YF Recruitment
Brand Manager
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Brand Manager
Challenger Food & Wellness | London
£45,000 – £55,000 depending on experience
Overview
Two challenger brands. One big opportunity to shape what happens next.
I’m working confidentially with a founder-led food business that has built two distinctive brands within the health, wellness and premium food space.
The products are established. The brands have built genuine consumer followings. There is strong retail distribution and plenty of ambition for what comes next.
Now they want an exceptional Brand Manager who can help take them to another level.
Responsibilities
This is a broad brand building role spanning brand strategy, campaigns, content, innovation, consumer insight, retail activation, partnerships and experiential marketing.
- You'll have a voice in how the brands look, sound and behave.
- You'll help decide where marketing investment goes.
- You'll work closely with the founders and commercial team.
- And you'll have the freedom to spot an opportunity, build the case for it and make it happen.
Key Responsibilities
Brand Strategy & Planning
- Help shape and deliver the annual brand and marketing plans across both brands.
- Translate brand positioning into clear campaigns, content and activation.
- Own projects from brief and budget through to execution and measurement.
- Keep the brands distinctive, relevant and consistent as they grow.
- Track brand and campaign performance and use the results to influence what happens next.
Campaigns & Creative
- Develop integrated campaigns across social, digital, PR, partnerships, retail and experiential.
- Write strong briefs and manage creative partners, agencies and freelancers.
- Oversee content development across Instagram, TikTok and other relevant channels.
- Bring ambitious creative ideas into the business and have the judgement to know which ones are worth pursuing.
- Make sure brilliant ideas actually get delivered brilliantly.
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Consumer, Culture & Insight
- Stay close to emerging food, wellness and cultural trends, competitor activity, creators and changing consumer behaviour.
- Use consumer feedback, market data, social listening and your own curiosity to identify opportunities for the brands.
- That could influence a campaign, a partnership, a new audience or potentially the next product.
Innovation & NPD
- Work with the founders, commercial team and wider business to help shape the innovation pipeline.
- Bring consumer and category thinking into new concepts, support positioning and proposition development and help build the launch plans that give new products the best possible chance of succeeding.
Retail & Shopper Marketing
- Work closely with Sales to make the brands perform where consumers actually buy them.
- That includes retailer launches, shopper campaigns, sampling, POS, trade marketing and customer specific activation.
- Understand that building a brilliant consumer brand and building a commercially successful FMCG business need to happen together.
Partnerships, Community & Activation
- Identify partnerships, collaborations, events, sampling opportunities and cultural moments that can introduce the brands to the right people.
- Sometimes you'll brief others to deliver them.
- Sometimes you'll want to get involved yourself.
Requirements
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Who we're looking for
- Around 4+ years of consumer marketing experience, ideally within FMCG food, drink, health, wellness or another fast moving consumer category.
- Evidence that you've personally owned and delivered meaningful marketing projects rather than simply contributed to them.
- Strong FMCG brand fundamentals with genuinely good creative instincts.
- Experience taking campaigns from idea through to execution.
- Consumer and commercial thinking.
- Exposure to innovation and NPD.
- Understanding of retail, shopper or trade marketing.
- Confidence working with agencies and external partners.
- Strong project and budget management.
- An instinctive understanding of social and digital culture.
- The ability to use data and insight to make better marketing decisions.
- Enough curiosity to constantly ask what the brands could be doing better.
- Comfort in a founder led challenger environment.
Why Join?
- You'll get breadth that can be difficult to find in a larger FMCG business.
- You'll work across brand strategy, campaigns, innovation, retail, social, partnerships, consumer insight and activation.
- You'll be close to the founders and commercial decision making.
- You'll have two established brands to work with and meaningful freedom to influence where they go next.
- You'll have room to experiment.
- And when something works, you'll be close enough to the business to see the impact.
If you're already doing good work in a Challenger FMCG but want considerably more ownership over the brands you're helping to build, I'd love to hear from you.
Applications and conversations will be treated confidentially.
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