JOB DESCRIPTION
About the role
The Associate Director, Brand Management RTE (Ready-to-Eat portfolio) will play a key role scaling our Ready to Eat brands (Factor_ & YouFoodz) across HelloFresh Group’s International Markets. This role will be responsible for developing and executing brand strategies that drive awareness, engagement and growth across our Ready-to-Eat product category at HelloFresh Group. These brand strategies will define a sharp target audience, brand guidelines, and key messaging and translate these into marketing plans across our ready-to-eat markets in collaboration with local marketing teams.
The role will support our Factor_ brand across European markets and Youfoodz as a single market brand in Australia. As a member of the International Brand team, this role will be a key connector between the local Factor_ teams, Product, Product Marketing, Brand Management for Mealkit brands, Growth/Channel teams and Consumer Insights. The role is Berlin based, with frequent travel to Amsterdam.
The successful candidate will have a proven track record of shaping brands, driving brand equity, and ensuring a consistent brand experience across all touchpoints to drive meaningful growth. Given the growth trajectory of our RTE portfolio and the structure of the Factor_ EU team, the individual will need to work in an agile and entrepreneurial way to support these local teams and draw on central resources and resources to help accelerate our RTE brands.
The Associate Director, Brand Management RTE will report to the Senior Director, Brand Strategy and Marketing as part of the International Brand team.
What you’ll do
Strategic Brand Development:
1. Work with Sr Director Marketing Factor_EU and local Growth Leads to refine and augment the Factor_ brand positioning to ensure product/market fit in European markets
2. Define the complementary portfolio roles of RTE alongside our Mealkit Brands in INTL markets in partnership with INTL Brand Management Team for HelloFresh, so that we can grow total share of market and revenue as HelloFresh Group
3. Build RTE category insight, trends, competitor understanding and customer needs to refine our brand strategy in partnership with the Market Research and Insights Team
4. Facilitate knowledge sharing and repeatable best practice between individual markets and RTE brands
Brand Identity and Messaging:
5. Oversee the evolution of the brand's visual identity, packaging, messaging, and tone of voice for EU markets in partnership with the Creative Team and Factor_N.Am team
6. Partner with in-house creative teams and local Growth Leads to ensure brand consistency across all channels, campaigns, and communication materials
7. Develop key messaging, competitive claims and proof points that give our brands a leading point of difference, in collaboration with the Product Marketing team
Marketing Campaigns
8. Support Local Growth Leads in delivering localised cross channel annual marketing plans across Performance Channels, PR, Events & Activation, briefing assets to the Creative team, and local agency partners
9. Define our media strategy and drive creative best practice and performance in consultation with Channel Leads and Local Growth Leads so that we drive maximum efficiency across our marketing mix for RTE brands
Brand Performance /Brand Equity measurement
10. Monitor brand equity and brand funnel health, alongside our competitive set in partnership with the Market Research & Insights team
11. Defining opportunities and challenges that can need to be addressed through product innovation or marketing communications as a result of our brand performance
12. Matrix Operating Model
13. Create repeatable best practices to ensure speed and efficiency as our RTE marketing model evolves and matures
14. Be an agile and entrepreneurial leader who can coordinate quickly between teams and leverage the best of central processes and expertise, while remaining agile and in sync with the entrepreneurial nature of our RTE brands
What you’ll bring
15. Master’s degree in Marketing, Business, or a related field; MBA is a plus.
16. Proven experience in brand management, with a track record of successfully developing and executing brand strategies that drove growth
17. Strong leadership and team management skills, with the ability to inspire and motivate cross-functional teams (excels at working in a matrix)
18. Experience in devising, and executing, impactful strategies in consumer (tech) businesses at scale
19. Exceptional strategic thinking, problem-solving, and analytical skills
20. Excellent communication and interpersonal skills
21. In-depth knowledge of market trends, consumer behavior, and competitive landscape
22. Agile and entrepreneurial working style, suited to scale-up size businesses
What we offer
Elevate your lifestyle! Join one of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion.
23. Immerse yourself in a diverse global community of 90+ nationalities.
24. Enjoy a competitive compensation package that goes beyond the norm, with perks like a HelloFresh- subsidized Pension Scheme, Berlin relocation support, and a Hybrid working model.
25. Elevate your lifestyle with exclusive discounts on your weekly HelloFresh box and office meals.
26. Invest in your growth with an annual learning & development budget, German language learning budget, and access to the HelloFresh Academy.
27. Plus, we've got your well-being covered with mental health support, transportation perks, and working-parent-friendly benefits. From our 24/7 gym access,wellbeing platforms like Headspace and Spill, to sabbatical leave options, HelloFresh is not just a workplace; it's a lifestyle of perks and possibilities!