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Job summary

Brand Manager

£53,000 per annum

Bedford

12 Month Fixed Term Contract

Hybrid Working

Ready to make a real difference? Join us at the Money and Pensions Service (MaPS) as our Brand Manager. This is your chance to play a meaningful role in helping people across the UK build stronger financial futures and to do it as part of a supportive, energetic team.

Why This Role Matters

The role combines brand management with practical delivery and brand governance responsibilities. This includes implementation of a new visual identity for one of our key services, brand guardianship, internal approvals, management of brand assets and guidelines, intellectual property and trademark management, brand architecture development and ensuring consistent implementation of brand messaging across all media and channels.

The Brand Manager will also support the embedding of a Digital Asset Management (DAM) system to improve access to brand guidance, templates and assets across the organisation and agency partners.

This role is key to building knowledge of, trust in, and affinity with, our brand, so that people know where to go when they need help with money.

Job description

• Act as a key guardian of the MaPS (corporate) and MoneyHelper (consumer) brands, ensuring consistent and effective application of brand guidelines across all communications, products, campaigns and channels.
• Lead the roll out of a new visual identity for our Money Guiders programme branding.

• Work closely with internal design teams and external creative agencies to develop, evolve and maintain brand guidelines and visual identity systems across print, digital, social, video and emerging media.

• Support the roll-out of a new brand strategy for MoneyHelper
• Manage and oversee internal brand approval processes, ensuring communications and creative outputs meet agreed brand standards and strategic objectives.

• Help to embed and manage the organisation’s Digital Asset Management (DAM) system, ensuring teams and agency partners understand how to access and use brand assets, templates and guidance correctly.

• Manage intellectual property and trademark activity relating to our brands, including supporting trademark applications, monitoring usage and identifying potential brand or trademark infringements.

• Support naming development for new products, services, campaigns and propositions, including early stage evaluation and governance processes. Help to develop and refine key messaging frameworks and ensure they are consistently applied across communications, campaigns and channels.

• Work collaboratively with campaign, content, partnerships, digital and product teams to ensure integrated and audience-focused delivery across communications activity.

• Contribute to the continuous improvement of brand governance, processes, tools and ways of working across the organisation.

• Use insight, audience understanding and performance data to identify opportunities to improve brand effectiveness and consistency.

• Manage brand tracking and brand performance evaluation programmes, working with insight and research teams to monitor awareness, perception and effectiveness and share findings effectively across the organisation.

Any other duties as reasonable required

Person specification

To excel in this role, you will need to demonstrate:

Essential

• Significant experience in brand and marketing within a consumer-facing organisation, public body or agency environment.
• Advanced academic and/or professional qualifications in a relevant discipline, and/or able to demonstrate equivalent learning on the job.
• Experienced in implementing a new visual identity to a range of marketing assets and channels (

• Strong understanding of brand management and governance, including brand guardianship, approvals processes and maintaining consistency across complex organisations and multiple channels.

• Experience working with and/or developing brand guidelines, visual identity systems and creative development across digital, social, print, video and campaign communications.

• Experience working closely with designers, creative agencies and multi-disciplinary teams to deliver high-quality creative and communications outputs.

• Experience using insight, research and brand tracking to evaluate brand performance and inform strategic and tactical decision-making.

• Understanding of intellectual property, trademarks and brand protection processes

• A strong interest in working at MaPS and a wider interest in and/or knowledge of financial wellbeing.

Desirable

• Understanding of accessibility and inclusive design principles across communications and digital channels.

• Experience supporting or implementing brand systems, templates or Digital Asset Management (DAM) platforms.

• Experience working within large, matrix or public sector organisations.

• Knowledge of government communications and marketing spend controls and processes.

Personal attributes:

• A self-starter with excellent written and verbal communication skills who can work at pace, prioritise competing demands, horizon-scan, and be responsive to change with short deadlines.

• Good team member, with the ability to build effective working relationships with colleagues and stakeholders.

• Good organisational and project management skills, with the capacity to prioritise and work across multiple projects.
• Ability to build relationships and understand complex programmes of work

Benefits

• 30 days’ annual leave plus bank holidays
• Pension contributions matched 2 to 1 (employer contribution up to 10% of your salary)
• Season ticket loan
• Cycle to work scheme (up to £3,000)
• Subsidised eye tests & flu jabs
• Life assurance
• EAP Assist & Life
• Enhanced family and sick pay
• 2 paid volunteering days
• Recognition scheme
• Retail discounts portal

Flexible Working

We believe work should fit around life. This Bedford‑based role offers genuine flexibility so you can balance work, family, and personal commitments. We come together for purposeful team collaboration to stay connected and drive great results.

Career Development
We love supporting internal growth and progression, while continuing to follow fair and open Civil Service recruitment practices.

Important Information About Applying

• Please apply only via official MaPS links - we can’t accept applications via email or unauthorised sites.
• MaPS is unable to offer visa sponsorship.

Reserve List: If you're successful at interview, we may place you on a reserve list for up to 6 months. If a similar role becomes available, you may be offered it without the need for another assessment.

If you believe your application hasn’t followed the Civil Service Commission’s Recruitment Principles, you can contact resourcing@maps.org.uk. If unresolved, you may then contact the Civil Service Commission.

Job Reference: MaPS01216

Close Date: 02/08/2026

Things you need to know

Artificial intelligence

Artificial intelligence can be a useful tool to support your application, however, all examples and statements provided must be truthful, factually accurate and taken directly from your own experience. Where plagiarism has been identified (presenting the ideas and experiences of others, or generated by artificial intelligence, as your own) applications may be withdrawn and internal candidates may be subject to disciplinary action. Please see our candidate guidance (opens in a new window) for more information on appropriate and inappropriate use.

Selection process details

Our Recruitment Process

We keep things simple, fair, and transparent:

Step 1: Submit Your Application

Open: 17/07/2026 , Deadline: 02/08/2026

To apply, please submit the following documents:

1. Your most up-to-date CV
2. A cover letter (max 500 words). Please structure your cover letter as below:

• Essential Criteria & Desirable Criteria
  Using the essential and desirable criteria section of the job advert provide concise examples that demonstrate your judgement, level of responsibility and impact.

Step 2: Telephone Interview

Between 17/07/2026 – 05/08/2026

If your application is shortlisted, you will be invited to a telephone interview with one of our recruiters. This is an opportunity to:

• Discuss your experience in more detail
• Learn more about the role and our organisation
• Ask any questions you may have

Step 3: Final Stage Interview

Hosted on W/C 17/08/2026

Successful candidates from the telephone interview will be invited to attend an in person interview at the Bedford Office

This stage will consist of:

• A task of presentation that you will need to prepare before the interview
• A structured interview with competency based questions

We follow fair, open, and merit‑based recruitment in line with the Civil Service Commission’s Recruitment Principles.

About Us

MaPS is based in bright, modern offices in Bedford, and we’re here to help people across the UK feel more confident and informed about their money.

Our values guide how we work together:

• Caring – for colleagues and the communities we support
• Connecting – building supportive, positive relationships
• Transforming – creating impact that truly matters

We’re proud to foster an inclusive, welcoming culture. Our colleague networks include LGBTQ+, neurodiversity, women’s health, men’s health and ethnicity groups — and we welcome applications from all backgrounds.

Feedback will only be provided if you attend an interview or assessment.

Security

People working with government assets must complete baseline personnel security standard (opens in new window) checks.

Nationality requirements

This job is broadly open to the following groups:

• UK nationals
• nationals of the Republic of Ireland
• nationals of Commonwealth countries who have the right to work in the UK
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities with settled or pre-settled status under the European Union Settlement Scheme (EUSS) (opens in a new window)
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities who have made a valid application for settled or pre-settled status under the European Union Settlement Scheme (EUSS)
• individuals with limited leave to remain or indefinite leave to remain who were eligible to apply for EUSS on or before 31 December 2020
• Turkish nationals, and certain family members of Turkish nationals, who have accrued the right to work in the Civil Service

Further information on nationality requirements (opens in a new window)

Working for the Civil Service

The Civil Service Code (opens in a new window) sets out the standards of behaviour expected of civil servants.

We recruit by merit on the basis of fair and open competition, as outlined in the Civil Service Commission's recruitment principles (opens in a new window).The Civil Service embraces diversity and promotes equal opportunities. As such, we run a Disability Confident Scheme (DCS) for candidates with disabilities who meet the minimum selection criteria.

Diversity and Inclusion

The Civil Service is committed to attract, retain and invest in talent wherever it is found. To learn more please see theCivil Service People Plan (opens in a new window) and the Civil Service Diversity and Inclusion Strategy (opens in a new window).

Apply and further information

Once this job has closed, the job advert will no longer be available. You may want to save a copy for your records.

Contact point for applicants

Job contact :

• Name : sophie.rigney@reed.com
• Email : sophie.rigney@reed.com

Recruitment team

• Email : sophie.rigney@reed.com