Brand Manager

Job summary

Brand Manager

£53,000 per annum

Bedford

12 Month Fixed Term Contract

Hybrid Working

Ready to make a real difference? Join us at the Money and Pensions Service (MaPS) as our Brand Manager. This is your chance to play a meaningful role in helping people across the UK build stronger financial futures and to do it as part of a supportive, energetic team.

Why This Role Matters

The role combines brand management with practical delivery and brand governance responsibilities. This includes implementation of a new visual identity for one of our key services, brand guardianship, internal approvals, management of brand assets and guidelines, intellectual property and trademark management, brand architecture development and ensuring consistent implementation of brand messaging across all media and channels.

The Brand Manager will also support the embedding of a Digital Asset Management (DAM) system to improve access to brand guidance, templates and assets across the organisation and agency partners.

This role is key to building knowledge of, trust in, and affinity with, our brand, so that people know where to go when they need help with money.

Job description

• Act as a key guardian of the MaPS (corporate) and MoneyHelper (consumer) brands, ensuring consistent and effective application of brand guidelines across all communications, products, campaigns and channels.
• Lead the roll out of a new visual identity for our Money Guiders programme branding.

• Work closely with internal design teams and external creative agencies to develop, evolve and maintain brand guidelines and visual identity systems across print, digital, social, video and emerging media.

• Support the roll-out of a new brand strategy for MoneyHelper
• Manage and oversee internal brand approval processes, ensuring communications and creative outputs meet agreed brand standards and strategic objectives.

• Help to embed and manage the organisation’s Digital Asset Management (DAM) system, ensuring teams and agency partners understand how to access and use brand assets, templates and guidance correctly.

• Manage intellectual property and trademark activity relating to our brands, including supporting trademark applications, monitoring usage and identifying potential brand or trademark infringements.

• Support naming development for new products, services, campaigns and propositions, including early stage evaluation and governance processes. Help to develop and refine key messaging frameworks and ensure they are consistently applied across communications, campaigns and channels.

• Work collaboratively with campaign, content, partnerships, digital and product teams to ensure integrated and audience-focused delivery across communications activity.

• Contribute to the continuous improvement of brand governance, processes, tools and ways of working across the organisation.

• Use insight, audience understanding and performance data to identify opportunities to improve brand effectiveness and consistency.

• Manage brand tracking and brand performance evaluation programmes, working with insight and research teams to monitor awareness, perception and effectiveness and share findings effectively across the organisation.

Any other duties as reasonable required

Person specification

To excel in this role, you will need to demonstrate:

Essential

• Significant experience in brand and marketing within a consumer-facing organisation, public body or agency environment.
• Advanced academic and/or professional qualifications in a relevant discipline, and/or able to demonstrate equivalent learning on the job.
• Experienced in implementing a new visual identity to a range of marketing assets and channels (

• Strong understanding of brand management and governance, including brand guardianship, approvals processes and maintaining consistency across complex organisations and multiple channels.

• Experience working with and/or developing brand guidelines, visual identity systems and creative development across digital, social, print, video and campaign communications.

• Experience working closely with designers, creative agencies and multi-disciplinary teams to deliver high-quality creative and communications outputs.

• Experience using insight, research and brand tracking to evaluate brand performance and inform strategic and tactical decision-making.

• Understanding of intellectual property, trademarks and brand protection processes

• A strong interest in working at MaPS and a wider interest in and/or knowledge of financial wellbeing.

Desirable

• Understanding of accessibility and inclusive design principles across communications and digital channels.

• Experience supporting or implementing brand systems, templates or Digital Asset Management (DAM) platforms.

• Experience working within large, matrix or public sector organisations.

• Knowledge of government communications and marketing spend controls and processes.

Personal attributes:

• A self-starter with excellent written and verbal communication skills who can work at pace, prioritise competing demands, horizon-scan, and be responsive to change with short deadlines.

• Good team member, with the ability to build effective working relationships with colleagues and stakeholders.

• Good organisational and project management skills, with the capacity to prioritise and work across multiple projects.
• Ability to build relationships and understand complex programmes of work

Benefits

• 30 days’ annual leave plus bank holidays
• Pension contributions matched 2 to 1 (employer contribution up to 10% of your salary)
• Season ticket loan
• Cycle to work scheme (up to £3,000)
• Subsidised eye tests & flu jabs
• Life assurance
• EAP Assist & Life
• Enhanced family and sick pay
• 2 paid volunteering days
• Recognition scheme
• Retail discounts portal

Flexible Working

We believe work should fit around life. This Bedford‑based role offers genuine flexibility so you can balance work, family, and personal commitments. We come together for purposeful team collaboration to stay connected and drive great results.

Career Development
We love supporting internal growth and progression, while continuing to follow fair and open Civil Service recruitment practices.

Important Information About Applying

• Please apply only via official MaPS links - we can’t accept applications via email or unauthorised sites.
• MaPS is unable to offer visa sponsorship.

Reserve List: If you're successful at interview, we may place you on a reserve list for up to 6 months. If a similar role becomes available, you may be offered it without the need for another assessment.

If you believe your application hasn’t followed the Civil Service Commission’s Recruitment Principles, you can contact [email removed]. If unresolved, you may then contact the Civil Service Commission.

Job Reference: MaPS01216

Close Date: 31/08/2026

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