Head of Brand & Communications in London

Our mission is to help people navigate relationship change with kindness, clarity and practical support. From moving in together to getting married, separating, co‑parenting or blending families, amicable helps thousands of couples have better conversations and make clearer decisions. Our digital, human approach combines technology with expert support to make things simpler, fairer and more accessible. We help people focus on what matters most, while reducing the cost and stress of navigating relationship change.

Amicable is growing quickly as demand increases and the way people approach relationships continues to evolve. Our values bring our purpose to life and make what we do and how we do it unique: we are Kind, Trust & Professionalism, with a quest for Customer Focus that drives us to be more Pioneering. We are proud to be part of the Octopus Group.

This is a senior, strategic role at the heart of how amicable shows up in the world. You'll own the brand, its narrative, reputation and voice, and lead our evolution into a true storytelling brand that's part of the national conversation. You’ll shape how amicable and its founders are seen by customers, the media, policymakers and the public. A blend of brand leadership, PR, press liaison and public affairs, you’ll find stories everywhere – in our customers, our data and our sector – and bring them to life across owned, earned and organic channels. You’ll be a strategic thinker and a hands‑on operator. You’ll have a radar for news and a bias for action, jumping on what’s breaking to create content, social moments and campaigns that put amicable into the conversation. And you’ll be the brand guardian – ensuring our values and voice stay consistent and authentic, even as AI accelerates execution. You’ll work closely with the Marketing Director, our Co‑Founders and the wider business, so that everything brand and communications does supports commercial growth.

Key responsibilities

• Own all messaging, storytelling and communications for the brand – finding stories in our customers, data and sector across internal and external audiences.
• Develop propositions and creative assets that bring the brand to life across owned, earned and organic channels.
• Build a reactive and proactive storytelling playbook – planning seasonal moments in advance, with a framework for news‑jacking and getting amicable into conversations instantly.
• Own brand health tracking across awareness, consideration and perception – using research, panels and synthetic audiences to turn insight into stand‑out campaigns.
• Act as brand guardian, ensuring our values and voice are reflected consistently across all communications.

Communications, PR and public affairs

• Own our corporate communications strategy – acting as a key spokesperson and leading media relations to support the Co‑Founders.
• Own crisis and issues management, protecting the brand’s reputation across all channels.
• Build strong relationships with journalists, broadcasters and policymakers – leading briefings, roundtables and events.
• Lead public affairs and policy engagement, cementing amicable as an innovator and pioneer in the sector.
• Build the public profiles of both Co‑Founders, securing interviews, panels and speaking opportunities.

Organic channels, content and execution

• Hold accountability for podcasts, social media and content creation, with your direct report managing day‑to‑day social.
• Shape storytelling across all organic channels, growing their contribution to leads and customers.
• Use AI and automation efficiently across content, copywriting and design – while protecting brand authenticity.
• Take an agile, test‑and‑learn approach with a curiosity for experimentation and rapid iteration.
• Lead, develop and coach your direct report.

Planning, reporting and communication

• Own the annual brand and communications plan and budget, aligned to the annual operating plan.
• Report on brand health, channel performance and market trends through clear, data‑visualised presentations.
• Track PR and earned media performance, striving for top tier reach, mentions and engagement.
• Ensure all communications comply with GDPR, PECR and the ASA/ CAP advertising codes.

About you

• Proven senior brand and communications leadership – strategic and operational – in a fast‑growing, consumer‑facing organisation.
• A strong track record in brand building, storytelling and narrative across owned, earned and organic channels.
• Experience leading PR, press liaison, crisis management and public affairs, engaging policymakers and public bodies.
• Experience building the public profiles of founders or senior leaders – securing interviews, panels and speaking opportunities.
• A radar for news and reactive communications, creating timely content that gets a brand into the public conversation.
• Experience owning brand health tracking, including awareness, share of voice, consideration and sentiment.
• Fluency in using AI tools to accelerate content creation, testing and analysis, while maintaining brand authenticity.
• Strong communication and stakeholder management skills, able to win over cross‑functional and senior stakeholders.
• Comfortable leading in a fast‑paced, changing environment – you know where to unlock value and how to prioritise.
• Experience leading brand or communications through periods of rapid scaling and growth.
• Understanding of UK marketing regulations and compliance, including the ASA/ CAP advertising codes.

Compensation, Perks & Benefits

• Salary: up to £70,000 per annum depending on skills and experience.
• Private Health Insurance.
• Group Life Assurance.
• Employee Assistance Programme.
• 28 days holiday plus bank holidays per annum.
• Enhanced family leave.
• Electric Vehicle Scheme.
• Share Incentive Plan.
• Cycle to Work Scheme.

We respect and value people's differences and believe that our teams are at their best when their members feel safe to bring their whole self to work. We are committed to creating an inclusive experience as well as equal opportunities for growth and development for all.