Head of Brand

This is a newly created role, Head of Brand for Saga. You’ll be joining us at a pivotal time as we embark on transformation across the marketing strategy. You will manage a team of Social Media Managers, PR & Events in Travel and Consumer Insights, plus an established relationship with our external PR Agency. You will truly be the central owner of the Saga brand; its evolution and application.

Saga holds a great position in the market; we are a trusted brand with a loyal customer base, however there is so much more to do here! We work in a hybrid way at Saga, both at home and in the office. In this team, we work mainly from Folkestone and tend to have a pattern of 3 days in the office. On occasions, you may have the need to attend another Saga office, London, Crawley or Southampton.

Role Responsibility

• Brand Strategy: ownership and evolution
  • Development of Saga’s Brand Strategy, evolving ‘Experience is Everything’ beyond the strapline
  • Expansion of Brand Guidelines to provide clarity for all stakeholders and enable consistent application of Brand Assets, Photography and TOV
  • Measurement and communication of Brand KPIs
  • Support to BU budget allocation
  • Oversee and guide the Group Home Page content ensuring it delivers for the brand and the business units
• Brand Application: BU alignment and communication
  • Leading BUs to use agreed assets, images and fonts in line with guidelines
  • Overseeing the Saga Messaging Matrix, identifying and ensuring appropriate positioning and creation of Saga USPs
  • Ownership of Multi-product Marketing activity, ensuring consistency and cohesion
  • Driving cross-sell initiative between products to utilise brand strength and drive customer value
  • Shaping our Office branding opportunities to bring our brand and our customers to life throughout our offices
• Brand Operations: governance and delivery
  • Set up and running of the Brand Governance approach
  • Brand management tooling, in particular Cloudlines for guidelines
  • Ownership of Brand Risk Reports and KPIs
  • Brand trademarks, in particular the Nameguard process
• Agency and partner management
  • Central relationship management of iprospect agency, ensuring accountability for quality delivery, innovation and ROI, PRF, account reviews
  • Running pitch process and subsequent management of a new brand & creative agency
  • Supplying brand assets to Partners
• PR, Social & Insight
  • Saga’s Social strategy and execution, driving brand engagement, across Facebook, Instagram and LinkedIn
  • Managing Travel Social teams and activities and Social pitch process
  • Saga’s PR, including PR agency management and PR pitch process
  • Saga’s Consumer Insight, delivering relevant insight in an engaging way to educate internal teams and improve customer experience

The Ideal Candidate

You will already be a Brand expert in a consumer-facing organisation who has managed teams working on brand performance, governance and strategy. You will also need to demonstrate the following skills and experience:

• Have previously managed agency relationships and budget.
• Experienced in PR, Social strategy and Consumer & Market Insights.
• Already be a credible leader and team-builder with good communication skills, able to influence peers and senior stakeholders.
• Be a robust individual with resilience and experience driving success in a complex, matrix-style business.
• Demonstrate the desire and passion to manage a complex brand like Saga.
• Entrepreneurial, proactive and focused on business objectives.
• Motivated problem solver/innovative thinker with a positive attitude to change.
• Naturally engaging and collaborative across all levels.
• Hold a marketing / PR / technical qualification relevant to the role.

Saga Values: Make it Happen, Do the Right Thing, Customer First, Excellence Every Day, Our People Make Us Special.

Package Description

At Saga, we recognise that our people make us special. We believe our colleagues deserve rewards for the excellence they demonstrate every single day, that’s why we have put together an amazing benefits package for all colleagues.

• 25 days holiday + bank holidays
• Option to purchase additional leave - 5 extra days
• Pension scheme matched up to 10%
• Company performance related annual bonus - Up to 15%
• Car allowance £4,800 per annum
• Private medical insurance after 1 years’ service
• Colleague discounts including family discounts on cruises, holidays and insurance
• Range of reductions and offers from leading retailers, travel groups and entertainment companies
• Enhanced maternity and paternity leave
• Grandparents leave
• Income protection
• Access to Saga Academy, our bespoke learning platform