The Role

We're looking for a Brand Manager who can turn Basil into the brand that parents trust and kids love. You'll build us from an emerging name in lunchware into an iconic presence across the school ecosystem. There is no playbook yet, you'll write it.

Basil needs a Brand Manager who does more than write brand guidelines and approve creative briefs. This person will own the numbers behind the brand awareness, consideration, preference, NPS, and earned media value and be accountable for moving them quarter over quarter. The role is equal parts strategist, operator, and storyteller: you will set the brand's direction, run the programmes that bring it to life, and prove the commercial impact of every initiative.

What You Will Own

Brand Equity Metrics (Primary Accountability)

- Define, instrument, and report the brand equity scorecard: unaided / aided awareness, brand consideration, preference vs. key competitors, Net Promoter Score, and brand sentiment.

- Own quarterly targets for each metric. Present progress, root-cause analysis, and course-corrections to leadership.

- Commission and manage brand-tracking studies (quantitative waves + qualitative deep- dives). Turn findings into actions, not just slide decks.

- Build dashboards that connect brand health to commercial outcomes (conversion lift, price premium, customer lifetime value) so the C-suite sees brand as a growth lever, not a cost centre.

Brand Building & Campaigns

- Translate brand strategy into integrated campaigns (digital, social, experiential, partnerships) that ladder directly to equity goals.

- Brief and manage creative agencies and in-house teams. Own the creative quality bar- from concept through production to in-market performance.

- Launch and iterate always-on brand content programmes (organic social, community, editorial) that sustain awareness between hero moments.

- Plan and execute brand activations, sponsorships, and collaborations that generate earned media and cultural relevance.

Positioning & Brand Architecture

- Maintain and evolve the brand positioning, value proposition, and messaging hierarchy. Ensure every touchpoint-from packaging to paid media-is consistent and compelling.

- Own the brand style guide, tone-of-voice documentation, and visual identity standards. Be the internal custodian who makes compliance easy, not bureaucratic.

- Guide product, sales, and CX teams on how to express the brand in their channels, without becoming a bottleneck.

Consumer & Competitive Intelligence

- Run a continuous listening loop: social listening, review mining, competitor tracking, and category trend analysis.

- Synthesise insights into clear opportunity briefs that inform product roadmap, go-to- market, and creative strategy.

- Be the voice of the consumer in internal forums-bringing data, not opinions-to influence prioritisation decisions.

Budget & ROI

- Manage the brand marketing budget end to end. Allocate spend across channels based on equity impact and efficiency.

- Build a measurement framework that attributes brand investment to business results (media-mix modelling, incrementality testing, brand-lift studies).

- Report ROI to finance and leadership with the same rigour as a performance marketer would.

What We Are Looking For

Must-Haves:

- 2-5 years in brand marketing, with at least 2 years owning brand-equity KPIs

- Demonstrated ability to translate insights into creative briefs that agencies or in-house teams can execute brilliantly.

- Strong commercial instinct: you can connect brand metrics to P&L outcomes and speak fluently with finance and growth teams.

- End-to-end campaign management: strategy, briefing, production oversight, launch, optimisation, and post-campaign analysis.