Brand Communications Lead

Role Overview

• Ultimately your goal is to make Twinings the go-to wellbeing choice on more occasions by increasing noticeability, likeability and memorability
• You’ll partner with the Head of Connections, Insight Team, and Media Lead to shape a clear, insight-led CX strategy that delivers on brand ambition and business goals. You’ll also lead the creative effectiveness agenda, working with internal teams and external partners to keep learning, refining, and improving effectiveness.
• You’ll work with Brand, Insights, and Category teams to shape a clear, insight-led comms strategy, grounded in a deep understanding of consumer and shopper behaviour. You’ll define—and act as guardian of—what we say, where, and how across the end-to-end CX to drive the required behaviour or perception shift at each moment. You’ll flex your thinking across channels, from ATL through to shopper, partnering closely with Shopper Design and Activation team to step-change the experience and impact at the point of purchase. You’ll tie everything back to clear KPIs, ensuring strong measurement is in place to track and improve effectiveness.
• You’ll oversee creative development across channels, working closely with channel leads to ensure everything aligns with brand guidelines, the comms strategy, and the CX plan. With an audience-first mindset, you’ll make sure every interaction—whether TV, email, or in-store—lands effectively.
• You’ll lead ATL creative workstreams (TV, OOH, audio, print, digital video), partnering closely with the Media Lead to ensure media planning and creative are fully aligned to maximise impact.
• You’ll own the brand idea, creative direction, and campaign narrative. With a consumer-first mindset, you’ll stay ahead of behaviours, cultural shifts, and emerging trends—using these insights to shape more relevant and effective communications.
• You’ll partner closely with the Creative Design Lead and the team to shape a future‑proof content approach—building a joined-up system that’s faster, more consistent, and more effective. You’ll help manage agency partners and ensure we’re developing the right capabilities, including the use of AI and dynamic content to stay ahead.

Requirements

• Proven experience developing insight-led, culturally resonant comms strategies for FMCG/lifestyle brands, translating into clear objectives, KPIs, and inspiring briefs
• Strong track record delivering integrated, end-to-end campaigns across ATL, digital, social, influencer, experiential, and shopper, with high standards in creative development and brand storytelling
• Skilled in agency management and building effective creative–media partnerships to unlock high-quality, impactful work
• Deep consumer focus, with a strong instinct for cultural trends and human behaviour to shape relevant, resonant communications
• Data-led and test-and-learn mindset, using measurement and insight to continually optimise effectiveness and drive measurable impact
• Inspiring, collaborative leader with strong stakeholder influence and executional grip—ensuring cohesive delivery across all campaigns while driving brand buzz through social, media, and PR

Benefits

• Yearly bonus based on personal contribution and financial performance
• Flexible working options
• 25 days holiday plus 8 bank holidays and the option to buy and sell holidays
• Onsite Gym and Wellbeing Centre
• Perkbox – employee discount scheme with discounts online, in high street stores, cinema, holidays, restaurants and many more
• Pension scheme with your contributions matched for up to 10% of your salary
• Cycle to work scheme
• SimplyHealth Cash plan
• Onsite Staff shop and online staff discounts
• Bupa Private Medical Insurance
• Competitive Car Allowance
• Electric Car Scheme
• Access to LinkedIn Learning
• Access to ABF Networking, connect, collaborate, and grow across the ABF Group.
• Four week Digital Nomad
• Opportunity for a variety of marketing leading development opportunities
• 2 recharge days a year to pause and get back on top and thriving
• Birthday day off
• Inspiring connection events in line with our exciting wellbeing vision