In this role, you will shape the strategic direction and creative evolution of the brand identity and expression across all touchpoints. You will translate customer, business and proposition strategies into a cohesive brand system, spanning visual, verbal, motion, sonic and behavioural elements.

You will ensure the brand is distinctive, warm and consistently delivered at scale, including across AI-enabled and personalised experiences, while maintaining clarity and consistency across channels.

Responsibilities

• Brand Expression Strategy: Defining expression principles and building a multi-year roadmap aligned with brand and proposition strategy.
• System Leadership: Owning the brand identity system and ensuring consistency across all channels such as campaigns, digital products, retail, packaging, CRM, and social.
• Creative Direction: Setting creative territories and leading the development of ideas with agenc...