Purpose of the role

To own and direct Bayleaf FM's brand and content function, turning increased visibility and consistent storytelling into a measurable pipeline of inbound leads and stronger proposal win rates. This means setting the strategy, not just delivering against one, across the website, social and personal brand channels, proposals and tenders, awards, marketing materials and internal communications.

Key Responsibilities

• Own and direct the brand and content strategy end to end, translating Operational Confidence into a full communications and content operation
• Set and own the editorial and channel strategy, deciding investment priorities and reallocating effort based on performance data rather than habit
• Manage the relationship with nominated leaders on their personal brand programme directly, coaching them on content and positioning rather than only producing drafts for them
• Own the WhatsApp and in-app notification channel strategy, agreeing tooling and roadmap directly with technical and client-facing stakeholders
• Make and own the final recommendation on whether and when to launch business-owned TikTok and YouTube channels, and lead the rollout if approved
• Own the proposal and tender strategy, setting the standards, templates and messaging that Sales and Procurement use, rather than producing individual packs on request
• Direct the marketing materials programme, including brochures, leaflets and sales collateral, managing any external design or agency relationships and budget
• Own the awards and accreditations strategy, deciding which to pursue and building the annual submission calendar
• Manage and develop any junior, freelance or agency resource supporting the function
• Own the brand performance reporting framework, presenting commercial impact on leads, pipeline, win rate and awareness directly to the Head of Business Transformation and SLT
• Act as the business's day-to-day authority on brand and content, signing off on messaging and materials without needing to escalate most decisions
• Build and maintain the evidence bank (accreditations, testimonials, performance data, people stories) as the foundation for everything above

Person Specification

Essential skills and experience

• We are not defining this role by a number of years' experience. It could suit someone ready to step up into their first leadership-level role, or a more experienced brand and content professional looking to own a function end to end. What matters is being able to show:
• A track record in a B2B brand, marketing or content role (in-house or agency), with real ownership of at least part of that role rather than only executing someone else's plan
• Proven experience managing budgets, agencies or freelance resource
• A demonstrable track record of brand or content activity that measurably grew leads, pipeline or brand awareness, not just output volume
• Confident coaching senior leaders on personal brand and messaging, not just producing content for them
• Experience owning multi-channel strategy, including at least one direct-engagement channel such as WhatsApp Business or in-app notifications
• Experience shaping, not just producing, proposals, tenders or sales and marketing collateral
• Strong commercial acumen: able to build and defend the case for brand investment in commercial terms

Attributes

• Operates as a strategic owner, not an executor; comfortable setting direction with minimal oversight
• Confident presenting to and influencing senior leadership
• Commercially fluent; thinks in terms of pipeline, win rate and awareness, not just content output
• Calm under a broad and varied workload; comfortable prioritising ruthlessly

Reporting Structure

This role reports to the Head of Business Transformation, and works closely alongside the Marketing & Systems Manager on systems and operational delivery. This is a senior individual contributor role, with the scope to manage freelance, agency or junior resource as the function grows.