Director of Brand

About The RoleTeam – Marketing Leadership TeamWorking Pattern - Hybrid – 2 days per week in the Vitality London Office. Full time, 37.5 hours per week. We are happy to discuss flexible working!Top 3 skills needed for this roleExperience managing a diverse brand portfolio across geographiesExperience building a brand across a diverse range of audiences, both B2B and B2C.Established executive leadership profile with the credibility, gravitas and presence to shape strategy and influence senior stakeholders.What this role is all about
As a leading global health and life insurer operating across 35 markets and impacting 54 million lives, we are transforming insurance through its Shared Value model, powered by Vitality AI. By combining behavioural science, data, technology and rewards, we encourage healthier choices that help people live longer, healthier lives, while sharing the benefits of positive behaviour with members, advisers and employers. This creates meaningful social impact through healthier communities, greater productivity and reduced pressure on healthcare systems worldwide.The Director of Brand will play a critical role in bringing this ambition to life. Reporting to the Group Chief Marketing Officer, they will shape and elevate the Vitality brand across international markets, creating a consistent, compelling and differentiated proposition that strengthens our position as a global leader in health and life insurance.Leading the global brand strategy, the Director will oversee brand development, advertising, content, social media, sponsorships and partnership activation. They will create engaging experiences that build awareness, trust and advocacy among consumers, advisers, employers and strategic partners. Working across Vitality UK, Partner Markets, North America, Asia and Europe, they will champion innovation, creativity and customer insight to ensure the Vitality story resonates consistently while remaining locally relevant.The successful candidate will inspire high-performing teams and collaborate with senior stakeholders to translate our purpose into impactful campaigns, experiences and communications that support growth and reinforce our distinctive Shared Value proposition. Using data, customer insight and emerging technologies, including AI, they will create meaningful audience connections and position Vitality at the forefront of the future of insurance.With more than 4,000 employees across the UK, North America, India, South Africa, China and beyond, Vitality offers a unique opportunity to shape a globally recognised brand that is changing lives at scale. More than a brand leadership role, it is an opportunity to inspire healthier societies, influence millions of lives and help redefine what insurance can achieve for people and communities worldwide.Key ActionsGlobal Brand Strategy and StewardshipLead the long-term global brand strategy, to drive business growth, differentiation and customer engagement across health and life insurance marketsAct as the guardian of the brand, ensuring consistent application of brand standards, positioning, tone of voice and visual identity across all channels and marketsEmbed the organisation's purpose and values through all brand activity, ensuring alignment with commercial and customer goalsSponsorship and Partnership StrategyOwn the global sponsorship strategy, ensuring investments deliver measurable brand awareness, engagement, acquisition and retention outcomes.Maximise strategic partnerships that strengthen brand equity and reinforce the organisation's health and wellbeing credentialsDevelop integrated activation programmes across advertising, social, content, PR, customer and employer/intermediary channelsEstablish clear performance measures and ROI frameworks for all sponsorship investmentsAdvertising and Integrated Campaign LeadershipLead the development and delivery of integrated above-the-line and below-the-line advertising campaigns across digital, broadcast, out-of-home, print and emerging channelsDeliver insight-led, creatively distinctive campaigns that drive brand consideration, demand generation and commercial performanceOversee agency partnerships, media planning and creative development to maximise effectiveness and efficiency of marketing investmentDrive innovation in brand communications and explore new opportunities across digital, social and AI-enabled channelsContent and Brand StorytellingDefine the content strategy and editorial framework that brings the brand purpose, products and customer outcomes to lifeOversee the creation of high-quality, multi-channel content across thought leadership, video, social, customer stories, campaigns and sponsorshipsOptimise external content for discoverability across search, social and emerging AI ecosystems with clear governance and quality standardsSocial Media LeadershipLead the global social media strategy, to drive brand awareness, engagement, advocacy and reputationCreate an integrated approach between organic social, paid social, influencer activity and content productionEnsure sponsorships, partnerships, campaigns and thought leadership are effectively amplified through social platformsUse audience insights, social listening and performance analytics to continuously refine strategy and improve outcomesBrand Performance and InsightEstablish and monitor brand health measures including awareness, consideration, preference, advocacy and reputationUse customer, market and competitor insight to identify opportunities and inform brand strategyProvide regular reporting and recommendations to the Executive Team on brand performance and return on marketing investmentLeadership and Capability BuildingDevelop high-performing teams across brand, social media, content, sponsorship and advertising disciplinesFoster a culture of creativity, innovation, experimentation and continuous improvementPartner across Product, Distribution, Customer Experience, Digital, PR and Commercial teams to ensure consistent execution of the brand strategyPartner to ensure Corporate Reputation and Strategic CommunicationsPartner with Communications and Public Relations teams to strengthen corporate reputation and thought leadershipEnsure a coordinated brand response to key business, regulatory and market developmentsAct as a senior brand adviser to executive stakeholders across the business What do you need to thrive?Substantial senior leadership experience across all brand areasDemonstrable experience leading and supporting multidisciplinary teams at scaleExperience of setting strategy, managing a significant portfolio and budget, and translating strategic imperatives into measurable outcomesProven ability to lead in a regulated, customer-focused environment and to manage brand riskExcellent written and verbal communication, with the ability to make complex or abstract issues clear and actionable
So, what’s in it for you?Bonus Schemes – A bonus that regularly rewards you for your performanceA pension of up to 12%– We will match your contributions up to 6% of your salaryOur award-winning Vitality health insurance – With its own set of rewards and benefitsLife Assurance – Four times annual salaryThese are just some of the many perks that we offer! To view the extensive range of benefits we offer, please visit our careers page. Fantastic Benefits. Exciting rewards. Great career opportunities!
If you are successful in your application and join us at Vitality, this is our promise to you, we will:Help you to be the healthiest you’ve ever beenCreate an environment that embraces you as you are and enables you to be your best selfGive you flexibility on how, where and when you workHelp you advance your career by playing you to your strengthsGive you a voice to help our business grow and make Vitality a great place to beGive you the space to try, fail and learnProvide a healthy balance of challenge and supportRecognise and reward you with a competitive salary and amazing benefitsBe there for you when you need usProvide opportunities for you to be a force for good in societyWe commit to all these things because we want you to feel that you belong, and are supported to be happy and healthy.About YouAbout UsWe’re incredibly proud to be recognised for the culture we've created — recently being named one of Glassdoor’s Best Places to Work 2026, and in 2024 we were delighted to be awarded Top 10 Places to Work in the Sunday Times Awards.
Vitality is a multi-award-winning UK insurance brand, here to make the world a healthier, happier place.
We’ve been a purpose and values-driven business from day 1- long before it became fashionable. Our core purpose is to make people healthier and enhance protect their lives. Vitality pioneered shared-value insurance. We incentivise people to live healthier longer lives – they benefit, our business benefits, and society benefits. We’re successful because we attract, develop, and retain the best people – and because we care.
Plus, you get to join our 1.7+ million members with access to our unique health insurance and healthy living programme. Just to make sure you know our products inside and out.
Ready to find out if we’re the right fit for you? We can’t wait.Unable to show this video due to your cookie preferencesDiversity & InclusionAt Vitality, we’re committed to diversity and inclusion because it’s good for our employees, for our business, and for society. We welcome applications from individuals of all backgrounds, experiences, and perspectives. Vitality’s approach to sustainabilityVitality is a business that drives positive change. We reward people for making and sustaining healthier choices. But healthy people also need a healthy environment. To learn more please visit our Careers page. #LI-HybridIf we are fortunate in receiving a high volume of quality applications we may need to close this vacancy early. If you are interested, please submit your application as soon as possible.All LocationsLondonAll Locations is a required fieldAdvertising SalaryCompetitive + Bonus + BenefitsContract TypePermanentFunctionMarketing & PRExternal Advertising End DateClosing Date:14 Oct 2026