Brand Manager - UKNNL
Leading brand development and digital transformation for a national research organisation.
At a Glance
The Context
The UK National Nuclear Laboratory (NNL) is a cornerstone of the UK's scientific infrastructure. It operates at the cutting edge of nuclear science, from clean energy innovation to medical isotopes and waste management. I joined NNL during a pivotal moment of transformation. The organisation was shifting its focus outward, aiming to cement its reputation not just as a national asset, but as a global leader in nuclear science. However, its external brand presence had not kept pace with its scientific achievements. The digital estate was dated, and the brand narrative was fragmented across different departments.
The Challenge
The challenge was twofold: Modernization and Unification. Externally, the NNL brand needed to feel innovative and accessible to attract top talent and commercial partners. Internally, the organization needed a cohesive identity that united its diverse workforce—from lab technicians in Cumbria to strategists in Warrington. There was also a pressing need for digital transformation. The intranet was obsolete, hindering internal communication, and the external website failed to showcase the breadth of NNL’s capabilities effectively.
Key Projects and Initiatives
Digital Transformation Roadmap
I led the strategic overhaul of NNL’s digital presence. This wasn’t just a "reskin"—it was a fundamental restructuring of how the organisation presented its capabilities. We moved to a user-centric information architecture, highlighting "Impact" stories over dry technical listings. This project involved managing complex stakeholder groups and external agencies to deliver a modern, accessible web platform.
Internal Comms & Intranet Modernization
Recognizing that brand starts from within, I championed the modernization of our internal communications. We replaced a legacy intranet with a modern collaborative platform. This improved information flow across the sites and allowed for real-time engagement with leadership news, fostering a stronger "One NNL" culture.
Strategic Brand Narrative
I worked closely with the executive team to refine the NNL narrative. We moved away from purely technical language to a story focused on "Nuclear Science for the Benefit of Society." This new narrative became the backbone of all our external communications, from government briefings to recruitment campaigns.
Tools and Technology
This role was less about hands-on tools and more about strategic orchestration. I managed large-scale CMS projects, oversaw the implementation of SharePoint solutions for internal comms, and utilized enterprise-grade social listening tools to monitor brand sentiment in the sensitive nuclear sector.
Results and Impact
The transformation modernized NNL’s face to the world. We delivered a digital estate that finally reflected the world-class science happening within the labs. Internally, the new communications platforms broke down silos between sites, improving employee engagement scores. The unified brand strategy also streamlined the content creation process, saving significant time and agency costs.
What I Learned
My time at NNL reinforced the importance of patience and precision in regulated environments. I learned how to drive change in large, traditional organisations by building consensus and demonstrating incremental value. It was a masterclass in the power of a unified brand purpose to align diverse teams.
Interested in this experience?
If you are looking for someone who can bring this level of marketing leadership and hands-on delivery to your team, I would love to hear from you.
Contact Me