Job Title:ZSL Brand Manager

Proposed Structure

Brief outline of the job

Reporting to the ‘Head of Marketing’ the ZSL Brand Manager will be responsible for strategic planning, development and implementation of consumer marketing activities to promote the ZSL Brand. The ZSL Brand manager will work closely with the development team, conservation programmes, the Zoos and IOZ to develop brand marketing strategies, implementation plans and campaigns to build the ZSL brand awareness, understanding and support.

Reporting to the Head of Marketing, this role is responsible for the ZSL brand strategy and implementation of the annual brand plan to achieve the brand strategy. The role is responsible for development and implementation of consumer related brand marketing activities including campaigns. This role will be responsible for ZSL brand management and pending a review of the sub-brands will also have responsibility for brand management and marketing activity for ZSL IoZ and CP sub brands.

The post holder will work with the Head of Marketing to develop a 5 year brand strategy for the ZSL Brand which will underpin development of increased awareness, understanding and support for the consumer charity brand of ZSL. The role will have KPIs under the brand awareness, understanding and support – including any fundraising KPIs to help support the Development Department achieve their fundraising objectives.

As well as working very closely with the other BMs and the wider marketing, communications and commercial team, the ZSL Brand Manager will be expected to work closely with the Development Department, Conservation Programmes, The Institute of Zoology and Discovery & Learning – ensuring these key stakeholders have input into the brand strategy and annual marketing plans.

Key responsibilities are:

  • Creation and continual development of the rolling 5 year brand strategy for ZSL
  • Annual marketing brand plan to effectively realise the brands strategy
  • Development and management of the ZSL brand marketing budget
  • Liaising with key stakeholders, in particular the Development Department, Conservation Programmes, The Institute of Zoology and Discovery & Learning – ensuring these key stakeholders have input into the brand strategy and annual marketing plans to achieve clearly defined KPIs.
  • Initially building a brand strategy to outline the potential growth in awareness, understanding and support of the ZSL brand to demonstrate a business case for investment.
  • Manage and communicate brand guidelines for the ZSL Brand throughout the organisation
  • Create marketing and communication tools for use across all channels to promote effectively the ZSL Brand
  • Achieving business KPIs as outlined in the annual brand plan.
  • Development of the sub brand identities and brand plans.
  • Define key audience segment profiles for the ZSL brand
  • Define the optimum marketing mix as to implement the annual brand plan including the use of ZSL owned or earned media across: PR / CRM / Online / Social / Communications teams.
  • Ensure brand presence is increased in key touch-points including across our sites, offices (both in the UK and overseas) at conferences and events and through our staff and volunteers.
  • Develop a ZSL brand events strategy and plan for ZSL – which incorporates building the ZSL brand through ZSL events such as symposia and lectures through to increased brand presence at key science and conservation events.
  • Work with partners to leverage the ZSL brand through existing and new third party partnerships – both in terms of conservation activities in the field and across all areas of ZSL
  • Develop ZSL messaging, tone of voice and core objectives for these key parts of the marketing mix
  • Working closely with creative agencies to develop creative ideas for the ZSL Brand
  • Identifying new opportunities with the corporate and development teams to raise the profile of the ZSL Brand with third party partnerships
  • Work with the brand managers at both Zoo’s to develop a ZSL brand strategy for visitors and members for London and Whipsnade
  • Monitor and improve visitor experience and engagement with ZSL brand. Map customer journey and seek to promote ZSL in all areas of the journey from pre-visit, zoo arrival and welcome, through to visitor services on site including experience of catering, retail outlets, facilities, shows, exhibits, play and exit and post visit. Identify and action improvements and brand awareness or fundraising opportunities.
  • Day to day account management of creative, media and print agencies ensuring that projects come in on schedule and within budget.
  • Represent ZSL within key external bodies and at key conferences and events
  • Compiling, analysing and distributing financial and statistical information
  • Carrying out market research and brand score / engagement surveys to assess satisfaction, demand, brand positioning and awareness. Interpreting market research and making informed recommendations.
  • Taking part in theVisitor Experience Manager (VEM) scheme for Whipsnade and London with discussion with ZSL customer services team. VEM minimum5 days per annum at weekends. Experiencing the zoo at weekends is essential so ability to work some weekend days is important. Occasional weekend work (in exchange for time off in lieu) is also required for events and OB’s.


Vocational and technical skills:

Experience of spreadsheets and financial reportingis essential.Marketing experience is also essential along with hands on approach.Experience of charitybrand campaigns and brand management is desirable.


A minimum of two years marketing experience gained in a brand marketing environment, or charity fundraising is required. Ideally will have ability to demonstrate how they have improved brand awareness and managed effective brand campaigns with demonstrable results.

Interpersonal skills:

The job-holder needs a confident professional manner and well developed interpersonal skills. Ability to work well in cross department teams as representative of marketing function. The job-holder must be able to work effectively on own as well as in a team.


Human resource management:

There will be no direct human resource line management, although the job holder will be expected to work closely with colleagues from within and without the marketing department and other teams.


Strong written and oral communication skills across a number of audiences including consumer, agency and internal are essential in this role.


The job-holder will be required to liaise regularly with all departments and at all levels within the organisation, as well as with external companies and agencies. The ability to present ZSL confidently and effectively to all levels of personnel is essential.


Judgement and decision making:

The job-holder should plan their own work and priorities to meet the objectives of the marketing plan, using knowledge and experience. Major decisions with cost implications will be discussed with the Head of Marketing and Director.

Original thought and problem solving:

The candidate must demonstrate a good understanding of market research and have an analytical pre-disposition, excellent planning and finishing skills with attention to detail are also very important.


A high level of attention to detail is required, particularly when planning and implementing budget control.


The job-holder must be flexible in their approach in order to be able to change plans in line with events and opportunities.

Working conditions:

The job-holder will be located at ZSL London Zoo.