Interim Head of Brand

As Interim Head of Brand you’ll lead how our brand comes to life at an exciting moment for the Royal British Legion. With our 10-year strategy (2025–2035) setting the direction, this role is about shaping a bold, joined up brand that works hard across a large and diverse organisation. Partnering closely with the Director of Marketing and Communications, you’ll set the brand vision, bring clarity where it’s needed and help teams across the organisation use the brand consistently and confidently.

Come and be part of the leading Armed Forces charity, making a difference to the lives of those who have served to keep us safe and protect our way of life. You’ll lead an established in-house brand and studio team and work alongside trusted creative and media agencies to deliver standout brand positioning, national campaigns and high-quality creative. This is a role for someone who enjoys getting stuck in, setting direction, raising the bar and turning insight into creative that cuts through. From brand identity and tone of voice to campaign delivery and creative standards, you’ll have genuine influence and visibility.

We’re looking for a senior brand leader who brings energy, curiosity and strong judgement, and who’s comfortable balancing pace with quality. You’ll have a sharp eye for design, experience leading teams and agencies, and confidence managing significant budgets in complex environments. Just as important, you’ll enjoy collaborating with people at all levels and helping others do their best work. If you’re excited by the idea of shaping the future of an iconic UK brand and having some fun along the way, we’d love to hear from you.

You will be contracted to our Haig House hub with a minimum expectation of two days per week working in person at the hub and flexibility for working remotely/at home when not on site.

• Lead the in-house brand and studio team and collaborate with creative and media agencies to deliver brand positioning, national campaigns and high-quality creative.
• Set the brand vision and provide clarity to teams across the organisation to ensure consistent and confident use of the brand.
• Shape brand identity, tone of voice and standards; influence campaign delivery and maintain creative quality.
• Partner with senior stakeholders, including the Director of Marketing and Communications, to drive the brand strategy at scale across a large and diverse organisation.

• Senior brand leader with energy, curiosity and strong judgement; comfortable balancing pace with quality.
• Sharp eye for design; experience leading teams and agencies; ability to manage significant budgets in complex environments.
• Excellent collaboration skills and ability to work with people at all levels to help others achieve their best work.
• Interest in shaping the future of an iconic UK brand; ability to turn insight into creative that resonates.

• 28 day’s paid holiday (plus bank holidays) increasing with service, with optional annual leave purchase scheme of up to 5 working days.
• Private Healthcare.
• Generous pension contributions, with Employer contributions ranging from 6% to 10%.
• Range of flexible working options may be available, depending on your role.
• Employee Assistance Programme providing confidential counselling, financial and legal advice.
• Range of courses delivered by learning specialists to support your development goals and objectives.
• Opportunities to volunteer.
• Travel loans, Cycle to Work, and more!

RBL is committed to creating a diverse and inclusive organisation, reflecting the diversity of the armed forces community and of wider society. We welcome applications from people of all backgrounds and personal characteristics.

Closing Date: 18th February 2026.

Interview Date(s): First-stage interviews will take place on 25 and 26 February via Microsoft Teams. Second-stage interviews will be held in person at our London head office on 5 March. We may close this vacancy early if we believe we have enough strong applications to be able to successfully fill the role(s). Interested candidates are encouraged to apply as soon as possible.