectations of customers
• Decision Quality - consistently makes timely, well-rounded and informed decisions
• Manages Complexity - interprets and simplifies complex and contradictory information when resolving organisational problems
• Optimizes Work Processes - assesses and improves the efficiency, effectiveness, and quality of various work processes
• Tech Savvy - leverages new technology to enhance productivity, improve problem solving, and support business growth

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Preference will be given, but not limited to candidates from designated groups in terms of the Employment Equity Act.

Who we are is because of our people. They are our greatest asset. TFG is an internationally diversified retail portfolio of 34 speciality lifestyle and apparel brands that Inspire our Customers to live their Best Lives and are woven into the lives of millions. Our vision is to create the most remarkable omnichannel experiences for our customers. TFG is more than a workplace, it's a launchpad for your growth. Join us and explore endless growth opportunities across our diverse brands. We’re a purpose-led business, and on this team, you’ll share the pride of making an impact across a whole industry.

We’re the designers, the makers, the shakers and the teams behind the scenes.

Are you with us?