Your Role
We're on a mission to grow Better Food For All from our vertical farm... it's all very exciting. That's why we have created this new role in the team, as our Marketing Director you will help us to build a brand that drives an emotional connection with our consumers, builds brand loyalty, and helps us grow the categories we operate in.
You will be a key member of the commercial leadership team and highly visible across the whole company. You will work brilliantly with key stakeholders across GrowUp, including Impact, Finance, the Leaf Lab (our innovation centre), and the Farm. Your role will influence decision-making at the highest level, create a consumer and category-focused culture across the company, and help us build the business we want to be in the future.
You'll know you have done a great job when we see the brand you have helped craft on the shelves in supermarkets and food service outlets across the UK. You will have played a big part in growing the culture here at GrowUp, and you'll be having fun in a fast-paced business that has huge ambitions for the future.
Requirements
All the responsibilities we will trust you with:
Strategic Planning and Execution (25%)
- Put the consumer and our impact at the heart of our planning and execution at GrowUp.
- Build brilliant plans that help us become the No.1 branded salad in the category.
- Develop and implement on-brand marketing strategies for new and existing products.
- Oversee the creation and execution of marketing campaigns across relevant channels, including digital, print, social media, and direct marketing.
- Ensure that GrowUp and our brands are aligned to our Impact Strategy, that we advocate for the relevant topics for our consumer and have one consistent message from GrowUp as a business.
- Create and manage the annual marketing budget, ensuring effective allocation of resources, spending every penny as if it were your own, and providing an accurate estimate of planned and unplanned spend each quarter.
- Support the Product Director, Head of Sales and Category and Commercial Strategy Director with the implementation of IBP and the annual planning and communication cycle.
Market Analysis and Insights (10%)
- Work with the Category and Commercial Strategy Director to ensure that the consumer sits at the heart of every decision we make as a brand and a business.
- Use our market research to continually identify consumer trends in the Fruit and Veg category, helping us stay one step ahead of what consumers need.
- Utilise data analytics tools to track and measure the effectiveness of our marketing activity, ensuring we are quick to double down when we can, but quick to move on when something isn't working.
- Provide actionable insights to inform marketing strategies and business decisions.
Brand Management (40%)
- Develop and maintain our brand strategy, ensuring consistency across all marketing materials and communications (internally and externally).
- Continually build and develop our brand, ensuring that we develop an emotional connection with those who buy our branded products.
- Build and own our brand book, take the whole company on the journey, then lead us all to consistently live and breathe our brand in every moment (internally or externally).
- Grow our brand visibility and ultimately our reputation through strategic partnerships, sponsorships and PR activity.
- Work with the Product Director and Category and Commercial Strategy Director to ensure we have a healthy product pipeline, whilst also helping us to keep things simple for the Farm.
- Lead on product Ideation (from a consumer PoV), ensure our product positioning and messaging are relevant, legal and reflect our brand wherever they are listed.
- Create and help implement product launch plans for all new products before handing over the day-to-day mgt to the sales team.
- Provide strategic oversight of all agencies across creative, media, digital, social, and PR.
Team Leadership (25%)
- Help us demystify Vertical Farming and all its complexities by bringing to life a simple story, supported by a way of working that challenges us to keep things simple and see things through the eyes of our consumers.
- Structurally set up the Marketing team to allow to deliver each of the team to deliver the Marketing strategy efficiently, as one team with one combined powerful voice.
- Inspire and excite the Marketing team, the wider commercial team, and everyone at GrowUp with brave, innovative, and exciting ideas that deliver results.
- Never accept the status quo and always challenge us to be better, deliver our purpose, all by living our values.
- Be a visible leader, drive collaboration, be supportive, hold the team to account, and help foster a results-driven team who live and breathe our values.
- Collaborate with cross-functional teams, including sales, product, the farm, GrowUp labs, and finance, to ensure alignment of marketing strategies with business objectives.
- Set the Marketing team up for success structurally, bringing in robust ways of working, whilst allowing us to think differently and move fast when we choose.
Your areas of knowledge and expertise that matter most for this role:
- Clear and compelling communicator
- Strong partnering and influencing skills
- A deep understanding of Consumer Behaviour, Building Purpose led FMCG brands and being creative with limited budgets
- Highly curious and open minded with ability to join the dots
Benefits
What's in it for you?
- Be part of a great business - you will be in one of the fastest growing and most exciting businesses in the vertical farming industry
- Be part of a great team - you will work with and learn from a friendly, smart, growing, and passionate team who care about each other and the business
- Grow yourself - a chance to develop yourself and make the role your own as the business and team builds, broadening your knowledge and capabilities to push you to the next level
- Share our passion for driving change for good - we're B Corp certified and driving sustainable food production is at the heart of what we do
Package
- Competitive base salary
- Annual bonus based on company, team, and personal performance
- 25 days holiday plus bank holidays
- Group Income Protection
- Health Insurance
- Enhanced maternity and paternity leave
- Pension (5% employer contribution)
- Employee benefits programme with Bravo Benefits
- Cycle to Work Scheme
- Paid volunteering days
Our team is the most valuable part of our business - our success is defined by the hard-working, brilliant and enthusiastic people we employ. Our recruitment process and employment decisions are based on our business needs, job requirements and individual qualifications. We provide equal employment opportunities to all applicants without regard to race, colour, age, religion, gender, sexual orientation, national origin or disability status. We don't tolerate discrimination or harassment based on any of these characteristics and we encourage all suitable applicants to apply for open positions.
