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Senior Marketing Brand Manager

Please Note: The application deadline for this job has now passed.

Job Introduction

This role is critical to the long-term success of ALE and the achievement of its business objectives. The overall purpose of the role is to position the brand within the market and take responsibility for all marketing and PR activities across the ALE group. This currently includes 7 main brands, 3 project brands and 40 branches.

Reporting to the Group Managing Director, you will have a wide-ranging brief across all marketing disciplines. This role will require a mix of strategic thinking, the ability to engage at director level with a compelling brand vision, then the communication and influencing skills to take the senior leadership team with you.  This is not a hand-off role though; in addition to day-to day leadership of a team, we will look to you to develop and implement the elements within each strategy.

The role will involve working with a range of internal and external personnel in a number of countries, with varying nationalities (predominantly English speaking, but to varying levels of fluency) and so your ability to adapt to your audience and communicate confidently are crucial.

ALE is a business on an exciting journey, and is looking for like-minded dynamic self-starters who can take an opportunity and make it their own. If you have the desire and commitment to deliver in a growing global business we want to hear from you.

Role Responsibility


  • Overall responsibility for all marketing and PR activities across all ALE branches and brands.
  • Direct management of the marketing and PR team including recruitment, development and reviews.
  • Regular international travel to establish local objectives, brief new campaigns and support individual branches.
  • Management of the appointed design agency.
  • Managing relationships with all internal stakeholders.
  • Present and report to the Board of Directors.
  • Active member of the Group Team – supporting new initiatives.
  • Negotiate contracts and prices with suppliers.

Brand Management - Strategy:

  • Ownership of the brand position both internally within ALE and externally within the market.
  • Brand Education:
  1. Reinforcing the brand vision for the business (Smarter, Safer, Stronger), and communicating its meaning
  2. Sharing and explaining the vision with ALE personnel
  3. Engaging with market sectors using this brand vision
  4. Ensuring the key messages hit the right audiences in the right way, with the right tools (both cost-effective and delivering a measurable return on investment)
  • Create, develop and implement global, regional and country specific marketing strategies and campaigns across the full range of channels to drive brand awareness, support sales and meet business objectives.
  • Joint ventures and acquisitions:
  1. Integration plans.
  2. Brand creation and management.
  3. Template and document creation.
  4. Website build and management.
  5. Develop targeted content for all marketing literature.

Brand Management - marketing collateral:

  • Develop targeted content for all marketing literature.
  • Exhibitions:
  1. Set and manage the budget.
  2. Create the 12-month exhibition programme.
  3. Develop stand designs and content.
  4. Oversee exhibition organisation.
  • Management of the ALE website.
  • Planning and buying advertising space.
  • Management of social media sites, including Facebook, Twitter, YouTube, LinkedIn and Instagram.
  • Organising and managing product launches.
  • Development of brochures, handouts, reports, exhibition artwork, calendars, promotional gifts, invitations, direct mail and e-shots.
  • Management of corporate videos.
  • Management of app development.
  • Creation and management of brand guidelines
  1. Auditing
  2. Template creation



The Ideal Candidate



Degree educated



Strategic marketing

Communicating technical material as part of the marketing programme



3-4 years’ brand management of a global organisation

Leadership of a team

Business 2 Business Experience

Evidence of successful campaign launch


Engineering sector brand management



Strong presenter

Ready to step outside of the comfort zone (theirs and the business), and push the brand




Confident communicator









Driving licence


Eligible to work in the UK


Package Description

Competitive salary and benefits package

About the Company

ALE is an engineering specialist. The core activity of the group involves engineering solutions for the horizontal and vertical movement of very large individual items.

Our expertise lies in all aspects of heavy lifting and transportation, including specialised cranes, transporters, hydraulic equipment, and barges. The unique nature of our work means that we rely on highly skilled operators and engineers to work on our projects in a safety critical environment.

ALE serve a wide variety of industry sectors worldwide, ranging from power generation to ports, from renewables to oil and gas, and from civil engineering to mining.  We work both onshore and offshore, and in many other challenging environments from high altitude, to desert and even arctic conditions. Our customers include the top global Engineering Procurement and Contracting companies (EPCs), oil and gas companies, NOCs, major infrastructure specialists, governments, ports and other contractors.

Formed in 1983, ALE employs 1,750 people in 40 businesses across the world.  The company has grown tenfold in the last ten years, and is continuing to reach out to new locations and sectors.

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