Brand Lead (FTC)

British Airways plc; Longford; On-site; GBP 60,000 - 90,000; Full time

Benefits offered by this job

Staff travel benefits

Unlimited standby tickets

Discounted airfares

Job summary

British Airways is seeking a Brand Lead to shape and evolve our world-renowned brand. You will drive strategy, propositions and tone of voice across departments, ensuring consistency with the Masterbrand and identity across products and communications.

Two fixed-term opportunities exist: one 12-month contract and one maternity cover ending Sep 2027. This role offers exposure to global brand governance, stakeholder collaboration and fast-paced airline branding initiatives.

Qualifications

• Experience in brand or marketing role.
• Experience with customer insight and brand tracking data.
• Exposure to brand governance or approval processes within a large organisation.
• Degree-level education or equivalent. Brand, design or marketing qualification.

Responsibilities

• Support the development and ongoing evolution of the British Airways brand strategy, positioning and direction.
• Translate high-level brand strategy into clear, practical materials, narratives and guidance for teams.
• Provide strategic thinking on how the brand should evolve using performance, insight and trends.
• Develop and implement brand propositions for different customer audiences and cabins.
• Ensure propositions are expressed across communications, customer experience and product while maintaining a cohesive Masterbrand.
• Define and apply brand personality and tone of voice across communications.
• Review copy to align with brand standards.
• Collaborate with Brand Manager to reflect strategy in visual identity.
• Monitor brand tracking and insights, turning data into recommendations.
• Play a central role in brand governance and approvals.
• Support development of brand frameworks, toolkits and digital assets.
• Help improve brand approval processes for speed and clarity.
• Manage the global trademark portfolio.

Skills

Brand strategy

Brand governance

Insight analysis

Communication

Stakeholder management

Education

Degree-level education or equivalent

Brand/design/marketing qualification

Job description

A career without limits

As the nation’s flag carrier, we take great pride in connecting Britain with the world and the world with Britain.

It’s something we’ve been doing for over 100 years, ever since we launched the world’s first international scheduled air service between London and Paris.

This originality has been in our blood since day one. It’s the spirit we share with the people that fly with us, our partners, and our colleagues.

So, whether you are a reassuring voice on the end of a phone, a smile at the door, under a wing keeping the turbines spinning or landing us gently in far-flung places, a job at British Airways is yours to make.

We know great things can happen when you’re inspired to think big and bring your ambition to work every day, which is why, at British Airways the sky is never the limit.

The role:

Brand Lead

You’ll be part of the Customer directorate, helping to shape and evolve the British Airways brand and ensure it is brought to life consistently across our business. Working across brand strategy, propositions, identity, tone of voice, insight and governance, you’ll turn strategic thinking into practical frameworks and guidance that help our teams and partners deliver a distinctive and cohesive British Airways experience.

We have two fixed-term opportunities available within the team:

• One 12-month fixed-term contract
• One maternity cover contract, anticipated to run until the end of September 2027

What you’ll do:

• Support the development and ongoing evolution of the British Airways brand strategy, positioning and direction
• Translate high-level brand strategy into clear, practical materials, narratives and guidance that teams can use confidently
• Provide strategic thinking on how the brand should evolve, informed by performance, customer insight and cultural trends
• Develop and implement brand propositions for different customer audiences and cabins
• Provide direction on how propositions are expressed across communications, customer experience and product while maintaining a cohesive Masterbrand
• Support the definition and application of brand personality and tone of voice across customer and internal communications
• Review copy and messaging to ensure alignment with brand standards
• Work closely with the Brand Manager and Senior Design Manager to ensure brand strategy and personality are reflected consistently through our visual identity
• Monitor brand tracking, research and insight, analysing performance trends and identifying implications for brand strategy and executionTurn data and insight into clear recommendations for future brand activity and areas of focus
• Play a central role in brand governance, reviewing activity and assets to ensure they meet brand standards
• Apply sound brand judgement to reviews and approvals, escalating complex or strategic decisions where required
• Support the development and maintenance of brand frameworks, toolkits and digital assets
• Help improve and automate brand approval processes to increase speed, clarity and scalability
• Manage the global trademark portfolio

What you’ll bring to British Airways:

• Strong understanding of brand strategy, positioning, propositions and tone of voice
• Experience working with customer insight, research or brand tracking data
• Strong analytical skills with the ability to turn performance data into clear implications and recommendations
• Excellent written and verbal communication skills
• Strong planning and organisational capability
• High attention to detail and sound brand judgement
• Ability to communicate, influence and build meaningful relationships with stakeholders at all levels
• Strong customer and brand advocacy
• Sound business acumen
• Action-oriented approach, with the confidence to challenge appropriately and drive pace
• Collaborative team mindset
• Flexible and agile approach when priorities change
• Resilience and strong self-awareness
• Positive, proactive and can-do attitude

Your experience:

• Experience in a brand or marketing role, ideally with exposure to brand management or brand planning
• Experience in a brand, proposition or customer experience-led role within a customer-facing organisation
• Experience working closely with creative teams
• Exposure to brand governance or approval processes within a large organisation
• Experience contributing to the development of brand toolkits, frameworks or guidance
• Degree-level education or equivalent experience
• Brand, design or marketing qualification

What we offer:

We believe that all the people who work with us should feel valued for the part they play. It’s one of the reasons our rewards go far beyond a competitive salary.

From the day you join us, you’ll get access to brilliant staff travel benefits including unlimited basic and premium standby tickets on British Airways flights. You’ll also receive up to 30 discounted ‘Hotline’ airfares per year for yourself, friends, and family.

At British Airways you’ll have the chance to take on new challenges and move forward in a way that feels right for you. We encourage all those who work for us to consider opportunities right across our business to help you develop and progress.

We never stand still, and we don’t expect our people to either.

Inclusion & Diversity

At British Airways we all have a part to play in creating an inclusive place to work. Diverse representation among our people is really important to us and we recognise that all our colleagues are uniquely different and bring their own originality, creativity and identity to work.

Inclusion and diversity is a key driver of innovation and we’re committed to creating a culture where everyone feels that they can be themselves. We’re looking for people from all backgrounds and cultures to join us and be a part of our journey to become a Better BA as we continue to connect Britain with the world and the world with Britain.