BoConcept

Brand & Marketing Director

On behalf of BoConcept, we are seeking an experienced and visionary Brand & Marketing Director to expand BoConcept’s global brand presence, while driving significant commercial impact through strategic and creative marketing initiatives. As a senior leader within the company, you will play a pivotal role in shaping the future of BoConcept’s marketing agenda and strengthening its position as a global lifestyle and retail brand.

About BoConcept
BoConcept is a leading global furniture and lifestyle brand, founded in Denmark in 1952. With a presence in more than 65 countries and over 300 stores worldwide, BoConcept offers premium, Danish-designed furniture, accessories, and services that blend functionality with timeless design. BoConcept collaborates with world-renowned designers to create products and experiences that help people live, work, and feel at home across cultures and lifestyles. BoConcept operates its stores and markets through franchise partners and provides support to more than 60 websites.

Rooted in its Danish design heritage, BoConcept has built a reputation for innovative craftsmanship and premium service, while continuously expanding its international footprint within both consumer and business segments. The brand’s ambition is to inspire and enable customers to create their own extraordinary spaces – delivering not only beautiful design but also meaningful lifestyle solutions. 

The Position

As Brand & Marketing Director, you will be responsible for shaping and executing a comprehensive global marketing strategy that drives growth, strengthens BoConcept’s brand positioning, and enhances its international presence. This role is both strategic and hands-on, requiring an experienced leader who can guide the brand globally while enabling strong local execution through franchise partners.

You will refine and safeguard BoConcept’s brand identity, ensuring it resonates deeply towards both the right B2C and B2B target audiences worldwide. You will lead the development of integrated campaigns across digital, own media, print, social media, and events, while ensuring alignment with commercial goals and business strategy.

Your responsibilities will include:

• Develop and execute comprehensive brand and marketing strategies aligned with overall business objectives.
• Refine BoConcept’s brand identity, guidelines, and marketplace positioning, ensuring consistency across all touchpoints.
• Lead the creative planning, creation, and execution of integrated marketing campaigns across media
• Manage, mentor, and inspire a multidisciplinary marketing team, fostering creativity, collaboration, and high performance.
• Oversee marketing budgets, ensuring effective allocation of resources and maximising return on investment.
• Guide and inspire franchise partners to follow the global strategy and plans. Collaborate with internal teams (sales, product, retail) and external agencies to ensure cohesive brand messaging.
• Define KPIs and regularly evaluate the effectiveness of branding and marketing initiatives, reporting results to senior management.
• Monitor public perception and proactively manage issues or crises that may impact BoConcept’s brand reputation.

Your Profile

You have 12–15 years of senior marketing experience within international consumer brands, ideally in premium lifestyle, retail, or design sectors. With a strong commercial mindset and proven track record, you know how to build aspirational global brands while delivering measurable business growth.

You are a strong leader with expertise in marketing, brand building, campaign development, and GTM strategy. You bring a data-driven approach, and you excel at balancing global consistency with local market relevance in a franchise-based model.

As a leader, you are inspiring, collaborative, and resilient. You have experience managing and developing high-performing teams across diverse markets, and you are skilled at building strong relationships with franchise partners, senior stakeholders, and external agencies. Your communication style is clear and engaging, ensuring alignment across all levels of the organization.