Brand Expression Strategy Manager - Brand Identity and Design in Welwyn Garden City

Brand Expression Strategy Manager—Brand Identity and Design

At Tesco, the Brand Expression Strategy Manager will be responsible for developing and executing brand expression strategies in relation to brand identity and design across all touchpoints. The role requires a strategic thinker with a passion for brand storytelling and a deep understanding of how brand expression drives customer connection, loyalty, and growth. You will work closely with cross-functional teams including marketing, creative agencies, retail operations, and communications to ensure consistent, impactful brand expression that aligns with Tesco's brand values and business goals.

Responsibilities

• Develop and lead the brand expression strategy, ensuring it reflects Tesco's brand purpose, values, and positioning.
• Translate brand expression strategy into clear, consistent, and compelling brand expressions across all channels including, in-store and digital.
• Collaborate with creative agencies and internal teams to deliver innovative brand expressions that engage and inspire our customers.
• Oversee the application of brand guidelines to ensure brand integrity and consistency across all touchpoints.
• Conduct regular market, consumer, and competitor analysis to inform brand expression and keep Tesco's brand fresh and relevant.
• Lead and influence internal stakeholders to embed brand expression principles in everyday business decisions.
• Manage brand expression projects from concept through execution, ensuring timely delivery and alignment with strategic goals.
• Measure and report on the effectiveness of brand expression initiatives and use insights to optimise future activity.
• Champion Tesco's brand internally, fostering understanding and enthusiasm for the brand expression strategy across teams.

Requirements

• Bachelor's degree in Marketing, Communications, Business, or a related field;
• Proven experience in brand management, brand strategy, or brand expression roles within retail or FMCG sectors.
• Strong understanding of brand strategy and how it translates into tangible brand expression.
• Experience managing creative projects and working collaboratively with agencies and cross-functional teams.
• Excellent communication, presentation, and stakeholder management skills.
• Data-driven mindset with ability to analyse and apply insights for brand strategy improvement.
• Passion for retail and understanding of Tesco's market and customer base is highly desirable.

Skills & Competencies

• Strategic thinking and problem-solving skills.
• Creativity and innovation in brand storytelling.
• Strong project management and organizational skills.
• Ability to work in a fast-paced environment and manage multiple priorities.
• Influencing and leadership capabilities.
• Strong attention to detail and brand discipline.

Benefits

• Annual bonus scheme of up to 20% of base salary
• Holiday starting at 25 days plus a personal day (plus Bank holidays)
• Private medical insurance
• 26 weeks maternity and adoption leave (after 1 years' service) at full pay, followed by 13 weeks of Statutory Maternity Pay or Statutory Adoption Pay, we also offer 6 weeks fully paid paternity leave
• Free 24/7 virtual GP service, Employee Assistance Programme (EAP) for you and your family, free access to a range of experts to support your mental wellbeing

Job Details

• Seniority level: Mid-Senior level
• Employment type: Full-time
• Job function: Marketing and Sales
• Industries: Retail

About Us

You might know us as a supermarket, technology company or even for our award-winning mobile network. Truth is, we're all of those things, and much more. Our colleagues work with one goal in mind, helping to make every day a little better for our customers, colleagues and communities all over the world. No two customers are the same, neither are our colleagues. At Tesco, we champion a balance that lets you thrive both in and out of work. Spend 60% of your week collaborating with colleagues at our office locations or local sites and the rest remotely. We’re proud to be an accredited Disability Confident Leader, where everyone's welcome. That’s why we commit to providing a fully inclusive and accessible recruitment process. If you need support with your application, we provide more information.