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