Head of Brand PR

At Direct Line Group, insurance is just the start. Combining decades of industry experience with talented people in every field, we’re a customer-obsessed market powerhouse. And we all work together to be brilliant for customers, every single day.

Marketing and Communications at Direct Line Group is a place where creativity thrives. Here, our aim is to understand our customers and their needs, working in tandem with the widest range of teams to develop innovative and effective ways of reaching new customers – and keeping our current ones happy. From huge scale brand campaigns to TV advertising, internal communications to consumer insights, in the world of Communications, there are no limits.

What we look for

We’re looking for a Head of Brand PR to join our marketing department on a full-time permanent basis.

The marketing department is responsible for driving customer demand, with a relentless focus on understanding and meeting customer needs, shaping our brands, marketing strategies, advertising, and customer experience.

The role requires crisis and active reputation management experience, with responsibility for handling any issues relating to our customers’ brand interactions.

As an expert media handler, you will have the foresight to both see creative opportunities and potential reputational challenges.

An excellent communicator, both verbally and in writing, you will be able to disseminate complicated information into simple understandable messaging.

You will be numerate and experienced in data analysis, such as omnibus research, for PR purposes.

You will be passionate about the media and relish the challenge of constantly looking for new ways of promoting our products and services to enable positive outcomes that can be measured and aligned with the business objectives and key results.

This is a hybrid role with two working days a week from our London office.

Who you’ll work with

You’ll work closely with the Brand team and marketing function as well as agency partners and senior colleagues across DLG.

What you’ll be doing

You will be leading a brand PR team that consistently leads the market in Share of Voice and key PR metrics. You’ll be the senior PR specialist in marketing, working to deliver outstanding media relations on behalf of the ‘own brands’ within Direct Line Group (DLG). Your role encompasses all areas of the business that interact with our customers. You’ll work with product areas and in collaboration with the marketing function to support business activities, to protect and enhance the reputation of the ‘own brands’ within the Group. You’ll lead the PR team supporting two PR managers in the day-to-day demands of a dynamic press office. This is a proactive and reactive role, dealing with the media, establishing the strategic direction of earned media campaigns and providing counsel to exec level.

Key responsibilities:

1. Create and implement a PR strategy for DLG’s brands in collaboration with marketing and PR colleagues.
2. Work closely with and provide support to the Corporate Affairs Team.
3. Manage retained Personal Finance & Consumer PR agency.
4. Work with consumer PR agencies on selected product/brand activations.
5. Provide communications counsel to the business at the exec level.
6. Establish a strong internal network across Direct Line Group.
7. Be the voice of the customer, the ‘moral barometer’ that challenges the business.
8. Develop authoritative ‘lines to take’ on industry or product issues.
9. Ensure a prompt and informed response to queries and complaints from journalists across a wide range of issues.
10. Regularly meet with target media, building in-depth relationships to mitigate potential negative coverage, as well as creating opportunities for positive story placement.
11. Be a thought leader on how the media landscape is changing and the news agenda.
12. Have a broad working knowledge (deployed with media) of the products and services offered.

What skills and qualities you need:

1. A comprehensive knowledge of consumer and personal finance media. Existing media contacts are desirable.
2. Creative thinker and writer.
3. An experienced people manager, with a track record of developing the skills and expertise of colleagues and creating a high-performance culture.
4. Experienced in analysing omnibus research, Freedom of Information Act data, and statistics.
5. Being numerate and comfortable with data analysis for PR.
6. Excellent written and communication skills – the ability to assimilate complex business messages and briefs and produce clear, concise media materials.
7. Results and delivery oriented.
8. Strong interpersonal skills.
9. A good instinct for what might become a reputational issue.
10. Working knowledge of amplifying campaigns through social media.

What we’ll give you in return:

We wouldn’t be where we are today without our people and the wide variety of perspectives and life experiences they bring. That’s why we offer excellent benefits to suit your lifestyle and a flexible working model combining the best parts of home and office-working, varying with the nature of your role. Core benefits include:

1. Flexible annual leave – 30 days at this level. You also have the option to buy or sell up to 5 days each year to suit you the way you want it to!
2. 9% employer contribution into your pension – regardless of whether or not you pay into the pension plan. You can also opt to take this as a cash benefit instead.
3. Annual bonus of up to 20% – dependent on personal and company performance.
4. Free private medical cover for you!
5. 50% off home, motor and pet insurance.
6. Free travel insurance.
7. Free Green Flag breakdown cover.
8. Life assurance.
9. Income protection.
10. Access to company car and cycle-to-work schemes.
11. Retail discounts for your everyday shopping needs.

Ways of Working

Our hybrid model way of working offers a ‘best of both worlds’ approach combining the best parts of home and office-working, offering flexibility for everyone. When you’ll be in the office depends on your role, but most colleagues are in 2 days a week, and we’ll consider the flexible working options that work best for you. Read our flexible working approach here .

We recognise and embrace people that work in different ways so if you need any reasonable adjustments within this recruitment process, please reach out to us and we can discuss how we can support you with this.

There’s no-one else like you.

No-one with the exact same mix of strengths, quirks, skills, and thoughts. That’s why you could belong here. As part of a team of brilliant individuals, in a place that empowers you to be the best you can be. We’re proud of who we are, of what we do, and what every single one of us brings. Join us . Help us keep innovating and putting customers at the heart of everything. To be an insurance company of the future. When we work together, we can all achieve great things. Inspiring, challenging, and supporting each other to aim higher.

Together we’re one of a kind.

Collectively we help every business within our group aim higher. Standing shoulder to shoulder to stand out in the market, we want to be an insurance company of the future. And with so many areas to choose from, your ambitions are welcome here. See your opportunity to start a career that’s varied, distinct, and exciting. Visit directlinegroupcareers.com

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About Us

Here at DLG we believe that there’s no one else like you. No one with the exact same mix of strengths, quirks, skills, and thoughts. We all work together to be brilliant for our customers every day. We’re proud of who we are, of what we do, and what every single one of us brings to the team.

Like what you see? When we all come together, we can achieve great things. The question is, are you one of a kind too?

Be Yourself

Here at Direct Line Group, we recognise that AI tools are becoming increasingly popular and are often used by candidates during the recruitment process. While these tools can be helpful for checking spelling and grammar, we strongly encourage you to Be Yourself. We want to see your authentic self by hearing your unique voice and genuine experiences. As you prepare for your interviews, remember to answer questions in your own words, sharing your true experiences. At Direct Line Group, we believe in Owning It and Winning Together, and your authentic perspective is what will help us determine if you’re a great fit for our team!

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