About The Royal British Legion

The Royal British Legion is the UK’s leading Armed Forces charity, providing lifelong support to serving personnel, veterans, and their families. Through advocacy, welfare services, and community initiatives, the organisation works to ensure that those who have served receive the support and recognition they deserve. Fundraising plays a central role in delivering this mission and driving the charity’s ambitious long-term strategy.

The Role

The Senior Legacy Marketing Manager is a pivotal leadership position responsible for shaping and growing one of the organisation’s most important long-term income streams. Leading a high-performing team, you will develop and deliver insight-led legacy marketing strategies that build meaningful relationships with supporters and inspire lasting commitments through gifts in wills.

Working across fundraising, brand, planning, acquisition, and legacy administration teams, you will create integrated supporter journeys that combine emotional connection with data-driven decision-making. This role requires both strategic vision and hands-on expertise to continually optimise campaign performance, strengthen supporter experiences, and secure future legacy growth.

Key Responsibilities

Legacy Marketing Strategy and Delivery

• Develop and implement the organisation’s legacy marketing strategy to drive long-term income growth.
• Design and deliver supporter journeys that nurture interest and convert intent into legacy commitments.
• Use audience insight, performance data, and campaign analysis to optimise engagement and results.
• Ensure messaging and communications remain consistent across channels and supporter touchpoints.

Leadership and Team Development

• Lead, coach, and develop a high-performing Legacy Marketing team.
• Foster a collaborative environment that encourages innovation, creativity, and continuous improvement.
• Set clear objectives and provide guidance to maximise team performance and professional growth.

Cross-Functional Collaboration

• Work closely with colleagues across Legacy Administration, Planning, Acquisition, Brand, and Fundraising teams.
• Influence senior stakeholders and contribute to strategic decision-making around legacy growth.
• Help future-proof the organisation’s legacy programme through innovation and best practice.

Requirements

Candidates should have significant experience in legacy or direct marketing, with a proven track record of delivering successful supporter engagement strategies. Strong leadership skills, commercial awareness, and the ability to interpret campaign data and audience insights are essential. Applicants should be skilled communicators who can build effective relationships, influence stakeholders, and balance strategic thinking with operational delivery.

What They Offer

The Royal British Legion offers a comprehensive benefits package, including 28 days of annual leave plus bank holidays, enhanced family leave, employer pension contributions of 6%–10%, flexible working options, an Employee Assistance Programme, professional development opportunities, volunteering opportunities, and travel-related benefits.

How to Apply

Applications should be submitted through The Royal British Legion’s recruitment process. Candidates are encouraged to tailor their supporting statements to demonstrate how they meet the essential and desirable criteria outlined in the Person Specification. Early applications are encouraged, as the organisation reserves the right to close the vacancy ahead of schedule if sufficient applications are received.