Brand Lead

Hey! We’re Plum, your smart saving and investing app on a mission to help grow money for life. Whether you’re stashing the cash for tea and toast in your first home or catching some rays during retirement, Plum’s got your back. Since 2016, over 2 million people in 10 European markets have set aside more than £2 billion with our clever automation and AI – that’s the magic of Plum! As recognition for our work, we’ve received awards from the likes of Deloitte, Finder, and more. That’s all down to our passionate team of 230+ Plumsters, who work around Europe to help us achieve our mission.

The Role

At Plum, brand is not an accessory to growth; it is a driver of trust and market leadership. As we expand across Europe, we’re looking for a Brand Lead who can act as the architect of our verbal and visual identity. You will develop and execute Plum’s brand strategy end-to-end. That means driving our upcoming brand refresh, defining our narrative, and crucially, specifying how our brand shows up across different channels and interfaces, such as media, social and product. You will shape Plum’s story and bring it to life across every customer touchpoint. This role sits at the heart of our marketing team — connecting strategy, creative, and campaigns. You’ll be the steward of the brand across teams to align communication with brand guidelines and raise its quality at scale. The focus is not on producing content directly, but on setting standards, providing direction, reviewing critical work, and enabling others to communicate consistently within the brand system.

What you’ll be doing

• Take ownership of Plum’s visual and verbal identity, evolving it to reflect our growing product suite, fast growth and international presence.
• Craft a compelling, differentiated brand story that resonates across different markets and audiences, positioning Plum as the ultimate financial companion.
• Advise on target customer segments.
• Use market research and data to understand customer motivations and ensure our brand speaks directly to their needs.
• Conduct market research to identify trends and consumer insights.
• Oversee the development and implementation of brand guidelines.
• Work with marketing and product teams to ensure every touchpoint - from the app UI to out-of-home advertising - is unmistakably “Plum.”
• Act as the internal consultant for the Product Design and Creative Studio teams to help ensure the brand’s “look and feel” and “tone of voice” are executed flawlessly and consistently across the entire user journey.
• Create processes and tools that operationalise the brand at scale, enabling teams to apply brand principles consistently and efficiently.
• Act as a single point of accountability for brand language and narrative, identifying gaps or risks in how the brand is expressed and proactively address them.
• Oversee the end-to-end creation and execution of multi-channel brand marketing campaigns that drive awareness, consideration and emotional connection, in collaboration with paid marketing teams.
• Translate positioning into compelling and culturally relevant campaigns that resonate with our customers.
• Collaborate with our creative studio (design, content, video) to ensure high-quality, on-brand work.
• Lead relationships with external brand strategy and creative agencies to ensure high-quality output that aligns with our strategic goals.
• Support Plum’s social media presence: shaping the brand voice, guiding content, and ensuring consistency across channels.

Who You Are

• You have 8+ years of experience in brand strategy or creative strategy, ideally within a high-growth B2C tech environment (Fintech experience is a plus, but not a requirement).
• A natural storyteller that can connect our target audiences to the Plum mission and products through a compelling narrative.
• You make decisions based on market positioning and customer psychology.
• You have a high bar for design and imagery.
• You help designers and copywriters to produce work that is world‑class.
• You are a natural collaborator who can influence senior stakeholders and inspire a team to do their best work.
• You love sharing new tools and techniques that make everyone more effective.
• You thrive when the brief is vague, the deadline is tight, and priorities shift.
• You can start working even when you don't have all the answers, and you know how to ask the right questions to get unstuck quickly.
• Tight deadlines don't rattle you.
• You can juggle 5+ projects at once, deliver quality work at pace, and stay focused when things get chaotic, thanks to your organisational skills and resilience.
• You’re excited about new tools and technologies, especially AI.
• You see them as ways to amplify your craft, not replace it.
• You experiment with new approaches, measure what works, and aren't afraid to fail fast and learn.
• You already use AI tools in your workflow (or you're eager to start).
• You understand their strengths and limitations.
• You can prompt effectively, refine outputs, and maintain brand quality even when using AI to accelerate your work.

Plum Perks

• We’re all in this together! Own part of the company through stock options.
• Private health insurance.
• Annual training budget.
• Plum Premium Referral scheme: earn competitive rewards.
• Flexible approach to remote working: we encourage at least 2 days a week in one of our beautiful offices in London, Athens or Cyprus.
• Team breakfasts and lunches.
• 25 days holiday + bank holidays.
• 45 work-from-anywhere days: giving you the flexibility to work your way.
• 2 weeks sabbatical after 4 years to take the break you deserve.
• Enhanced parental leave.
• 1 paid volunteering day annually.
• Annual team trip: to a surprise destination.
• A fun, inclusive company culture.

If this sounds like you, we’d love to hear from you!

Thanks, Team Plum

Plum is an Equal Opportunity Employer. Plum does not discriminate on the basis of race, religion, sex, gender identity, sexual orientation, non‑disqualifying physical or mental disability, national origin or any other basis covered by appropriate law. All employment is decided on the basis of qualifications, merit and business need.