Senior Manager - Brand Strategy, Management and Planning

At M&G our purpose is to give everyone real confidence to put their money to work. As an international savings and investments business with roots stretching back more than 170 years, we offer a range of financial products and services through Asset Management, Life and Wealth. All three operating segments work together to deliver attractive financial outcomes for our clients, and superior shareholder returns.

Through our behaviours of telling it like it is, owning it now, and moving it forward together with care and integrity; we are creating an exceptional place to work for exceptional talent.

We will consider flexible working arrangements for any of our roles and also offer work place accommodations to ensure you have what you need to effectively deliver in your role.

Sitting within the Corporate Affairs and Brand function, specifically leading the development of Group brand strategy and oversight of the M&G portfolio of brands, this role reports to the Group Head of Brand. The role is responsible for the effective development and evaluation of brand strategy, management of brand identities, the planning and oversight of M&G brand activity for the Group.  The scope of this role includes all M&G brands (including sub and independent brands) and looks to provide brand strategy direction and input to support the Group in achieving its longer-term ambitions (typically 3 – 5 years). The role holder is required to provide strategic direction and recommendations for the effective evolution of the brand portfolio, based on brand health and performance data, business strategy, forecasts, and external data and trends working with the Senior Manager – Activation, Communication and Creative.

Additionally the role holder works under the direction of the Group Head of Brand and the Executive Director of Corporate Affairs and Brand to engage with senior stakeholders across the business to understand long-term business direction and to provide an appropriate brand strategy.  The scope of the brand strategy includes the definition of the correct brand model, the architecture, brand framework (proposition, positioning, personality and business specific brand proposition articulation), core messaging and frameworks, sourcing supporting proof points and RTBs, and defining customer experience principles.  Brand strategy also has an influence on, and is an input to, the development of Group culture and how the brand is experienced for employees and potential employees, so the role holder is responsible for ensuring brand influence this work in collaboration with HR and Resourcing e.g. EVP.

Key accountabilities and responsibilities

Brand strategy & planning:

• In conjunction with the Group Head of Brand is responsible for the development and definition of brand strategy for the M&G (the Group) Brand, including any sub, fully, partially endorsed, or independent brands not within Asset Mgt
• Monitors and evolves strategy in line with business ambition, direction and assessment of the external environment
• Designs and ensures agreement with the M&G brand portfolio architecture, including independent brands within the portfolio, the supporting naming conventions and setting clear parameters for future M&A
• In conjunction with Group Head of Brand is accountable for the definition and roll-out of the brand framework – proposition, positioning, values, personality, messaging frameworks ensuring alignment built on solid proof points and RTBs.
• In collaboration with the Senior Manager – Activation, Comms and Creative, is responsible for onboarding external agency partners – brand strategy, media, lead brand creative/communications – to provide them with strategy direction, frameworks and messaging platform content to help them understand long term brand objectives
• Responsible for development of the brand measurement approach, sets and monitors brand ambition, targets and metrics working with CAB and Life Marketing leaders. Uses brand insights to make recommendations on remedial actions/new opportunities identified through datapoints to the Group Head of Brand and senior stakeholders
• Provides strategic brand consultancy/guidance for new initiatives, M&A activities, and new commercial strategy. Makes recommendations on any business development that impacts, extends, or changes, the current brand strategy in terms of architecture or brand definition (i.e. positioning, personality etc.) for the M&G brand
• Responsible for setting brand experience principles working with the Life business to agree best approach and measure any progress towards change
• Accountable to Head of Brand for reporting on brand performance and making recommendations on remedial actions, then in turn to broader stakeholders including the GEC. Uses both brand dashboard and longer term brand health insight metrics

• Responsible for Line Mgt. of any SBR/ other strategic brand change project resource not specific to brand build activation, communications or creative work

Brand Management and Governance

• In conjunction with Group Head of Brand is accountable for providing appropriate brand management frameworks and processes to ensure the M&G brand(s) are adequately protected in terms of legal, regulatory risk and from internal commercial/tactical pressure
• Responsible for auditing, revising and refreshing the brand governance framework to be efficient, and effective, with appropriate Business Unit delegated responsibilities coupled with clear reporting requirements
• Responsible for defining the brand standards and processes that protect the brand IP, equity and integrity across our brand portfolio
• Responsible for providing brand education, training and internal engagement on the long-term strategy, including the brand definition (brand on a page), and branding elements to ensure the future integrity of our brand(s)
• Works with the independent brands (e.g. Sandringham) to ensure correct level and specificity of support required from Brand vis a vis Marketing
• Accountable for all legal, regulatory, internal process and reporting procedures to protect the brand (IP and equity) and adhere to group governance framework in support of the Group Head of Brand and Executive Director of Corporate Affairs and Brand
• Responsible for relationship mgt. of our external legal IP firm alongside colleagues in our Legal department

Requirements and Experience

• Significant experience at a senior strategic role level in developing brand strategies and management of multiple brands in a corporate environment, preferably with some Financial Services or regulated industry experience
• A proven track record in initiating, developing and embedding brand strategy within complex corporate structures, operating multiple brands
• A data led marketer who can help lead objectively on strategy development, actively demonstrating the importance of metrics and insights
• An insightful, influential and persuasive communicator with an ability to explain complex methodologies in a simplified and clear way to senior stakeholders, peers and at team level
• A persuasive  leader with the ability to inspire strategic partners and suppliers to produce work that complies with a brief, but challenges existing boundaries and industry norms
• A calm and patient people leader with an ability to flex management and communication style to suit varying levels of experience and knowledge, to help develop both the Group Brand Team and stakeholder teams 
• Comfortable with having the responsibility for creation of the M&G brand strategy, with deep subject matter expertise, but with an ability to effectively work with other members of the Brand Team, where knowledge and experience is required or helpful
• An ability to retain focus on longer term goals and objectives, but able to appropriately react to challenge from those who are responsible for shorter term commercial growth
• Ability to anticipate challenge, deal with ambiguity (both external and internal) and help people understand the benefit of a long-term and comprehensive brand strategy
• A proven people manager with experience of building a high-performing team culture fostering growth mindsets. Experience in shaping individual development plans balanced with the need to work across teams and across the department to deliver shared outcomes

Recruiter : Martyn Jack

We have a diverse workforce and an inclusive culture at M&G plc, underpinned by our policies and our employee-led networks who provide networking opportunities, advice and support for the diverse communities our colleagues represent. Regardless of gender, ethnicity, age, sexual orientation, nationality, disability or long term condition, we are looking to attract, promote and retain exceptional people. We also welcome those who take part in military service and those returning from career breaks.

M&G is also proud to be a Disability Confident Leader, and we welcome applications from candidates with long-term health conditions, disabilities, or neuro-divergent conditions.  Being a Disability Confident Leader means that candidates who meet the minimum criteria of a job, will be offered an interview if they 'opt in' to the scheme when applying. 

If you need assistance or an alternative means of applying for a role due to a disability or additional need, please let us know by contacting us at: [email protected]