GREAT Regional Lead for North America

Since 2011, the GREAT Britain and Northern Ireland Campaign (GREAT) has been the UK government’s flagship international marketing campaign and brand platform. The campaign’s principal aim is to drive growth and enhance the reputation of the UK by fostering positive perceptions and encouraging the world to visit, trade, invest, study, live and work in the UK. See our website here: GREAT Britain & Northern Ireland Campaign - GREAT Campaign.

We are looking for someone with a marketing and communications background who will be the brand champion and key point of contact for GREAT in North America. The role will lead and drive GREAT activity across North America in line with the US and Canadian communications strategies, identifying new opportunities and strengthening existing communications and marketing activity.

The US Network offers a unique, career-enhancing opportunity and is committed to supporting its staff through a comprehensive benefits package- including generous leave, competitive insurance options, a top-tier 401(k) programme, and access to world-class learning and development resources.

We are committed to fostering a healthy work-life balance and supporting employee wellbeing through a structured hybrid working model that includes opportunities for remote work and flexible hours, where operational needs allow.

In this role, you will be part of a dynamic international environment spanning the British Government’s extensive network across the United States, Canada and the United Kingdom, which includes the Embassy in Washington, the UK Mission to the United Nations, multiple Consulates, and other Government Offices—comprising over 900 staff and supporting the work of approximately 30 UK government departments and agencies.

As GREAT Regional Lead in the Communications Directorate, you will contribute to strengthening UK-US and UK-Canada collaboration in branding, marketing and public diplomacy. Positioned within the public diplomacy team, reporting to the Head of Strategic Communications and Public Diplomacy, you will work closely with internal stakeholders such as policy teams, senior leadership and external partners. This role supports the UK’s broader strategic objectives for growth and offers valuable experience in international engagement and cross-government collaboration.

Roles and responsibilities

• Work closely with the Foreign, Commonwealth and Development Office GREAT Team in London and GREAT Headquarters in the Cabinet Office to lead and drive GREAT activity across North America.
• Support GREAT HQ with management and delivery of large-scale GREAT activations in the US and Canada. Including Greater Together Campaign and focus moment in Los Angeles in May 2026.
• Oversee and assess bids to a specialist fund for brand activations from posts (Great Challenge Fund) and ensure their alignment with other activities and strategies.
• Act as GREAT brand champion and encourage consistent use of GREAT by all government departments and partners.
• Inspire and encourage Posts and Regional counterparts from GREAT delivery partners (such as Department of Business and Trade, Visit Britain, British Council) to run GREAT activities utilising local, regional and global opportunities and funds in line with US and Canadian communication strategies.
• Develop and lead relationships with local marketing teams of UK companies and organisations operating in the market, working closely with the central GREAT Campaign and Partnership Team.
• Develop and lead internal relationships across the nine posts in the US and five posts in Canada to develop aligned activations.
• Proactive project management of GREAT activity, including project development, delivery, budget and timelines.
• Champion evaluation and insight. Ensuring projects are evaluated effectively and sharing of insight and lessons learnt.
• Manage regular reporting to a range of stakeholders.

Resources managed

• x1 HEO

Essential qualifications, skills and experience

• Experience of playing a leading role in campaigns and developing campaign content and messaging for a variety of channels.
• Experience of using insight to develop campaign objectives, messaging and creative solutions.
• Experience in supporting integrated marketing strategies for multi-channel paid and no-cost campaigns.
• Experience in monitoring campaigns, analysing performance trends and developing recommendations to increase the effectiveness of campaigns.
• Ability to translate government policies into simple messaging that resonates with the audience.
• Excellent interpersonal skills and experience in building trust with external partners and managing diverse stakeholders.
• The capability to drive progress in the face of a range of competing views and priorities in a complex environment.
• Legal status to live and work in the US in your own right, from time of application.

Desirable qualifications, skills and experience

• Experience of managing marketing or events budgets.
• Event management.
• Strong understanding of soft power and leveraging it to achieve objectives.
• Experience in project management and reporting.
• Experience working for government or similar organisations.
• Experience in people/line management.
• Knowledge of the British Government and multicultural Britain.

Other benefits and conditions of employment

You must have the right to live and work in the US in order to take up this role, whether in your own right or as a dependent, and be able to demonstrate that when required. If you are not a US citizen, dual US citizen or US Permanent Resident, it is your responsibility check your eligibility to work for a foreign government in the United States, and specifically to work in this role at this location and provide proof of your eligibility via an Employment Authorisation Document or other relevant document when required. The UK Government does not routinely sponsor work visas; the job advertisement will state clearly whether sponsorship is available. We cannot accept student Visas (J1, F or M) nor other forms of work Visas (I, H, P).

You may refer to our website for additional information: https://www.gov.uk/guidance/living-in-the-usa.

All selected candidates are subject to background checks and will require a security clearance prior to starting work.

The British Embassy and its US Network is committed to all employee’s ongoing learning and development needs. We offer a comprehensive platform for personalised learning for everything from soft skill development (communicating with impact, handling difficult conversations, time management) to more technical or professional skills necessary to complete your job (software training, formal qualifications etc.).

The UK Government operating in the US offers a substantial benefits package including generous leave, a choice of medical insurance, 401(k) matching up to 7%, extensive learning opportunities and a great work/life balance.

Working patterns

This role is full-time at 40 hours per week.

While many jobs in the US Network are able to offer flexibility in terms of working hours, core business hours are 09:30 to 15:00 (in the local time zone) Monday through Friday.

Employees will be expected to work full-time from the office during the first 90 days of employment. After this time employees may work from home for no more than 40% of the working week, subject to operational needs.

All working hours and hybrid working are position-specific and subject to change at any time, without notice.

Due to the post holder needing to work closely with London colleagues there will be an emphasis on BST/GMT friendly hours for meetings etc. Occasional out of hours work and travel may be required, for which schedules will be adjusted as appropriate.

The deadline for applications 23:55 (EDT) on 11 January 2026.

Job Category

Foreign, Commonwealth and Development Office (Programme Roles)

Job Subcategory

Communications, Press and Media

Required behaviours

Communicating and Influencing, Delivering at Pace, Seeing the Big Picture, Working Together

Grade

Senior Executive Officer (SEO)

Type of Position

Full-time, Permanent

Working hours per week

40

Region

Americas, Caribbean & Overseas Territories

Country/Territory

United States

Location (City)

Washington

Type of Post

British Embassy

Number of vacancies

1

Salary (annual)

USD $109,060

Start Date

2 March 2026