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2 months ago
Salary: Competitive
Location: Wakefield
Job type: Permanent
Employment Type: All
Contact: Katie Thompson
Category: Marketing Executive

Job Title: Product Marketing Executive – Knitting & Crochet

Reports To: Marketing Manager

Reports In: N/A

A Bit About Us

Sirdar. Wherever you first heard our name, you’ll know that a love of Sirdar yarns has been passed down through generations of hand knitters. Established in West Yorkshire in 1880, we’ve earned our place at the heart of the British knitting community, as well as our growing global reputation for yarn innovation and trend-led design. Sirdar is now part of The DMC Group, leader in the needlecraft category with a mission to become the ultimate destination for needle crafters worldwide and global champion of needle craft activities and innovation.

The Role In Two (longish) Sentences

Our knitting & crochet expert, managing product launches and promotions and communicating the benefits of our market-leading brands to increase sales. Based in Wakefield, at the home of Sirdar hand knitting and The DMC Group’s UK operations base,

this role requires close collaboration with the marketing manager, design operations manager and head of product to evolve the Sirdar brand and improve the impact of seasonal launches to our sales team and retail trade customers.

What About You?

You’ve got a solid marketing background and can demonstrate product marketing experience with key achievements and skills clearly aligned with the requirements of this fast-paced role. You will understand the needs of needle crafters through the filter of the commercial demands of our trade customers. You’ll be familiar with fashion and homeware trends on the high street and have a good eye for a great image and an easy way with words. You don’t need to know how to knit or crochet (yet) but you do need to want to learn, and to be cheered through busy days by the sight of a new ball of yarn or sample knit.

The Serious Stuff

Role & Responsibilities:

  • Be part of the steering team which plans products and critical paths for seasonal launches
  • Contribute to product positioning, pricing, promotions to meet turnover and profit targets
  • Manage the creation of sales materials to support seasonal launches present each launch to sales teams and key customers alongside our head of product and marketing manager
  • Work with National Account team and Social Media coordinator to generate content for Sirdar social channels and key customers
  • Champion new products with sales teams, key customers, press and influencers
  • Play an active role in the planning and execution of UK & international trade shows
  • Other responsibilities which become necessary for success in our evolving business.

Key Skills

  • Minimum 3 years’ marketing experience with demonstrable product marketing experience (min 1 year) in a commercial environment

  • Exceptionally well organised with excellent communication skills

  • High level of numeracy and commercial acumen

  • An eye for detail and tenacity to ensure that products launch successfully

  • Robust relationship building skills internally & externally

  • Confident presenting to groups and representing marketing in meetings

  • Competency in Microsoft Office: Word, Excel, Powerpoint, Outlook

  • Graduate calibre (ideally a degree in Marketing, Product, Brand or Communications)

  • You must be eligible to work in the UK


To achieve business and personal goals, beyond your UK and international marketing colleagues, you will need to build robust relationships with, but not limited to:

  • Yarn and pattern development teams and European counterparts

  • UK and US sales teams & national account customers

  • Knitting & crochet media editorial & publishing teams, bloggers/freelance designers

Culture & Commitment

To be successful in your role and progress your career at DMC you will need to:

  • Demonstrate a clear understanding of business and team objectives, and work collaboratively to achieve these.

  • Ensure positive brand associations in all work & communications internally & externally.

  • Follow established processes and procedures, improving efficiency where possible take responsibility for your own professional development, exploiting opportunities to increase your knowledge and skills within the company and group.

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