Brand Manager

Location Birmingham, UK – office-based with UK event/media attendance as required

Reports To Head of Marketing

Employment Type Permanent

Salary Competitive, dependent on experience

Diaspora Insurance provides bespoke insurance solutions for diasporans living and working abroad, helping customers protect themselves, their families and their dignity across borders. As the business prepares for FY2026/27 growth, Marketing is building a stronger brand, digital, community, event and partnership engine to support awareness, lead generation, online portal conversion, retention and trust.

Own Diaspora Insurance’s corporate brand awareness strategy and ensure the brand becomes visible, trusted and consistent across ATL, BTL, digital, events, PR, source-market activity and partner channels.

• Develop and manage the annual corporate brand awareness roadmap from July 2026 to June 2027, ensuring awareness is treated as a company-wide brand objective rather than fragmented corridor activity.
• Own ATL planning and delivery, including OOH, bus, street furniture, radio, cinema, airport halo campaigns, TV/OTT tests and corporate PR bursts.
• Translate the brand guidelines into campaign-ready messaging, layouts, creative briefs and channel rules for all DI brand activity.
• Lead the Pan-African Brand Ambassador project: shortlist, outreach, negotiation, compliance review, contract deliverables, campaign launch and performance tracking.
• Develop a brand strategy that supports core messaging of the brand and create quarterly brand campaigns around the core message
• Manage brand consistency across digital ads, events, influencer content, partner collateral, website, CRM journeys, print and internal communications.
• Work with the Events & PR Manager to align events with brand visibility objectives, ensuring all flagship activations generate content, PR angles and measurable brand recall.
• Work with the Paid Media and SEO/CRO teams to track brand lift proxies including branded search, direct traffic, assisted conversions and retargeting pool growth.
• Own brand measurement dashboards and monthly reporting to the Head of Marketing and Channels Director.
• Maintain a library of approved messaging, proof points, claim statements, DISCLAIMERS, brand templates and creative assets.

KPI Area
Measure

Brand search growth Increase branded search and direct traffic by agreed quarterly targets; minimum +75% direct traffic and +100% branded search YoY by June 2027.

Corporate campaign delivery Deliver 4 quarterly corporate campaigns and 12 monthly awareness bursts on time.

ATL execution Deliver approved OOH/radio/cinema/airport campaigns with unique tracking URLs, QR codes and call/Whats App tracking.

Brand consistency 95%+ campaign assets compliant with brand guidelines and approved financial promotion wording before publishing.

Brand recall Event survey recall: 60%+ in Zimbabwe audiences and 30%+ in Nigeria, Ghana and Kenya by June 2027.

Media value Secure added-value media deliverables in at least 80% of paid ATL/media buys.

Ambassador programme Launch ambassador programme by Q3 with tracked content, usage rights, compliance sign-off and monthly performance report.

• Audit current brand assets, awareness channels and messaging consistency.
• Create July-September corporate awareness roadmap and campaign calendar.
• Finalise OOH/radio/airport measurement framework and creative briefs.
• Build ambassador scorecard and shortlist.
• Create brand dashboard covering branded search, direct traffic, social reach, PR value, event recall and offline-to-online response.

• 5+ years in brand management, integrated marketing, campaign management or communications, ideally in financial services, insurance, diaspora, multicultural or community-led sectors.
• Strong understanding of ATL and BTL media, including OOH, radio, PR, events, digital video and social amplification.
• Ability to manage agencies, media owners, influencers and internal stakeholders.
• Excellent written and verbal communication skills; able to create clear campaign briefs and executive updates.
• Working knowledge of…