Creative Access
Head of brand & campaigns

Head of brand & campaigns

Featured job
ExpiresExpires: 08/07/2022
Permanent position
£71,000 to £80,000 per year

We are looking for a creative, strategic and proactive head of brand and campaigns to join us in our London office!

At Smart Energy GB, we aim to engage and communicate with the whole of our diverse nation about the smart meter rollout across England, Scotland, and Wales. We are an independent organisation set up by the government to deliver the national public engagement campaign, raise awareness of smart meters and drive the adoption of this technology in everyone's homes. Smart meters are essential building blocks in the creation of a cleaner, greener energy system for the future.

We are looking for a creative, strategic and proactive head of brand and campaigns, who has either worked in a senior position within a major in-house consumer marketing team or as a senior strategist/business lead for a prominent, integrated communications agency, to join us in our London office! Your task will be to oversee our internal studio and brand guidelines and have shared responsibility for delivering Smart Energy GB’s marketing strategy, creative development and campaigns.


Responsibilities will include:

Marketing strategy and implementation

  • Manage the development of individual campaign propositions and go-to-market strategies
  • Oversee the implementation of the marketing strategy, by running integrated campaigns, executed across the most relevant channels and touchpoints. This includes TV, print, radio, media partnerships, digital display and content across social media and our website
  • Head up the day-to-day management of our creative agency (and media agency partners alongside our head of media) to ensure optimal service and quality of deliverables against set objectives, timelines and budget. Our primary agencies are AMV BBDO, Gravity Road and m/SIX and this role specifically has core management of AMV BBDO
  • Work with Insight department to commission research and utilise data for marketing campaigns, interrogating the organisation’s databases and external data
  • Align with Insight team on interpretation of business intelligence and audience research to define engagement strategies and guide creative development across domestic audience segments, microbusinesses and customers in vulnerable circumstances (CIVCs)
  • Oversee the team responsible for ongoing brand development, brand guidelines and producing in-house creative work through our agencies and studio
  • Leadership of our brand strategy, underpinning all external and internal communications, to support and augment above the line (ATL) and below the line (BTL) campaign activity
  • Ownership of all brand assets, guidelines, talent contracts, and usage rights, specifically the relationship with the Greenlight estate acting for Albert Einstein (our current campaign
  • Review of all assets to ensure adherence to guidelines

Leading a team

  • Embody the skills and behaviours to lead integrated teams comprised of a mix of disciplines
  • Develop all team members to think strategically, and to recognise creative excellence
  • Talent manage so that it is clear where individual strengths lie and how people are being developed, and equally be able to raise and manage any performance issues
  • Help teams develop and prioritise as the organisation evolves and the Marketing department steps up to new technologies and platforms


  • Set and have joint responsibility for an annual departmental budget of around £5m (in addition to the £20m media budget)
  • Manage and measure marketing campaign costs
  • Negotiate with media and creative agencies to ensure procurement best practice is always adhered to
  • Competently demonstrate value for money to those running the organisation as well as external stakeholders


Knowledge, skills, experience

It is critical that you have either worked in a senior position within a major in-house consumer marketing team or as a senior strategist/business lead for a prominent, integrated communications agency. You must be able to demonstrate:

  • Experience creating and delivering major, integrated consumer marketing campaigns covering both brand and direct response
  • ATL experience in developing creatively ambitious campaigns through all massmedia channels, with a strong appreciation of how to use the latest technologies to apply increased targeting capabilities to these channels
  • Digital experience with social media, content development, and close integration of ATL and Digital workstreams
  • Experience working for/with major media and creative agencies and managing senior relationships within those agencies
  • Ability to head up the development of clear and robust strategic recommendations, write effective client creative briefs, evaluate creative work and multi-channel media plans
  • Experience in identifying and applying appropriate use of data
  • Ability to evaluate creative and media agency cost proposals, agree clear scopes of work and manage a significant marketing budget, providing a live and accurate view of this budget to senior management as and when required
  • Understanding of best practice in activity targeting different segments of society including more vulnerable audiences
  • Excellent management of senior relationships with a wide range of internal and external stakeholders
  • Experience managing and motivating excellent performance from sizeable teams with different levels of experience and skills/areas of focus
  • Excellent communication skills; the ability to write and present succinctly, and creatively
  • Strong project management skills: Must be highly organised and able to develop and oversee dynamic project plans and work-flows ensuring projects are delivered on time and budget
  • Curious and proactive with the flexibility and resilience to adapt to evolving tasks and organisational requirements
  • Appreciation of the objectives and activities of Smart Energy GB
  • Appreciate the diversity of the people and communities of Great Britain and embrace this diversity in your approach to work



Smart Energy GB is an equal opportunity employer and we value diversity. We use data to measure the effectiveness of our attraction and selection methods to ensure that they are fair and equitable and that opportunities at Smart Energy GB are accessible to people from all backgrounds.

We actively encourage applications from currently under-represented groups. We have identified ethnically diverse backgrounds, lower socio-economic backgrounds, disability and gender as the key areas we would like to focus our recruitment efforts in.

What do we do at Smart Energy GB to promote diversity and inclusion?

Every person who applies for a role at Smart Energy GB is asked to complete a diversity questionnaire and they are asked whether or not they consent to their diversity data being taken into consideration at the shortlisting stage. Please could you complete our short form -

1. Rooney Rule

We are building a team that is able to understand the needs of and effectively communicate with the whole of our diverse nation. We want our team to reflect the diversity of the wider population, in terms of the representation of people from ethnically diverse and lower socioeconomic backgrounds.

If consent is given, of the candidates who meet the essential selection criteria for the role and who are ethnically diverse or from lower socio-economic backgrounds, at least one will be shortlisted for the next stage in the recruitment process, which is usually an interview.

2. Disability

All disabled applicants who meet the minimum requirements of the job as set out in the job description will be guaranteed an interview, if consent is given for this data to be taken into consideration at the shortlisting stage.

If there’s anything we can do to make our interview process or working environment more inclusive and to meet your particular needs please let us know. Our offices have full wheelchair access.


To apply for the role

Please view the full job description on our careers page by clicking 'apply'.

If you use assistive technology (such as a screen reader) and need a version of this document in a more accessible format, please email Please tell us what format you need. It will help us if you say what assistive technology you use. An audio/visual version is also available upon request.


Please make sure that you state in your application that you found this role via Creative Access.

Years of experience

  • Senior

Salary range

  • £71,000 to £80,000 per year

Required skills

  • Digital Marketing