Job Title: Internal Campaigns and Brand Lead
Salary: The starting salary is £62,310, which includes allowances totalling £3,009.
The salary is broken down as £59,301 basic salary, which will increase annually until you reach the top of the scale £72,254. Plus, a location allowance of £2,009 and a non-pensionable allowance of £1,000.
Location: New Scotland Yard, Westminster. You may be expected to work at other Met buildings across London as part of a blended working agreement. There are also some opportunities for remote working when appropriate.
JOB PURPOSE
There is no greater mission than keeping London safe - and our people are how we achieve it.
The Met’s Communication and Engagement function has undergone a major transformation, building a more innovative, focused and high-performing approach to how we communicate. We are looking for an outstanding leader to help drive continued improvement in how we communicate with our workforce.
The Internal Campaigns and Brand Lead plays a critical role in shaping how more than 40,000 officers and staff understand the Met’s priorities, feel connected to our purpose, and are equipped to deliver for the public. This role exists to make sure our people know where we are going, why it matters, and the part they play in getting there.
Through high-impact internal campaigns, this role will strengthen engagement, productivity and culture - ensuring colleagues feel informed, supported and proud of the organisation they serve.
Alongside this, the role is the guardian of one of the UK’s most recognisable public service brands. You will be responsible for embedding brand standards and ensuring the Met’s identity is used consistently and credibly across the organisation to build trust, recognition and reputation. You will oversee agency and supplier relationships, ensuring high-quality creative delivery, strong governance and effective budget management.
This is a senior role for an experienced and creative campaign leader, comfortable operating at scale in a complex environment, able to communicate difficult and sensitive issues with clarity and confidence and experienced in managing agencies and external partners.
Reporting to the Head of Internal Communications, Workforce Engagement and Brand, you will work at the heart of the organisation, partnering closely with HR, Finance, Strategy, Transformation and operational leaders, as well as colleagues across internal, digital, external affairs and press, to maximise the impact of every communication.
KEY RESULT AREAS
- Lead behaviour change and culture campaigns, including day-to-day management of the Met brand, internal values and principles, and culture and transformation communications.
- Set strategic direction for internal campaigns alongside the Internal Communications Lead.
- Lead the team, ensuring activity is planned for and aligned to organisational and departmental objectives, priorities and key performance indicators.
- Deliver high-impact storytelling, using a proactive and creative approach to produce clear, engaging communications grounded in strong writing and attention to detail.
- Champion audience insight, maintaining an expert understanding of what matters most to colleagues, particularly hard-to-reach audiences, and shaping communications around their needs.
- Ensure campaigns are delivered on time and within budget, effectively targeted, insight-led and rigorously evaluated.
- Build and leverage internal partnerships to strengthen advocacy, reach and credibility across the organisation.
- Provide trusted support to senior leaders, including high-quality briefing packs, engagement materials and templates that enable leaders to communicate effectively and lead locally.
- Coach and advise senior leaders, strengthening leadership communication capability and two-way engagement with staff.
- Maintain confidence of the Management Board, ensuring coherent, consistent messaging and a high-quality internal communications service.
- Own and protect the Met brand, managing internal and external brand guidelines, reducing sub-brand proliferation, and ensuring consistency, integrity and appropriate governance.
- Manage paid and non-paid campaign activity, ensuring effective planning, scheduling, insight-led targeting and value for money.
- Oversee agency and supplier relationships, ensuring high-quality creative delivery, strong governance and effective budget management.
- Lead and develop high-performing teams, providing clear direction, performance management, coaching and professional development.
- Operate as a senior leader within the department, leading cross-departmental projects, representing the function and fostering strong collaboration and culture.
- Support organisational change, engaging teams with the New Met for London strategy and the Commissioner’s priorities, and ensuring clarity on their role in delivery.
- Flex to meet departmental priorities, contributing to wider campaigns and initiatives beyond immediate portfolio where required.
COMPETENCY AND VALUES FRAMEWORK FOR POLICING
The Competency and Values Framework (CVF) aims to support all policing professionals, now and into the future. It sets out nationally recognised behaviours, which will provide a consistent foundation for a range of Met and national processes.
As part of the role you are expected to operate and demonstrate the behaviours as set out in the national policing competency and values framework to the levels as shown below:
Level 2: ‘We are innovative and open-minded’
Level 3: ‘We analyse critically’; ‘We deliver support and inspire’; ‘We are collaborative’; ‘We take ownership’; ‘We are emotionally aware’. An overview and full details of the
Competency and Values Framework can be downloaded from Met Careers application pages.
How to apply
To begin your career at the Met, please click the "apply button “. The application process requires a comprehensive CV, a Personal Statement, and an online application form. In your Personal Statement, you should explain your interest in the position and illustrate how your skills and experiences make you a suitable candidate. Please note that you should not submit two copies of your CV, and ensure that your documents are saved in either PDF or Word format, clearly labelled as CV and Personal Statement.
Completed applications must be submitted by 23:55 on 17th April 2026.
