Hybrid Head of Brand – Content

at Arbor Education

• Job title: Head of Brand – Content
• Job type: Full Time
• Experience level: Lead
• Salary: £100,000 per year
• Degree requirement: No Education Requirement
• Location requirements: Hybrid, London, United Kingdom

About the role

• Head of Brand and Content at Arbor, defining brand architecture and leading content strategy to enhance market perception. Collaborating with teams on M&A integrations and driving demand through compelling narratives.

Responsibilities

• Brand management: Define and refine Arbor’s brand architecture. Determine the relationship between parent brand, sub-brands, and product lines to maximise equity and clarity
• M&A integration: Lead the brand integration workstream for future acquisitions. Develop playbooks for absorbing new brands, deciding when to retire, endorse, or keep distinct identities
• Market positioning: Partner with Product Marketing to shape how Arbor enters new adjacencies and markets. Conduct market research and competitor analysis to position us competitively in new areas
• Visual identity: Own the visual language of Arbor. Ensure strict consistency of brand guidelines across all touchpoints, from product UI to sales decks
• Investor brand: Craft the narrative for the investor community, ensuring our external market value proposition aligns with our corporate growth story
• Perceptions strategy: Move beyond simple "content marketing" to shape market perceptions. Define the themes Arbor must own to win
• Demand-driven content: Oversee the production of high-impact assets (eBooks, webinars, blogs, whitepapers) that fuel our Demand Generation engine
• Channel strategy: Orchestrate content distribution across social media, the website, and external publications to maximise reach and engagement
• Evolution: Prepare the strategy for potentially folding Arbor HQ, our online community, into the content function, creating a loop between user-generated content and brand-led thought leadership
• Search Evolution (SEO & GEO): Lead the organic growth strategy by bridging the gap between traditional Search Engine Optimisation (SEO) and the new frontier of Generative Engine Optimisation (GEO). Ensure Arbor’s content is structured, authoritative, and "citation-worthy" to maximise visibility in AI-driven answer engines (e.g., ChatGPT, Perplexity, Gemini) alongside traditional SERPs
• Reputation management: Lead both proactive storytelling (securing placements, awards, and speaking slots) and reactive PR (crisis communications and issue management)
• Executive visibility: Build the profiles of Arbor’s leadership team, positioning them as industry thought leaders
• Event strategy: Direct the strategy for proprietary events, trade shows, and partner activations. Ensure every physical and digital event reinforces our brand promise
• Cross-functional ally: Partner closely with Product Marketing on new product and market entry, and with Demand Generation to co-create campaigns where brand acts as the force multiplier for conversion
• Team development: Mentor and manage a multi-disciplinary team of Brand and Content Marketing Managers, our Senior Events Manager, and our network of freelance Designers

Requirements

• Brand architecture expert: You have proven experience managing a complex "house of brands" or "hybrid" brand architecture
• M&A: You have successfully navigated the brand complexities of M&A and integrations
• Content leader: You have run a content function that drives measurable demand. You understand the link between a whitepaper and a qualified lead
• B2B pedigree: You have deep experience in B2B (SaaS/Tech preferred), understanding complex buying cycles and multiple personas
• Corporate comms: You are comfortable handling PR, investor relations messaging, and crisis comms
• Strategic and creative: You can spend the morning modelling brand hierarchy scenarios and the afternoon critiquing a video script for tone of voice
• Brilliant writer: You can create copy that shines, and know how to confidently help others improve their writing too
• Visual literacy: While you may not be a designer, you have an excellent eye for design and can direct a creative team to produce premium work
• Commercial acumen: You understand that brand serves the business. You can speak the language of sales and executives

Benefits

• A dedicated wellbeing team who champion initiatives such as mindfulness, lunch n learns, manager training, mental health first aid training and much more!
• 32 days holiday (plus Bank Holidays). This is made up of 25 days annual leave plus 7 extra company wide days given over Easter, Summer & Christmas
• Life Assurance paid out at 3x annual salary
• Comprehensive wellness benefit provided by AIG Smart Health, which provides a 24/7 virtual GP service, Mental health support, Counselling, and personalised Health Checks
• Private Dental Insurance with Bupa
• Salary sacrifice Pension provided by Scottish Widows
• Enhanced maternity and adoption leave (20 weeks full pay) and paternity (6 weeks full pay) pay
• 5 free return to work maternity coaching sessions, helping you adapt to this new exciting time of life!
• Access to services such as Calm and Bippit (financial wellbeing coaching)
• All of our roles champion flexible working and we are happy to discuss what this means to you!
• Social committees that plan team, office and company wide events to bring people together and celebrate success
• Dedicated professional development training budget (CPD courses, upskilling resources, professional memberships etc)
• Volunteer with a charity of your choice for a day each year
• Dog friendly offices!