Head of Brand Marketing

Your mission

We are looking for an ambitious, experienced Head of Brand Marketing, who has a strategic mindset and is motivated by commercial creativity. Reporting into the Marketing Director, the role will lead CALM's brand marketing to drive awareness, deepen understanding of CALM's mission and to inspire action to change culture and ultimately prevent suicide. They will be responsible for the strategic direction, creative leadership and guardianship of the CALM brand — ensuring our campaigns, partnerships and marketing communications are bold, distinctive, integrated and achieve real impact.

This is a unique opportunity for a strategic yet hands-on marketing leader to take the award-winning CALM brand to the next level.

Your profile

Responsibilities

Brand Strategy & Leadership

• Own and evolve CALM's brand strategy, ensuring it aligns with organisational goals and keeps CALM culturally relevant and distinctive.

• Lead on long-term brand positioning, audience strategy and messaging frameworks that build understanding of CALM's mission and grow awareness, trust and engagement.

• Champion insight-led decision making — using audience, behavioural and brand tracking data to inform strategy, planning and creative direction.

• Partner with the Services team to drive attitudinal and behavioural change, as well as the Fundraising team to grow income, through an integrated marketing approach.

• Act as brand guardian — ensuring a consistent and compelling tone of voice, visual identity and narrative across all CALM activity and partnerships.

• Build brand literacy across CALM, enabling colleagues and partners to understand and apply the brand effectively.

Campaign & Creative Direction

• Oversee development and delivery of integrated brand campaigns that capture public attention and drive measurable shifts in awareness, engagement and action.

• Set strategic direction, creative standards and success measures for major campaigns and brand moments.

• Lead collaboration between in-house teams, agencies and partners to deliver brave, high-impact creative work.

• Ensure all campaign and partnership activations deliver meaningful value and reinforce CALM's strategic priorities.

Partnerships & Brand Growth

• Work closely with Partnerships Director to shape and evaluate brand collaborations — ensuring external activity amplifies CALM's message while protecting brand integrity.

• Develop frameworks for assessing new brand and media partnership opportunities based on reach, relevance and values alignment.

• Represent CALM's brand voice externally with media, creative and commercial partners.

Leadership & Team Development

• Lead and inspire a high-performing Brand Marketing team, providing clear direction, coaching and development opportunities.

• Line manage Head of Creative Operations, Brand & Campaigns Lead and Creative Lead, supporting them to achieve their objectives.

• Foster a culture of creativity, collaboration and accountability across the wider MarComms function.

• Manage budgets and resources effectively, ensuring best-in-class delivery within agreed targets.

• Contribute as part of the MarComms senior leadership team to overall strategy, planning and organisational development.

• Promote and role model collaborative working across the team and with other teams.

• Demonstrate cross-organisational leadership.

• Confidently represent CALM at key meetings and events.

Competencies:

We're looking for a bold, collaborative and emotionally intelligent brand leader who brings:

• Strong understanding of brand-building principles and integrated marketing best practice. 

• Strong analytical skills and data interpretation abilities in order to make informed strategic decisions.

• Creative thinker with excellent judgement and a proactive, hands-on attitude: willing to roll up your sleeves and engage deeply with all aspects of the role.

• Growth mindset and a focus on work that delivers tangible impact.

• Exceptional leadership skills and a genuine passion for storytelling, the cause and delivering CALM's mission.

• Excellent writing, communication and interpersonal skills.

• Ability to collaborate, influence stakeholders effectively and positively contribute to team culture.

Experience:

• Proven experience - in an in-house or agency role - in a senior brand marketing role, developing and executing brand strategies, and brand management.

• Extensive experience leading integrated brand campaigns. 

• Strong background in using data-driven insights and behaviour change thinking.

• Experience in leading a high-performing team, driving brand growth.

• Proven track record in effective budget management, optimising spend for maximum ROI. 

• Experience of managing relationships with external and creative suppliers.

• Experience of working in a fast-paced environment with conflicting priorities and deadlines.

• Experience of the not-for-profit sector is beneficial.

Why us?

Reports to: Marketing Director

Contract: Full time, permanent

Benefits: Unlimited annual leave, Healthcare cash plan, 6% pension contribution, therapeutic services (after completion of probation), hybrid working & a nine day fortnight.

Based: London Waterloo twice a week (Wednesdays and Thursdays) / Remote Working (Monday, Tuesday & Friday), 9.30am - 5.30pm.

Closing date: Sunday 13 December. 

Right to work in the UK

To apply, you'll need to already hold the right to work in the UK, as we're not able to offer visa sponsorship for this role.

About us

We're the Campaign Against Living Miserably (CALM) - a suicide prevention charity fighting to reduce the devastating impact of suicide in the UK.

We run a life-saving helpline for anyone affected by suicide or suicidal thoughts, and our website has loads of tools and resources packed with practical advice.

We also run vital campaigns to increase awareness, smash stereotypes, and change the culture around mental health and suicide.

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