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Job description

An exciting and rare opportunity has arisen for an individual with an extensive background in brand strategy and solid knowledge of implementing new brands within a large, complex organisation.

HMRC has recently developed its new brand proposition - getting tax right, for everyone. We now need a brand specialist to develop our brand strategy and lead efforts to roll out and embed it across the whole of our organisation - from policy design, to operational decisions and behaviours, through to our internal and external communications. Your challenge will be ensuring our brand proposition is reflected in our strategies and our operating model, our values, processes, culture, HR policies and performance measures.

A key focus of this role is to give life to our new brand proposition and ensure it speaks to who HMRC is: an innovative, customer-focused, digital first organisation with a thriving and modern workforce. This marks a very deliberate step away from historic associations of HMRC as 'the tax man' - to help ensure the public perception of us reflects how we operate: as one of the most digitally advanced and innovative tax authorities in the world.

The HMRC brand needs to be demonstrated across all our customer interactions whether this is by letter, phone, online, through webchat and face to face. We also need to ensure it is realised internally to ensure that our people become ambassadors. You will be responsible for achieving this.


Before you apply, we encourage you to learn more about HM Revenue & Customs

Be unique. Be authentic. However you prefer to say it, we really mean it. Our culture embraces people’s diverse perspectives and creates a positive environment where everyone belongs. We’re determined to build a better, more connected world for everyone.

This is a very important and high profile role. It will sit within HMRC Corporate Communications with directly accountability to the Director of Communications. However, you will be required to engage with and secure buy-in from senior colleagues across HMRC including our Executive Board.

You will also work closely with the other teams in External and Internal Communications to help ensure our communications are on brand as well as policy and operational colleagues, with the aim of building public, stakeholder and customer understanding of HMRC's remit and offer.

HMRC has one of the largest and busiest communications teams in Government, and we are recognised as running one of the top communications operations in Whitehall.

We are strong, collaborative, creative and fast-working. We have a big job to do and you'll be joining a strong, motivated communications team. No other department touches the lives of so many people and we face major challenges ensuring our customers know who and what we are as an organisation - the brand proposition is key to achieving this.

This is a complex role, requiring a broad range of skills including brand, culture change and strategy; in writing impactful communications and employee engagement; reputation and relationship management; stakeholder and people management.

We are looking for someone who will provide strong leadership and strategic direction and will help others maintain and improve standards of communication across the network. They will share responsibility with other senior leaders in HMRC Communications for ensuring all our work is high quality, consistent, strategic and supportive of corporate objectives.

This is a 12 month Fixed Term Appointment with the possibility of it being extended to two years. We see this a suitable timescale to deliver the project in full.

This role is based at 100 Parliament Street. HMRC supports flexible working arrangements.

Role purpose:

To develop and deliver the strategy that ensures the brand proposition is reflected in everything we do. The strategy should also ensure that the proposition becomes embedded into all future activity including organisational design and strategies, policy development together with our processes and culture. You will do this by:

- ensuring your work is properly planned, coordinated, delivered and aligned with HMRC's business objectives

- providing strategic advice and challenge to your leadership and management teams, to Communications SLT, to the Director of Corporate Communications and to responsible leads in business areas, up to and including Directors General, with specific responsibility for branding

- setting high standards for all communications across HMRC

- being a role model, empowering teams to deliver business outcomes through partnership working and performance management

- keeping HMRC at the forefront of branding best practice in communications

- ensuring all activity is rigorously evaluated.


- Develop and implement HMRC's brand strategy

- Support the Director of Communications, including liaison with Cabinet Office and Number 10 as appropriate

- Represent HMRC at senior departmental meetings

- Develop a clear understanding of major HMRC programmes and the role of communications in delivering them

- Be a senior adviser on branding and reputation management to HMRC's senior leaders and communications function, particularly on branding issues and reputation management

- Actively participate in the HMRC Communications Wider Leadership

You will be accountable for evaluation and reporting on the brand strategy and roll out.

Management: TBC. Part of the role will involve scoping the potential team needed to deliver this project.

Key interactions:

  • Head of External Communications

  • Director of Corporate Communications

  • Communications Senior Leadership Team

  • Heads of National News, Regional News and Stakeholder Relations

  • CEO's office

  • Cross government campaign colleagues

  • Government Digital Service

  • Creative and planning agencies

    Performance metrics:

  • Government benchmarking

    Competency 1:Insight
    Gain an accurate and deep understanding of the issue(s). Use insight to identify target audiences and partners and to inform communication objectives, messages and solutions.

    Competency 2: Ideas
    Develop the communication strategy and plan.
    Select channels and develop key messages and content for target audiences. Identify evaluation criteria.

    Competency 3: Implementation
    Develop and implement effective communication strategies and plans. Work with stakeholders and partners to deliver communication.

    Competency 4: Impact
    Assess the impact and effectiveness of communication. Review achievement of objectives. Identify lessons learnt and share feedback.

    For more information about GCS competencies click here:

    All Civil Service competencies apply. The selection panel will focus on the following:

    Core Competency 5: Delivering at Pace
    Work to tight and often competing deadlines ensuring work is delivered on time and on budget.

    Core Competency 6: Collaborating and Partnering
    Work closely with both internal and external customers and stakeholders on a daily basis.

    For more information about Civil Service competencies, click here:

    Person specification

    Essential: A relevant professional qualification in a communications discipline and/or membership of a relevant professional body and/or equivalent experience working in a branding / advertising / campaigns environment.

  • Strong background in branding
  • Strong background in culture change
  • Strong, demonstrable leadership experience
  • Programme and project management experience
  • Stakeholder management experience


    We'll assess you against these competencies during the selection process:
    • Communications - Insight: Core
    • Communications - Ideas: Core
    • Communications - Implementation: Core
    • Communications - Impact: Core
    • Delivering at pace
    • Collaborating and partnering

    Civil Service Competency Framework



    Civil Service pension schemes may be available for successful candidates.


    If you are applying for a role in an office within a regional centre location or a transitional or specialist site, then the following may apply: Daily Travel Assistance will be available for this role, provided the successful applicant is a current HMRC employee and meets the eligibility requirements outlined in the department's Daily Travel Assistance guidance.

    Things you need to know


    Successful candidates must pass a disclosure and barring security check.

    Successful candidates must pass basic security checks .

    Nationality statement

    Candidates will be subject to UK immigration requirements as well as Civil Service nationality rules .

    If you're applying for a role requiring security clearance please be aware that foreign or dual nationality is not an automatic bar. However certain posts may have restrictions which could affect those who do not have sole British nationality or who have personal connections with certain countries outside the UK.

    Selection process details

    This vacancy is using the Civil Service Competency Framework . Guidance on writing competency examples is available: A brief guide to competencies

    An initial sift based on competency 1 may be held if a large number of applications are received.

    If your application progresses to a full sift, all competences will then be considered.

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

    Nationality requirements

    Open to UK, Commonwealth and European Economic Area (EEA) and certain non EEA nationals. Further information on whether you are able to apply is available here .


    Candidates in their probationary period are eligible to apply for vacancies within this department.

    Working for the Civil Service

    The Civil Service Code 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 .

    The Civil Service embraces diversity and promotes equality of opportunity. There is a guaranteed interview scheme (GIS) for candidates with disabilities who meet the minimum selection criteria.

  • Industry
    Job Sector
    Marketing & PR
    Job Position
    Brand Management
    £67,800.00 - £76,610.00
    London, UK Show on map
    Post date
    Closing date

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