Responsibilities

• Brand Expression Strategy: Defining expression principles and building a multi-year roadmap aligned with brand and proposition strategy.
• System Leadership: Owning the brand identity system and ensuring consistency across all channels such as campaigns, digital products, retail, packaging, CRM, and social.
• Creative Direction: Setting creative territories and leading the development of ideas with agencies and internal teams.
• Experience Integration: Embedding brand patterns into customer journeys by partnering with UX, product, and design system teams.
• Enablement & Scalability: Creating guidance, toolkits, templates, and AI-ready frameworks to help teams deliver high-quality outputs efficiently.
• Governance: Defining standards, decision-making principles, and reviewing creative work to maintain quality and consistency.
• Measurement & Iteration: Using insights, testing, and performance data to continuously improve brand assets and ways of working.
• Stakeholder Influence: Advising senior stakeholders, aligning teams around a clear vision, and balancing ambition, feasibility, and risk.

Requirements

• Strong Brand Strategy Thinking: Ability to connect purpose, customer insight, and business goals to brand expression decisions.
• Design Strategy & Systems Thinking: Experience building scalable identity systems and frameworks.
• Creative Leadership: Setting a strong creative vision and raising the quality of output through direction.
• Channel Fluency: Confidence working across digital, marketing, retail, and packaging environments.
• Influencing & Storytelling Skills: Ability to align senior stakeholders through clear, compelling narratives.
• Agency & Partner Management: Experience briefing and collaborating with agencies, managing both ideation and delivery.
• Governance & Standards: Ability to define principles and standards that drive consistency and speed.
• Modern Tooling & Technology: Familiarity with design systems, digital asset management tools, and AI-enabled workflows.

Benefits

• We’re all about the little helps. That’s why we make sure our Tesco colleague benefits package takes care of you – both in and out of work. Click Here to find out more!
• Annual bonus scheme of up to 20% of base salary.
• Holiday starting at 25 days plus a personal day (plus Bank holidays).
• Private medical insurance.
• 26 weeks maternity and adoption leave (12 months service required at the qualifying date) at full pay, followed by 13 weeks of Statutory Maternity Pay or Statutory Adoption Pay, we also offer 6 weeks fully paid paternity leave.
• Free 24/7 virtual GP service, Employee Assistance Programme (EAP) for you and your family, free access to a range of experts to support your mental wellbeing.