Brand Marketing Lead, allplants
£50-65k
+ Stock options
2+ days a week in office (Walthamstow, London)
Plant-powered, planet-kind dishes delivered to your door
Job no longer available
Plant-powered, planet-kind dishes delivered to your door
21-100 employees
Job no longer available
£50-65k
+ Stock options
2+ days a week in office (Walthamstow, London)
21-100 employees
Company mission
Allplants is aiming to better our planet, by making eating more plants delicious, imaginative and easy. To start that journey, they're delivering hand-prepared meals to doorsteps UK-wide. Allplants is on a mission to inspire the next billion plant-powered people.
Role
Who you are
- Substantial experience in a similar role at an fast moving, consumer goods business (big or small)
- To have excelled at leading teams (directly or indirectly) to deliver integrated campaigns and launches, and you combine setting a high bar while also being a hands-on coach, developing junior members
- To be as fluent in digital marketing as you are activating brands in the real world (ie across experience activation, shopper marketing, PR and media)
- Track record in disrupting the status quo and being unphased by the fast-changing landscape that plant-based consumer brands operate in
- 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!)
What the job involves
- 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
- 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
Salary benchmarks
Our take
Allplants has found a niche within home food delivery, competing with the likes of Gousto and Hellofresh (albeit Allplants meals come prepared rather than as recipe boxes).
While vegans make up a smaller portion of the total market, the proportion of people trying to reduce their meat and dairy intake now makes up around 33% of people in the UK, giving them a big and growing market to tap into (especially as people trying to change their dieting habits are probably more likely to try new things).
The UK is also now the world leader for vegan food product launches, with 1 in 6 new food products coming to market claiming to be vegan. This is not just a London fad, with Allplants saying that only 38% of their customers are based in London.
As a certified B Corp, Allplants are taking their commitment to the environment seriously, and they’ve designed the packaging so it’s as environmentally-friendly as possible. They use offcuts of cotton denim from the factory floor to produce insulation, which goes in its cardboard boxes so it can be recycled and used again. This compares with the polystyrene boxes that are used for food logistics 90% of the time.
It's important that Allplants maintains high quality and a strong brand to build the defensibility of the business. It's been turning heads with the inclusion of recipes by influencer chefs such as Rachel Ama and striking ad campaigns "veganising" vintage fast food ads. It would be easy for bigger meal delivery companies to offer vegan alternatives, but not so easy for them to live up to Allplants' environmental credentials.
Kirsty
Company Specialist
Insights
Some candidates hear
back within 2 weeks
54% female employees
-26% employee growth in 12 months
Company
Funding (last 2 of 6 rounds)
Jun 2024
$2.4m
LATE VC
May 2023
$12.8m
LATE VC
Total funding: $80.9m
Company benefits
- 24 days holiday (plus bank holidays)
- Hybrid working model
- Free lunches in the office
- Monthly free food delivery
- Birthdays off
- Mental Health Cover
- Health & Wellbeing Cover
- £500 yearly learning allowance
- Flexible working hours
- Gym discounts
- Cycle to work scheme
- 16 weeks Paid Parental Leave
- Pregnancy Loss Support Leave
- Competitive salary and stock options from day one
- Dog friendly office
- Real opportunities to grow in your career and develop your skills as we scale the company
- Video therapy sessions through Spill, to support positive mental health
Company HQ
Walthamstow, London, UK
Articles
Additional info
- Allplants have already served over 500,000 meals to homes all over the UK, subscribing for an easier way to enjoy plant-based living
Founders
Jonathan Petrides
(CEO)Founded Penda Health (healthcare company in Kenya) and Jipange KuSave (African mobile-based bank). Started his career as a consultant at McKinsey
People progressing
Joined as an Operations Assistant. Promoted to BI Analyst after 1 year before becoming a Data Engineer.
Diversity & Inclusion at allplants
- At allplants we accept our responsibility for fighting systemic oppression suffered by people of colour, women, people with disabilities, LGBTQ+, religious minorities and other marginalised groups. We are committed to creating a diverse, equitable and inclusive workplace, and always will be
- We conduct an annual Diversity & Inclusion ‘health check’ to listen to our team’s experiences, to hold ourselves accountable and to ensure transparency and openness in our dialogue. We acknowlege that this is a never-ending journey and that we need to work extra-hard to make sure our team is as representative of wider society as possible
Share this job
View 1 more job at allplants