Marketing Director – Fintech

Branding & Marketing Director (Transformation Programme)

• London – hybrid
• Contract – 6 months (possible extensions)
• Rate – Market rate

Overview
A leading financial services organisation is undergoing a major digital and AI-led transformation, with a significant new programme launching in 2027. This initiative represents a strategic shift towards a more intelligent, customer-centric, and digitally driven future.
We are seeking a Branding & Marketing Director to define and deliver the brand strategy that underpins this transformation. This role will shape how the programme is positioned internally and externally, ensuring strong market impact, customer trust, and long-term commercial success.

Role Purpose
To lead the end-to-end brand transformation journey—from strategy and diagnostic through to execution and market launch—embedding brand as a key driver of commercial performance, customer experience, and organisational alignment.

Key Responsibilities

• Lead brand strategy development, including positioning, architecture, and transformation narrative
• Define and deliver branding and go-to-market strategy for a major AI-led programme
• Develop a scalable brand system (identity, tone of voice, messaging, and assets)
• Embed brand as a driver of commercial outcomes (trust, retention, growth)
• Establish KPIs linking brand activity to business performance
• Lead stakeholder engagement across product, technology, customer experience, and commercial teams
• Manage external agency and partner relationships
• Establish brand governance frameworks ensuring consistency and control

Key Deliverables

• End-to-end brand transformation strategy and roadmap
• Go-to-market and launch plan for a new digital/AI proposition
• Brand identity system and messaging architecture
• Enterprise-wide brand governance framework
• Measurement framework linking brand to commercial impact

Candidate Profile Experience

• Senior brand or marketing leadership experience in complex, regulated, or transformation-led environments
• Proven delivery of large-scale brand transformation programmes
• Experience launching digital, technology, or AI-driven products or platforms
• Strong track record of delivering commercial impact through brand

Skills & Capabilities

• Strategic brand thinker with strong execution capability
• Excellent stakeholder management and executive-level influence
• Strong storytelling ability, particularly with complex propositions
• Comfortable operating in ambiguity and fast-moving environments
• Strong commercial acumen and understanding of brand ROI

Ideal Background Experience across digital-first financial services or high-growth consumer technology/platform businesses is highly desirable.