Brand Lead: Strategy, Tone & Identity

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

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.