Canada Life UK looks after the retirement, investment and protection needs of individuals, families and companies. We help to build better futures for our customers, our intermediaries and our employees by operating as a modern, agile and welcoming organisation.
Part of our parent company Great-West Lifeco, Canada Life UK has operated in the United Kingdom since 1903. We have hundreds of respected and supported employees committed to doing the right thing for our customers and colleagues.
Canada Life UK is transforming to create a more customer-focused business by providing our customers with expertise on financial and tax planning, offering home finance and annuities propositions, and providing collective fund solutions to third party customers.
The Brand and Content Manager is a new role created to support the delivery of brand and content transformation for the UK. Accountable for defining core elements of the brand in the UK such as brand architecture, guidelines, governance of the brand in the UK ensuring that it delivers one Canada Life. A key part of the role will be to lead the brand strategy as we extend into new markets as one Canada Life. Leading the development of the content and editorial strategy and leadership of the delivery of a program of activity to build brand awareness, affinity and engagement meeting the strategic imperatives of Canada Life UK. The role holder will interface with teams across the UK and brand teams in Canada and Europe to share best practice and influence the global brand position and delivery. The roleholder will be passionate about brand and content and the impact it can have for the business and customers with a proven track record in this space. Leading a team of 4 to deliver product agnostic content and events – in person and virtually
Leading the definition of the content strategy and implementation of a program of brand/customer led campaign activity to deliver the UK brand strategy objectives, managing the annual plan, measurement and improvement program
Deliver one Canada Life through definition and delivery of brand architecture, brand activation, governance of trademark usage, guideline development, business case development for brand investment including sponsorship opportunities and delivery of campaigns and events (virtual and face to face) working with stakeholders in internal comms, CSR and business lines.
Lead the development and delivery of insight and performance metrics such as insight reports for campaigning and brand tracking, engagement and perception. Reported on a regular basis to senior leadership teams.
Control and monitor marketing budgets and to contribute to the overall financial management of the department, in adherence to the overall financial management ensure appropriate and timely submission for Finance control. Develop required business cases for brand investment with Hof Brand and Comms.
To provide brand leadership to the organisation and the marketing team in addition to 4 direct reports to drive their performance outcomes so that maximum productivity is achieved.
Desired Knowledge / Experience / Skills
Extensive experience in brand, marketing communications and campaign/content production for financial services
Proven brand marketing experience having managed and delivered for well-known brands
Extensive marketing skills, including comprehensive knowledge of marketing principles and integrated marketing
Proven experience working within the digital marketing and content space
Effective time management skills and the ability to multitask
Excellent interpersonal skills and the ability to develop effective working relationships at a senior level
Strong communication skills, both written and verbal with the ability conceptualise thinking into clear communication
Excellent Influencing skills – will require ability to get buy in and effective results from people not reporting directly to the job holder
A high level of creativity
Highly professional and proactive work ethic
Proven management skills, able to build and lead a team
Brand management experience
Track record in defining and delivering content led marketing campaigns with performance management
Marketing Qualification preferred
Financial services experience in relevant markets desirable
Provide examples or describe the level of accountability. Accountability looks at the level to which a job is answerable for actions and their consequences. It measures the impact of the job on end results of the business. More senior jobs are typically expected to hold greater accountability and act as the next point of problem escalation.
Support the organisation to deliver one Canada Life through the application of the brand strategy including trademark usage, guideline development, UK brand governance, brand architecture, brand activation including sponsorship, campaigns and events (virtual and face to face) working with stakeholders in internal comms, CSR and business lines.
Define the content strategy for brand activation and manage air traffic control across channels and lead the editorial board and content management process to deliver compelling content to market in a timely, relevant and useful way.
Ability to create content (all forms) and communications with a consistent corporate tone that is tailored to target audiences such an industry, media, new consumers, influencers and investors across business, trade, and consumer press
Preside over and be held accountable for the creation of brand and campaign briefing for development of content and concepts for implementation on all communications internally, externally on the corporate website globally and on social media channels and sales collateral.
Define the processes to enable the corporate brand is monitored to all external/internal teams including sales, marketing, digital products and agency partners to ensure that our tone of copy and brand is consistent across all sales material, marketing collateral and web properties including our corporate website and digital products such as B2B platforms. Lead the definition and delivery of brand metrics and reporting across brand tracking and other metrics that indicate brand perception and performance.
Ensure brand messaging is consistent and ensure we have a voice in regards to changing industry trends and market momentum such as FTC policies, product/pricing changes, our competitors messaging, industry organizations and their announcements.
Define and deliver a program of activations and campaigns. In collaboration define the core messaging and tone to deliver on the goals of the corporation by creating conversations and content that engages audiences from intermediaries, industry to PR/media or consumers.
Work with other departments such as sales, digital development, and HR to help with consistency of brand messages and material. Provide a strong creative and messaging platform to support internal communications and colleague engagement programs.
Stimulate more highly creative, innovative and ambitious approach to all marketing communications and content to aid focus and value amongst our chosen audiences and help land a differentiate brand and market positioning.
Lead the delivery of a calendar of product agnostic wellbeing content – physical, mental and financial to support the ambitions of the brand. Managing the content campaigns to deliver improved consideration, engagement and lead targets for Canada Life.
Lead the development and delivery of the Canada Life approach to events – virtual and in person, creating a leading immersive experience and bringing content to life in new and refreshing ways. Ensure measurement and communication of results on a regular reporting cycle.
Manage the Brand Content team and establishing the appropriate processes and practices to deliver success.
What you'll like about working here
As a Canada Life UK colleague, you'll receive a competitive salary and comprehensive reward package including income protection, private medical insurance and life assurance, along with a generous pension and bonus scheme. You'll also receive the support you need with your personal and professional development.
Diversity and inclusion
Canada Life is committed to a diverse and inclusive workplace. Our role as an employer of choice is to provide the right environment for talented people to do their best work, by respecting, understanding and valuing individual differences