We’re Pentland Brands: a global family business behind some of the world’s most iconic active and lifestyle brands. We bring integrity, energy and ambition to our work, setting high standards and striving to deliver great outcomes without ego.

With over 1,500 team members worldwide, we’re proud of our diverse, inclusive culture where everyone is encouraged to speak up, challenge thinking, create breakthroughs and collaborate openly. Our people are what set us apart, and we’re committed to creating an environment where everyone can thrive.

Reports to: VP Brand Marketing

Location: London, Farringdon

Hours: 36.5 hours per week, Monday to Friday (4.30pm finish on a Friday)

The Head of Global Community Mission:

As Head of Global Community, you will drive Endura’s global community strategy—online and offline—to build brand awareness, strengthen cultural relevance, and cultivate a highly engaged community of riders, advocates, creators, and partners. While community is the core focus of this role, you will also own the global social media strategy and oversee its execution, ensuring social-first thinking powers connection, storytelling, and growth.

You will lead innovative, social-first campaigns and oversee influencer activity aligned with sports marketing strategy, enhancing the brand’s presence across key markets. You will collaborate cross functionally with regional leads, marketing, product, creative, and external agencies to ensure all community and social initiatives align with global business objectives and bring our brand strategy to life. Your leadership will be pivotal in enhancing engagement, driving conversion, and delivering industry leading content and experiences.

WHAT DOES THIS ROLE DO?

As our Global Head of Community, you will be responsible for:

• Set the strategic direction for Endura’s global community and social ecosystem, defining how we build, engage, and scale our rider community across online and offline channels.

• Shape short- and longterm social media strategy across all platforms, ensuring alignment with brand marketing, sports marketing, product launches, and commercial priorities. Provide strategic guidance to regional teams to deliver socialfirst content and activate global initiatives.

• Design breakthrough, datadriven, socialfirst campaigns that resonate across global markets. Partner with creative teams and agencies to ensure all content reflects brand principles and meets the highest standards of creative excellence.

• Identify and drive new opportunities to strengthen community engagement, using audience insights, platform behaviour, and cultural trends to inform meaningful interactions with riders worldwide.

• Define the global influencer and creator strategy, in alignment with sports marketing. Build strategic relationships with creators, ambassadors, and partners to deepen advocacy, amplify reach, and support conversion through compelling, communityled content.

• Collaborate with regional leads, internal teams, and external agencies to execute cohesive global social media strategy:

  • Work with marketing and product teams to align social media efforts with product launches, sponsored athlete activations and brand marketing programs.

  • Partner with regional teams to amplify global strategies and ensure campaigns align with market needs, including social amplification and athlete and influencer marketing.

  • Collaborate with the creative team and agencies to produce compelling, on-brand content.

  • Integrate social media efforts with broader media strategies by working with the paid media team.

• Provide strategic oversight of community engagement and brand sentiment, ensuring Endura’s presence across social channels and review platforms reflects our tone of voice, values, and commitment to riders.

• Lead performance insight, measurement, and optimisation, analysing community and social metrics to refine strategy, identify opportunities, and continuously elevate execution across regions.

• Provide monthly reports on KPIs, trends, and insights, using data to inform future strategies and continuously improve performance.

• Shape and evolve the Friends of Endura programme, ensuring it is strategically aligned to brand and sports marketing priorities, strengthens community advocacy, and drives measurable value.

• Monitor global trends across community building, social media, and creator culture, proactively guiding the organisation on emerging opportunities and innovations that keep Endura ahead of the curve.

WHAT DO I BRING TO THE ROLE?

To stand out in this role, you should have the following skills and experience:

• Extensive experience in leading global social media strategies for major brands.

• Deep understanding of the cycling industry, enabling authentic engagement and credible storytelling that resonates with core enthusiasts and broader audiences.

• Expertise in managing influencer and affiliate programmes, with a strong understanding of community engagement.

• Proven ability to create innovative, data-driven social media campaigns that resonate across diverse markets.

• Strong leadership skills with experience managing and developing high-performance teams.

• Excellent cross-functional collaboration skills, able to work with internal teams and external agencies globally.

• Data-driven mindset, with the ability to leverage insights to optimise social media strategies and deliver measurable business results.

• A passion for social media, digital marketing, and building online communities.

Alongside a competitive salary and discretionary bonus, we offer a comprehensive benefits package designed to support your wellbeing, flexibility, and life outside work. This includes generous holiday allowance with the option to buy more, hybrid and flexible working, enhanced family leave, pension and financial protection, wellbeing support, travel schemes, and generous discounts across Pentland Brands and selected retail partners. You can find full details of our benefits and perks on our UK Benefits page.

The Interview Process

We want our interview process to feel clear, straightforward, and supportive. If your experience and expectations look like a strong match for the role, here’s what you can expect next:

1. Talent Team Intro Call - A 30-minute video call with our Talent Team to get to know each other, talk through the role and your experience, and answer any questions you have.

2. Experience Interview - A more in-depth interview (usually online) with the hiring manager to explore your skills, experience and approach, and how these align with the role, our principles, and our ways of working.

3. Final Interview - A final in-person interview at our office, focused on deeper discussion and practical application, giving you the chance to meet more of the team and see Pentland Brands in action.

This vacancy is a newly created role as part of organisational changes. Final appointment will depend upon the outcome of consultation processes and affected employees will have priority for consideration.