UK

United Kingdom · Marketing · Principal/Manager (12-16 years)

Group Brand Manager

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports5-10 reports
  • Reports toDirector of Brand
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Principal Brand Strategist · Head of Brand Portfolio · Senior Brand Lead

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Gateway Qualifications Entry Level Certificate In Vocational Studies (Entry 3) Gateway Qualifications Limited · Entry Level · covers 1 of 8 standards
Gateway Qualifications Entry Level Extended Certificate in Vocational Studies (Entry 3) Gateway Qualifications Limited · Entry Level · covers 1 of 8 standards
ATHE Level 6 Diploma in Management ATHE Ltd · Level 6 · covers 1 of 8 standards
ATHE Level 6 Extended Diploma in Management ATHE Ltd · Level 6 · covers 1 of 8 standards
Pearson BTEC Level 5 Higher National Diploma in Business Pearson Education Ltd · Level 5 · covers 1 of 8 standards
Cambridge OCR Level 3 Cambridge Technical Certificate in Art and Design Cambridge OCR · Level 3 · covers 1 of 8 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Digital Marketing Gateway Qualifications Entry Level Certificate In Vocational Studies (Entry 3)
Branding ATHE Level 6 Diploma in Management
Brand Management Pearson BTEC Level 5 Higher National Diploma in Business
Design for advertising Cambridge OCR Level 3 Cambridge Technical Certificate in Art and Design

The future skills this job leans on

AI Fluency working with AI as a thinking partner
AI Governance Fluency using AI responsibly
Frontier Fluency the next wave, beyond mainstream AI
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Your Plan Illustration

Built for Group Brand Manager

4 units that map to this job, from the qualifications that cover it.

  1. Digital Marketing Gateway Qualifications Limited · covers 1 of 8 standards Entry Level
  2. Branding ATHE Ltd · covers 1 of 8 standards Level 6
  3. Brand Management Pearson Education Ltd · covers 1 of 8 standards Level 5
  4. Design for advertising Cambridge OCR · covers 1 of 8 standards Level 3
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Group Brand Manager?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-Driven Brand Personalisation at Scale
  • Web3 & Metaverse Brand Strategy
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Group Brand Manager plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

A group brand manager oversees a portfolio of brands or a major strategic area within a wider brand structure. This means guarding and growing a chunk of brand equity, making sure everything works together. It involves connecting individual brand campaigns to the bigger business picture, turning strategy into market impact.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Brandwatch / Sprinklr (or similar social/brand listening platform) Strategic

Leading vendor selection and negotiation, integrating listening data with broader business intelligence platforms (e.g., CRM, sales data) to inform strategic brand decisions. You'll use the insights, not just pull the reports.

Bynder / Canto / Adobe Experience Manager (or similar DAM) Architect

Owning the Digital Asset Management (DAM) strategy for your portfolio, planning platform migrations, and ensuring seamless integration with the broader MarTech stack (e.g., PIM, CMS). You're thinking about the system, not just using it.

Asana / Monday.com / Wrike (or similar Project/Campaign Management tool) Strategic

Implementing and optimising project management methodologies across your brand team and potentially the wider marketing function. You'll manage portfolio-level resource allocation and ensure strategic projects are on track.

Google Analytics 4 (GA4) / Tableau / Looker (or similar Analytics & Reporting suite) Strategic

Defining the brand analytics framework for your portfolio, commissioning complex attribution models, and using data to influence C-suite investment decisions. You're setting the agenda for what gets measured and why.

SurveyMonkey / Qualtrics / YouGov BrandIndex (or similar Consumer Research platform) Strategic

Managing relationships with research agencies, commissioning large-scale brand tracking studies, and integrating findings into corporate strategy and your brand portfolio plans. You're defining the research questions.

Anaplan / Workday Adaptive Planning (or similar Executive Planning tool) Architect

Owning the brand marketing budget within the platform for your portfolio, modelling different investment scenarios, and rigorously defending budget requests to Finance and the C-suite. This is where your financial acumen truly shines.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Brand Strategy & Positioning Executes defined strategy, flags inconsistencies to manager. Proposes minor adjustments to existing strategy, with manager approval. Designs and implements significant brand repositioning within a workstream; consults Director on major shifts.
Budget Allocation (Marketing Spend) Tracks spend against allocated budgets; flags overspends. Manages project-level budgets up to £10K; escalates variances. Manages campaign budgets up to £50K; recommends reallocations to Director.
Team Hiring & Performance No hiring authority; provides feedback on junior colleagues. Participates in interview panels for junior roles; provides performance input to manager. Leads hiring for junior roles; provides formal performance reviews for mentees.
Agency & Vendor Selection Researches potential vendors; compiles brief requirements. Manages day-to-day agency relationship for specific projects. Selects agencies for specific campaigns up to £20K; manages contract negotiations.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Brand Equity Valuation
The overall financial value attributed to the brand portfolio you oversee.
Target · Increase overall Brand Equity valuation by 8-12% year-over-year.

If our current brand portfolio is valued at £50M, your target would be to push that to £54M-£56M by the end of the financial year. This isn't just a number; it reflects real market strength and consumer preference.

Market Share of Voice (SOV)
Our brand's advertising and media presence compared to key competitors within your portfolio's market segments.
Target · Grow market SOV from 15% to 20% against key competitors within 18 months.

If our main competitor has 25% SOV and we have 15%, you'll be expected to close that gap, making our brands more visible and talked about in the market. It's about getting our message heard louder.

Net Promoter Score (NPS) for Brand Portfolio
A measure of customer loyalty and willingness to recommend the brands under your remit.
Target · Drive a sustained 8-10 point increase in the average NPS across your brand portfolio within 12 months.

If the average NPS for your brands is currently +30, you'd aim to get that to +38 or +40. This means more happy customers, more word-of-mouth, and ultimately, more sales.

P&L Impact from Brand Initiatives
The direct contribution of brand-led initiatives to customer lifetime value (CLV), reduced churn, or new customer acquisition.
Target · Demonstrate a measurable £500K-£1M impact on revenue or cost savings directly attributable to brand strategy within 24 months.

Launching a successful brand repositioning that reduces customer churn by 2% for a segment, or a brand partnership that brings in an additional £750K in new customer revenue. This is where brand meets the balance sheet.

Strategic Influence & Cross-functional Alignment
Your ability to get other senior leaders (Product, Sales, Finance) to buy into and actively support brand strategies.
  • You're proactively consulted on major product roadmaps and sales initiatives. Brand guidelines are consistently applied across all departments without you having to 'police' them constantly. You regularly present to VP-level stakeholders, and they genuinely listen and act on your recommendations. Your team's work isn't just accepted
  • it's celebrated and integrated into broader business plans.
Team Leadership & Development
How effectively you lead, mentor, and develop your team of Brand Managers and Executives.
  • Your direct reports show clear career progression and increased autonomy. They feel supported, challenged, and empowered to make decisions. You're known for giving constructive, actionable feedback. We see low regrettable attrition within your team, and they consistently meet or exceed their objectives. You're building future brand leaders, not just managing tasks.
Brand Architecture & Portfolio Health
The clarity, coherence, and strategic effectiveness of the brand portfolio under your management.
  • There's a clear rationale for each brand's existence and its relationship to others. No 'orphan' brands or confusing overlaps. New product launches fit logically into the existing brand structure. Your portfolio strategy is well-documented, understood by leadership, and demonstrably driving market advantage. We're not just adding brands
  • we're building a strategic ecosystem.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Shaping the Market & Business Impact

You'll get a real kick out of seeing your strategic decisions directly influence market perception, customer loyalty, and ultimately, our company's P&L. It's about more than just marketing; it's about driving business growth. The idea of building brands that truly resonate and move the needle financially is what gets you up in the morning.

Leading a brand repositioning that results in a measurable increase in market share or a significant improvement in customer lifetime value. Seeing your brand tracking numbers climb because of your team's strategy.

Leading & Developing Talent

You genuinely enjoy mentoring and coaching Brand Managers, helping them grow their careers, and seeing them succeed. Building a high-performing team that delivers exceptional brand work is a huge source of satisfaction for you. You're motivated by empowering others and fostering a culture of excellence.

One of your direct reports gets promoted to Brand Manager, or your team consistently delivers award-winning campaigns because of your guidance and leadership.

Solving Complex Strategic Puzzles

You thrive on dissecting complex market challenges, competitive threats, or brand architecture dilemmas. The intellectual challenge of figuring out how to position a new sub-brand or revitalise an existing one is deeply satisfying. You love turning ambiguity into a clear, actionable brand strategy.

Successfully navigating the launch of a new product into a crowded market by crafting a unique brand story and GTM strategy, or resolving a conflict between two sub-brands that were cannibalising each other.

What frustrates people
  • The constant battle to justify long-term brand investment against short-term performance marketing demands.
  • Navigating subjective, often contradictory feedback on creative work from a committee of senior stakeholders, potentially diluting strong concepts.
  • Dealing with other departments (like Sales or Product) 'going rogue' with off-brand messaging or assets because they think it 'works better for them'.
  • Inheriting a brand portfolio with inconsistent guidelines, legacy assets, and a digital asset management system that's more of a digital landfill.
  • The perception from more quantitative departments that 'brand is just fluff' or 'colouring-in', requiring you to constantly educate and advocate.
What this role does not give you
  • A purely individual contributor role where you don't manage or mentor others.
  • A role with zero ambiguity or messy, undefined problems.
  • An environment where every creative idea gets approved and executed exactly as conceived.
  • A job where you don't have to engage with financial reporting or justify marketing spend with hard numbers.
  • A place where you can avoid internal politics or cross-functional negotiations.

8Who you work with

You'll be directly shaping a significant portion of our brand's market perception and commercial performance. Your decisions will influence customer acquisition, retention, and overall brand equity, which in turn impacts shareholder value. Essentially, you're a key driver of how our company is seen and valued in the market, making sure our brands are not just pretty pictures, but powerful business assets.

Inside the business
  • Director of Brand (your direct line)
  • VPs of Product (for GTM strategy and brand integration)
  • VPs of Sales (for brand adoption and messaging alignment)
  • Head of Digital Marketing (for channel strategy and execution)
  • Finance Director (for budget alignment and ROI justification)
  • Legal Counsel (for brand protection and compliance)
Outside the business
  • Creative Agencies (managing relationships and output)
  • Media Agencies (ensuring brand message consistency)
  • Market Research Partners (commissioning and interpreting studies)
  • Industry Bodies and Associations (representing the company)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of managing significant brand campaigns or a sub-brand end-to-end, including budget management and agency oversight.
  • Demonstrable experience in leading and mentoring junior marketing professionals, with a focus on their development and performance.
  • Strong understanding of brand equity metrics and experience in using data to inform and justify brand strategy.
  • Experience in developing and implementing Go-to-Market (GTM) strategies for new products or services.
  • A clear understanding of brand architecture principles and how to apply them in a multi-brand environment.
  • Excellent presentation and influencing skills, with prior experience presenting to Director-level stakeholders.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Attribution Modelling & Marketing Mix Optimisation

As marketing channels proliferate, understanding the true ROI of brand activities becomes more complex. Advanced attribution models (e.g., multi-touch, algorithmic) are crucial for accurately measuring impact and optimising spend across your portfolio.

Algorithmic Attribution Models · Incrementality Testing · Marketing Mix Modelling (MMM) · Unified Marketing Measurement

  • This week: Review our current attribution models and identify their limitations for brand activities.
  • This month: Meet with our data science or analytics team to understand the feasibility of implementing more advanced models.
  • Month 2: Commission a pilot incrementality test for a specific brand campaign within your portfolio.
  • Month 3: Develop a proposal for a unified marketing measurement framework for your brand portfolio, outlining data requirements and expected benefits.

Quick win: Start by ensuring all your campaigns have clear, measurable objectives beyond simple reach, and push for A/B testing on key creative elements to understand what truly drives engagement.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry conferences (e.g., Marketing Week Live, Festival of Marketing) to stay abreast of emerging trends and network with peers.
  • Participating in executive leadership programmes or workshops focused on strategic thinking, team management, or financial acumen.
  • Mentoring junior marketing professionals, as teaching often solidifies your own understanding and leadership skills.
  • Publishing thought leadership pieces or speaking at industry events to establish yourself as a recognised expert in brand strategy.
  • Engaging in cross-functional secondments or projects to gain a deeper understanding of other business units (e.g., spending a month with the Sales leadership team).

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Driven Brand Personalisation at Scale

Consumers expect highly personalised experiences, but doing this manually across a brand portfolio is impossible. AI is making it feasible to deliver hyper-relevant brand messaging and experiences to individual customers at scale, moving beyond broad segmentation.

  • Dynamic Content Optimisation
  • Predictive Customer Journey Mapping
  • Ethical AI in Personalisation
  • AI-Powered A/B/n Testing

Web3 & Metaverse Brand Strategy

The rise of decentralised technologies, NFTs, and virtual worlds (the metaverse) presents both huge opportunities and significant risks for brands. As a brand leader, you'll need to understand how to build and protect brand equity in these new, immersive digital spaces.

  • Decentralised Brand Ownership
  • Virtual Brand Experiences
  • Digital Identity & Avatars
  • NFTs & Brand Loyalty

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Brand Architecture & Portfolio Management
  • Positioning & Messaging Frameworks
  • Brand Equity Measurement & Management
  • Go-to-Market (GTM) Strategy Leadership
  • Competitive Intelligence & Strategic Analysis
  • Customer Segmentation & Persona Development (Strategic)

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior Brand Manager (Internal Promotion)

    3-5 years as a Senior Brand Manager or Lead Brand Manager (L3/L4)

    Skills to master

    • Mastering end-to-end campaign management, building strong agency relationships, demonstrating early leadership potential by mentoring juniors, and consistently delivering measurable brand impact on individual brands.

    You're ready to move on when

    • Successfully managed at least 3-4 major brand campaigns with measurable positive outcomes.
    • Consistently delivered projects within budget and on time.
    • Received strong feedback on mentorship and informal leadership abilities.
    • Proactively identified and acted on strategic brand opportunities beyond immediate remit.
    • Presented confidently and persuasively to Director-level stakeholders on multiple occasions.
  2. 2

    Agency Account Director / Strategy Director

    12-15 years in agency-side roles, with 3-5 years at Account Director or Strategy Director level.

    Skills to master

    • Managing complex client relationships, developing strategic brand solutions for diverse clients, leading creative teams, and demonstrating strong commercial acumen in an agency setting.

    You're ready to move on when

    • Managed a portfolio of significant client accounts, demonstrating growth and retention.
    • Led the development and execution of major brand strategies for multiple clients.
    • Proven ability to manage large budgets and demonstrate ROI for clients.
    • Strong track record of winning new business or expanding existing accounts.
    • Excellent presentation skills and experience influencing senior client stakeholders.
  3. 3

    Product Marketing Lead / Senior Product Marketing Manager

    10-14 years in product marketing, with 3-5 years in a lead role.

    Skills to master

    • Deep understanding of product lifecycles, Go-to-Market strategy, market segmentation, and translating product features into compelling customer value propositions. The key here is to bridge product-centric thinking with broader brand strategy.

    You're ready to move on when

    • Successfully launched multiple products or features, owning the GTM strategy.
    • Developed strong relationships with product management and sales teams.
    • Demonstrated ability to craft compelling narratives for technical products.
    • Proven track record of driving product adoption and market penetration.
    • Experience managing product marketing teams or significant workstreams.

15Where this role leads

The long view: This role can lead to VP of marketing or chief marketing officer, chief brand officer, or general manager roles with full business responsibility.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Group Brand Manager is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Digital Marketing, worked against Group Brand Manager.

Digital Marketing Entry Level

Applied to your work in Group Brand Manager

This unit aims to provide learners with an understanding of digital marketing principles and techniques. Upon completion, learners will be able to identify and explain key aspects of digital marketing via social media, email campaigns, and online advertisements, and apply these to market a product digitally.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

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See Your Progress Grow Illustration
Group Brand Manager
  • Brand Architecture & Portfolio Management
  • Positioning & Messaging Frameworks
  • Brand Equity Measurement & Management
  • Go-to-Market (GTM) Strategy Leadership
  • Competitive Intelligence & Strategic Analysis
  • Customer Segmentation & Persona Development (Strategic)
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Group Brand Manager is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Brand (L6)

    3-5 years in the Group Brand Manager role.

    This is a significant step up, moving from managing a portfolio to setting the multi-year brand strategy for an entire business unit or region. You'll be accountable for macro-level brand equity and influencing C-suite decisions.

    • Advanced P&L Management (Marketing Specific) Owning and managing a multi-million-pound brand budget across an entire business unit, with direct accountability for its impact on business results.
    • Global Market Expansion Strategy Developing and executing brand strategies for new international market entries, navigating complex cultural and regulatory landscapes.
    • Strategic Partnership Development Identifying and securing high-impact brand partnerships that drive significant market reach and brand affinity.
    • Crisis & Reputation Management (Executive Level) Leading the company's response to major brand crises, working directly with PR, legal, and executive teams.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, leading a brand portfolio means juggling strategic vision with endless operational demands. What if you could reclaim hours every week, not by working harder, but by working smarter? AI isn't just for junior roles; it's a game-changer for strategic leaders like you, freeing you up to focus on the big picture and truly move the needle.

Imagine having an intelligent assistant that handles the grunt work of compliance, sifts through mountains of data for insights, drafts creative briefs, and ensures every piece of copy is perfectly on-brand. That's what AI can do for a Group Brand Manager. It's about augmenting your strategic brain, not replacing it.

Automated Brand Compliance Audits

Use AI tools to automatically scan marketing collateral, social media posts, and partner websites across your entire brand portfolio. It'll flag off-brand logos, colours, fonts, or messaging in seconds. This turns a manual, often tedious, spot-checking process into a continuous, automated audit, ensuring brand consistency at scale without you having to be the 'brand police' all the time.

Accelerated Strategic Insight Generation

Leverage AI-powered social listening and market research tools to move beyond simple keyword mentions. Instantly analyse millions of data points from consumer feedback, competitor activity, and market trends to identify nuanced sentiment, emerging consumer needs, and strategic white spaces in real-time. This means quicker, deeper insights to inform your brand strategy, giving you a competitive edge.

AI-Powered Creative Brief & Strategy Drafting

Imagine feeding a generative AI model your brand guidelines, past campaign performance data, target audience personas, and strategic objectives. The AI can then generate a comprehensive first draft of a creative brief or even a strategic plan outline, including objectives, key messages, and mandatories. This gives your team a massive head start, allowing you to refine and elevate, rather than starting from scratch.

Tone of Voice Consistency Assistant

Utilise AI writing assistants (like Writer.com or Grammarly Business) configured with your specific brand's tone of voice rules. This empowers your entire team—and even other departments—to draft copy (from emails to web pages to ad headlines) and get instant feedback and suggestions to ensure it's perfectly on-brand. You'll spend less time editing and more time on strategic oversight.

Common questions

Common questions

How do you become a Group Brand Manager?

Common routes in include Senior Brand Manager (Internal Promotion) (3-5 years as a Senior Brand Manager or Lead Brand Manager (L3/L4)), Agency Account Director / Strategy Director (12-15 years in agency-side roles, with 3-5 years at Account Director or Strategy Director level.) and Product Marketing Lead / Senior Product Marketing Manager (10-14 years in product marketing, with 3-5 years in a lead role.). Times vary with prior experience.

Where can a Group Brand Manager progress to?

This role can lead on to Director of Brand (3-5 years in the Group Brand Manager role.), depending on the skills you build.

What new skills matter most for a Group Brand Manager?

Increasingly, AI-Driven Brand Personalisation at Scale and Web3 & Metaverse Brand Strategy. These are the skills our record of this role lists as growing.

Free tools

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Three free tools, no account needed. Each one ends with a role, a level and a way in.

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17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The strategic and leadership skills built in this role transfer across industries such as FMCG, tech and retail. They can also lead into management consulting focused on brand strategy. The principles of building and managing brands stay the same, even when the products change.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Group Brand Manager plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.