Brand Marketing Lead

at  allplants

Founded by brothers Jonathan and Alex Petrides in 2017, allplants makes plant-based living exciting and easy, delivering mouthwatering, healthier food to busy homes UK-wide. The science is irrefutable. Eating more plants is the #1 way to help yourself and our planet thrive. That’s why, at allplants we’ve started by making eating more plants a supremely positive and exciting choice: a fiesta of flavour, not a fast.
Since launching in 2017, allplants is already the leading plant-based living platform in Europe having served up >7 million meals to UK homes who subscribe for feel-good, healthier living. This track-record resulted in a record-breaking Series B raise in Summer 2021 and our launch into retail.
The plans for 2024 and beyond are as exciting as they are delicious - growing the product range to serve a growing community and expanding the production space in Blackhorse Road (The Greenhouse).

WHO YOU ARE

• A naturally curious mind, seeking out opportunities for even bigger thinking.
• You bring a sense of humour, high energy, and passion for the plant-powered future we’re building;
• A strategic thinker, you ask questions, track results, and strive to achieve business goals.
• Pragmatic & decisive, you understand the trade-offs and finesse behind building a world class brand and driving rapid growth
• Entrepreneurial with a sense of drive, ambition, speed of learning and bias to action (we’re a roll your sleeves up start-up), and you thrive from the variety of working across a broad range of tasks in any day.
• Great collaborator and team player - every role at allplants works in cross collaboration with other people across the team. Whilst you’ll lead your area, the collective genius is what really builds our plans to have impact, and then it’s down to each of us to be accountable and deliver on our parts, in time and in full.
• Excellent communicator - You are confident presenting to groups internally and external, and you are equally good at listening as explaining / convincing others. You have the ability to write clear and exciting briefs and ideally have some experience of giving feedback in a motivating yet actionable way
• A big foodie - you love the idea of spending many hours of your week ideating how we can create 5 food experiences (and tasting them!)

THE ROLE:

The focus of this exciting role at allplants is to drive and steer the development of the allplants brand, within the wider Marketing & DTC team, delivering customer’s a 5 experience whilst strengthening the impressive omnichannel brand that we have today.
This role requires you to provide leadership and use the power of our brand, and a consumer centric approach, to drive company performance. This includes a whole company view on brand and marketing execution across all growth channels, doing so with efficiency and margin in mind.
You will lead an Assistant Brand-Manager & Content Creator, and work alongside your peers to develop and execute strategies across owned, earned, and paid channels, to drive new customer acquisition whilst maximising return on investment (ROI) and revenue growth. You will ensure that all activities align with the company and brand objectives, whilst being completely integrated with brand messaging and campaign ideas.
Reporting directly to Lucy [Marketing & DTC Director], you will be primarily responsible for delivery of the Brand Strategy, incl. company wide Big Rocks, Branded Food Strategy, and Omnichannel Brand Growth.
This is a permanent opportunity, with an annual salary of £50,000 - £65,000 per annum, dependent on experience.

WHAT YOU’LL BE DOING

• Brand Planning - You will lead campaign planning cycles, detailing the commercial impact of channel investments, new products, brand and messaging, territories and services to compliment today’s offering.
• Bullseye Customer Insights - Harvest & collate a broad range of data to ensure all plans are built with a consumer-centric orientation, adding continued depth to our collective understanding of our bullseye target across the organisation.
• Ensure strategic initiative delivery - From brand development strategies, food development, and omni-channel growth, you will become the person ‘Responsible’ for the gold star ‘big rocks’, and support your assistant brand manager with the high quality delivery of ‘pebbles’.
• Communications and Connections Planning - plan and design campaign structures to take strategy through into execution with exemplary and integrated storytelling to a) offer the right product to the right person at the right time, b) drive through standout creative that will cut through in a cluttered marketplace to drive relevance of allplants (to take future customers through the marketing funnel, and c) give every single person the best possible experience with the allplants brand.
• Omnichannel Brand Development - you will build allplants in new & existing channels, ensuring high quality marketing execution that both builds the brand, provides a consistent brand experience so that each channel supports the growth of one & other.
• Lead Strategic Brand Partnerships; From Talent Partners, to Gold Star Brand Partners, you’ll be ‘connecting externally’ to build a medium-long term pipeline of partners that will enable allplants to reach scaled audiences, build relevancy & credibility, and ultimately ‘punch above our weight’.
• Performance Creative Management - Working in partnership with Growth Marketing Manager, you’ll be responsible for briefing, feeding back, and guiding the Content Creator on creative for paid media ensure a healthy pipeline of creative is delivered for Paid Media channels, to deliver the ultimate DTC goal of high quality new customers, to achieve a healthy LTV:CPA ratio and a scaling DTC business.
• Budgeting and forecasting - You’ll have responsibility for the Brand & Creative line of fixed Opex. You’ll ensure the right process is in place to spend within Brand & Creative budget, and rephase/reallocate where needed.
• Performance analysis and reporting supported by your assistant brand manager, retail team, and finance business partner.
• Leadership and Collaboration with a cross-functional team, being a key commercial leader as well as culture leader, within the Marketing & DTC team, and being a role model through the wider business.