Brand Strategy Lead

Location: London | Windsor, UK | Hybrid working

Job Type: Permanent, Full-Time or Part Time 

We work in a hybrid, Flexible First way—typically spending 2 days a week in our ad agencies London office. However, this role will require someone who’s comfortable flexing their schedule as needed to meet the demands of the job. 

Whether you need to adjust your hours to fit your lifestyle or have specific needs that require a tailored schedule, we’re here to accommodate. Let’s work together to find a solution that works for you and benefits the team. 

🔍 The Job

We’re on the lookout for a Brand Strategy Lead—someone who’s got big ideas, a sharp eye for strategy, and a knack for turning insights into action. You’ll be the voice of the brand for our 9m existing customers and prospective customers. And of course, we’re nothing without our people, so you’ll lead the charge with delivering a brilliant employer brand experience for British Gas – building real pride in the brand.  

We’re looking for someone who is brand obsessed, fuelled by insight and data as much as you are by creativity. As the custodian of the British Gas brand, you’ll work closely with a diverse team from Insights, Commercial, Group Strategy, Creative, Marketing, Customer Experience and beyond to ensure the brand strategy – customer targets, brand positioning and personality - is embedded across the business in everything we do. 

You’ll be responsible for setting brand priorities, feeding into our Marketing planning processes to share brand insights and focus areas to inform key messages in market. You’ll also work closely with Commercial teams to ensure propositions are shaped in line with our brand positioning. Together with our Brand Insights Lead, you’ll be all over the performance of our brand, identifying opportunities and challenges in our brand performance to pivot plans as needed. 

Over the past year, we have set a lot of the foundations for British Gas, articulating a clear brand strategy and developing a creative platform to bring this positioning to life for our customers. As custodian of the brand for 12 months, a key part of your role will be building on this work to look at how the brand shows up across the customer journey, identifying ‘magic moments’ for the brand and refining our creative platforms to ensure these are as successful as possible and deliver a seamless, easy and consistent experience.  

💼 Your work

Strategy: define, own and deliver a rolling brand strategy and plan, ensuring our brand is continuallyevolving to align with our strategic ambitions and the environments and markets in which we operate.

Internal champion: be our brand champion, building pride and understanding of our brand so it is widelyand easily understood by our people and used consistently across our business for our customers

Audiences: champion our brand customer targets, embed them within relevant business units and bringthem to life with relevant new research and insights to enrich the experience and personalisation

Brand health & measurement: set KPIs aligned with our brand strategy and embed these across teams.Track success and lead on interventions where we’re seeing performance not move as planned

Creative: excellent creative judgement and understanding of how our brand personality translates acrossthe customer journey for a consistent experience

Ideation: brings external thought leadership and creative thinking to really push our brand experienceforwards

✅Key skills and experiences

You’ll be confident navigating complex matrix structures,this is a highly influential role that demands a strategic thinker with a customer-first mindset. You’ll proactively seek out insight, shape compelling strategies, and craft narratives that inspire action across the business. You’ll be assertive and authoritative, able to influence senior stakeholders, collaborate across commercial and creative teams, and confidently present to executive audiences. Experience working with data and insights to inform segmentation and decision-making is key, as is a strong grasp of the full marketing mix and a passion for high-quality execution.

It would be highly advantageous if you’ve completed one of the Marketing Week Mini MBAs (Brand Management or Marketing), or have experience working in a large, market-leading organisation, ideally one that’s part of the fabric of the nation, like ours.

And remember: If you don’t meet all the requirements but feel excited about this role, we still encourage you to apply. We’re building a diverse, talented team where different perspectives spark better ideas.

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