The role holder will own and manage the heritage of the NS&I brand and ensure it is kept responsibly and sustainably.

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1 Role Profile Role Details Role Title Senior Brand Manager (12 months maternity cover) Pay band Business unit Brand and Customer Communications / Retail Reporting to Head of Brand and Customer Communications Date produced or updated Purpose of Role The role holder will act as subject matter expert across the NS&I business and with operational partners, advising and embedding the brand through all customer touchpoints to create an omni channel experience for customers that aligns to the strategic direction of the NS&I business. As brand expert, the role holder will lead, develop and influence the expression of the NS&I Retail and NS&I Government Payment Services (GPS) brand in response to the changing needs of the business. The role holder will influence and challenge stakeholders, business processes, customer experience, customer journeys and product design to help ensure that the NS&I brand proposition and customer experience principles are embedded in NS&I s customer-facing activities and communications, protecting our brand and the customer. The role holder will embed understanding of the relationship between brand purpose and business success with internal stakeholders influencing change and ensuring that everything we put into the external reflects our brand proposition and customer experience principles. The role holder will collaborate with the Senior Customer Communications Manager to manage workload of projects and resources of brand and customer communications team, sharing and resolving issues as they are encountered. The role holder will own and manage the heritage of the NS&I brand and ensure it is kept responsibly and sustainably. The role holder will act as Product Owner and/or Business Manager as required. The role will mentor others and manage the Brand Manager and Brand Production Manager. Key responsibilities Strategic Development Work with the Senior Customer Communications Manager and Head of Brand and Customer Communications to consider strategic and tactical continuous improvement ideas for the B&CC team, its work and how it operates within the business and the partnership. Work closely with Senior Customer Communications Manager and Head of Brand and Customer Communications to challenge and ensure the NS&I brand is fit for purpose working on strategic direction of the brand for the business when required Be lead custodian of the NS&I Retail brand, developing branding, identity and tone of voice Role Profile - page 1

2 development and leading on-going management. The role holder will consider opportunities to develop the brand as appropriate for an Omnichannel brand and customer focussed business Lead the management of any developments to the NS&I brand and any sub brands, including but not limited to the NS&I GPS, its expression across all branded collateral. The role holder will support the Head of Brand and Customer Communications working with colleagues across the business on employer brand, values and culture goals, in line with business objectives. Leadership and Subject Matter Expertise Leading the ongoing program of embedding the brand across the business, working with teams to empower a greater understanding of the role of brand within the business and its relationship with customers, and delivering continuous improvement. To be expert advisor on the brand and our brands customer communications. Manage, coach, mentor and act as specialist advisor/consultant to others on branded communications for all stakeholders across the business, including but not limited to websites, apps, , print, events and content for social media channels. Use knowledge of business objectives, policy, compliance requirements, brand and project objectives to propose communications solution that meet the wider business needs including channel shift and cost reductions in paper. Offer expert advice and guidance on the activation of the brand offer including purpose and promise through all areas of the business including marketing communications, product and service and experience, as well as areas outside of Retail. Delivery of branded customer communications To be a lead role for Brand and Customer Communications on NS&I transformation projects using skills of the wider team to deliver where required. Leading and assuring that: o NS&I s brand values and customer experience principles are embedded in customer communications o All customer communications are delivered and assured for projects on time and aligned with project delivery. o all customer communications solutions meet NS&I s business objectives, drive desired customer outcomes and deliver to customer needs To be an advocate and champion of the role of Financial Conduct Authority (FCA) compliance and other mandatory regulations such as Treating Customers Fairly (TCF) impact on how we communicate to customers To assure and own the consistency of messages for customers throughout the customer journey Use insight such as Customer Satisfaction (CSAT), customer feedback, customer listening to improve quality of communications to positively impact numbers of complaints, operational Role Profile - page 2

3 issues and make suggestions of how insight can be actioned from brand experience view point. To play a lead role in bringing the brand and customer experience to life at all customer touchpoints to meet brand promise and purpose. Act as brand mandatory expert sign off for Communications Approval System (CAS) and any other compliance based system To assure that all NS&I Retail, GPS and B2B communications are brand compliant Management Manage the Brand Manager and Brand Production Manager, developing skills and capabilities and sharing knowledge and insight. Work closely with Senior Customer Communications Manager to: o Manage resources within the B&CC team to align with needs of projects and business priorities and BAU, working with Head of Brand and Customer Comms to resource to meet business objectives. o o Ensure and assure that the operational partnership team (who deliver all transactional /post sales communications), are delivering to the professional standard and quality required by NS&I Brand, Customer Experience (CX) and the NS&I business. Build relationships with Operational Partnership Comms team and work directly with them to resolve any issues regarding resourcing and professional standards that will affect business, delivery of projects and customers. Using specialist expertise, manage third party relationships effectively to ensure brand communications are delivered on time and to budget, by building a strong working relationship that improves third party understanding of the wider NS&I Retail and GPS businesses. Own and manage the heritage of the NS&I brand in a cost effective and appropriate manner, ensuring it s used effectively in current customer communications. Act as assurance sign off on all customer communications for the business along with other team members. Successfully operate in a team with transferable skill sets to mitigate risk. Relationships Internal Retail Customer Experience Product and Customer proposition Compliance GPS sales and marketing team Atos marketing team for B2B Media relations External Operational Partner (Atos): o Comms, CX and Digital Engagement teams o Business Analysts and Journey Managers o Project and Programme Role Profile - page 3

4 Internal Communications Intermediary Relationships B2B account management team Marketing data and planning team Marketing team EXCO B2B Committee TCCI Project assurance and change teams Managers Design, Brand and Communications Agencies Marketing Agency Reprographics Agency Copywriting Agency Any other appointed creative agencies Person specification Essential qualifications, experience and technical knowledge Essential experience o in a brand or communications role, either client or agency side o communicating and managing brands within a regulated environment ideally within financial services with a sound knowledge of financial promotion requirements o of working across a range of channels and media types, including social media, apps, websites, print, , moving image, content development. o of effectively managing external agencies from value costs analysis, briefing, evaluating work and assuring - through to delivery of final outputs o working in Agile methodology o embedding brand and values to support culture change o applying customer insight to map, improve and deliver change Essential technical knowledge and skills o how to develop brand identity, and how brand impacts inside business and with customers (employer brand/evp) o the role communications plays within a regulated environment to the benefit of the customer. o the broader principles of how effective use of design disciplines can positively contribute to the experience the customer has with the brand in different media. o Understanding of customer and user experience and relationship with brand o Customer communications written skills : Desirable qualifications, experience and technical knowledge and skills o Knowledge of brand strategy and relationship to business strategy o Experience of embedding and activating employer brand and employee value proposition o Experience communicating and managing brands within a B2B environment o An interest in design and impact on business culture and wider design disciplines e.g. UX Design and Service Design o An interest in history, and the role heritage brands play in modern business. o Degree in Communications or Creative discipline or other relevant subject Competencies and values Please read in conjunction with the NS&I Behavioural Based Competency Framework and give examples relevant to the role. Customer Focus Level (1- Pay due regard to and demonstrate empathy for customers Role Profile - page

5 Understand the needs of multiple audiences including government clients, financial advisers, retail customers and internal staff Create new solutions to meet customer needs, while observing proper standards of conduct Build strong working relationships with internal stakeholders to facilitate being seen as a trusted partner Evaluate the needs and interests of customers to deliver best in class content for customer communications that live our brand and CX principles Continuously develop and improve own brand and customer communication focus and that of others across the business Assess and contribute to decisions on desired journey and experience for customer so that I can create branded experiences and customer communications that enable and align to this. Communication Level (1- Influence internal stakeholders and third parties to make sure all communications meet the brand ambition, by presenting the interests of my team persuasively and constructively Recognise evaluate and plan to meet the communications needs of stakeholders and communicate appropriately. Clearly articulate design and brand principles in an audience appropriate way including at senior management and ExCo level Assimilate detailed and complex information, the needs of a variety of stakeholders and policies and effectively and clearly communicate to colleagues and customers Constructively challenge at the highest level and use skills of persuasion to influence, negotiate to impact and effect positive change. Use skills to coach and mentor others, developing their communications skills Continuously improve own skills of communication to embrace new challenges and demands on the business and customers. Achievement orientation Level (1- Proactively manage high risk and complex projects and programmes effectively, by representing brand and customer communications team in transformation projects. Ensuring risks and mitigations are proactively communicated within the project Lead brand and customer communications projects when required, proactively ensuring all elements are delivered in line with objectives set and stakeholder requirements. Delegate work when and where necessary to others effectively and efficiently developing focus, skills and behaviours Energise, remind and drive others to focus on what has to be done to deliver NS&I s brand strategy, customer vision as well as the mission and vison of the business, its objectives and targets. Managing third party relationships Level (1- Build strong relationships with third party suppliers through fostering an open and honest way of working together, using well developed interpersonal and communication skills. Apply commercial thinking in working with third parties to ensure value for NS&I Seek feedback on the ongoing working relationship with third parties within scope of the role Continuously develop and improve my capacities in managing third parties relationships learning from and contributing to others learning. Be able and willing to constructively challenge performance and professional standards with third parties Improving business performance Level (1- Role Profile - page 5

6 Continuously seek ways to demonstrate brand offer across whole customer journey and encourage others to do the same Continuously seek to improve ways of working with internal stakeholders and third party agencies Plan and communicate change effectively including managing all sources of customer and TCF risk Proactively challenge operational assumptions and suggest ideas that can reduce operational impact for example reducing paper, combining communications where best for customer. Leading others Level (1- Behave with honesty, integrity and responsibly in everything I say and do - living the brand values working collaboratively and inclusively, challenging constructively and being curious to ensure the best outcome. Devolve authority, information and resources to individuals and teams Motivate and manage teams to deliver results at NS&I and in teams within operational partner structure. Help direct report/s to see how their performance contributes to the company s success and business objectives Be willing and able to take unpopular decisions and to constructively challenge Listen, feedback and see potential and build of strengths of others to deliver change within NS&I and Atos partnership teams. Making decisions Level (1- Always seek to do what is right for the customer and make decisions that reflect our brand Effectively balance issues of on-time delivery, cost and quality in making decisions and consider how these may impact others and the overall project/business. Demonstrate integrity and fairness in making decisions ensuring long term resolution and adherence to relevant regulations Review issues thoroughly to identify the root cause analysing fact data and unbiased opinion objectively from stakeholders to reach balanced decisions Continuously develop and improve decision making capabilities in self and in others within the team demonstrating benefits Teamworking Level (1- Contribute to cross functional and cross organisational decision making, problem solving and project work Work collaboratively with internal stakeholder and third party suppliers, and facilitate others to do the same Resolve differences and conflicts with other teams constructively and assertively Continuously develop and improve my own and others ( in team ) capabilities Encourage and facilitate open exchanges of views, ideas and opinions at all levels in support of business need Role Profile - page 6

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