Responsibilities

• Act as First Bus’s brand subject‑matter expert, providing authoritative guidance on brand strategy, visual identity, tone of voice, and application across all channels and contexts.
• Lead the Brand Governance Framework for First Bus, ensuring it is robust, practical, and adopted across the business.
• Ensures that the brand guidelines evolve, as required, to ensure they continue to stay in tune with business requirements.
• Support brand‑related queries for the Business & Coach division brands and FirstGroup.
• Establish and lead a volunteer network of cross‑functional brand champions across the wider Marcomms team, People, Customer and Operational teams.
• Promote a culture of brand consistency across the brand champion network through training, guidance best practice and practical support.
• Evaluate brand usage across channels and assets, and intervene diplomatically where activity falls outside guidelines.
• Provide constructive, solutions‑focused feedback to teams to help them deliver brand‑consistent work.
• Work closely with the Production Hub and agencies to ensure that briefs, creative executions and operational materials reflect the brand accurately.
• Own the bottom‑up programme to complete and embed the First Bus brand refresh across depots, vehicles, customer environments, signage, collateral, and employee materials.

• Map gaps and inconsistencies across touchpoints and drive structured plans to resolve them.
• Partner with relevant functions/sites to progress rollout activity; coordinate updates, timelines, and stakeholders.
• Support the development of business cases for investment in the brand refresh where needed (with guidance from the Marketing Leadership Team).
• Operate as a highly effective project manager, prioritising tasks, tracking progress, escalating risks, and ensuring delivery against agreed timelines.
• Manage small‑scale brand projects end‑to‑end (e.g., brand asset updates, signage reviews, brand audits, visual identity optimisations).
• Provide expert guidance to Business & Coach division brands when they undertake brand changes, for example, supporting a logo refresh or sub‑brand evolution.
• Work closely with the Graphic Designer and Production Hub to maintain accessible, high‑quality brand resources including guidelines and examples of best practice.
• Partner with the Head of Content Strategy to ensure brand and content governance are aligned.
• Strengthen brand understanding across the Marketing Pool and support training for marketing managers and non‑specialist colleagues.

Requirements

• Experience in brand governance, brand management, visual identity and brand‑led project delivery.
• Proven ability to drive brand consistency across complex, multi‑site or multi‑brand organisations.
• Strong project management skills, comfortable managing concurrent streams of work with diverse stakeholders.
• Experience working with creative teams, brand agencies, production teams or internal studios.
• Experience influencing non‑specialist colleagues on brand application
• Essential

Nice to have

• Diplomatic, empathetic and able to handle difficult conversations constructively.

Benefits

• Your health is important to us which is why we offer Simply Health & Smart Health for you and your dependents at no cost to you! This offering includes cash back benefits across optical & dental as well as virtual GP appointments, mental health support and nutrition and fitness advise.
• Our EAP provision offers 24hr, 365 days a year mental health support
• We are also committed to your financial wellbeing, and we offer a platform with many discounts on high street brands and supermarkets etc
• Working at First you also receive discounted train travel for you and your family after 6 months service as well as a free bus pass
• Cycle to work scheme
• 25 days' holiday + bank holidays
• Pension scheme and chance to buy discounted First Group shares
• Enhanced maternity / paternity pay
• Flexible working