Job Description

Category Marketing Manager

Because we strive to put people first.  

Culture, our way. 

The Opportunity

The Category Marketing manager owns the end-to-end delivery of defined category campaigns, product launches and trading initiatives that drive customer engagement, demand and commercial performance.

Working within the integrated category plan, you will turn agreed strategy into detailed briefs and activation plans, coordinate specialists and partners and make the day-to-day decisions required to deliver high-quality activity on time and on budget.

You will be accountable for your campaigns from planning through execution and review, using customer and performance insight to improve outcomes and escalating strategic or material commercial decisions to the Senior Category Marketing Manager.

Key Responsibilities

Campaign Ownership & Execution

• Own the planning and delivery of allocated category campaigns, launches and trading initiatives.
• Develop clear campaign briefs, detailed activation plans, milestones and measures of success.
• Manage delivery from briefing and creative development through activation and post-campaign review.
• Ensure activity is delivered on time, within agreed budget and to the required quality standard.
• Make day-to-day decisions and escalate material risks, scope changes or trade-offs promptly.

Cross-Functional Coordination

• Lead campaign workstreams across Buying, Merchandising, Digital, CRM, Brand, Creative, Media, Social, Retail and Analytics.
• Clarify deliverables, dependencies, approvals and ownership across stakeholders.
• Maintain alignment on customer objectives, product priorities, timelines and channel requirements.
• Challenge gaps or inconsistencies that could weaken the customer experience or campaign outcome.
• Build effective relationships that enable pace, accountability and high-quality delivery.

Category & Trading Delivery

• Maintain a strong understanding of product priorities, stock position, customer demand and trading performance.
• Align campaign execution to launches, seasonal moments and agreed commercial objectives.
• Identify tactical opportunities to strengthen demand or customer engagement within the approved plan.
• Recommend delivery adjustments in response to performance, availability or changing business needs.
• Provide clear updates and campaign recommendations into category reviews.

Customer Experience & Channel Activation

• Ensure campaigns deliver a consistent and compelling experience across relevant touchpoints.
• Work with channel specialists to translate the campaign idea into effective channel activation.
• Protect the accuracy and consistency of product messages, assets and customer calls to action.
• Identify opportunities to improve discovery, inspiration and conversion within campaign journeys.
• Ensure execution reflects category objectives, customer needs and Primark brand standards.

Performance & Optimisation

• Track delivery and performance against agreed objectives, milestones and KPIs.
• Use customer, channel and commercial data to identify practical optimisation opportunities.
• Coordinate testing and learning within allocated campaigns.
• Lead post-campaign reviews, documenting outcomes, learning and recommended actions.
• Apply learning to improve future briefs, planning and execution.

Process & Team Contribution

• Maintain accurate plans, budgets, trackers, status reporting and campaign documentation.
• Follow agreed governance while identifying opportunities to simplify and improve delivery.
• Provide clear work direction, context and feedback to Marketing teams supporting campaigns.
• Share good practice and learning across the Category Marketing team.
• Contribute to a collaborative, accountable and high-performing team culture.

Qualifications

Experience

• 4+ years experience in category, campaign, brand, integrated or customer marketing roles.
• Experience delivering multi-channel campaigns in retail, fashion, ecommerce or a consumer-led environment.
• Track record of managing projects from briefing through execution and review.
• Experience coordinating specialist teams, agencies and multiple stakeholders.
• Good understanding of customer behaviour and commercial performance drivers.

Skills

• Strong campaign management, organisation and delivery discipline.
• Customer-focused and commercially aware.
• Confident stakeholder management and clear communication.
• Ability to make sound day-to-day decisions and manage competing priorities.
• Strong attention to detail without losing sight of campaign objectives.
• Analytical mindset and ability to turn performance data into action.
• Constructive, collaborative and solutions-oriented approach.

Additional Information

What You’ll Get:

The work you do shapes the impact we have. We’re focused on providing you with the culture to reach your potential. Your wellbeing is our top priority.

Lifestyle at Primark: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

Ready? Good - because we can’t wait to see what you can offer. You’ll be joining a team of innovative and experienced people where you’ll truly belong, collaborating on projects that will shape the future of our industry. Apply to be part of our future and we’ll support you in developing yours.

About Primark

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to over 80,000 colleagues and over 480 stores in 18 countries today and growing.

So, what’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. It’s that feeling that turns a job into something more. Celebrating the wins, working at pace, and pulling through the challenging times with passion, courage, and your team by your side. It’s what drives us every day.

You’re our driving force. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.