For over 500 years, we’ve been a constant in London’s ever-changing landscape, at the leading edge of health. In 2021 we completed a strategic review of our brand, which has seen us develop new identities to better reflect distinct parts of our work and engage with different audiences. This new permanent role will take forward our two ambitious business-to-business brands which are instrumental in helping us build the foundations of a healthier society and improve health in urban areas. You will be bedding in and developing them further, translating them into powerful content, and helping to realise the best possible return on our investment. You will have the opportunity to make a step-change in our outputs based on audience need, enjoy a good level of resources and work with supportive peers driven by quality and innovation.

The team

The Brand, Content and Corporate Communications team is a new team within the organisation. It combines a broad mix of responsibilities – from content production to internal comms - all geared to champion, embed and safeguard our new brands across everything we do. The team are highly expert, dynamic, enthusiastic and friendly. The new permanent role plays a crucial part in managing a small but mighty emerging function that is helping to embed and build our B2B brands and setting high benchmarks for quality across all branded content.

Key responsibilities

Strategy and planning

- Develop and lead the delivery of the brand and content strategies to cement our positioning and grow engagement with key national and international audiences

- Set the creative direction for branded content, ensuring the effectiveness and impact of all our outputs

- Help embed new ways of working across teams to plan and deliver branded outputs successfully

- Identify, plan and lead brand activation activities with internal and external audiences

Brand guardianship and development

- Develop current guidelines and commission projects to evolve our brands over time, including strengthening our employer brand

- Lead the effective guardianship of our two B2B brands across all executions

- Help embed the new brands with their distinct tone of voice, supporting colleagues, contractors and partners to understand and use them confidently

- Act as a trusted advisor on best ways to translate the brand to our audiences

- Champion the value of brand among key internal and external stakeholders

- Uphold and demonstrate our commitment to diversity, equity and inclusion in all uses of our brand and content production

Content management and development

- Manage the content production function, embedding new ways of working to ensure smooth delivery of high-quality work

- Help develop content with a deep understanding of our audiences, applying best practice, sound judgement and creativity to achieve our goals

- Oversee the quality control of produced outputs

Evaluation

- Support the development of a brand evaluation and tracking strategy

- Identify and manage proportionate brand tracking and audience engagement for our two B2B brands, identifying and responding to learnings and reporting on key measures

- Measure and evaluate the effectiveness of communications with other colleagues to identify and improve the best combinations of activities and outputs to help achieve our goals

- Assess performance of roster of creative partners to drive continued high quality of outputs

Project, people and resource management

- Commission and lead projects to understand key audiences and how to best deliver on our brands’ promises

- Initiate and lead all projects to develop and evolve our brands

- Recruit, brief and manage a roster of freelancers across all areas of content production, including copywriting, design, illustration, photography and film

- Oversee production of branded content

- Line manage the Content Lead, supporting their development with a coaching style

- Plan, manage and monitor the brand budget

Relationships and team building

- Build strong relationships with colleagues in the communications directorate and beyond to ensure the success of our new structure

- Support efforts to drive the success of the new team, processes, and ways of working

Person specification Skills and experience

- Developing brand strategies

- Managing and marketing successful brands with demonstrable results

- Evaluating brand performance and applying learning

- Setting the creative direction of branded content

- Managing a successful content production function, embedding processes and ways of working

- Briefing and managing creative and other external contractors to ensure on-brand outputs

- Devising and managing brand activation and brand-led activities

- Introducing new content formats

- Managing multiple brands at once, flexing comfortably between them (desirable)

- Experience with B2B brands (desirable)

- Line management with a coaching style (desirable)

Knowledge and qualifications

- Confident understanding of the strategic value of brand, and of realising it through content

- Strategic understanding of content and content formats, and of what works best to tell a particular story

- Ability to identify strong creative quality, with an eye for good design

- Understanding of standard contracts with creative suppliers

- Design skills (desirable)

Abilities and attributes

- Able to translate creative vision into actionable briefs

- Uncompromising on quality with a diplomatic approach

- Excellent at building relationships, with a win-win approach to negotiating

- Excellent written and verbal communications skills, and a confident storyteller

- Interested in trends and new practice around brand engagement and management

- Comfortable with emerging ways of working and working across teams

- Proactive and solutions-focused

- Committed to championing audience needs and acting on feedback

- Committed to constant learning and improving, and to embedding diversity, equity and inclusion across everything we do.