FS Marketing Communications & Campaign Manager in Leeds

This is a rare opportunity to build and shape the brands of Asda Mobile and Asda Money, creating standout campaigns that reach millions of customers. As FS Marketing Communications & Campaign Manager, you’ll lead how our brands show up - owning the full campaign roadmap from idea to execution. You’ll shape our brand stories, develop creative platforms, and deliver integrated campaigns that drive awareness, consideration, and growth. You’ll work closely with agencies to lead creative work that cuts through, builds momentum, and delivers impact across digital, in store, PR, CRM, and paid channels. You’ll be trusted with real ownership and have visibility at the heart of the business. Because we operate in a regulated environment, you’ll also play a critical role in ensuring our communications are clear, responsible, and trustworthy. You’ll lead creative sign‑off, balancing brilliant ideas with attention to detail, ensuring everything we put into market is accurate, compliant, and customer‑first. This is a role for a strategic, creatively minded marketer who loves brand building - and who takes pride in doing things properly.

Key Responsibilities

• Lead the evolution of brand expression for Asda Mobile and Asda Money, ensuring all customer‑facing communications are clearly aligned to the Asda brand framework, while bringing the brand to life in ways that are relevant and compelling for Mobile and FS products.
• Shape and deliver clear, engaging brand narratives that improve customer understanding, build trust, and support differentiation through tone, storytelling, and execution.
• Champion consistent brand storytelling that strengthens awareness, consideration, and credibility across all channels, ensuring Mobile and Money feel both recognisably Asda and highly relevant in the Mobile market, and in a financial services context.
• Own the end‑to‑end campaign and promotional marketing calendar for Mobile and Money, aligned to commercial priorities and the 2030 growth plan.
• Lead the development and delivery of integrated campaigns, including brand, product, promotional, and seasonal activity.
• Ensure campaigns are strategically planned, well sequenced, and executed consistently across channels.
• Be fully accountable for campaign performance, optimisation, and learning.
• Lead creative development with agencies, setting a high bar for quality, effectiveness, and brand impact.
• Write and deliver strong briefs that translate strategy into powerful creative work.
• Inspire and challenge agency partners to deliver innovative, insight‑led campaigns that drive results.
• Own the creative sign‑off process for all customer‑facing communications across Mobile and Money.
• Act as a guardian of financial promotions compliance, ensuring all activity meets FCA, ASA, legal, and internal governance standards.
• Work closely with Compliance and Legal teams to ensure communications are clear, accurate, fair, and not misleading.
• Provide essential operational governance and assurance that supports FCA accountability and reduces regulatory and reputational risk.
• Report on campaign performance and key brand and communications metrics in trading and commercial forums.
• Conduct post‑campaign analysis to capture insights, improve effectiveness, and inform future planning.
• Use data and insight to continuously optimise creative, messaging, and channel mix.
• Partner with Commercial Senior Managers to align campaigns with product, pricing, and promotional priorities.
• Act as the central point of connection across Marketing, Commercial, Compliance, Legal, CRM, Digital, PR, Media, and external partners.
• Ensure campaigns are delivered on time, on budget, and to a consistently high standard.
• Lead and develop three direct reports: Campaign Lead - Asda Mobile, Campaign Lead - Asda Money, Marketing Communications Lead.
• Set clear direction, accountability, and priorities across the team.
• Foster a high‑performing, collaborative team culture with a strong sense of ownership and pride in output.

Skills & Experience

• Significant experience in brand, marketing communications, or integrated campaign roles.
• Proven track record of delivering end‑to‑end campaigns that drive awareness and commercial results.
• Strong creative judgement with experience leading agencies and approving final creative output.
• Experience working in a regulated or complex environment (e.g. financial services, telecoms, utilities, retail).
• Strong stakeholder management skills, including engagement with senior commercial and governance partners.

About you:

• Strategic, creative and innovative, with a strong instinct for brand building and campaign development.
• Passionate about building brands and delivering work you’re genuinely proud of.

Everything you’ll love

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots. You will also get an excellent benefits package including:

• Discretionary company bonus
• Company pension up to 7% matched
• Company Car allowance of £5,700
• 15% colleague discount in store and online
• Free access to wellbeing services such as Stream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas.
• Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated
• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.

We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves.