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About the Frugi Group

With innovation and sustainability at the core, the Frugi Group is made up of four brands. The ethical and organic children’s clothing brand Frugi was born in 2004 with an aim to show that clever design, great ethics, and passionate people can help change the world!  Frugi Bloom followed shortly after providing a ‘bump to breastfeeding and beyond’ range with the same ethics and clever design to ensure longevity.

In 2018, we were acquired by our private equity partners, True Capital, who are B-Corp certified and share our vision for ethical business practices and a focus on people and the planet.  The Frugi Group was completed in 2020 with the purchase of sister brands TotsBots and Bloom & Nora, who, with over 20 years of experience, share the same values and principles of sustainability with their much-loved reusable nappies and period products.

As a group, we strive to be ethical in everything that we do.  Since the beginning, Frugi has always chosen to give back 1% of our turnover to charities each year.  So far, we have donated over £850,000 to brilliant causes, both environmental and child-focused.  Partnering with Eco-Schools and LEAF, we are combining both, inspiring our next generation of eco-heroes to protect our planet and enabling children to develop that essential connection with nature.  We are proud to have been awarded three Queen’s Awards for Frugi, with most recently the Queen’s Awards for Enterprise: Sustainable Development and International Trade in 2020. 

Our people are at the very heart of our brands, wherever they may be in the world, sharing our values and vision to make the world a better place.  We strive to create a working environment where our people are valued and can thrive and grow with us.  So far, we have expanded to over 200 permanent team members with even more joining us for our busy seasons.  We run an award-winning health and wellbeing program, continually invest in training and development and yes - we have eaten a lot of cake along the way! 

Having accelerated turnover year on year, we have a very exciting 5-year-plan ahead of us, as we stretch into new product ranges, new retail partners and new markets.  We look forward to giving all new members of the Frugi Group family a very warm welcome. 

About you

With a background in brand marketing, you’ll be highly experienced in developing marketing strategy across a brand portfolio and be able to deliver a best in class integrated communications plan. You’ll be brimming with ideas to increase brand awareness and drive new customer acquisition and have the energy and expertise to this. You’ll be computer literate, used to managing a small team, and super organised with excellent time management skills and the ability to work in a fast-paced environment with tight deadlines.

Your Role in a Nutshell

You are a strategic marketer that can lead the marketing function for all reusable brands in the Frugi Group portfolio. You will champion sustainability, working across all brands, raising awareness and driving new customer growth. You will be leading brands that are trail-blazing through the press and disrupting current consumer trends. Your energy, drive and resilience will ensure the brands are put in front of trend-setters and influencers so that we can proactively change consumer behaviour and drive sustainability in the categories we operate in. You will be committed to ensuring every detail of the brand story and product benefits are captured in engaging campaigns across the focus channels for each target audience. Whatever you are working on you bring fresh inspiration and a creative flair, inspiring and developing your team to reach the business and brand goals.

Your Key Responsibilities

Key Responsibilities

You will be fully responsible for developing and executing the marketing strategy for Bloom & Nora, TotsBots and a new brand launch in 2022, managing the team to:

  • Develop a deep understanding of the core Bloom & Nora and TotsBots customers as well as any new target consumers. Live and breathe these audiences and understand fully the media they consume and social media platforms they interact with so they you can build a successful marketing plan.
  • Work with the Head of Marketing to develop the overall marketing strategy for the reusable brand portfolio and the annual marketing budget to drive profitable growth across the portfolio and maximise return on investment.
  • Create and implement stand-out marketing campaigns and support all, product launches and promotional campaigns in the marketing plan.
  • Conduct consumer research to analyse customer behaviour, preferences, and trends in the market as well as doing desk and in-field research on target markets.
  • Inspire the team, showing positive productivity in work whilst training them in marketing strategies and helping them implement unique exciting ideas.

 Social Media

  • Develop a highly engaging marketing plan that is executed across the most significant social media platforms for the relevant audiences, ensuring content is disruptive, has cut through and can attract the right consumer to grow each brand in the portfolio.
  • Manage all social media channels and brief in the appropriate content for the brands. Work to develop and support the Marketing Assistant / Content Creator so they can competently execute the right on brand communication on each platform.
  • Manage and nurture online communities by building strong engagement with followers and encouraging dialogue so they become committed brand ambassadors.
  • Develop a network of bloggers and influencers to help produce on brand, educational and inspirational content to raise awareness of the brands and attract future brand advocates.
  • Craft clear, engaging product and brand content, including video and events that are true to each brand.

 Digital Marketing

  • Work alongside the Performance Marketing Team to ensure all brand activity and campaigns are executed seamlessly and to the highest standard across all media.
  • Ensure the offline and online customer journey is on brand and consistent across all channels.


  • Work with the Frugi Group PR Manager on implementing the PR strategy, communications campaigns and each piece of activity as required.
  • Develop an innovative and compelling brand ambassador programme which can truly represent the brands and help extend our audiences.
  • Provide weekly reporting on PR activity for all brands.


  • Develop any necessary print material for Trade and for the consumer channel.
  • Support the cross-functional team on the development of brand refreshes, NPD and packaging.  Conduct any necessary consumer research to ensure new developments are executed successfully.  Play a key role in critical path planning.


  • Develop and produce the weekly marketing update and monthly board report, looking at key marketing activity, results, insights and future recommendations.
  • Keep a close eye on key competitors (new and current), report back to the broader team about noteworthy campaigns and product developments each month.
Essential Skills
  • Highly experienced in brand marketing, ideally from a FMCG background

  • Educated to degree level or above.
  • Proven experience creating brand engagement through PR, email, social media, brand content and other communication channels.
  • Proven track record in manging rebranding projects and driving new customer acquisition.
  • Experience in working in ecommerce as well as with 3rd party retailers.
  • Great knowledge and understanding of digital marketing and the ability to analyse campaigns using various data sources.
  • Creative and innovative thinker and ‘out of the box’ problem solver.
  • Excellent communicator in the spoken and written word, with accuracy and great attention to detail.
  • Able to manage and motivate a small team.
  • Super organised with excellent time management skills and the ability to work to tight deadlines.
  • Solid IT skills, with good working knowledge of MS Office programs and the ability to learn in-house systems quickly. Good working knowledge of Google Analytics.
  • An interest in the environment and sustainability.
What's in it for you?
  • We’re offering a full time permanent contract.
  • We’ll invest in you with a competitive salary
  • Ideally you will be based at (or relocate to) our HQ in Helston, Cornwall. We may also consider candidates who can work remotely.
  • We’ll support your ongoing professional development with bespoke learning initiatives and training opportunities.
  • We offer fabulous career progression - as we grow, you’ll grow too!
  • If we have a good year, we’ll share our profits with the team.
  • To help save for your future you can join our company pension scheme.
  • We’ll give you a whopping 60% discount across our fantastic ranges.
  • We’ll invite you to take part in our award-winning health & wellbeing activities.
  • We hold regular team events organised by our very own Frugi Fun Committee.
  • We offer a dynamic, innovative and exciting environment to work in.
How to apply...

Send your CV and a covering letter stating why you are exactly the right person to join our team to jobs@welovefrugi.com 

Your covering letter is the perfect opportunity to showcase your personality and understanding of all things Frugi – so go for it!!

Closing date: 15th November 2021. We’ll be interviewing as we go along, so the role may close earlier than advertised. The early bird catches the worm!

Important: All applicants must have the right to live and work in the UK at the time of submitting your application; unfortunately, Frugi are not licensed to sponsor overseas workers.