Rock Face has appointed Bafta-winning producer Jim Holmes as head of content & brand, as the male grooming challenger aims to accelerate its growth.
Holmes brings more than 15 years’ experience, including a career as an executive producer across TV, live and digital, for which he picked up four Baftas.
He later spent a decade at Red Bull, leading large-scale campaigns across musical, sporting and cultural content in markets spanning Europe, the Americas, the Middle East and Asia.
More recently, Holmes has held senior content roles within social-first agencies while running his own production outfit, Act 5, delivering global campaigns, brand strategy and long-form content for international clients.
His appointment comes as Rock Face continues to build momentum in the UK’s personal care category. It posted retail revenue growth of 41% year on year in Q1, alongside a 32% uplift in average rate of sale. The brand has also expanded its footprint significantly over the past year, adding more than 3,200 distribution points with retail partners.
Holmes would be tasked with helping Rock Face “become the Netflix of the fmcg category and running the most disruptive content engine”, it said. His work will build on Rock Face campaigns such the recent ‘Don’t Judge a Bloke by his Cover’, which tackled mental health and challenged traditional ideas of masculinity.
Holmes appointment reflected “our ambition to scale the brand far beyond the shelf”, said James Wilkinson, Rock Face CEO. “We want to disrupt the personal care aisle not just through performance, but by staying true to our mission to elevate the everyday for men. With Jim’s storytelling expertise, we can ensure Rock Face is a brand driven by purpose and real impact, as well as retail growth.”
Holmes added: “Rock Face is one of those rare brands that actually backs up what it says with what it does. There’s an honesty to the product and the messaging, and that gives you something real to build from. The opportunity now is to turn up the volume, creatively and innovatively, and make sure more people not only see the brand, but feel it.”
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