This role has been filled.

  • Develop the overall Brands Strategy in line with 3 year business Strategy for UK and Middle East, which satisfies consumer needs and is relevant to the marketplace
  • Establish positioning, identify target audiences, and develop marketing plans for each brand tailored to each of our different product offerings, based on consumer and other research
  • Lead and engage external agencies to deliver cost effective and integrated marketing and Ad campaigns to drive brand growth and sales as well as long term awareness and loyalty (Media, social, PR)
  • Contribute to the wider leadership team and the wider Mentholatum strategic plan
  • Influence and collaborate with other internal and external teams to ensure fulfilment of the brand plans
  • Other such duties that may be reasonably required from time to time
  • Develop and generate Marketing strategies for all Mentholatum key brands, based on sound consumer research
  • Develop & generate the marketing plans, detailing key objectives, budgets & timings
  • Create, maintain and conduct analytics reporting across multiple platforms and extract key insights for future campaigns and brand development
  • Inspire, manage and develop the Brands team to deliver strategy and plans
  • Lead the agency briefings for the year with key objectives, target KPIs, budgets and timings and ensure delivery of activity in line with these
  • Contribute to the new product development cycle
  • Complete monthly reports for brand marketing for the company
  • Deliver net contribution in association with sales team
  • Manage the overall marketing budget and deliver strongest ROI in association with the team and the agencies to meet objectives and KPIs
  • Lead the brand team to optimise brand growth in accordance with the brand plan including innovative new concepts, new claims, new sales channels, etc.
  • Identify new market and marketing opportunities which will give us a competitive or differentiated position in the market
  • Ensure brand activity is in accordance with regulations and internal procedures
  • Strategic vision and in-depth understanding of consumer behaviour and research methods
  • Ability to drive profitable business growth through strategic brand marketing development,  in the OTC/FMCG sector
  • Ability to identify real competitive opportunities and translate this into creative marketing campaigns
  • Highly creative with ability to think out of box
  • Advanced communication and interpersonal skills
  • Comfortable working with numbers, metrics and excel spreadsheets
  • Demonstrable extensive knowledge of developing, managing and marketing OTC/FMCG brands, with success
  • In depth knowledge of consumer behaviour and insights, research, strategic planning, and execution to bring new products to market
  • Up-to-date with latest trends and marketing best practices
  • Understanding of regulations, legal classifications and claims in OT and cosmetics  
  • Significant marketing and sales experience in OTC or FMCG, developing and delivering strategic plans to help deliver increased sales and profit in association with sales team
  • Planning and executing creative integrated marketing campaigns, managing brand teams and external marketing agencies to manage brands successfully and deliver profit
  • Leadership experience, motivating and coaching a professional team
  • Demonstrated success in growing brands
  • Extensive budget and P&L management  
  • Significant experience in managing budgets and effective ROI of marketing spend
  • Proven ability to develop brand and marketing strategies
  • Strong analytical skills and data-driven

Specialists in family healthcare
for over 130 years

We are a small, friendly and warm company

Personal relationships form the foundation of our business. People who have strong personal values around building the right relationships will find it easy to get things done here.

Don’t expect huge resources or teams of people – we do a lot with small dedicated teams who help each other out and are willing to roll up their sleeves and get stuck in.

We are refreshingly different and quirky without the usual constraints of large corporate organisations, and we need people who can think of creative ways to achieve growth, overcome challenges and achieve business objectives.

Innovation is at the heart of what we do

Owned by global healthcare company Rohto, we specialise in improving the health and wellness of people throughout the world with effective, innovative and accessible products. Our UK site located in Scotland, is the home of the iconic Deep Heat brand. Here we develop, manufacture and market healthcare products for our UK, European, African and Middle Eastern markets.

Innovation is at the heart of what we do. Our consumer research helps drive our passion to create and develop meaningful products and solutions using the latest ingredients, packaging and technology, while being mindful of our sustainability commitments and goals. We are specialists in muscle and joint care and Rohto are world leaders in eyecare and skincare. All our products are designed so you can feel the difference when you use them. 

Life is for living and our vision is to help everyone live a healthier, happier life with respect and compassion for our environment and society.

Would you like to join our team?

What's next for Mentholatum UK?

“After a brilliant year and we’re just finalising our strategy for the next three years. This will definitely include more focus on our Middle East markets – which are growing quickly – and growing our skincare and eye care brands.

Our Deeps trio (Deep Heat, Deep Freeze and Deep Relief) are core brands for us, and maintaining our market share whilst growing new ways of developing the brands will also be key. Our parent company – Rohto Japan – has a multitude of different brands and offering across the world, and launching and developing some of these brands within our markets will also be core within our strategy. It is an exciting time for Mentholatum UK!”

Our Philosophy

Supporting Society We work wholeheartedly to support society, to help create a better world

Trust and Respect We place the highest importance in earning the trust and respect of our associates and customers

Happy Customers We delight in creating meaningful products for our customers

Our People Our people are our greatest asset. Our hard-working culture, spirit of close cooperation, determination and passion drives the company

Meaningful Existence We firmly pledge to serve our colleagues, customers, society and the environment, and are thankful for our meaningful existence

Continuous Improvement We are resolved to strive for continuous improvement

Relentless Passion We take pride in setting high goals

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Andy Brady is a seasoned HR recruitment specialist, with over two decades of expertise in the field. With a foundation in Human Resource Management from the University of Derby, Andy swiftly transitioned into specialised HR recruitment. His diverse portfolio spans FMCG, Manufacturing & Engineering, Financial Services, the Third Sector, and Supply Chain, working at all levels from entry to executive positions.


Recruitment AdministratoR

Zoe joined Denholm in 2022 as Recruitment Administrator, after working in administration roles for nearly a decade. Most recently within the recruitment industry, she joins us with experience of supporting consultants, clients and candidates at all levels. Zoe has a passion for helping people and applies her positive attitude and approachable manner to support our team and deliver the best possible service to our clients and candidates at all times.



Drew arrived at Denholm as an award-winning creative, having headed content strategy teams for marketing/advertising agencies in the UK/USA before a successful career in HR, people and culture. He has years of marketing experience and building teams on both sides of the Atlantic, priding himself on going the extra mile for clients and candidates alike. Drew always works with passion as our specialist in account management, planning and strategy, digital marketing, full-spectrum creative and traffic/studio management.



Callum has been working in recruitment since 2018 where he has solely focussed on the Technology, Change and Transformation market across the UK and ROI. He works closely with his clients and candidates to build long-lasting relationships across several industries, including Technology, Financial Services, Professional Services, Healthcare, Education, Public Sector and more. He specialises in engineering roles across Software, Infrastructure, Systems, DevOps and Cloud, along with Software Testing.


Senior Finance Executive

Michelle is enthusiastic, practical, and adaptable – with 15 years experience across Finance. She is known for being trustworthy, hardworking, and enjoying a challenge. Michelle excels, both independently and as part of a team, bringing a methodical approach to her work. Combining a friendly and professional demeanor, allows her to effectively engage with colleagues and clients at all levels. Client and candidate care is paramount to Michelle and to Denholm.



Alana has been working in recruitment since 2012, predominately within the FMCG & Consumer markets. Having recruited in both the UK & Asia Pacific markets, Alana has a sound knowledge of local & international recruitment. Partnering with brands to attract & hire the best sales talent in the market, Alana focuses on mid to senior level Sales appointments within the Consumer space. With a strong commercial & sales background, Alana identifies and engages the best commercially focused talent for our clients.



Scott started his career working for one of the leading Advertising & Comms agencies in Edinburgh where he spent 7 years before moving in to recruitment in 2011. As such, he is well-networked in the Marketing & Comms space across Scotland. With a friendly and consultative approach, Scott is genuinely passionate about providing a positive journey to both candidates and clients alike and believes communication plays a big part in this.  A “thinking-outside-the-box recruiter”, he is known for helping candidates portray the best version of themselves and helping clients find talent for those hard to fill roles.



Andy has been recruiting in Technology, Change & Transformation since 2001. Delivering tailored resource solutions as trusted advisor to clients ranging from start-ups through to global blue-chip organisations across contract, permanent, fixed term, and managed service/statement of work solutions. He has experience providing candidates for Helpdesk through to CIO and takes great pride in providing excellent customer service and ensuring each candidate journey is a positive one. An expert in his market he can provide guidance across current market trends.



James has a decade of experience within the FMCG sector where he has partnered with a wide range of businesses placing key appointments at all levels including Director/ Board level. Driving growth across our Manufacturing & Engineering function, James specialises in Production, Operations, Engineering, Quality, HSE, Technical, NPD and Supply Chain. With his passion and expertise in these areas, James supports candidates and clients by working closely to understand their needs and wants providing exceptional service.



Having worked in the recruitment industry since 2000, Angela brings a wealth of experience as a Recruitment Professional and a proven track record of delivering a high-quality search and selection service to both public and private companies in the UK and internationally. Angela believes in a partnership approach to recruitment, ensuring a detailed understanding of employer/jobseeker requirements and delivering a bespoke service underpinned by professionalism, pragmatism and strong market knowledge.

Our Community

As well as working in close collaboration with our clients, and the online marketplaces, we are active members of groups that have been established to combat illicit trade. These include the Scottish Anti-Illicit Trade Group, the European Intellectual Property Office, The Scottish Business Resilience Centre, the Anti-Counterfeiting Group, and the China Britain Business Council. Members of our senior management sit on the boards of ACID (Anti-Copying in Design), the Scottish Ministerial Trade Board, and the European Union Intellectual Property Office’s Observatory Panel for SMEs, amongst others.

Each team member nominates good causes or charities that are supported on both an individual and corporate basis. Wherever possible, we support the employee’s involvement whether through time or fundraising events.

Our Environment

We deliver purpose-driven work from an extremely welcoming environment near the City Centre. We actively encourage the responsible use of resources, from using public transport to reuse, recycling, and, of course, a minimal impact office environment. We have benefited from the advice of the Energy Saving Trust and Resource Efficient Scotland. Our waste contractor also provides us with a monthly report on volumes and types of material and the carbon emissions avoided through recycling.

Over 80% of our employees can walk or cycle to The Lair and, pre-pandemic, 10% were using public transport as their normal daily commuting mode. Without doubt, online meetings will replace considerable miles, going forward, saving resources, time and energy. Where possible, when possible, the train remains our preferred option. 

Our People

Our people are our most important asset, and their mental well-being and happiness are core to our success. We love our diverse workforce, actively embrace flexible working (even pre-pandemic!) and encourage a healthy work-life balance. We have been recognised as one of the most diverse SME workplaces in the UK and are holders of the Scottish Business Pledge which exists to promote a fairer Scotland. We have also just been included in the 2021 Culture Leaders Top 25 – an accolade of which we are very proud!

We are a fully inclusive and nurturing employer and, despite being in tech, the majority of our team are women, leading to accolades in the Computing Magazine Women in IT Awards and the Amazon Growing Business Awards. We currently represent 15 nationalities and speak 20 languages. Age is no barrier, and we recruit for attitude, providing and encouraging appropriate learning and training for each and every role.

We are also proud members of IP Inclusive, a network of professionals working to make the intellectual property industry more diverse.

Our Purpose

Our aim is to combat illicit online trade by identifying and removing counterfeits for sale. Counterfeits not only damage brands, their reputations, and revenues, but can cause significant harm to the end customer – whether as a fake toy or a fake medicine – and the consequences can be life threatening.

Counterfeiting is a significant economic and social issue.

The OECD reports that counterfeit and fake goods make up more than 3.3% of the world’s global trade. Those involved in the trade of counterfeits have been linked to people trafficking, prostitution, and drug dealing.

As such, reducing illicit trade is about much more than brand protection but also about human rights, safety, and social equity.

And this is what we do, every day.





Communication Advisors

We’re a passionate and professional team who thrive in issue-rich environment and we’re looking for Senior Communication Advisors, Communications Advisors and Communications Executives to join their fast-growing team. 

You’ll have previous agency experience at Senior Account Manager or Account Manager level and be passionate about delivering excellent results for clients. You might be a specialist in PR and media relations who produces compelling editorial content across a range of topics and sectors or you might be a public affairs expert who understands the policy landscape and helps clients build influential relationships. Whatever your specialism, you’ll be an excellent writer, full of creative ideas, with proven client management experience and the ability to provide expert advice our clients.

Your key duties will include:

  • Supporting the key account lead with day-to-day client liaison, providing strategic counsel on day-to-day account matters when required
  • Active involvement in planning and delivering global PR, marketing and digital campaigns
  • Managing content programmes, including mapping out content themes, spotting industry trends and story angles, writing copy when required which may include opinion articles, web and social
  • Building strong media relationships, creating pitches based on your story ideas and delivering content in-to suit the client’s target media and securing opportunities
  • Planning and running client’s social media programmes, and management of their channels
  • Continuously identifying opportunities to grow brand awareness and profile our client’s businesses within their target sector through events, webinars, thought leadership
  • Producing comprehensive and timely reports on client activity 
  • Supporting in the development of client proposals to help grow or win parts of the business

In addition, to be considered for this role, you must be able to demonstrate:

  • Proven background in account handling and direct client liaison – 4 years’ minimum
  • Experience in an agency setting focusing on B2B communication or PR
  • Strong communications skills, verbal and written
  • A background in delivering creative, digitally led B2B communications such as LinkedIn campaigns
  • An innate understanding of earned media, with the ability to create stories and generate coverage across traditional media, digital and social
  • Experience working on content management programmes, with an awareness of the changing way business audiences consume information and an appreciation of search, paid and wider customer marketing activity, and how it all fits together
  • A history of working with clients in a variety of sectors is welcomed but experience in the tech and energy industries is advantageous.

Communication Lead

We’re a passionate and professional team who thrive in issue-rich environment and we’re looking to add a Communication Lead to our fast-growing team. You’ll be a trusted advisor to clients across several sectors in all aspects of communication, external affairs, marketing and issues management. Coming from an agency or consultancy environment, at Account Director level or above, you’ll report directly to the Managing Director and be responsible for a small and busy multi-disciplinary team. You’ll have first-class project management skills, be solutions-driven and excellent commercial acumen too. Alongside the senior team, you’ll work to drive the strategic growth of Aspect.

Your core duties will include:

  • Working with the MD to develop and deliver growth strategies 
  • Attracting and retaining profitable clients across a range of sectors 
  • Leading the creation and execution of strategic communication programmes
  • Inspiring, leading and developing multi-disciplinary teams
  • Developing strong relationships with clients, colleagues and associates
  • Producing high quality pitches and proposals to secure new business 
  • Curating, nurturing and managing a team of talented associates.

You’ll be a skilled communicator, interested and knowledgeable about the key issues shaping the external environment. In addition, to be considered for this role, you must be able to demonstrate:

  • 7+ years of senior leadership experience within an agency or consultancy
  • Experience in Energy, Renewables, Financial Services or Life Sciences would be very desirable
  • Outstanding writing skills and the ability to engage and excite an audience
  • An impressive track record of client attraction, retention and growth 
  • The ability to thrive fast-paced environment managing multiple projects simultaneously
  • Strong influencing and leadership skills to motivate and inspire those around you
  • Excellent planning, evaluation and project management skills
  • To develop new processes, systems and ways of working to drive performance


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