Brand Communications Lead in Andover

In Twinings UK, we’ve come a long way since Twinings began in 1706, and we’re proud that we are now a leading brand in both hot and cold wellbeing drinks, empowering millions of consumers to get the most out of life. We’ve created an organisation designed to be in flow, where everyone has a pivotal role to play, and an experience that enables you to get the most out of life at Twinings and thrive.

We’ve been on an exciting transformation at Twinings UK, repositioning the brand as a leader in wellbeing drinks. Through strong innovation—including our move into cold sparkling tea—and step-change communications backed by significant media investment, we’ve driven standout growth over the past four years, becoming the number one tea brand among under 35s and in London.

With strong momentum in place, we’re entering the next phase of growth. As Brand Communications Lead for UK, you’ll define our comms strategy and creative vision, working closely with channel leads to shape integrated, audience-first campaigns across the full consumer experience—from ATL and digital to social and shopper.

You’ll bring a consumer-first mindset, strong creative craft, and broad experience across channels—from TV to shopper—to raise the bar on creativity and effectiveness. You’ll help deliver more cohesive, impactful brand storytelling that builds a more meaningful and memorable brand.

You’ll recognise that every interaction across the CX shapes how people feel and act, and ensure our communications are consistently compelling, cohesive, and effective—in ways that truly connect with and delight our audience.

• Ultimately your goal is to make Twinings the go-to wellbeing choice on more occasions by increasing noticeability, likeability and memorability.
• Consumer Experience (CX) Design: You’ll partner with the Head of Connections, Insight Team, and Media Lead to shape a clear, insight-led CX strategy that delivers on brand ambition and business goals. You’ll also lead the creative effectiveness agenda, working with internal teams and external partners to keep learning, refining, and improving effectiveness.
• Communication Strategy: You’ll work with Brand, Insights, and Category teams to shape a clear, insight-led comms strategy, grounded in a deep understanding of consumer and shopper behaviour. You’ll define—and act as guardian of—what we say, where, and how across the end-to-end CX to drive the required behaviour or perception shift at each moment. You’ll flex your thinking across channels, from ATL through to shopper, partnering closely with Shopper Design and Activation team to step-change the experience and impact at the point of purchase. You’ll tie everything back to clear KPIs, ensuring strong measurement is in place to track and improve effectiveness.
• Creative Development: You’ll oversee creative development across channels, working closely with channel leads to ensure everything aligns with brand guidelines, the comms strategy, and the CX plan. With an audience-first mindset, you’ll make sure every interaction—whether TV, email, or in-store—lands effectively. You’ll lead ATL creative workstreams (TV, OOH, audio, print, digital video), partnering closely with the Media Lead to ensure media planning and creative are fully aligned to maximise impact.
• Creative Vision & Brand Storytelling: You’ll own the brand idea, creative direction, and campaign narrative. With a consumer-first mindset, you’ll stay ahead of behaviours, cultural shifts, and emerging trends—using these insights to shape more relevant and effective communications.
• Future Proofing Content Approach: You’ll partner closely with the Creative Design Lead and the team to shape a future-proof content approach—building a joined-up system that’s faster, more consistent, and more effective. You’ll help manage agency partners and ensure we’re developing the right capabilities, including the use of AI and dynamic content to stay ahead.

• We’re looking for a strategic thinker with hands-on execution capability, bringing together the appetite to not only ‘dream it’, but also demonstrate high accountability to ‘own it’ through a sleeves up, hands on approach. Your entrepreneurial mindset and results-driven approach tap into our third value, you strive for greatness in all that you do, and ‘win it.’
• Proven experience developing insight-led, culturally resonant comms strategies for FMCG/lifestyle brands, translating into clear objectives, KPIs, and inspiring briefs.
• Strong track record delivering integrated, end-to-end campaigns across ATL, digital, social, influencer, experiential, and shopper, with high standards in creative development and brand storytelling.
• Skilled in agency management and building effective creative–media partnerships to unlock high-quality, impactful work.
• Deep consumer focus, with a strong instinct for cultural trends and human behaviour to shape relevant, resonant communications.
• Data-led and test-and-learn mindset, using measurement and insight to continually optimise effectiveness and drive measurable impact.
• Inspiring, collaborative leader with strong stakeholder influence and executional grip—ensuring cohesive delivery across all campaigns while driving brand buzz through social, media, and PR.

• Yearly bonus based on personal contribution and financial performance.
• Flexible working options.
• 25 days holiday plus 8 bank holidays and the option to buy and sell holidays.
• Onsite Gym and Wellbeing Centre.
• Perkbox – employee discount scheme with discounts online, in high street stores, cinema, holidays, restaurants and many more.
• Pension scheme with your contributions matched for up to 10% of your salary.
• Cycle to work scheme.
• SimplyHealth Cash plan.
• Onsite Staff shop and online staff discounts.
• Bupa Private Medical Insurance.
• Competitive Car Allowance.
• Electric Car Scheme.
• Access to LinkedIn Learning.
• Access to ABF Networking, connect, collaborate, and grow across the ABF Group.
• Four week Digital Nomad.
• Opportunity for a variety of marketing leading development opportunities.
• 2 recharge days a year to pause and get back on top and thriving.
• Birthday day off.
• Inspiring connection events in line with our exciting wellbeing vision.