Group Brand Director

End Date
Monday 22 January 2024
We support agile working - click here for more information on agile working options.
Agile Working Options
Hybrid Working
Job Description
We’re in the market for a Group Brand Director who knows how to build, maintain and launch modern brands in a digital world. You’ll be responsible for positioning our brand portfolio and building the awareness of our family of 13 brands, which include Lloyds, Bank of Scotland, the Halifax and Scottish Widows. These brands are worth more than £9bn and serve over 30 million people in the UK. So if you have a background of delivering big, and want to deliver for roughly 1 in 2 people in the country, here is the place to be.
At Lloyds, we 're big on working together - so we want someone who is open, collaborative, and has the maturity to understand your org chart is not the be all and end all. We’re after someone who has enough drive to make a difference, enough insight to influence, and enough smiles to bring people with them and have fun with their work. If you want to work with people that are diverse, driven and different, then you might be who we’re looking for.
Responsibilities:
You’ll report to our new Chief Marketing Officer, and you’ll craft our brand strategy and grow our brand awareness to support our growth ambitions.
What you’ll do:

• You’ll grow, lead and protect the entire brand portfolio for the Group.
• You’ll lead a transformation plan to reposition key brands in our portfolio to support the Group’s strategy to grow.
• You’ll re-imagine the role our brands can play in people’s financial lives.
• Imitation is the highest form of flattery, but we’re still a business, so you’ll be responsible for protecting our brands and managing risks to our trademarks and intellectual property.
• You’ll build brand awareness by designing, delivering and deploying awareness communications, including leading on LBG's sponsorship and partnership strategy.
• In partnership with our Experience Design team, you’ll define and implement our vision for Experience Led Brands, which proposes modern brands are built more through the experience they deliver than the words they use in advertising.
• You’ll partner with our HR team to market our Employee Value Proposition to talent that we want to invite into the Group.
• You’ll develop guidelines that are simple enough to be properly used by our 67,000 colleagues.
• You’ll deputise for our CMO at meetings on brand transformation and strategy with our CEO and board.

We’ll be looking for these skills and experiences. But we know careers, like life, don’t always go in a straight line. So if you don’t have some of these but think you’ve got what it takes, get in touch. We’re hiring for attitude, experience and expertise in equal measure.

• Extensive marketing leadership experience with evidence of the design and delivery of brand strategies that have achieved growth in brand awareness, market share and value.
• A successful track record of building brand awareness through communications, sponsorships and partnerships.
• You’ll be digital and experience first. This means you’ll have knowledge building brands through the end-to-end digital experience, and not just through advertising.
• You’ll know UX, BX and CX, the difference between them, and how they work together.
• You’ll know what it takes to lead a happy, high performing team, and you’ll show this through achieving positive outcomes for the business and your people.
• You’ll in equal parts be coach, listener, thinker, doer and inspirer.
• You have experience handling multi £m budgets and large agency retainers, but you’ll also be able to motivate suppliers through your message and manner, as well as your money.
• You’ll have experience developing sponsorship strategies, and negotiating good deals that work for us and our sponsorship partners.
• You’ll know how to identify, monitor and mitigate risks, because you know this matters.
• You’ll be a seasoned influencer of that rarified corporate beast: a senior stakeholder (otherwise known as a normal human being who cares).
• Your instinct will be to collaborate with others and find common ground. But you’ll also have a point of view supported by those two faithful friends: evidence and insight.
• You’ll have a pedigree of crafting strategic brand marketing plans, as well as the strategic direction of the wider business.
• You’ll have an external profile and network to ensure that Lloyds Banking Group remains innovative, humble and always learning.
• Experience working at a bank is nice, but not vital. Empathy, energy and expertise is a must.

About working for us ...
Our focus is to ensure we're inclusive every day, building an organisation that reflects modern society and celebrates diversity in all its forms. We want our people to feel that they belong and can be their best, regardless of background, identity or culture.
We were one of the first major organisations to set goals on diversity in senior roles, build a menopause health package, and a dedicated Working with Cancer initiative. And it’s why we especially welcome applications from under-represented groups. We're disability confident. So, if you’d like reasonable adjustments to be made to our recruitment processes, just let us know.
At Lloyds Banking Group, we're driven by a clear purpose; to help Britain prosper. Across the Group, our colleagues are focused on making a difference to customers, businesses and communities. With us you'll have a key role to play in shaping the financial services of the future, whilst the scale and reach of our Group means you'll have many opportunities to learn, grow and develop.
We keep your data safe. So, we'll only ever ask you to provide confidential or sensitive information once you have formally been invited along to an interview or accepted a verbal offer to join us which is when we run our background checks. We'll always explain what we need and why, with any request coming from a trusted Lloyds Banking Group person.
We're focused on creating a values-led culture and are committed to building a workforce which reflects the diversity of the customers and communities we serve. Together we’re building a truly inclusive workplace where all of our colleagues have the opportunity to make a real difference.