Brand Communications Lead

In 2018 Twinings made a bold pivot. From heritage play to market-shaping innovator.

Superblends went viral on TikTok, Sparkling tea launched in 2024 and they have never looked back.

The ambition: to transform how the UK thinks about tea.

Now this is where communications lives. In that tension between heritage and innovation. In the story of how a brand you thought you knew became something you didn't expect.

If you are a Brand Communications expert and you're looking for a proper challenge. This is it.

Why Twinings?

Twinings is an incredible and evolving brand, it forms part of the ABF Group. That means resources, scale, expertise. You get autonomy with backing. That's rare.

The culture is genuinely different. "We Dream It. We Own It. We Win It Together." That's not a mission statement. That's how the team works. Bold ambition. Personal accountability. Collaboration at pace. Challenge that's constructive because people care about winning together.

They've invested in building this intentionally, a high-performance journey since 2022. A Thrive programme that's about real development conversations. A Belong strategy that makes DE&​I a driver of innovation, not a compliance box and globally ranked in the upper quartile for employee engagement across FMCG.

This is a brand in motion. A culture worth joining. Communications sits at the heart of it, telling the story of who Twinings is. An unbelievable opportunity.

What You'll Actually Do

Own the integrated campaign strategy. Take a brief through from insight to execution to measurement. Think through the full consumer journey, understand what each channel needs to do and how the idea works differently in each place. Make sure every touchpoint pulls the same direction.

Lead creative development. Bring a strong eye for quality and a sharper eye for detail. You'll critique work, elevate it and shape it because you genuinely know what great looks like. You'll be as comfortable talking through a high-end lifestyle shoot as you are getting into the weeds on POS executions.

Brief and guide specialists. You will work with teams across ATL, social, influencer, CRM, retail and shopper marketing. Not as a project manager pushing things through the system but as a someone who stretches their thinking and keeps them focused on what actually matters.

Define success clearly. Not a data specialist, but someone who can set KPIs that actually matter, explain how each campaign performed, and learn from what works (and what doesn't). You'll help the brand understand the real impact of what it's doing.

Build the brand as a publisher. Think about how Twinings shows up in culture — not just through paid campaigns but through the ideas we share, the conversations we start, the trends we tap into. You're building a voice, not just running communications.

Inspire. Bring credibility, gravitas and the ability to raise standards across the function. People want to do their best with you.

The Person We're Looking For

• You've led integrated, multi-channel campaigns in your previous role. You might come from FMCG but equally you could have brilliant campaign experience from beauty, lifestyle, wellbeing, sports or fashion.
• Or maybe you've come from a creative or comms agency where you've seen how great work gets made.
• You're opinionated about creative. Not in a way that gets in the way, but in a way that makes things better. You can explain why something works (or doesn't), and you can help other people see it too.
• You understand how insight drives strategy. You're comfortable talking about audience behaviour, channel dynamics and how a single idea flexes across different places. You can brief senior stakeholders and specialist teams with equal clarity.
• You lead from credibility, not authority. People trust your judgment on strategy, on creative and on what the brand needs. You're energised by ambitious goals and you bring people with you.

Ways of Working

2 days a week in Andover, occasional use of London office.

Marvel FMCG is exclusively partnered with Twinings for this recruitment. We are not accepting applications through other channels for this role.

Get in touch with Rich Howell — rich@marvelfmcg.co.uk

How can we make the recruitment process more accessible for you? We’re always open to adjustments and welcome feedback on how we can improve the experience.

Feedback matters. We aim to respond to all applications as quickly as possible because clarity, communication and respect should be a given.

Responding makes us human