Canal & River Trust

Brand Manager

UK-Birmingham | UK-Buckinghamshire-Milton Keynes
Job ID
Closing Date
Position Type
Permanent FT
Advertised Salary
Up to £40,000

Job Purpose

The Canal & River Trust knows that life’s better by water. People who visit our canals and rivers tend to lead happier and healthier lives and we continue to use our 2,000 miles of waterways, towpaths, reservoirs and docks to transform places and enrich lives.


We are looking for a Brand Manager to join our busy marketing team to help us embed our brand and let the world know that life’s better by water. We need someone who has a track record of getting under the skin of customer insight to develop a brand, embed it in an organisation’s culture, increase its awareness with the public and engage with a mass audience.


We want to be a well-known, loved and supported charity and we want you to help us on that journey.


The role can be based in either Milton Keynes or Birmingham.

Knowledge, Skills/Qualifications & Experience

The Role

  • Lead the Trust’s brand strategy. Take ownership of our new brand proposition, develop a messaging framework and associated brand assets and collateral
  • Develop a Tone of Voice for the Trust and ensure there is consistency of language through our many touchpoints
  • Help develop a visual identity and ensure there is consistency of imagery and use
  • Develop and embed a brand ambassador programme across staff and volunteers. Alongside this carry out continuous engagement and communication to ensure internal and stakeholder understanding and alignment
  • Help deliver marketing campaigns. Work with the marketing and campaigns teams to translate brand strategies into brand plans, positions and go-to-market campaigns to deliver on awareness, visits, prospects and supporter targets.
  • Manage customer insight, working alongside the research team to develop our insight programme, turn data into useful information and further segment audiences
  • Monitor, evaluate and most importantly capitalise on key market trends, scanning the external and internal environment.
  • Establish performance specifications around brand and marketing activities including a brand score index, awareness, reach, cost and outcomes

Skills, experience and qualifications

  • Pioneering approach and leadership skills
  • Advanced communication and presentation skills
  • Proven and considerable experience working as a brand manager
  • Proven track record of cross-functional working and collaboration
  • Full understanding of the marketing mix
  • Marketing campaigns management experience
  • Experience of working it the leisure or charity sector is preferred
  • Experience in managing customer insight an audience segmentation programmes
  • Strong analytical skills and data driven thinking, with an understanding of CRM systems
  • Numerical, with excellent spreadsheet skills
  • Degree in marketing (or related degree) is preferable as is the CIM diploma
  • Good understanding of the digital environment
  • Experience in meeting stretching brand targets and a drive for results


This role will involve travel across England and Wales; whilst we encourage train travel, a driving licence and use of a car is required.


What We Offer

In addition to your annual salary, we can offer a competitive contributory DC Pension scheme arrangement, and numerous other employee benefits, including several salary sacrifice benefits.


We aim to represent the diverse communities we are part of and welcome applicants from across all sectors of the community. We strongly believe that a diverse workforce brings with it a diversity of ideas, thinking and ways of working which enhances what we do.


When you join the Canal & River Trust you become a member of an engaged team working to preserve our heritage for future generations.  Come and put your skills to use on our waterways.


Find out more about the work we do on our website:


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