amicable
Head of Brand & Communications
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About Us
Our mission is to help people navigate relationship change with kindness, clarity, and practical support. From moving in together to getting married, separating, co-parenting, or blending families, amicable helps thousands of couples have better conversations and make clearer decisions.
Our digital, human approach combines technology with expert support to make things simpler, fairer, and more accessible. We help people focus on what matters most, while reducing the cost and stress of navigating relationship change.
amicable is growing quickly as demand increases and the way people approach relationships continues to evolve.
Our values bring our purpose to life and make what we do and how we do it unique: we are Kind to everyone we encounter, we embrace Trust & Professionalism, with a quest for Customer Focus that drives us to be more Pioneering.
We are proud to be part of the Octopus Group.
About the Role
This is a senior, strategic role at the heart of how amicable shows up in the world. You'll own the brand, its narrative, reputation, and voice, and lead our evolution into a true storytelling brand that's part of the national conversation.
You'll shape how amicable and its founders are seen by customers, the media, policymakers, and the public. A blend of brand leadership, PR, press liaison, and public affairs, you'll find stories everywhere - in our customers, our data, and our sector - and bring them to life across owned, earned, and organic channels.
You'll be a strategic thinker and a hands-on operator. You'll have a radar for news and a bias for action, jumping on what's breaking to create content, social moments, and campaigns that put amicable into the conversation. And you'll be the brand guardian - ensuring our values and voice stay consistent and authentic, even as AI accelerates execution.
You'll work closely with the Marketing Director, our Co-Founders, and the wider business, so that everything brand and communications do supports commercial growth.
Key Responsibilities
As our Head of Brand & Communications, you will:
Brand, Storytelling, and Narrative
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- Own all messaging, storytelling, and communications for the brand - finding stories in our customers, data, and sector across internal and external audiences.
- Develop propositions and creative assets that bring the brand to life across owned, earned, and organic channels.
- Build a reactive and proactive storytelling playbook - planning seasonal moments in advance, with a framework for newsjacking and getting amicable into conversations instantly.
- Own brand health tracking across awareness, consideration, and perception - using research, panels, and synthetic audiences to turn insight into stand-out campaigns.
- Act as brand guardian, ensuring our values and voice are reflected consistently across all communications.
Communications, PR, and Public Affairs
- Own our corporate communications strategy - acting as a key spokesperson and leading media relations to support the Co-Founders.
- Own crisis and issues management, protecting the brand's reputation across all channels.
- Build strong relationships with journalists, broadcasters, and policymakers - leading briefings, roundtables, and events.
- Lead public affairs and policy engagement, cementing amicable as an innovator and pioneer in the sector.
- Build the public profiles of both Co-Founders, securing interviews, panels, and speaking opportunities.
Organic Channels, Content, and Execution
- Hold accountability for podcasts, social media, and content creation, with your direct report managing day-to-day social.
- Shape storytelling across all organic channels, growing their contribution to leads and customers.
- Use AI and automation efficiently across content, copywriting, and design - while protecting brand authenticity.
- Take an agile, test-and-learn approach with a curiosity for experimentation and rapid iteration.
- Lead, develop, and coach your direct report.
Planning, Reporting, and Communication
- Own the annual brand and communications plan and budget, aligned to the annual operating plan.
- Report on brand health, channel performance, and market trends through clear, data-visualized presentations.
- Track PR and earned media performance, striving for top-tier reach, mentions, and engagement.
- Ensure all communications comply with GDPR, PECR, and the ASA/CAP advertising codes.
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About You
- Proven senior brand and communications leadership - strategic and operational - in a fast-growing, consumer-facing organization.
- A strong track record in brand building, storytelling, and narrative across owned, earned, and organic channels.
- Experience leading PR, press liaison, crisis management, and public affairs, engaging policymakers and public bodies.
- Experience building the public profiles of founders or senior leaders - securing interviews, panels, and speaking opportunities.
- A radar for news and reactive communications, creating timely content that gets a brand into the public conversation.
- Experience owning brand health tracking, including awareness, share of voice, consideration, and sentiment.
- Fluency in using AI tools to accelerate content creation, testing, and analysis, while maintaining brand authenticity.
- Strong communication and stakeholder management skills, able to win over cross-functional and senior stakeholders.
- Comfortable leading in a fast-paced, changing environment - you know where to unlock value and how to prioritize.
- Experience leading brand or communications through periods of rapid scaling and growth.
- Understanding of UK marketing regulations and compliance, including the ASA/CAP advertising codes.
Compensation, Perks & Benefits
- Salary: £65,000-£80,000 per annum depending on skills and experience.
- Private Health Insurance.
- Group Life Assurance.
- Employee Assistance Programme.
- 28 days holiday plus bank holidays per annum.
- Enhanced family leave.
- Electric Vehicle Scheme.
- Share Incentive Plan.
- Cycle to Work Scheme.
We respect and value people's differences and believe that our teams are at their best when their members feel safe to bring their whole self to work. We are committed to creating an inclusive experience as well as equal opportunities for growth and development for all.
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