Brand & Behaviour Change Specialist

Amnesty International UK (AIUK) has a simple aim: an end to human rights abuses. Independent, international and influential, we campaign for justice, fairness, freedom and truth wherever they are denied. If you want to use your skills, knowledge, and experience to help fight for human rights, you could be our new Brand & Behaviour Change Specialist.

The Brand and Marketing team leads the development and delivery of work that strengthens the Amnesty International brand, shifts public attitudes towards human rights, and drives awareness, engagement and income through paid marketing. Alongside delivering standout brand activations, the team works across the organisation to ensure our brand principles are embedded, lived and felt throughout AIUK.

As Brand and Behaviour Change Specialist, you will play a pivotal role in shaping how people understand, feel about and engage with AIUK and human rights. You will develop strategic, creative and audience centred communications that help people think differently and deepen their connection with our brand.

Drawing on audience insight, marketing expertise and behaviour change theory, you will help shift perceptions of AIUK and influence attitudes and behaviours around human rights. You’ll know how to use messaging, storytelling and creative tactics to build relevance and emotional resonance with key audiences in a complex, crowded landscape.

Working closely with the Brand & Marketing Manager, you will bring our brand strategy to life through integrated, multichannel campaigns, brand partnerships and activations. Audience led and insight‑driven, you will deliver work that cuts through, inspires and motivates action.

The role may be for you if:

• You know how to grow and nurture a brand in ways that feel authentic, inclusive and emotionally compelling.
• You have hands‑on experience planning and delivering brand and behaviour change campaigns, using insight and evidence to shape messaging, creative and channel choices.
• You’re tuned into mainstream culture and know how to leverage timely cultural moments to make human rights issues feel accessible and relevant to broad audiences.
• You have strong knowledge of planning and implementing paid marketing campaigns, including media planning and buying.
• You have experience in scoping, negotiating and implementing mutually beneficial brand partnerships.
• You contribute positively to an inclusive culture and value collaboration, curiosity and continuous learning.

Inclusion, Diversity, Equity, and Anti-Racism (IDEA) are at the core of our values. We want to be an organisation that tackles structural inequality and prejudice as well as be an actively anti-racist organisation. This means taking a meaningful and equitable approach to supporting and developing you and others during your time with us.

New colleagues receive 27 days leave annually (29 after five years), as well as bank holidays (pro rated for part time) and 3 wellbeing days. 2-5% employee pension contributions are matched at 6-9% and we offer 6 months full pay for family leave. We offer flexible working such as compressed work patterns and job shares.

This vacancy advert may be taken down from job boards earlier than the stated deadline if a high standard of applications is received (if you have started an application in our portal, you will still have opportunity to complete it by the original deadline).

We welcome applications from everyone and particularly encourage applications from people from an ethnic minority background, and people with a disability to help us achieve a balanced representation in our workforce, especially at senior grades.

To reduce bias in our shortlisting process, AIUK operates an anonymised application process. If for any reason you prefer to apply in a different format, or require adjustments in the process, please get in touch. To support all candidates to perform their best at interview, we send questions 24 hours in advance. We are a disability confident organisation.

Visit amnesty.org.uk/jobs for application guidance and information on benefits, recruitment inclusion and hybrid working.