Mayoral Head of Marketing and GLA Brand Strategy

This role sits at the intersection of politics, policy and marketing.

We're looking for an exceptional marketing leader who has significant experience operating in a political environment and understands how to navigate complex policy issues, stakeholder relationships and media scrutiny.

As Mayoral Head of Marketing and GLA Brand Strategy, you'll lead the campaigns that help shape London's future, working directly with the Mayoral appointees and senior leaders across City Hall to engage millions of Londoners on some of the capital's biggest priorities.

One day you could be developing a campaign to support the transformation of Oxford Street. The next, helping Londoners access new youth services, tackling homelessness, improving air quality, promoting major city events, or encouraging public participation in policies that affect communities across the capital.

You'll oversee a talented team with a reputation for delivering award-winning, nationally recognised campaigns. Your client is London itself: its residents, communities, businesses and visitors. The work is high-profile, fast-paced and frequently in the national spotlight, offering a unique opportunity to combine creativity, policy, politics and public service.

This role is perfect for someone who is passionate about London, with deep expertise and experience in how politics and policy-making works, and is excited by the challenge of turning complex issues into campaigns that inform, engage and inspire action. We are looking for a strategic leader who can navigate a complex political environment while championing bold, innovative and effective marketing that reaches London's diverse audiences.

If you want to lead campaigns that genuinely make a difference to the lives of Londoners and help shape one of the world's greatest cities, we'd love to hear from you.

The Mayor’s Office

The Mayor's Office is responsible for supporting the Mayor of London, Sadiq Khan.

Supporting the Mayor, Deputy Mayors and lead advisors such as the Chief Digital Officer, the Mayor’s Office is organised into four small units:

• Communications
• Mayoral Operations
• Policy and Delivery
• Political and Public Affairs.

About the role

To direct and have overall responsibility for marketing strategy and delivery, providing high-level strategic marketing, brand and communications advice to the Mayor of London and Mayoral appointees including Deputy Mayors and Mayoral Directors

The postholder will:

• Lead and be accountable for the delivery of marketing and integrated communications, developing the strategy to support the priorities and objectives of the Mayor and the GLA, in collaboration with senior colleagues at the GLA and functional bodies.
• Direct the GLA marketing campaigns and strategic communications teams, and work across the GLA Group to develop the brand strategy and achieve effective marketing on behalf of the Mayor.

What your day will look like:

• Provide high level strategic advice to the Mayor, mayoral appointees and senior GLA officers on all matters that may have a bearing on the marketing and brand policy and practice of the Mayor, the GLA and mayoral projects.
• Working closely with the Mayoral Director, Communications, direct and be accountable for the strategic development, creative development and implementation of the marketing strategy, advertising strategy and brand strategy across the GLA, ensuring all work delivers on Mayoral priorities and objectives, and ladders up to central strategic messages
• Direct and devise marketing campaigns to support the Mayor’s policy agenda, working closely with the Mayoral Director, Communications, the Mayor’s Office, senior GLA officers including colleagues from Government Relations, External Relations, the Mayor’s Office and, as required, the functional bodies and London stakeholders.
• Lead on specific high-priority integrated campaigns and communications, working with the Chief Digital and Creative Strategist, the Senior Adviser to the Mayor, News Media and the Head of Strategic Communications.
• Direct marketing and brand evaluation and insights work across the GLA to ensure the GLA pursues the most effective communication strategies and plans, and has a framework to measure overarching success
• Commission and sign-off Mayoral communications and creative  across the GLA to ensure impact, message consistency and alignment with Mayoral priorities.

Skills, knowledge and experience

To be considered for the role you must meet the following essential criteria:

• In-depth knowledge and experience of working at a senior strategic and political level directing marketing, creative and brand strategy in a large, high-profile organisation regularly in the media eye.

• Deep experience working in political, governmental or highly politically sensitive environments with excellent political judgement and the ability to operate effectively in a fast-moving, high-profile environment.

• A track record of developing and leading outstanding marketing campaigns, with significant experience of delivering high-impact integrated media campaigns and advertising across different mediums, including news media, soft media, paid advertising channels, and social media.

• Strong understanding of how policy is developed, communicated and delivered, and evidence of success in promoting policy through a variety of marketing and communications channels, including on complex issues for a range of different audiences.

• The creativity to turn complex policy issues into compelling public engagement campaigns, with significant experience of developing marketing campaigns and overarching brand and communications strategies in a high-profile organisation.

• Evidence you can advise senior political leaders and influence decisions at the highest level.

• Substantial practical experience of working with partner organisations to create and deliver high-profile effective marketing campaigns that deliver to an overarching strategy.

Please note the above post falls under Politically restricted posts (PRPs) at the Greater London Authority (GLA) are job roles covered by the Local Government & Housing Act 1989 that bar holders from engaging in active party-political activities both at work and in their personal time.

The GLA Competency Framework Guidelines further detailing each competency and the different level indicators can be found here: GLA Competency Framework

How to apply 

If you would like to apply for the role, you’ll need to submit:

• A CV
  
  

•  Personal statement with a maximum of 1500 words. Please ensure you address how you demonstrate all the essential criteria outlined above in the advert under the heading of Skills, knowledge and experience.

Please ensure your CV and Personal Statement have a maximum file size of 1.5MB each and upload your Personal Statement to the ‘CV and Cover Letters’ section’ of the form, ensuring you address the technical requirements and competencies in your Personal Statement.

Word or PDF format preferred and do not include any photographs or images. Please ensure your CV and Personal Statement are saved with the job reference number as part of the naming convention (E.g., “CV – applicant name - 012345)

As part of GLA’s continuing commitment to be an inclusive and equal opportunity employer we will be removing personal identifiable information from CVs and Personal Statements that could cause discrimination. 

If you have questions about the role

If you wish to talk to someone about the role, the hiring manager James Ryan would be happy to speak to you. Please contact them at James.Ryan@london.gov.uk

If you have any questions about the recruitment process, contact the  glaopdcrecruitment@tfl.gov.uk who support the GLA with recruitment.

Assessment process

Once you have submitted an application, your details will be reviewed by a panel.

If shortlisted you’ll be invited to an interview/assessment Week Commencing 16th November 2026

Equality, Diversity and Inclusion

London's diversity is its biggest asset and we strive to ensure our workforce reflects London's diversity at all levels. We welcome applications from everyone regardless of age, gender, gender identity, gender expression, ethnicity, sexual orientation, faith or disability.

We particularly encourage applications from Black, Asian and Minority ethnic candidates and disabled candidates who are currently underrepresented in our workforce.

We are committed to being an inclusive employer and we are happy to consider flexible working arrangements.

Please note, should you require any adjustments through the process, we will accommodate as much as possible. Please contact the recruitment team for further information if required.

Please note we are a Disability Confident Employer so for candidates who wish to be considered under the scheme and meet the essential criteria, they will automatically be invited to interview.

Benefits

GLA staff are hybrid working up to 3 days a week in our offices and remotely depending on their role. As part of this, you will need to split your time between home working and coming into the office.

In addition to a good salary package, you will be paid every four weeks, providing frequent salary payments. We also offer an attractive range of benefits including 30 days’ annual leave, interest free season ticket loan, interest free bicycle loan and a career average pension scheme.

Additional information

Please note, all candidates will need to confirm that the information provided in this application form is true and correct. Should a candidate deliberately give false information, including the use of AI software, they understand that this would disqualify them from consideration.

Please see below for Full Job Description

Job Description         

Job title:                   Mayoral Head of Marketing and GLA Brand Strategy

Grade:                       G14                          

Directorate:               Mayors Office

Team:                        Communications

Purpose of Job

1. To direct and have overall responsibility for marketing strategy and delivery, providing high-level strategic marketing, brand and communications advice to the Mayor of London and Mayoral appointees including Deputy Mayors and Mayoral Directors
2. To direct, lead and be accountable for the delivery of marketing and integrated communications, developing the strategy to support the priorities and objectives of the Mayor and the GLA, in collaboration with senior colleagues at the GLA and functional bodies.
3. Direct the GLA marketing campaigns and strategic communications teams, and work across the GLA Group to develop the GLA and Mayoral brand strategy and achieve effective marketing on behalf of the Mayor.

Principal accountabilities

1. Provide high level strategic advice to the Mayor, mayoral appointees and senior GLA officers on all matters that may have a bearing on the marketing and brand policy and practice of the Mayor, the GLA and mayoral projects.
2. Working closely with the Mayoral Director, Communications, direct and be accountable for the strategic development, creative development and implementation of the marketing strategy, advertising strategy and brand strategy across the GLA, ensuring all work delivers on Mayoral priorities and objectives, and ladders up to central strategic messages.
3. Direct and devise marketing campaigns to support the Mayor’s policy agenda, working closely with the Mayoral Director, Communications, the Mayor’s Office, senior GLA officers including colleagues from Government Relations, External Relations, the Mayor’s Office and, as required, the functional bodies and London stakeholders.
4. Lead on specific high-priority integrated campaigns and communications, working with the Chief Digital and Creative Strategist, the Senior Adviser to the Mayor, News Media and the Head of Strategic Communications.
5. Direct marketing and brand evaluation and insights work across the GLA to ensure the GLA pursues the most effective communication strategies and plans, and has a framework to measure overarching success.
6. Commission and sign-off Mayoral communications and creative across the GLA to ensure impact, message consistency and alignment with Mayoral priorities.
7. Working closely with the Mayoral Director, Communications, advise on the Strategy & Communications Directorate’s organisational change, shaping the External Relations function to reflect the evolving communications environment and adapt to the changing needs of Londoners.
8. Liaise with senior government officials and with London partners and stakeholders regarding marketing campaigns.

1. Deputise for the Mayoral Director, Communications, where appropriate.
2. Manage staff and resources allocated to the job in accordance with the Authority’s policies and Code of Ethic and Standards.
3. Realise the benefits of London’s diversity by promoting and enabling equality of opportunities and promoting the diverse needs and aspirations of London’s communities.
4. Realise the benefits of a flexible approach to work in undertaking the duties and responsibilities of this job, and participating in multi-disciplinary, cross-department and cross-organisational groups and project teams.

Key relationships

Person specification

Technical requirements

1. In-depth knowledge and experience of working at a senior strategic and political level directing marketing, creative and brand strategy in a large, high-profile organisation regularly in the media eye.

2. Significant experience of developing marketing campaigns and overarching brand and communications strategies in a high-profile organisation.
3. Substantial practical experience of working with partner organisations to create and deliver high-profile effective marketing campaigns that deliver to an overarching strategy.
4. Significant experience of delivering high-impact integrated media campaigns and advertising across different mediums, including news media, soft media, paid advertising channels, and social media.
5. Evidence of success in promoting policy through a variety of marketing and communications channels, including on complex issues for a range of different audiences, across a range of budgets.
6. A deep understanding of complex political environments and significant experience at a high level of operating effectively within them.
   
   
7. Ability to demonstrate a high level of analytical and constructive thinking to cope with the varied and challenging situations required by the role.
8. An understanding of how the GLA’s wish to take a strategic lead in combating discrimination and promoting equality of opportunity throughout London can be enhanced and supported by this role.

Behavioural Competencies

Building and Managing Relationships

…is developing rapport and working effectively with a diverse range of people, sharing knowledge and skills to deliver shared goals;

Level 4 indicators of effective performance

• Identifies and engages a diverse range of influential contacts within stakeholder and community groups, and partner organisations
• Builds alliances to establish mutually beneficial working arrangements, openly sharing knowledge and insights
• Actively challenges and addresses ‘silo attitudes’ to encourage effective relationship building inside and outside the GLA
• Understands the complexities of political dynamics and uses this to manage relationships and resolve conflict effectively
• Identifies clear win-win situations with external partners

Communicating and Influencing

…..is presenting the information and arguments clearly and convincingly so that others see us as credible and articulate and engage with us;

Level 4 indicators of effective performance

• Articulates self with credibility and conviction, encouraging buy-in to corporate position
• Influences the thinking of other organisations, encouraging them to deliver in line with the GLA
• Ensures that the organisation communicates inclusively with staff and external stakeholders
• Acts as a credible and convincing spokesperson and negotiator for the GLA
• Instils a corporate commitment to accessible communication

Problem Solving

… is analysing and interpreting situations from a variety of viewpoints and finding creative, workable and timely solutions.

Level 4  indicators of effective performance

• Seeks multiple perspectives to understand the breadth and depth of complex issues
• Produces strategies to solve organisation-wide problems, considering the practical and political concerns associated with the implementation of solutions
• Enables the GLA to continuously improve and innovate in the long term
• Solves problems jointly with others to stimulate innovation
• Turns ambiguous or difficult situations into opportunities

Strategic Thinking

…is using an understanding of the bigger picture to uncover potential challenges and opportunities for the long term and turning these into a compelling vision for action

 Level 4 indicators of effective performance

• Develops a positive and compelling vision of London’s future potential, demonstrating confidence in the strategic direction of the GLA
• Translates an understanding of the compel and diverse threats and issues facing London into positive action
• Proactively involves partners in strategic thinking, incorporating their views into plans and working with them to align strategic priorities
• Sets organisational priorities by identifying where time and investment is needed most
• Generates and leads strategic initiatives that reflect the GLA’s position as a regional authority

Decision Making

…is forming sound, evidence-based judgements, making choices, assessing risks to delivery and taking accountability for results

Level 4 indicators of effective performance

• Makes difficult decisions for the long-term benefit of the organisation
• Presents and instils confidence in strategic decision-making
• Consults stakeholders early in critical organisation-wide decisions
• Stands by the decisions and actions of the GLA
• Accepts and promotes accountability for the GLA’s decision making

• Ensures the organisation balances effective risk management with the need for timely actions

Planning and Organising

… is thinking ahead, managing time, priorities and risk, and developing structured and efficient approaches to deliver work on time and to a high standard.

Level 4 indicators of effective performance

• Takes accountability for monitoring delivery of the GLA’s commitments
• Uses quality assurance processes across the organisation as a feedback mechanism to improve performance
• Takes responsibility for ensuring tools and techniques are available for the effective management of programmes
• Realigns GLA objectives to respond to changing external and internal agendas
• Uses feedback from all sectors as a performance measure for GLA work

Organisational Awareness

…is understanding and being sensitive to organisational dynamics, culture and politics across and beyond the GLA and shaping our approach accordingly

Level 4 indicators of effective performance

• Focuses on the needs of Londoners, promoting organisational awareness of how they impact GLA priorities
• Anticipates and responds appropriately and professionally to political pressure, inspiring confidence and trust from politicians
• Shapes senior stakeholders’ perceptions of the GLA, using their influence to support the GLA agenda
• Influences Londoners’ perceptions of the GLA, using the Media where appropriate
• Leads the organisation by setting the highest standard in upholding integrity and ethical behaviour

This role is ‘politically restricted’ under the Local Government and Housing Act 1989.