Head of Brand Strategy, Jaguar in London

At JLR, we're on a continual journey to reimagine the future of modern luxury, and we want you to be part of it. Through our exquisite and timeless house of brands – Range Rover, Defender, Discovery and Jaguar – we're defining a new approach to sustainability and providing exceptional experiences. As a leader here, you have the opportunity to influence the way we think, providing your unique insight and vision for a better future. It's time to become a proud creator.

WHAT TO EXPECT

As a result of an internal move an opening has become available to shape and continue to drive forward one of our iconic brands. As our Head of Brand Strategy - Jaguar, you will be the architect of the meaning, positioning, worldview and long range strategic guardrails of the brand. You will establish the long term strategic framework that guides how the brand is positioned, experienced and expressed, defining what the brand stands for, how it wins, how it competes, how it behaves culturally, and how it expresses itself across products, experiences and communications.

Through a combination of insight, strategic rigour and market understanding you will drive a distinctive brand proposition that supports growth, strengthens competitive advantage and creates meaningful customer value, preventing fragmentation and ensuring brand and commercial decisions are integrated, deliberate and aligned. By connecting brand ambition with commercial priorities, you will ensure decisions across the business are aligned, purposeful and contribute to a consistent, differentiated market presence.

THE ROLE

Key Responsibilities

• Define & maintain the brand positioning, meaning & guardrails governing its expression across touchpoints.
• Own the articulation of the brand’s cultural, customer, experiential and identity territory — where the brand plays and does not play, ensuring coherent manifestation across product, experience, retail and comms.
• Define the brand’s long term value creation logic (e.g. scarcity, halo, desirability) translating meaning and cultural relevance into pricing power, brand equity & financial contribution, with GCI & performance on measurement.
• Partner with Finance and Portfolio Strategy teams to ensure key brand decisions (e.g. products, partnerships, moves etc) have a clear value case, quantifying their impact on margin, pricing, brand equity growth & other key brand metrics.
• Define and own the brand’s strategic “moves”, ensuring each has clear strategic intent and commercial logic.
• Provide brand led commercial direction on major enterprise investments, ensuring new markets, channels, experiences and partnerships strengthen brand value, pricing power and long term revenue potential.
• Translate brand strategy into clear, challengeable inputs that are fed into the annual business planning process and the annual brand plan.
• Diagnose, frame and scope complex, cross functional brand and commercial challenges into clear strategic problems that enable brand led, commercially grounded decisions.
• Lead the strategic, brand led commercial case for collection cars and other brand defining products, by partnering with relevant teams on concept development and execution.
• Define the strategy, long term direction, value logic and guardrails for cultural platforms, services, experiences, partnerships, licensing, branded goods, ensuring they strengthen brand equity, desirability & incremental revenue.
• Own & define the storytelling, narrative and brand led naming architecture and strategy across all touchpoints.
• Contribute to and support Legal on related IP matters.
• Bring luxury brand management, brand meaning & commercial value to major decisions & key governance.
• Act as the primary steward and cultural interpreter of brand meaning — inspiring senior leaders, creative partners and cross functional teams to uphold and elevate the brand’s strategic intent.
• Champion a culture of strategic brand thinking, elevating the team's ability to define, execute, and evolve brand strategies that deliver long-term customer and commercial value.
• Lead and develop a high performing team through coaching and mentoring to build capability and deliver exceptional brand and commercial outcomes.

Key Performance Indicators

• Interbrand Brand Value
• Brand Equity
• Brand NPS
• Brand Health and territory

Key Interactions

• JLR ExComm
• Brand Managing Directors
• Head of Portfolio Strategy
• Product Planning & Management Director
• Marketing Director
• Head of Brand Management & Planning
• Head of Brand Design
• Head of Services & Experiences
• Head of Finance
• Regional Brand Directors
• Other House of Brand Strategy Directors & Head of Brand Strategy

WHAT YOU’LL NEED

Essential Knowledge, Skills and Experience

• Deep brand strategy expertise across meaning, positioning, architecture, competitive strategy and cultural meaning in luxury contexts, with a strong understanding of luxury operating models and how brand meaning drives choice, differentiation, pricing power and long term value in emotionally led, high consideration categories.
• Highly developed commercial acumen with the ability to connect brand strategy to financial outcomes (pricing power, brand equity growth, enterprise value etc).
• Exceptional problem framing and structured strategic thinking, with the ability to turn ambiguity into clear strategic choices that protect brand meaning and drive commercial value.
• Creative judgement and conceptual imagination, with the ability to create, inspire, challenge and elevate creative outcomes while maintaining strategic rigour and commercial discipline.
• Exceptional communication and influencing skills, consistently demonstrated through effectively aligning, constructively challenging, and inspiring stakeholders across Product, CX, Communications, Retail, and Enterprise leadership teams.
• Deep luxury brand management experience, with fluency in brand codes, cultural relevance, desirability and scarcity.
• Strong strategic judgement & conviction, with demonstrable experience challenging commercially driven decisions that risk diluting the brand, whilst building support and alignment across stakeholders.
• Strong expertise in brand storytelling, naming conventions and product positioning, combined with commercial acumen to create compelling narratives that enhance customer appeal, strengthen brand value, and support pricing power.
• Ability to operate across a broad strategic remit while maintaining depth, rigour and consistency of thinking across meaning, value, culture and commercial logic.
• Partnering with legal to make sound judgement on brand assets, naming, extensions, partnering.
• Proven leadership capability, with demonstrable experience in developing, coaching and leading specialist team members across the brand strategy mandate.

Personal Profile

• Demonstrates our Creators' Code behaviours of Customer Love, Unity, Integrity, Growth and Impact.
• Resilient and composed, able to lead through ambiguity, complexity and competing priorities while maintaining quality, pace and team confidence.
• Proven ability to manage multiple high impact workstreams and senior stakeholders without losing strategic focus, delivery discipline or attention to detail.
• Confident in data, analysis and structured thinking as well as creative brand storytelling and strategic narrative.
• Inquisitive, actively following luxury, automotive, competitor, cultural, technology and client trends to sharpen strategic judgement.
• Clear, concise and persuasive communicator, able to flex between big-picture narrative and granular detail depending on audience and decision context.
• Collaborative and inspiring leader, able to build trust quickly, project calm confidence without ego, align senior stakeholders and bring others with them.
• Confident challenging existing thinking and senior stakeholders constructively, using evidence, judgement and commercial logic to push for better outcomes.
• Self-starter with strong ownership, able to operate autonomously while staying aligned to wider team goals and enterprise priorities.
• Growth-oriented leader, seeking feedback, adapting quickly and building high-performing teams by developing others, raising standards and creating confidence.
• Strong appetite to develop AI, digital and broader ICT capability, using emerging tools to improve productivity, insight generation and decision quality.

Creating Modern Luxury requires a modern approach to work. At JLR, hybrid working is a voluntary, non-contractual arrangement providing employees flexibility around how, when and where they work. Some roles require more on-site work, but details of this can be discussed with the hiring manager during the interview stage.

We work hard to nurture a culture that is inclusive and welcoming to all. We understand candidates may require reasonable adjustments during the recruitment process. Please discuss these with your recruiter so we can accommodate your needs.

JLR is committed to equal opportunity for all. Please be aware that we may close this vacancy for applications before the stated deadline if we receive a high volume of interest. We strongly advise you to submit your application as early as possible.

At JLR we are passionate about our people. They are at the heart of our business. We are committed to fostering a diverse, inclusive culture that is representative of our global customers and the society in which we live; a culture in which every one of our employees can bring their authentic self to work, and reach their full potential.