Head of Boardman Brand

Holberrow Green
27 Jul 2017
16 Aug 2017
Hair & Beauty
Contract Type
Full Time

Things are moving pretty fast here at Halfords! Have you got the pace, experience and career aspiration to move with us?

About us

Halfords are the UKs leading retailer of leisure and automotive products and the UKs leading operator in garage serving and auto repair. Our retail business boasts over 460 stores, on-line shopping, a delivery service and in-store collection. Just to top this off we are now one of the Sunday Times 25 best big companies to work for!


The role of the Boardman Bikes Head of Brand is to lead the Boardman Brand team and cross functional support teams in the delivery of the Boardman brand strategy across the Halfords Cycling Division. It provides leading strategic decision making capability plus challenge, support and influence of the business to ensure we make the optimal brand and commercial decisions to optimise the profitability and direction of the brand and business.


Boardman Bikes – a World Class, market leading brand synonymous with Innovation, Quality and Performance. Since our inception in 2007 Boardman Bikes has gone from strength to strength, with our multiple Olympic and award winning products giving our customers the best possible performance and experience at every price point not just in the UK but worldwide. We are now recruiting a Head of Brand to lead the brand into the future to continue our rapid growth trajectory.

This is a senior role within the Halfords Cycling Division with the successful candidate taking a leading role in the creation and execution of the Boardman brand strategy across the Halfords Cycling Division retail channels.

The Halfords Cycling Division consists of the following channels,

•Halfords stores and halfords.com

•Cycle Republic and cyclerepublic.com





Key responsibilities of this role will include:

•Definition, ownership and execution of the Boardman brand and commercial strategy across the Halfords group and external sales channels, both in the UK and Internationally.

•Consistent implementation of, and adherence to, the Boardman brand guidelines.

•Ownership of the Boardman customer journey across all brand touch points.

•Working with the Trading teams across group retail channels as well as direct to consumer and to International customers to drive profitable sales in line with targets

•Leadership of the Boardman brand team both direct and across group where applicable.

•Ownership of the Boardman brand communication strategy and implementation.

•Oversight for the Boardman New Product Development strategy.

•Oversight for the profitable management of the Boardman Performance Centre and future channel strategy (launch Feb 2018)

•Working as part of the Group Cycling leadership team, contributing towards the delivery of overall Group Cycling objectives.


Who are we looking for?

We are looking for someone who is driven, with a high level of experience and passion for brand management as well possessing very strong commercial skills with a proven track record in team and cross functional leadership.

Experience and competency in the following is essential;

•Brand Management

•Brand marketing, brand positioning and proposition development

•Highly developed commercial awareness

•Matrix and channel management

•Budget and P&L management

•Strategy development

•Strong negotiation skills

•Digital Marketing and Social Media

•Strong verbal and written communication skills

•Team and cross functional leadership

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