Director of Brand

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.

Global Brand Strategy and Stewardship

• Lead the long-term global brand strategy, to drive business growth, differentiation and customer engagement across health and life insurance markets
• Act as the guardian of the brand, ensuring consistent application of brand standards, positioning, tone of voice and visual identity across all channels and markets
• Embed the organisation's purpose and values through all brand activity, ensuring alignment with commercial and customer goals

Sponsorship and Partnership Strategy

• Own 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 credentials
• Develop integrated activation programmes across advertising, social, content, PR, customer and employer/intermediary channels
• Establish clear performance measures and ROI frameworks for all sponsorship investments

Advertising and Integrated Campaign Leadership

• Lead the development and delivery of integrated above-the-line and below-the-line advertising campaigns across digital, broadcast, out-of-home, print and emerging channels
• Deliver insight-led, creatively distinctive campaigns that drive brand consideration, demand generation and commercial performance
• Oversee agency partnerships, media planning and creative development to maximise effectiveness and efficiency of marketing investment
• Drive innovation in brand communications and explore new opportunities across digital, social and AI-enabled channels

Content and Brand Storytelling

• Define the content strategy and editorial framework that brings the brand purpose, products and customer outcomes to life
• Oversee the creation of high-quality, multi-channel content across thought leadership, video, social, customer stories, campaigns and sponsorships
• Optimise external content for discoverability across search, social and emerging AI ecosystems with clear governance and quality standards

Social Media Leadership

• Lead the global social media strategy, to drive brand awareness, engagement, advocacy and reputation
• Create an integrated approach between organic social, paid social, influencer activity and content production
• Ensure sponsorships, partnerships, campaigns and thought leadership are effectively amplified through social platforms
• Use audience insights, social listening and performance analytics to continuously refine strategy and improve outcomes

Brand Performance and Insight

• Establish and monitor brand health measures including awareness, consideration, preference, advocacy and reputation
• Use customer, market and competitor insight to identify opportunities and inform brand strategy
• Provide regular reporting and recommendations to the Executive Team on brand performance and return on marketing investment

Leadership and Capability Building

• Develop high-performing teams across brand, social media, content, sponsorship and advertising disciplines
• Foster a culture of creativity, innovation, experimentation and continuous improvement
• Partner across Product, Distribution, Customer Experience, Digital, PR and Commercial teams to ensure consistent execution of the brand strategy

Partner to ensure Corporate Reputation and Strategic Communications

• Partner with Communications and Public Relations teams to strengthen corporate reputation and thought leadership
• Ensure a coordinated brand response to key business, regulatory and market developments
• Act as a senior brand adviser to executive stakeholders across the business

• Substantial senior leadership experience across all brand areas
• Demonstrable experience leading and supporting multidisciplinary teams at scale
• Experience of setting strategy, managing a significant portfolio and budget, and translating strategic imperatives into measurable outcomes
• Proven ability to lead in a regulated, customer-focused environment and to manage brand risk
• Excellent written and verbal communication, with the ability to make complex or abstract issues clear and actionable

At 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 sustainability

Vitality 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-Hybrid

If 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.