The Future
It’s an exciting time on our journey as we diversify and transform. Admiral is a well known and reputable insurance brand with strong associations for motor and multi cover. In recent years we have invested in products and capabilities beyond core motor insurance and now provide a wider range of insurance and financial services products, with ongoing ambitions to increase customer centricity, truly digital and data first business. So that transformation involves taking our brand and customer centricity to the next level with a strong and deliberate focus on our brand story, walking the walk as well as talking the talk and delivering excellent execution at all touch points and an equally strong focus on customer experience as part of that story. Finally, we have a strong desire to increase the depth, breadth and quality of our customer relationships with a focus on growing lifetime value.
The role
That’s where you come in. We already have a strong brand, but this role is all about taking that to the next level. You will be responsible for shaping the brand story, strategy, architecture and creative execution. In many ways you will be the chief story teller for the business, being able to articulate what makes us great into a strong brand vision and then executing on that for the customer. You will define and shape the brand story then drive a consistent execution of that story across all customer (and internal and partner) touchpoints. An increased focus area of the role is what we do beyond core motor insurance, the business has a more diversified portfolio and a range of insurance and lending products in B2C and B2B markets. You will be the guardian of the brand values and the person who drives the consistency that ensures our brand promise remains true. You will work with creative agencies and our design and UX teams to bring our brand to life, this will shape our above the line and below the line comms but also all our touchpoints from how we answer the phone to our digital look and feel.
Overall Responsibilities as Head of Brand
- Develop an appropriate brand strategy, architecture and creative execution
- To own both the brand vision and the creative execution of the brand
- To grow brand equity over time and increased product awareness
- To measure the impact of our brand and create business cases for investment and show commercial value as appropriate (including helping to demonstrate the value of the brand in customer acquisition, retention, cross sell, pricing power, etc)
- To work with other areas of Marketing and Customer to incorporate customer experience and stories into our brand
- Foster strong working relationships with other Senior Managers and make a valuable contribution to the Marketing and Diversification Senior Management Team.
Key Duties and Responsibilities as Head of Brand
- Develop and lead the Brand & Advertising areas of Marketing
- Develop and oversee the delivery of the Admiral brand plan
- To work with other Admiral group entities that use the Admiral brand and ensure their needs are met and the brand is used in a consistent way
- To ensure the development and monitoring of key performance indicators including financial, customer and people. Establish and maintain clear controls on performance and costs.
- Ensure that continuing professional development is undertaken and appropriately recorded.
- Proactively identify, manage and mitigate risks to the brand
- Manage relationships and performance of our relevant third parties
Skills and Experience
- An impressive marketing leader with a strong history of success in developing and growing a large, consumer facing UK brand
- A creative individual able to articulate and execute on a compelling brand vision
- A strong influencer (up to and including CEO level) who can create buy in for their plans
- A proven track record of strong and successful people/ relationship management
- A proven track record of delivering excellent business results
- Experience overseeing multiple large projects, with ability to prioritise and delegate.
- Excellent analytical skills, which can drive insight and change for the better
- A creative mind and ability to innovate and find alternative non-obvious solutions
- A good understanding of Admiral’s business model, strengths and key competitive advantages
- CIM, MBA or other postgrad qualification in relevant area is desirable, but not essential.
Additional Information
- We will review your CV within 5 working days of application
- Our office is based in Cardiff with a hybrid approach to working. 1-2 days per week in the office (or more if you prefer)
- We will give you everything you need to work comfortably from home
Salary, Benefits and Work-Life Balance
We do not have a set salary for this position, as it will be dependent on the successful candidate’s experience and the level of role you wish to be considered for.
We are happy to see CVs from all candidates who meet the requirements across our various opportunities and will be happy to discuss the remuneration package with you.
As the only FTSE 100 Company headquartered in Wales and ranked one of the best big companies to work for by the Sunday Times, Admiral is an exciting place to take your career. We are proud to be a diverse business where we put our people and customers first. We have great benefits to ensure colleagues have a great work-life balance; it's one of the reasons we are proudly the only company to have been named one of the Best Companies to Work For every year since 2001. We want you to have an element of freedom to define a working lifestyle that supports this, so we accommodate flexible hours wherever possible.
You can also view some of our other key benefits here; https://admiraljobs.co.uk/employee-benefits/.
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