Brand Manager

Strategy and Communications

Strategy and Communications sits at the centre of the organisation, bringing together several teams with organisation-wide remits and mutual collaboration opportunities. The work of the directorate’s teams includes delivery of major events, designing and leading public affairs or marketing campaigns, providing data, evidence and analysis, leading cross-organisational programmes, to making sure we plan for and can respond to emerging events or emergencies in our city.

About the team

The StratComms team sits within the External Relations unit. Our role is to help the Greater London Authority communicate more cohesively, more coherently, and with greater impact. We ensure that the organisation reaches the right audiences with priority messaging.

About the role

The Brand Manager will be responsible for strategic management of the Mayor of London and Greater London Authority (GLA) brands. They will ensure that use of the brands is coherent and consistent, helping build a trusted and impactful communications portfolio.

The Brand Manager will deliver a clear branding strategy aligned to Mayoral priorities, oversee governance across the GLA Group, and ensure visual brand integrity in a high-profile political and public service environment.

As the senior brand guardian, the Brand Manager will advise the Marketing and Creative teams, Mayor’s Office, London Assembly and policy teams on brand visibility, and be responsible not only for the correct application of the brand architecture but for spotting further opportunities for visibility.

What your day will look like

• Leading the development of the Mayor of London and GLA visual branding strategy, ensuring alignment with Mayoral priorities, statutory responsibilities, and organisational objectives
• Drive clarity and consistency across the GLA’s communications materials (including marketing, design, policy and other comms teams), ensuring the elements of the brand are used in a clear and consistent way
• Review and enforce how the brand is applied across all internal and external materials, ensuring that all communications are accurate, consistent and aligned with the brand architecture
• Manage brand and design agencies to produce high quality strategic and creative outputs
• Ensure brand assets are compliant with accessibility standards, intellectual property rights, equality duties and public sector communications requirements
• Work closely with partners (internal, external and across the GLA Group) to identify and take advantage of more audience touchpoints

Skills, knowledge and experience

To be considered for the role you must meet the following essential criteria:

• Significant experience of delivering branding strategy within a large, complex and high-profile organisation, ideally with experience managing a re-brand or roll-out of a new brand.
• Proven project management capability, with experience planning and delivering complex, multi-workstream branding initiatives—ensuring strong organisation, clear milestones and effective cross-team coordination.
• Demonstrable experience of setting brand architecture and governance frameworks across multi-stakeholder environments.
• Strong understanding of political context and the ability to manage reputational risk within a public sector setting.
• Experience of advising senior leaders and influencing decision-making at executive level.
• Proven track record of leading integrated communications across PR, digital, marketing and stakeholder engagement.
• Experience commissioning and managing agencies, with a focus on quality, performance and value for money.
• Strong analytical capability, with experience using audience insight and performance data to shape strategy.
• Excellent written and verbal communication skills, with the ability to articulate brand positioning clearly and persuasively.
• Commitment to equality, diversity and inclusion, and to public service values.

Desirable and Other Considerations

• Strong understanding of political context and/or managing reputational risk within a public sector setting.
• Analytical capability, with experience using audience insight and performance data to shape strategy
• Hands-on experience with design products such as Adobe or Canva

Job Description

Job purpose

To provide strategic management of the Mayor of London and Greater London Authority (GLA) brands, ensuring it is coherent, trusted and impactful across all communications and engagement activity.

The postholder will deliver a clear branding strategy aligned to Mayoral priorities, oversee governance across the GLA Group, and ensure visual brand integrity in a high-profile political and public service environment.

Principal accountabilities

1. Lead the development and ongoing evolution of the Mayor of London and GLA visual branding strategy, ensuring alignment with Mayoral priorities, statutory responsibilities and organisational objectives.
2. Deliver the brand and logo architecture across the GLA Group, driving clarity and consistency while recognising the distinct roles of functional bodies.
3. Monitor and enforce brand application across all external and internal communication materials, ensuring accuracy, visual consistency and alignment with agreed brand architecture and attribution requirements.
4. Establish and oversee robust brand governance frameworks ensuring compliance with accessibility standards, equality duties and public sector communications requirements.
5. Act as the senior brand guardian, advising the Marketing and Creative teams, Mayoral Head of Marketing & Brand, Mayoral Head of Digital, and policy teams on brand visibility, reputational risk and audience engagement.
6. Identify and support the delivery of partnership opportunities related to the Mayor of London and GLA brands, where those opportunities help deliver the Mayor’s strategic priorities.
7. Build strong working relationships across External Relations, the Mayor’s Office, Deputy Mayors’ offices, policy units, functional bodies and delivery partners to ensure brand coherence in high-profile announcements, projects and initiatives.
8. Work closely with colleagues to manage the development, implementation and continuous improvement of comprehensive brand guidelines and toolkits, ensuring adoption across City Hall and partner organisations.
9. Work closely with policy teams and the Mayoral Policy & Delivery Unit to identify wider GLA opportunities to deliver a cohesive branding experience across all audience touch points. Support the monitoring and evaluation of brand performance, attribution and audience perception, using insight and data to inform strategic decision-making and continuous improvement.
10. Commission and manage creative, design and media agencies in relation to visual brand identity development and delivery, ensuring value for money and high-quality delivery.
11. Oversee brand asset management, intellectual property and trademark protection in collaboration with legal and governance colleagues.
12. Champion inclusive and representative communications, ensuring the Mayor of London and GLA brands reflect London’s diversity and promotes trust and accessibility.

Key relationships

Accountable to:Senior Strategic Communications Manager (G11)Accountable for:[no direct reports]

Principal contacts:

Head of Marketing Campaigns

Head of Creative

Mayor’s Office
Deputy Mayors and senior policy leads
Press, Campaigns and Digital teams

Policy Communications Officers

Functional bodies (e.g. TfL, MOPAC, LLDC)
Creative, media and research agencies
London boroughs and other strategic partners

How to apply

If you would like to apply for the role you will need to submit the following:

• Up to date CV
• Personal statement with a maximum of 1500 words. Please ensure you address how you demonstrate the essential criteria outlined above in the advert.

Please ensure your CV and Personal Statement have a maximum file size of 1.5MB each and upload your Personal Statement to the ‘CV and Cover Letters’ section’ of the form, ensuring you address the technical requirements and competencies in your Personal Statement.

Word or PDF format preferred and do not include any photographs or images. Please ensure your CV and Personal Statement are saved with the job reference number as part of the naming convention (E.g., “CV – applicant name - 012345)

As part of GLA’s continuing commitment to be an inclusive and equal opportunity employer we will be removing personal identifiable information from CVs and Personal Statements that could cause discrimination.

If you have questions about the role

If you wish to talk to someone about the role, the hiring manager, Jared Shurin, would be happy to speak to you. Please contact them at jared.shurin@london.gov.uk

If you have any questions about the recruitment process, contact the glaopdcrecruitment@tfl.gov.uk who support the GLA with recruitment.

Assessment process

Once you have submitted an application, your details will be reviewed by a panel.

If shortlisted, you’ll be invited to an interview/assessment.

The interview/assessment date is: w/c 6/7/26 (may be subject to change)

Equality, diversity and inclusion

London's diversity is its biggest asset, and we strive to ensure our workforce reflects London's diversity at all levels. We welcome applications from everyone regardless of age, gender, gender identity, gender expression, ethnicity, sexual orientation, faith or disability.

We particularly encourage applications from Black, Asian and Minority ethnic candidates and disabled candidates who are currently underrepresented in our workforce.

We are committed to being an inclusive employer and we are happy to consider flexible working arrangements. We would welcome applications from candidates who are seeking part time work as this role is open to job share.

Please note we are a Disability Confident Employer so for candidates who wish to be considered under the scheme and meet the essential criteria, they will automatically be invited to interview. Please note, should you require any adjustments through the process, we will accommodate as much as possible. Please contact the recruitment team for further information if required.

Benefits

GLA staff are hybrid working up to 3 days a week in our offices and remotely depending on their role. As part of this, you will need to split your time between home working and coming into the office.

In addition to a good salary package, you will be paid every four weeks, providing frequent salary payments. We also offer an attractive range of benefits including 30 days’ annual leave, interest free season ticket loan, interest free bicycle loan and a career average pension scheme.

Additional Information

Please note, all candidates will need to confirm that the information provided in this application form is true and correct. Should a candidate deliberately give false information, including the use of AI software, they understand that this would disqualify them from consideration.

Successful candidates must undergo a criminal record (DBS) check but some roles may require additional security screening.

Secondment Opportunity

If you are a GLA employee applying for an internal fixed-term position, as an internal secondment opportunity, you must ensure you satisfy the following secondment policy criteria listed below before applying

• On a permanent contract or a fixed term contract where the time left on the contract at the point at which you apply for secondment is longer than the secondment period;
• successfully completed your probation period and are performing to the required standard for your current role; and
• at least 18 months service with the GLA

If you do meet the criteria listed above, you will need to complete the Approval for secondment application form and gain line manager approval, before emailing the fully completed form to the Resourcing Assistant who is managing the vacancy. This form must be received by the closing date of the vacancy. Failure to provide this form will mean your application cannot be progressed.

If you are unable to satisfy all of the criteria, unfortunately, you are not eligible to apply for this vacancy as an internal secondment. For further information, please see Secondment Policy and Procedure.

IMPORTANT: If you are a current GLA employee on a fixed-term contract, which is due to end BEFORE the end date of this vacancy, you DO NOT NEED to complete the Approval for secondment application form as it is not a secondment.

If you are successful in securing this secondment opportunity, you will need to be released from your existing role, so please ensure that you make your line manager aware of your application

More Support

If you have a disability which makes submitting an online application form difficult, please contact resourcingteam@london.gov.uk.