Canal & River Trust

  • Brand Manager

    Job Locations UK-Birmingham | UK-Buckinghamshire-Milton Keynes
    Job ID
    Closing Date
    Position Type
    Permanent FT
    Strategy, Impact & Engagement
    Advertised Salary
    Up to £50,000
  • Job Purpose

    We are the charity who look after 2,000 miles of waterways across England and Wales, bringing them to life because we believe that life is better by water. Every role across the Trust plays it's part in transforming our canals and rivers into spaces where local people want to spend time and feel better, bringing wellbeing benefits to millions.

    We are now looking for a highly experienced and engaging Brand Manager who can drive our new brand across the Trust and the communities and organisations around us. This is an exciting time of change for the Trust and in this role you will lead on establishing and enhancing the Trust’s brand to ensure we become a well-known, loved and supported charity. You will proactively, and collaboratively, set the direction for the Trust’s campaigns and marketing activity and will be responsible for, and lead, marketing services, brand and activation activity. You will embed our brand proposition across the Trust at our many touch-points.


    Knowledge, Skills/Qualifications & Experience

    The Role:

    • Support the head of marketing in setting the direction for, and communicating, the Trust’s marketing strategy (agreeing priorities and goals)
    • Lead on the Trust’s brand, take ownership of our new brand proposition and develop our messaging, associated brand assets and collateral
    • Lead and motivate a team of professionals to deliver brand strategy, marketing services, brand activation and events/exhibitions strategy and planning
    • Determine the direction of Trust campaigns and marketing activity working alongside the marketing & engagement, fundraising, digital and campaigns managers who will translate your brand strategies into awareness and supporter plans, positions and go-to-market campaigns to deliver awareness, visitor, prospect and donor/volunteering targets
    • Work closely with Regional Directors to develop regionally-tailored brand plans, associated campaigns and evaluation methods
    • Lead and develop our visual and verbal identity and ensure there is uniformity of, design, imagery, language and tone across all our touchpoints
    • Oversee on-site brand activation ensuring that we identify opportunities and activate our brand across our 2,000-mile network of waterways using signage, events and exhibitions
    • Manage marketing and brand-led customer insight programmes, working alongside the research team to develop our insight plan, turn data into useful information and map out & segment audiences
    • Create and maintain a centralised system to schedule, co-ordinate and align communications activity and content across our different teams and service areas working closely with the strategic communications manager
    • Work with the wider Strategy, Impact & Engagement directorate on strategy development, outcomes measurement and public affairs to further build and develop the brand
    • Build partnerships and relationships, identifying key influencers, spokespeople and alliances which will enhance our brand, whilst working collaboratively with senior managers across the Trust
    • 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 tracking our brand index and awareness scores

    Skills and competencies

    • Considerable experience of working in a brand or marketing environment within a medium to large scale organisation
    • Display and maintain high levels of energy & passion for brand/strategy
    • Strong story telling skills. Bringing people on the journey and being able to articulate the overall picture to others
    • An ability to turn complex information into simple messages
    • Proven leadership skills and previous experience of leading a team of brand and marketing specialists
    • Collaborative team player
    • Strong influencing skills - across management levels, including the executive team
    • Being able to consider implications and anticipate risks
    • A proven ability to take account of broader strategic issues whist displaying a strong commercial acumen
    • Experience in managing customer insight and audience segmentation programmes
    • A strong focus on decision making
    • Effective prioritisation
    • Advanced verbal and written communication and presentation skills
    • Degree in marketing (or related degree) is preferable, but not essential
    • Experience of working in the leisure or charity sectors is preferred, but not essential
    • Track record of meeting stretching targets and a drive for results
    • A passion, courage and can-do attitude is a must

    To apply


    As part of your application we would like you to write a one-page press release and a Twitter post announcing your appointment to Canal & River Trust. Please upload this under supporting documentation. 

    What We Offer

    In addition to your annual salary we are offer generous holiday entitlement and a competitive contributory DC Pension scheme. Other benefits can be found here.


    We are striving to represent the diverse communities that we are a part of. All applicants will be treated on the basis of their merits, skills and abilities and solely by being assessed against the requirements for the job. Many of our vacancies can be considered for people who wish to work flexibly, job share or part time.


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