Role Summary
You will report to the Global VP of Marketing and lead Brand and Communications for Herspiegel Consulting and group of brands. This is a broad but hands-on role covering brand strategy, design governance, PR/media relations, social media, events, and internal communications. With the support of a Marketing Executive, this role ensures the brand is commercialized across multiple service lines and channels, codified through a practical playbook, and consistently executed internally and externally to drive organic growth, brand preference, and employee engagement.
Role Responsibilities & Requirements
Brand Strategy & Commercialisation:
* Translate corporate strategy into a differentiated brand positioning and messaging architecture across segments/regions. Leverage brand to drive cross-selling opportunities and accelerate organic growth.
* Own the brand narrative and proof points including customer value stories
* Drive brand campaigns and co-marketing programs that convert awareness into pipeline and share-of-wallet.
* Establish KPIs for brand health (awareness, preference, NPS, share of voice) and commercial impact (MQLs influenced, pipeline attributed).
Brand Playbook & Design Governance:
* Maintain a Brand Playbook (visual identity, tone of voice, messaging hierarchy, templates, accessibility guidelines).
* Lead design standards across web, product marketing assets, sales collateral, video, and events.
* Manage agency partners and designers; set SLAs, QA standards, and vendor evaluation criteria.
* Implement brand compliance processes: reviews, approvals, and training for marketing, sales, and regional teams.
PR / Media Relations
* Create a new earned media strategy, spokesperson prep, media training, and executive visibility.
* Develop a proactive newsroom calendar: product launches, customer stories, analyst relations, corporate announcements, ESG/CSR.
* Manage PR agency(ies); set measurable outcomes (SOV, tier 1 coverage, message pull-through, backlink authority).
* Monitor and manage issues/crisis communications with Legal/HR; maintain reactive Q&A and escalation playbooks.
Events & Experiences
* Lead the events strategy (flagship conferences, regional roadshows, partner events, webinars).
* Align event content with brand narrative, product strategy, and demand-gen goals; define pre/during/post activation plans.
* Own event design standards and measurement (registrations, engagement, MQLs, influenced pipeline, cost per lead).
* Negotiate venues/vendors; manage production budgets and on-site operations.
Social Media & Community
* Own organic social strategy, editorial calendar, and channel governance across LinkedIn, X, YouTube, etc.
* Establish executive social programs (thought leadership, POV threads, video snippets) and employee advocacy guidelines.
* Integrate social listening and UGC/community activation; coordinate with Customer Marketing for advocacy.
* Define metrics: reach, engagement rate, traffic quality, content-assisted pipeline, sentiment.
Internal Communications
* Partner with HR on culture, change communications, leadership messaging, and employer brand alignment.
* Build a cadence for Townhalls, leadership letters, integration comms and other key internal advocacy initiatives.
* Maintain IC toolkits: templates, channels (intranet, email, Teams), tone guidelines, and accessibility.
* Measure IC effectiveness: open rates, engagement, employee sentiment, manager cascade completeness.
Budget & Team Scope
* Manages a blended budget across PR, creative/design, social, and events; responsible for vendor selection and ROI.
* Line management for 1 specialist (e.g., PR Lead, Social Manager, Designer, Events Manager)
Success Metrics / KPIs
* Brand Health: unaided/aided awareness, preference, SOV, message resonance
* Commercial Impact: MQLs influenced, opps/pipeline attributed, CPL at events, content-assisted revenue
* PR Outcomes: tier 1 hits, message pull through %, backlink authority, analyst mentions
* Social Performance: engagement rate, CTR to high intent pages, share of voice, sentiment
* IC Effectiveness: employee engagement scores, cascade compliance, time-to-understanding during change
* Operational Excellence: on-time delivery, budget adherence, agency performance, playbook adoption
Competencies & Skills
* Strategic & Commercial: connects brand to revenue, builds business cases, sets measurable OKRs.
* Leadership: cross-functional influence, executive presence, vendor management.
* Creative & Editorial: tone of voice, narrative structure, design literacy, UX awareness.
* Operational: program management, budget control, governance, process design.
* Analytical: measurement frameworks, reporting, experimentation.
* Risk & Reputation: issue/crisis comms readiness.
Qualifications & Experience
Desirable
* 8+ years in brand/communications roles (B2B/B2C), including PR and design governance.
* Proven track record commercializing brand initiatives into measurable pipeline/demand outcomes.
* Experience leading agencies and staff in a global, high performing and data-rich environment
* Strong editorial and storytelling skills; comfortable coaching executives for media and events.
* Data-driven: familiar with brand tracking, social listening, PR analytics.
* Bachelor’s degree in Marketing, Communications, or related; MBA or advanced degree a plus.
Tools & Platforms (indicative)
* Brand/Design: Figma/Adobe CC; DAM systems
* PR: media databases, newsroom CMS, coverage monitoring tools
* Social: native platform managers, Sprout/Hootsuite, social listening
* Events: registration platforms, webinar tools, production vendors
* IC: Intranet/CMS, email tooling, Teams
* Analytics: GA4, CRM/marketing automation dashboards, SOV/brand trackers
Logistics
* Must be eligible to work in the UK
* Flexible working
* Hybrid work model, with office in Farringdon, London (/3 days per week with occasional UK/EU travel for events and internal reviews.)
* Permanent, full-time role