Brand Strategy Lead — Global Brand & Experience

British Airways; Greater London; On-site; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Staff travel benefits

Discounted airfares

Progression opportunities

Job summary

British Airways is seeking a Brand Lead to shape and evolve the airline's brand strategy across channels. You will translate strategic direction into practical materials, guidance and narratives, while ensuring consistency with Masterbrand across all customer touchpoints and products.

Join a team focused on customer insights, governance and strong brand ownership, with two fixed-term opportunities including a maternity cover until late 2027.

Qualifications

• 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.

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 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 execution.
• Turn 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.

Skills

Brand strategy

Brand governance

Analytics

Communication

Stakeholder mgmt

Education

Degree-level education

Brand/marketing qualification

Job description

British Airways is seeking a Brand Lead to shape and evolve the airline's brand strategy across channels. You will translate strategic direction into practical materials, guidance and narratives, while ensuring consistency with Masterbrand across all customer touchpoints and products.

Join a team focused on customer insights, governance and strong brand ownership, with two fixed-term opportunities including a maternity cover until late 2027.