Head of Brand & Content - Remote in London

About you
You\’re a brand leader who understands that great brands are built through trust, community and cultural credibility, not just campaigns. You care about how stories land, how tone evolves, and how brands earn long-term loyalty from passionate audiences.

You enjoy shaping positioning and narrative, working closely with creators and communities, and ensuring the brand feels authentic rather than manufactured. You\’re confident making creative decisions, setting standards, and protecting brand integrity even when trade-offs exist.

About the role
Working directly with our CEO, the Head of Brand & Content owns Car & Classic\’s brand narrative, positioning, and cultural relevance. This role defines what the brand stands for, how it expresses itself, and how it builds long-term trust and desirability with enthusiasts.

This is a role at the intersection of brand strategy, content, PR, and creative direction. It is not a performance marketing or growth role.

About us
www.carandclassic.com

Car & Classic is one of the largest automotive marketplaces in the world. Launched in 2005 but under new, VC-backed ownership since 2018 and on an exciting double‐digit growth journey to bring classic vehicle transactions online.

Our culture is incredibly important to us. We\’re lucky enough to have built the team from scratch with a focus on enjoying the day‐to‐day, diversity, inclusion and high performance. We\’re a fully remote team of builders, dreamers, and petrolheads using tech to connect enthusiasts with the machines that move them. If you\’re driven by passion and curious about shaping the future of classic motoring online, you\’ll fit right in.

We\’re looking for a Head of Brand & Content who has good, relevant experience and wants to make their mark in a rapid‐growth business where they can make a real difference whilst enjoying the environment and culture.

Role and responsibilities

Brand positioning & narrative – Own, conceptualise and evolve Car & Classic\’s brand positioning, tone of voice and long‐term narrative.

Insight-led direction – Translate Brand Tracker insights into clear strategic and creative decisions.

Content strategy leadership –

What we talk about, where, when and how (from a creative and narrative standpoint).

Who we rely on for content creation (including influencer partnerships).

️ PR strategy ownership –

Define narratives, announcements and operating rhythm.

Select and manage PR agencies or freelancers.

Oversee reputation and earned media.

Creator & influencer ecosystem – Build and manage creator partnerships, including scouting, negotiation and defining partnership formats.

Editorial & creative vision – Set the editorial and content vision across social, video and editorial platforms.

Major initiative leadership – Project manage and provide creative leadership on:

Brand campaigns

Product / feature launches

Collector\’s Editions

️ Brand guardianship – Act as final brand guardian across all marketing touchpoints.

Cross‐functional collaboration – Work closely with Performance, CRM, GTM, Product and Design teams to ensure coherence and creative edge.

The skills, attributes and experience you must have

Brand strategy & narrative craft – Ability to define positioning, build distinctive tone of voice and defend a clear brand point of view.

Creative strategy & concepting – Able to originate and shape ideas that elevate desirability and cultural relevance.

Editorial judgement & taste – Strong instinct for what feels premium, credible and community‐relevant.

Insight‐to‐decision thinking – Comfortable translating imperfect data and brand trackers into priorities and action.

Content & influencer leadership – Defines what the brand talks about, how it shows up, and who creates content.

️ Hands‐on execution (player‐coach) – Comfortable writing, briefing, editing and improving work directly in a lean environment.

Cross‐functional collaboration – Works effectively with performance, CRM, GTM, product and design teams while protecting brand integrity.

The skills, attributes and experience it would be nice to have

Experience in culture‐led or \”cool\” brands, media, marketplaces or enthusiast communities.

Background in automotive, luxury or passion‐driven categories.

Experience working with brand tracking or brand health studies.

Copywriting, editorial or journalism background.

This role probably isn\’t for you if

You are primarily a performance marketer.

You expect a large team or heavy structure from day one.

You\’re uncomfortable being opinionated or making creative calls.

You struggle making decisions with ambiguity and imperfect information.

You don\’t enjoy being hands‐on (writing, editing, shaping creative when needed).

You optimise mainly for short‐term growth rather than long‐term brand trust.

What do you get (remuneration & benefits)

Competitive & benchmarked base salary

Generous stock options scheme

All the equipment you need to get the job done

Flexible working – work where and when you want to get the job done

Access to free counselling, therapy and mental health support via Spill

Professional development allowance

Life cover

Smart Health

Generous parental leave

33 days holiday (including bank holidays)

Ability to make your mark on a fast‐growing start‐up

Our application process
Once you decide to apply you\’ll be presented with a series of questions. The answers to the questions are the difference between your application being progressed or not. Please do give them your time and effort when answering.

We want to hear from you, not AI. Using AI to write your answers will mean that your application will be rejected.

Car & Classic Limited is an equal‐opportunity employer
Equality, diversity and inclusion are integral parts of our culture. We recognise and celebrate the value and impact diversity brings to our company and are committed to ensuring this is a consistent focus, for which we hold ourselves responsible. We are committed to treating all applicants fairly and equally and encourage candidates from all backgrounds to apply for this role.

Good luck with your application and thank you in advance for your interest in joining us at Car & Classic.

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