Brand Expression Strategy Manager - Brand Identity and Design

The Brand Expression Strategy Manager will be responsible for developing and executing Tesco’s brand expression strategies, in relation to brand identify and design, across all touchpoints. This role requires a strategic thinker with a passion for brand storytelling and a deep understanding of how brand expression drives customer connection, loyalty, and growth.

You will work closely with cross-functional teams including marketing, creative agencies, retail operations, and communications to ensure consistent, impactful brand expression that aligns with Tesco’s brand values and business goals.

You will be responsible for:

• Develop and lead the brand expression strategy, ensuring it reflects Tesco’s brand purpose, values, and positioning.

• Translate brand expression strategy into clear, consistent, and compelling brand expressions across all channels including, in-store and digital.

• Collaborate with creative agencies and internal teams to deliver innovative brand expressions that engage and inspire our customers.

• Oversee the application of brand guidelines to ensure brand integrity and consistency across all touchpoints.

• Conduct regular market, consumer, and competitor analysis to inform brand expression and keep Tesco’s brand fresh and relevant.

• Lead and influence internal stakeholders to embed brand expression principles in everyday business decisions.

• Manage brand expression projects from concept through execution, ensuring timely delivery and alignment with strategic goals.

• Measure and report on the effectiveness of brand expression initiatives and use insights to optimise future activity.

• Champion Tesco’s brand internally, fostering understanding and enthusiasm for the brand expression strategy across teams.

You will need:

• Bachelor’s degree in Marketing, Communications, Business, or a related field;

• Proven experience in brand management, brand strategy, or brand expression roles within retail or FMCG sectors.

• Strong understanding of brand strategy and how it translates into tangible brand expression.

• Experience managing creative projects and working collaboratively with agencies and cross-functional teams.

• Excellent communication, presentation, and stakeholder management skills.

• Data-driven mindset with ability to analyse and apply insights for brand strategy improvement.

• Passion for retail and understanding of Tesco’s market and customer base is highly desirable.

Skills & Competencies

• Strategic thinking and problem-solving skills.

• Creativity and innovation in brand storytelling.

• Strong project management and organizational skills.

• Ability to work in a fast-paced environment and manage multiple priorities.

• Influencing and leadership capabilities.

• Strong attention to detail and brand discipline.

What's in it for you:

We’re all about the little helps. That’s why we make sure our Tesco colleague benefits package takes care of you – both in and out of work. Click Here to find out more!

Annual bonus scheme of up to 20% of base salary
Holiday starting at 25 days plus a personal day (plus Bank holidays)
Private medical insurance
26 weeks maternity and adoption leave (after 1 years’ service) at full pay, followed by 13 weeks of Statutory Maternity Pay or Statutory Adoption Pay, we also offer 6 weeks fully paid paternity leave
Free 24/7 virtual GP service, Employee Assistance Programme (EAP) for you and your family, free access to a range of experts to support your mental wellbeing

About us:

Our vision at Tesco is to become every customer's favourite way to shop, whether they are at home or out on the move. Our core purpose is 'Serving our customers, communities and planet a little better every day'. Serving means more than a transactional relationship with our customers. It means acting as a responsible and sustainable business for all stakeholders, for the communities we are part of and for the planet.

We are proud to have an inclusive culture at Tesco where everyone truly feels able to be themselves. At Tesco, we not only celebrate diversity, but recognise the value and opportunity it brings. We're committed to creating a workplace where differences are valued, and make sure that all colleagues are given the same opportunities. We're a big business with diverse working patterns and many business areas which means that we can find something that works for you. Everyone is welcome at Tesco.

We have recently announced that we will be moving towards a more blended working week – combining office and remote working. Our offices will continue to be where we connect, collaborate and innovate. Please talk to us to about how this can work for you.

NOTE: Should you be successful in your application, your offer will be subject to and conditional upon you providing your bank account details on your agreed start date.

We're proud to have been accredited Disability Confident Leader and we're committed to providing a fully inclusive and accessible recruitment process. For further information on the accessibility support we can offer, please visit https://www.tesco-careers.com/accessibility