GREAT Regional Lead for North America - British Embassy Washington

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Main purpose of job

The British Government's Embassy in Washington is offering an exciting opportunity to join the Communications Team as GREAT Regional Lead. This is a meaningful role which supports and further develops the special relationship between the UK and two of its closest allies - the US and Canada - contributing to work shaping international diplomacy to make a real difference globally.

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:

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 objectivesfor 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

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