Head of Brand & Content (Hiring Immediately)

Location: London, Hybrid - 3 days in the office per week

Salary: up to £100,000

About us

At Arbor, we’re on a mission to transform the way schools work for the better.

We believe in a future of work in schools where being challenged doesn’t mean being burnt out and overworked. Where data guides progress without overwhelming staff. And where everyone working in a school is reminded why they got into education every day.

Our MIS and school management tools are already making a difference in over 10,000 schools and trusts. Giving time and power back to staff, turning data into clear, actionable insights, and supporting happier working days.

At the heart of our brand is a recognition that the challenges schools face today aren’t just about efficiency, outputs and productivity - but about creating happier working lives for the people who drive education everyday: the staff. We want to make schools more joyful places to work, as well as learn.

About the role

We are looking for a Head of Brand and Content to take ownership of how the Arbor brand exists in the world. This is not just about maintaining guidelines; it is about architecture and perception. You will define how our house of brands fits together, how we integrate acquired companies from a brand point of view, and how we position ourselves to investors and customers alike. You will lead a high-performing function comprising Content, Events, and Brand, with the potential to absorb Community management in the future. We need a strategic brain to build the framework and a creative soul to fill it with world-class storytelling.

Core responsibilities

Brand Architecture and Strategy

• Brand management: Define and refine Arbor’s brand architecture. Determine the relationship between parent brand, sub-brands, and product lines to maximise equity and clarity
• M&A integration: Lead the brand integration workstream for future acquisitions. Develop playbooks for absorbing new brands, deciding when to retire, endorse, or keep distinct identities
• Market positioning: Partner with Product Marketing to shape how Arbor enters new adjacencies and markets. Conduct market research and competitor analysis to position us competitively in new areas
• Visual identity: Own the visual language of Arbor. Ensure strict consistency of brand guidelines across all touchpoints, from product UI to sales decks
• Investor brand: Craft the narrative for the investor community, ensuring our external market value proposition aligns with our corporate growth story

Content Strategy

• Perceptions strategy: Move beyond simple content marketing to shape market perceptions. Define the themes Arbor must own to win
• Demand-driven content: Oversee the production of high-impact assets (eBooks, webinars, blogs, whitepapers) that fuel our Demand Generation engine
• Channel strategy: Orchestrate content distribution across social media, the website, and external publications to maximise reach and engagement
• Evolution: Prepare the strategy for potentially folding Arbor HQ, our online community, into the content function, creating a loop between user-generated content and brand-led thought leadership
• Search Evolution (SEO & GEO): Lead the organic growth strategy by bridging the gap between traditional Search Engine Optimisation (SEO) and the new frontier of Generative Engine Optimisation (GEO). Ensure Arbor’s content is structured, authoritative, and citation-worthy to maximise visibility in AI-driven answer engines (e.g., ChatGPT, Perplexity, Gemini) alongside traditional SERPs

Corporate Communications and PR

• Reputation management: Lead both proactive storytelling (securing placements, awards, and speaking slots) and reactive PR (crisis communications and issue management)
• Executive visibility: Build the profiles of Arbor’s leadership team, positioning them as industry thought leaders

Events and Experiences

• Event strategy: Direct the strategy for proprietary events, trade shows, and partner activations. Ensure every physical and digital event reinforces our brand promise

Leadership and Collaboration

• Cross-functional ally: Partner closely with Product Marketing on new product and market entry, and with Demand Generation to co-create campaigns where brand acts as the force multiplier for conversion
• Team development: Mentor and manage a multi-disciplinary team of Brand and Content Marketing Managers, our Senior Events Manager, and our network of freelance Designers

Requirements

About you

• Brand architecture expert: You have proven experience m]]>