Head of Brand

Purpose:

The Head of Brand will be responsible for developing and executing the brand strategy for the organisation to increase brand awareness, change perceptions and drive growth.

This is a new role within the marketing team and is responsible for implementing a brand refresh across the organisation, Home Countries and our network of clubs and training centres as well as play a key role in the RYA’s 150 anniversary celebrations in 2025.

The Head of Brand will be a strategic thinker with a hands-on approach to brand management, creative branded content and business development.

They will provide brand direction, input and sign off where necessary for teams across the organisation and oversee our brand tone of voice, ensuring it is being used effectively and consistently across the organisation.

The Head of Brand will lead a small team including a video production manager, video producer, and a content and communications officer (membership). The role will require excellent cross functional working, particularly with the Head of PR and Strategic Engagement, PR & Campaign Manager, Head of Digital and Digital Marketing Manager.

Background:

RYA is at an exciting time in its journey with both a new long-term vision, 5-year strategy and brand refresh to be delivered from June 2023. The RYA’s core aim is to create an open and inclusive culture for all to enjoy the benefits of being on the water, and to see the RYA grow its relevance and influence, and appeal to wide range of audiences.

Accountabilities:

• Develop brand strategies that support business objectives and accelerate growth. Working closely with the digital and communications team to execute and deliver agreed brand targets.
• Brief the delivery teams on brand activation and campaigns
• Work closely with insight and key stakeholders to understand how the brand is performing. Continuously evaluate and recommend solutions to optimise return.
• Be fully immersed in understanding who our customers, using data and insight to develop and inform future brand strategy and campaigns
• Work closely with the communications, editorial, digital and social team in order to distribute across channels to increase engagement with the brand and ultimately awareness and consideration.
• Take ownership for any offline elements of marketing initiatives, working closely with communications and digital marketing.
• Define and monitor key metrics to assess the performance and impact of brand initiatives.

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How to Apply

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