Head of Brand Strategy and Implementation
An exciting and rare opportunity has arisen for an individual with an extensive background in brand strategy and solid knowledge of implementing new brands within a large, complex organisation.
HMRC has recently developed its new brand proposition – getting tax right, for everyone. We now need a brand specialist to develop our brand strategy and lead efforts to roll out and embed it across the whole of our organisation – from policy design, to operational decisions and behaviours, through to our internal and external communications. Your challenge will be ensuring our brand proposition is reflected in our strategies and our operating model, our values, processes, culture, HR policies and performance measures.
A key focus of this role is to give life to our new brand proposition and ensure it speaks to who HMRC is: an innovative, customer-focused, digital first organisation with a thriving and modern workforce. This marks a very deliberate step away from historic associations of HMRC as ‘the tax man’ – to help ensure the public perception of us reflects how we operate: as one of the most digitally advanced and innovative tax authorities in the world.
The HMRC brand needs to be demonstrated across all our customer interactions whether this is by letter, phone, online, through webchat and face to face. We also need to ensure it is realised internally to ensure that our people become ambassadors. You will be responsible for achieving this.
This is a very important and high profile role. It will sit within HMRC Corporate Communications with directly accountability to the Director of Communications. However, you will be required to engage with and secure buy-in from senior colleagues across HMRC including our Executive Board.
You will also work closely with the other teams in External and Internal Communications to help ensure our communications are on brand as well as policy and operational colleagues, with the aim of building public, stakeholder and customer understanding of HMRC’s remit and offer.
HMRC has one of the largest and busiest communications teams in Government, and we are recognised as running one of the top communications operations in Whitehall.
We are strong, collaborative, creative and fast-working. We have a big job to do and you’ll be joining a strong, motivated communications team. No other department touches the lives of so many people and we face major challenges ensuring our customers know who and what we are as an organisation – the brand proposition is key to achieving this.
This is a complex role, requiring a broad range of skills including brand, culture change and strategy; in writing impactful communications and employee engagement; reputation and relationship management; stakeholder and people management.
We are looking for someone who will provide strong leadership and strategic direction and will help others maintain and improve standards of communication across the network. They will share responsibility with other senior leaders in HMRC Communications for ensuring all our work is high quality, consistent, strategic and supportive of corporate objectives.
This is a 12 month Fixed Term Appointment with the possibility of it being extended to two years. We see this a suitable timescale to deliver the project in full.
This role is based at 100 Parliament Street. HMRC supports flexible working arrangements.