This role offers a competitive salary, hybrid working (London with at least 2 days in the office), 28 days holiday a year plus Bank Holidays and a fantastic pension scheme offering 6% in year one and 11% after this.

Salary £90,000 - £100,000 per annum

Location: London/Hybrid (minimum two days per week in office)

Please note: Although we acknowledge that the use of AI tools can be helpful, we want your application to represent you. Please ensure your CV and statement of suitability (if asked to send in this advert) reflect your own voice and experiences.

***CLOSING DATE FOR APPLICATIONS 2400HR SUNDAY 10TH MAY 2026***

About the role

As Head of Brand, you will be responsible for leading the brand strategy for one of the most trusted organisations in the UK, driving our ambitious 2030 strategy to ensure Which? remains relevant, distinctive and trusted by our broad set of audiences - from everyday consumers and supporters to policymakers and businesses.

As part of the extended leadership team, you will orchestrate a seamless and resonant brand experience across every channel and touchpoint - primed to both grow our audiences and deliver our purpose for consumers in an ever evolving digital world.

Key responsibilities include: 

• Shape and lead a distinctive brand strategy that strengthens our market position, builds trust, and creates a consistent experience wherever our audiences interact with us.
• Own the evolution and scaling of our brand platform, leading integrated awareness campaigns designed to maximise mental availability and drive brand salience across our diverse audience segments.
• Embed the brand principles into the organisation by establishing robust governance and ensuring they are reflected in the decisions we make, experiences we create, and the way we work together.
• Deliver a joined-up marketing strategy across brand, acquisition, CRM, content, and media that drives growth and delivers measurable results.
• Lead the  go-to-market activity for new products, services, and features; partnering with Product and Commercial teams to deliver compelling propositions and a seamless customer experience.
• Establish a rigorous, data-driven culture of continuous improvement, leveraging deep consumer insights and media mix modelling to scale brand impact, drive audience acquisition and maximise ROI across the full marketing mix.
• Lead advocacy campaign mobilisation moments - growing our supporter community and turning complex policy and consumer issues into accessible narratives that drive public and political attention, as well as activate our purpose.
• Sharpen and strengthen our B2B marketing strategy, building a motivating proposition and marketing plan that leverages our independence as a competitive advantage while actively managing the balance between revenue generation and consumer trust.
• Build and lead a high-performing multi-disciplinary internal and external team with a culture of collaboration, commercial accountability, innovation, and unwavering customer focus 
• Work closely with senior stakeholders across the organisation to align priorities, shape decisions, and ensure brand and marketing drive both commercial success and meaningful impact.

About you:

• Substantial ‘head of level' experience leading teams to deliver integrated multi-channel (owned, earned, paid) B2C brand and performance marketing activity.
• Proven experience delivering effective brand strategy across a complex organisation, including brand governance and internal strategic alignment - from the top down.
• Proven track record of delivering impactful full-funnell marketing activations that drive strong brand and commercial outcomes.
• Well versed in launching new products and services to market, from proposition development through to GTM plans that deliver.
• Ability to drive innovation and embed scalable experimentation frameworks into new and existing marketing activity, using data and insight driven decision making.
• Strong experience developing effective measurement frameworks and using varied marketing effectiveness techniques (e.g. attribution models, econometrics).
• Exceptional creative judgement and a deep understanding of the media landscape, capable of evaluating multi-channel and platform strategies to ensure our narrative is both emotionally compelling and commercially effective.
• A forward-thinking leader who understands the transformative potential of AI within the marketing ecosystem, capable of leveraging emerging technologies and platforms to enhance operations, brand experience and drive growth.
• Proven track record leading high-performing agency rosters, fostering a 'one-team' culture across agency partners to deliver long-term brand health and measurable business growth.
• An exceptional communicator with the gravitas to act as a trusted advisor to Executive leadership, demonstrating a proven ability to navigate organisational dynamics and align diverse senior stakeholders behind a unified brand vision.
• An inspiring leader who excels at setting a high bar for excellence, cultivating an ambitious and collaborative team culture that thrives on accountability, continuous learning and shared success.

The interview process for this role involves:-

• Pre-Interview call with Resourcing Partner
• 45-minute virtual Interview with the CMO
• F2F interview (at our London Office). Meeting with a Leadership colleague and Extended Leadership colleague. Part of an interview will involve playback of a pre-interview task/presentation we'd ask candidates to complete ahead of Interview. 
• 30-45 -minute reverse interview with colleagues from the team 

Benefits

 We also have these benefits for you to consider: 

• 35 hour working week
• Generous 28 days holiday a year plus bank holidays and the option to buy additional holiday days
• Excellent pension scheme – when you pay in 3%, Which? pays in 6% (rising to 11% after one year of service) 
• Annual Award (depending on employee and company performance)
• Healthcare insurance & Private medical insurance and opportunity to participate in Vitality rewards programme (at 6 months)
• A discretionary death in service benefit provision equivalent to six times your annual salary
• Free access to Which? member content and free access to Which? money & legal helplines 
• Free wills for all Which? employees, plus, partners of employees can make their will at cost price.
• Discount site Pluxee which offers large %% off every day shopping and holidays
• Work from (almost) anywhere” for 4 weeks of the year policy
• A great work-life balance (all our roles are now hybrid), offering flexible working options e.g. part time or job shares where possible. If you wish to discuss any of these options, please contact the Resourcing team at recruitment@which.co.uk.

About Which?

Which? is the UK's consumer champion, here to make life simpler, fairer and safer for everyone. You can find out more about what we do, our people and culture as well as hints and tips on how to complete your application on our Careers site.

We're proud to be ranked 3rd in the ‘Top 25 Inclusive Employers' List 2024. We welcome applications from everyone, because we value diversity, and are committed to maintaining an inclusive culture where all can thrive and reach their full potential—because diverse perspectives help us better understand and positively impact consumers.

As a Disability Confident Leader, we ensure that everyone can apply and be part of our recruitment processes and so we'll make reasonable adjustments if you need them. For this or any other assistance you need with applying (i.e., would like to apply by phone or post), email recruitment@which.co.uk. Find out more about the Disability Confident Interview Scheme here.

Please note:

1. You must meet the essential criteria listed within the Role Profile, to have your application reviewed. 
2. We are unable to accept applications by email. Only candidates who apply by completing the online application via the careers site will be considered.
3. We reserve the right to withdraw this advert at any given time due to the number of applications received.