Brand & Communications Lead
Pay: £38,000–£40,000 per annum (depending on experience)
Hours: 37.5 hours per week
Location: Shrewsbury Prison, The Dana, Shrewsbury SY1 2HP / Hybrid, with occasional travel to other Cove Group sites
Role Purpose
The Brand & Communications Lead works within the direction set by the Marketing Manager to translate agreed marketing strategy and priorities into clear, consistent and compelling brand-aligned communications across Cove Group’s portfolio. Combining hands-on delivery with leadership of content, PR, partnerships and creative activity, the role strengthens brand standards, capability and audience engagement.
The role is responsible for the day-to-day leadership and delivery of brand and communications activity, while working with the Marketing Manager to ensure activity aligns with the wider marketing strategy and commercial priorities.
The Role
This is a hands-on lead role with broad responsibility for translating agreed priorities into high-quality brand and communications activity. You will lead day-to-day work across brand, content, campaigns, PR, partnerships and creative delivery, including copywriting and editing, while coordinating relevant internal and external resources.
You will contribute to the development of Cove Group’s brand portfolio and lead the implementation and ongoing application of agreed brand architecture, messaging, tone of voice, visual identity and brand guidelines, ensuring these are consistently applied across relevant businesses and touchpoints.
You will work closely with the Marketing Manager and wider marketing team, and partner with Sales, Operations and other relevant teams to support joined-up delivery. You will also build effective relationships with agencies, media, partners and other external stakeholders, while line-managing and developing relevant brand, communications and creative colleagues.
The Reward
This role offers the opportunity to shape how Cove Group and its portfolio of brands are understood and experienced. You will combine creative influence with practical delivery, build strong brand and communications foundations, and see your work contribute to audience engagement, reputation and commercial growth.
Key Responsibilities
This section outlines the key areas of accountability for the role and the standards expected in each area.
Strategy & Delivery
- Lead the brand, communications and creative delivery of agreed integrated marketing campaigns, working with the Marketing Manager to ensure activity aligns with the wider marketing strategy and commercial priorities.
- Ensure timely and brand-aligned delivery of content, design, PR, partnerships and on-site activity, remaining hands-on where required through high-quality copywriting, editing and the creation of simple brand-aligned materials.
- Translate campaign objectives into clear briefs, key messages, content plans, and creative requirements.
- Continuously review and improve campaign delivery based on performance, audience insight, and feedback.
- Lead proactive and reactive PR and brand-aligned partnership activity.
- Contribute to the development of Cove Group’s brand portfolio and lead the implementation and ongoing application of agreed brand architecture, messaging, tone of voice, visual identity, brand guidelines and practical branded templates.
- Establish and maintain clear brand governance across Cove Group’s portfolio, ensuring relevant teams, agencies and suppliers understand and apply agreed brand standards.
Experience & Engagement
- Lead creative direction and oversee the creation and delivery of high-quality marketing content and materials across relevant channels.
- Champion audience-focused storytelling and communications that build awareness, trust, engagement, and loyalty across consumer, business and stakeholder audiences.
- Ensure consistent application of brand identity, messaging and tone of voice across customer, employee, partner and stakeholder touchpoints.
- Identify relevant content, media, partnership and reputation-building opportunities through insight, research and collaboration with internal and external stakeholders
Operational Management & Compliance
- Manage brand, communications and creative workflows to ensure efficient, timely, and high-quality delivery.
- Line-manage and develop relevant brand, communications and creative colleagues, setting clear expectations, providing constructive feedback and supporting effective performance and development.
- Maintain clear briefs, approval processes, records, reporting and asset libraries across brand and communications activity.
- Ensure compliance with brand standards, copyright, consent, data protection, advertising requirements, and internal policies.
Financial & Commercial Performance
- Manage agreed budgets, suppliers and resources responsibly, securing value for money and balancing quality, pace and commercial priorities.
- Ensure brand and communications activity supports agreed audience and commercial objectives, including awareness, engagement, ticket sales and lead generation where relevant.
- Monitor performance and effectiveness, using results to improve activity and resource decisions.
Collaboration & Communication
- Work closely with the Marketing Manager to support delivery of the marketing strategy.
- Build effective relationships across the marketing function, wider business and external network to align plans, enable joined-up delivery and communicate priorities, progress, dependencies, and risks clearly.
- Act as a trusted source of brand and communications guidance, providing clear advice, feedback and briefs while challenging where needed to protect quality and consistency.
- Provide clear updates to the line manager on progress, risks, priorities, opportunities and outcomes.
- Escalate significant brand, communications, reputation, budget or delivery risks to the Marketing Manager and provide clear recommendations for resolution.
Key Performance Indicators
Performance in this role will be measured through a combination of quantitative and qualitative indicators aligned to the Cove Group’s PDR framework.
These include:
- Development and successful implementation of agreed brand architecture, tone of voice, messaging and brand guidelines across the Cove Group portfolio.
- Consistent adoption and application of agreed brand standards across relevant businesses, channels and touchpoints.
- Quality, consistency and effectiveness of brand, communications and creative output.
- Delivery of agreed activity to required standards, timescales and budgets.
- Performance of campaigns, PR and partnership activity within the role’s remit against agreed audience, reputation and commercial objectives.
- Contribution to commercial priorities and continuous improvement.
- Effective leadership, collaboration and management of relevant colleagues, resources and suppliers.
About You
You are a confident, creative and commercially aware brand and communications professional who enjoys taking ownership and moving between planning and hands-on delivery.
You write and edit excellent copy, manage multiple workstreams, guide colleagues and creative suppliers, and see ideas through from brief to measurable outcome.
Essential Skills & Experience
- Experience in a brand, communications, marketing or related role with responsibility for developing and delivering multi-channel communications.
- Strong campaign planning and delivery experience.
- Excellent copywriting, editing and verbal communication skills, with the ability to tailor clear messages for different audiences and channels.
- Experience creating, applying or maintaining brand guidelines, tone of voice and messaging across multiple brands, business units or audiences.
- Strong project-management and organisational skills, with the ability to manage multiple priorities, stakeholders and deadlines independently and collaboratively.
- Experience briefing and managing designers, agencies, freelancers or creative suppliers.
- Commercial awareness and the ability to use insight, feedback and performance information to improve activity.
- Experience coordinating or supervising the work of colleagues or creative resources, including setting expectations, providing constructive feedback and supporting development.
- Working knowledge of relevant marketing and communications compliance, including copyright, consent and data protection.
Desirable
- Experience in media relations, partnership development and/or reputation management.
- Experience in B2B marketing or communications, including sales-support content.
- Experience contributing to a rebrand, brand-architecture project or multi-brand framework across multiple brands, locations or business areas.
- Experience in content marketing and SEO.
- Previous formal line-management experience and/or experience managing creative colleagues or resources.
- Background in tourism, leisure, heritage or other experience-led sectors.
Personal Attributes
- Able to see the bigger picture and translate agreed direction into practical, high-quality delivery.
- Proactive and adaptable, with calm judgement, personal accountability and strong follow-through.
- Collaborative and influential, able to give and receive constructive feedback and build trust at all levels.
- Creative, curious and audience-focused, with sound commercial judgement and a strong eye for detail, quality and consistency.
- Supportive people leader who is aligned with Cove Group’s values.
What We Offer
At Cove Group, we believe work should be something you look forward to. We’re building a culture where people feel valued, growth is constant, and purpose drives everything we do. You’ll be part of a team that’s passionate, collaborative, and proud of the difference we make every day.
As part of our culture promise, we offer:
- A collaborative, supportive, and values-driven environment.
- Fair pay, regular recognition, and genuine appreciation for your work.
- Opportunities for professional growth, learning, and development across Cove Group.
- Clear expectations, honest feedback, and leadership that lifts others.
- A positive, purpose-driven workplace where you can grow, thrive, and make an impact.
- Here, you won’t just do great work, you’ll help shape a culture we can all be proud of.
How to Apply
To apply, please submit your CV, highlighting your relevant experience, together with a short cover letter in which you describe, in no more than 200 words, one brand or integrated communications project that you personally owned and delivered.
Please include the business or audience objective, your personal contribution, the channels involved, any colleagues or suppliers you managed, and the measurable results achieved.
Pay: £38,000.00-£40,000.00 per year
Application question(s):
- Which best describes your people-management experience? Please select A, B, C or D.
A. I have formally line-managed one or more employees.
B. I have supervised or coordinated colleagues’ work, set expectations and provided feedback, but have not formally line-managed them.
C. I have managed agencies or freelancers, but not internal colleagues.
D. I have no relevant people-management or supervisory experience.
- Have you personally led the delivery of multi-channel marketing or communications campaigns from brief and planning through to implementation? Please answer Yes or No.
- Do you have substantial hands-on experience personally writing and editing public-facing copy across several formats, such as websites, campaigns, email, press materials or printed content? Please answer Yes or No.
- Have you personally briefed and managed the work of designers, agencies, freelancers or other creative suppliers? Please answer Yes or No.
Experience:
- Brand, marketing & multi-channel campaign delivery: 1 year (required)
Work authorisation:
- United Kingdom (preferred)
Work Location: Hybrid remote in Shrewsbury SY1 2HP
