Brand Manager

We're a specialist in retirement, but we're not your traditional financial services company and we're not just looking for traditional financial services people. We need agile and ambitious people, who are passionate about doing the right thing for our customers. Committed to fulfilling our purpose, to help people achieve a better later life.

Reporting to the Head of Group Brand as a part of a newly formed and growing team, we are seeking a dynamic and strategic Brand Manager to help lead the development, governance, and activation of our brand. The successful candidate will be responsible for building brand equity through innovative content, social media partnerships, and brand activations ensuring brand consistency across all touchpoints, monitoring brand performance, and driving activation through events and experiential initiatives.

This role requires a blend of creative thinking, commercial acumen, and strong project management skills to ensure the brand is consistently represented, resonates with our audiences, and contributes to measurable business growth.

Job Role Accountabilities

• Develop and manage brand building strategies that bring the brand to life across owned, earned, and paid channels.  
• Oversee the activation of the brand platform and scale the ecosystem of native content (written, visual, video), partnerships, collateral atomisation and implication for social media and PR.
• Act as a brand guardian ensuring consistent application of brand identity, tone of voice, and messaging across all channels.  
• Maintain and evolve brand guidelines, our suite of collateral templates and toolkits, partnering with internal teams and external agencies to ensure adherence to brand standards.
• Track and analyse brand performance through qualitative and quantitative metrics including Category Entry Points, brand sentiment and top down NPS.
• Monitor competitor activity, market trends, and consumer insights to identify opportunities and risks.
• Partner with insights and analytics teams to measure ROI of brand initiatives and campaigns, producing brand health reports for senior leadership with insight-led opportunities to build brand salience and penetration.
• Plan and execute brand activations, sponsorships, and experiential campaigns that drive awareness and engagement.

• Oversee the development and execution of our flagship content platform by collaborating with experts, creators, and influencers to produce authentic, native content tailored for app, web, and social media.  
• Collaborate with our content strategy team to drive brand activation by ensuring content resonates deeply with target audiences and amplifies engagement across multiple digital touchpoints with a particular emphasis on social media.  
• Oversee brand health and performance, working closely with our insights team to manage category entry point analysis, tracking brand sentiment, and monitoring top-down Net Promoter Score (NPS) to gauge brand salience, mental availability, awareness, relevance, consumer perception, and advocacy. Use these insights to inform strategy, optimize brand positioning, and drive sustained growth.
• Govern the consistent deployment of the brand strategy, value proposition, and brand differentiators across all customer touchpoints, including web, app, social media, and marketing channels- ensuring alignment, clarity, and a seamless brand experience that strengthens brand equity and drives engagement.
• Participate actively in stakeholder meetings and daily stand-ups with cross functional teams. You'll provide updates on brand activation and campaign progress, flag any blockers, and ensure the team stays on track with the project timelines and business expectations.