Brand & Communications Manager

Job Description:

As the Brand & Comms Manager (Head of level), you’ll work as a critical part of the Global Brand Management, Comms Planning & Execution team. Supporting with the development and execution of brand strategies and integrated, annual omnichannel marketing strategies for Mobility & Convenience (M&C). You will manage the creation of brand assets, master creative, content strategies, and global marketing campaigns where global execution makes sense.

This role is part of a newly created team which focuses on creating global brand and content assets, such as seasonal campaigns, and aligning them with omnichannel strategies for effective local adaptation. By applying your expertise in omni-channel marketing and co-creating with regional and local market teams, you will ensure consistency, effectiveness, and efficiency in all communications, improving customer engagement and building brand equity.

What you will deliver:

• Develop and implement the pan-M&C B2B and B2C annual omnichannel marketing plan, aligning with the integrated long-term CX strategy, and ensuring local relevance and global consistency.
• Support with the development of the MarComms strategy and define long-term B2B and B2C campaign objectives and timelines, ensuring local relevance and global consistency.
• Responsible for implementing marketing strategies and activities that consistently achieve critical metrics of maximizing MROI, improving brand health, increasing volume and profitability, and enhancing CLV. 
• Responsible for day-to-day brand management activities including creation and brand guardianship of the creative assets, guidelines and brand and comms plans (in collaboration with priority markets, AoR and the Hub). Including content for all existing M&C brands and existing European brand license markets.
• Accountable for developing, managing and refreshing M&C master assets (as per the brand guidelines governed by the Brand NoE - positioning, visual identity, TOV, fonts etc).
• Accountable for the creation and governance of the brand strategy, assets, guidelines and comms for all regional M&C brands (Aral, Thorntons, ampm etc).
• Support in driving the development and execution of campaigns and content (in collaboration with priority markets, AoR and the Hub). Maintaining the pan-M&C marketing calendar and messaging hierarchy, ensuring alignment with the long-term CX strategy and integrated omnichannel plan.
• Keep up to date on priority local market annual plans/requests and collaborate with priority local markets to co-create annual plans for local channel execution, through the Hub for example PR and influencers.
• Manage the pan-M&C channel execution strategy using the Hub to implement across PPC, SEO, in-scope Marketing Websites (not C&EA), paid social, maintaining quality and compliance standards.
• Lead the collation of all plans and assets for local markets into activation toolkits and when required, support local markets in tailoring local brand campaigns and creative assets (including Aral, TravelCenters of America, ampm, Amoco, Thorton, Wildbean, bp regular, and bp ultimate).
• Co-create with priority local market teams on all results, providing clear guidance and expertise on communication strategies and creative assets to ensure global consistency, whilst meeting local customer needs and business priorities.
• Guide real-time campaign and channel performance tracking, maintaining channel quality (tech and creative standards) and compliance. Contribute and assist with the prioritization of annual marketing budgets based on results. Guide testing and optimization strategies (e.g., A/B testing), in collaboration with the Hub.

What you will need to be successful:

• Proven experience in marketing communications, content strategy, and campaign development, preferably working with a global remit.
• Proven ability to create and manage high-impact performance driven campaigns, content strategies, and master creative assets in a retail business.
• Experience in managing and implementing coordinated marketing campaigns and content creation.
• Analytical approach with experience in performance tracking and optimization strategies.
• Good partner management and communication skills, with a track record of driving collaboration across teams.
• Proven business insight and digital expertise to drive innovation and strategic decision-making.
• Strong project management skills combined with a customer-focused approach that consistently prioritizes the customer while delivering long-term business impact.
• Fluent in German would be desirable