Head of Brand & Advertising

Location England
Job Type Full time
Salary £80000 - £100000 per annum
Contact Leon Milns
Call Léon
Email email Léon
Reference LM - 007_1605869849
Head of Brand & Advertising - North West

We are helping one of the UK's leading household names in their industry look for a Head of Brand and Advertising. This is a senior and important strategy leadership role & you will be responsible for leading the strategic research, development, creative development and implementation of the new brand advertising, promotion and sponsorship strategy across all channels.

You will report to the Marketing Director & the role has primary responsibility in developing a brand strategy that establishes brand reputation and develops a portfolio of sponsorships which allows us to flex our brand personality.

The Head of Brand and Advertising will ultimately be responsible for delivery of the customer brand awareness & perception KPIs, as well as volume and value KPIs for the business through brand, delivering profit through a brand and advertising mix strategy that delivers high growth performance.

Identify and implement clear segmentation, targeting and positioning strategies with distinctive stand-out creative across a range of media channels for maximum growth and marketing media advertising ROI.

The client is seeking a differentiated and distinctive brand for their products. Whilst being driven by research and customer insights is crucial, execution to achieve stand-out needs to be through thinking creatively and not always adopting the safe and known tactics.

Role Responsibilities:

*Create and Implement a long-term brand & advertising strategy - clearly positioned for differentiation & distinction in a competitive UK market to win market share. Work closely with the Marketing Director to fulfil the brand strategy performance measures including high customer growth.
*Develop and lead an advertising strategy that has clear media channel mix objectives, aligned toa segmentation, targeting and positioning strategy. Constantly measure through attribution and other data techniques, adapting the media mix and creative as necessary to achieve the growth (volume & value) targets.
*Work closely with strategy owners & product teams to ensure the brand and adverting strategy is completely aligned. Ensure the brand and campaign advertising is fully representative of the customer strategy insights and the product user experience. Input into the product user experience journey to amplify the brand & advertising messages and the key customer touch points.
*Be the brand owner & ambassador across the business and all consumer channels including the employer brand. Be the direct point of contact across the organisation
*Manage our brand and product led campaigns, from concept phase to marketing launch, clearly highlighting the unique selling points of our key product features in order to gain effective cut-through for our development investment
*Work closely with the BI team to define the direct and indirect benefits of our marketing mix, in order to establish exact ROI metrics for brand activity
*Provide a clear brand framework for all stakeholders including B2B2C and B2B Partners in order have a clear, consistent and efficient multi-channel visual and brand identity
*Responsible for working closely with the research agency to ensure future development of brand is driven by research and consumer insights. Provide monthly and quarterly research to the business including senior management.
*Responsible for the creative brand development of our products and propositions from conceptual phase to market launch
*Lead the creative agencies on production of our portfolio of creative assets including ownership of the end-to-end creation process
*Define a long term sponsorship strategy with the overall aim of growing brand recognition within our key customer groups
*Own and develop clearly aligned media buying & content for all of our third party media relationships including; press, ITV. Expand media partnerships to maximise reach for the business, aligned to growth targets, customer research, ROI measurement and innovation for cut through.
*Procure and evaluate new sponsorship & partnership opportunities based on the needs of the business and the KPIs targeted by your strategy, as well as producing business cases for investment in potential new partnerships
*Be a central stakeholder for the management of regulation and compliance terms throughout our marketing, providing creative and brand guidance to the wider marketing teams
*Ensure that the customer experience lives up to our brand values and promise by ensuring key touch points for customers truly reflect our brand

Specialist Skills and Experience Required
*Past experience developing and implementing a digital brand & advertising strategy
*You will have developed and implemented a brand strategy to deliver real distinction and differentiation in a market place through; clear customer insights, distinctive stand-out creative, a media channel mix & advertising plan that delivers high growth performance.
*Educated to a degree level in marketing or a related discipline desirable
*Extensive experience in driving distinct brand identities in the online sphere
*Must possess experience in utilizing research and insight to drive a brand agenda
*Experiencing in campaign management, managing advertising budgets while demonstrating budget control and good planning
*A highly motivated, results driven individual with a rounded skillset to cater for both performance and creative demands
*Outstanding communication and influencing skills
*A strong understanding of, and experience of adhering and complying to Advertising Standards Authority, CMA and CAP
*Strong organisational skills and experience of balancing multiple projects at once