Mar 2025 – Jul 2026
GEELY AUTO UK
Head of Brand and Communications, building the UK marketing team and launch function through the first national market entry.
ABOUT BRAD MACE
SOME MARKETERS SET
THE DIRECTION.
Some make the work.
I DO BOTH.
I work across brand, marketing and creative, usually where a business is launching, scaling or trying to make itself matter again.
That can mean setting the audience and proposition in the morning, challenging a media plan after lunch and reviewing a film edit before the day is done.
THE ROUTE HERE
LUXURY HERITAGE.
NEW-MARKET SPEED.
I’ve worked at both ends of the brand problem: protecting what makes an established name valuable, and giving a new one enough shape to compete.
Aug 2024 – Mar 2025
NOVUS
Head of Marketing for a founder-led premium mobility startup, translating an emerging category into a repeatable market proposition, journey and operating rhythm.
Jul 2023 – Mar 2024
ZEEKR EUROPE
Led European launch and brand work across local markets, balancing a single global positioning with local relevance.
Dec 2021 – Jun 2023
XPENG EUROPE
Set the communication and creative direction for Europe, combining product, digital and launch activity across teams and stakeholders.
Nov 2020 – Nov 2021
BENTLEY MOTORS
Led global campaigns, positioning and customer journeys across premium launches with global and local activation.
Mar 2019 – Nov 2020
BENTLEY + MULLINER
Marketing communications project management across global Bentley launches, translating brand strategy into launch content, retail tools and premium storytelling.
Apr 2015 – Mar 2019
BENTLEY MOTORS / BENTLEY MULLINER
Built the foundation for global Bentley Mulliner brand communications, including limited-edition positioning and launch support from the initial relaunch phase.
WHAT I BRING
THE BIG DECISION
AND THE LAST TEN PER CENT.
Direction without distance.
MARKETING STRATEGY
Audiences, proposition, messages, channel roles, budget and measurement.
BRAND + CREATIVE LEADERSHIP
An idea strong enough to hold across campaign, content, retail, fleet and product.
LAUNCHES + MARKET ENTRY
The decisions, sequencing and operating rhythm needed to enter a market properly.
TEAMS + AGENCIES
Direct reports, agency rosters, tenders, briefs and the standards around the work.
COMMERCIAL DISCIPLINE
Forecasting, reconciliation, lead quality, conversion and using evidence to improve spend.
SALES ENABLEMENT
The assets and stories fleet teams, retailers, leasing partners and internal teams need to sell.
OPERATING SCALE
5DIRECT REPORTS AT GEELY
30+PRODUCT LAUNCHES
30PEOPLE ON THE LARGEST AGENCY TEAM
€50K–£20MANNUAL BUDGET RANGE
GLOBALMARKETS ACROSS EUROPE, APAC + ME
BOARD, FOUNDER, DIRECTOR + C-SUITE EXPERIENCE / MEDIA, CREATIVE, STRATEGY, SOCIAL + PR AGENCIES
HOW I WORK WITH PEOPLE
CLEAR ON THE OUTCOME.
OPEN ABOUT THE ROUTE.
I like a clear problem, an honest conversation and a team that is comfortable making decisions. I set the direction, give people room to do good work and stay close enough to help when the detail matters.
I’m at my best when something needs to become clear: a market entry, a repositioning, a launch, a team or a better way of working.
The audience. The proposition. The message. The channel plan. The agency brief. The film. The dealer pack. The numbers afterwards.
WAYS TO WORK TOGETHER
PERMANENT. FRACTIONAL.
SELECTED PROJECTS.
The shape can change. The standard should not.
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