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Head of Growth Marketing (F/M)

CDI
London
Salaire : Non spécifié
Début : 03 janvier 2021
Télétravail occasionnel
Expérience : > 10 ans
Éducation : Bac +5 / Master

TASTER
TASTER

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Le poste

Descriptif du poste

Our vision is to build the largest global digital food court – which means rapid scaling across all our focus categories. To do this we are looking to invest in and build an entirely new Growth Marketing function.

Based in our London HQ, we’re looking for an experienced, data-driven and customer-obsessed marketer who will lead and develop our broader Growth Marketing & Commercial team. You’ll own online and offline performance marketing channels as well as our partner marketplace (Deliveroo, Uber Eats etc) go-to-market channels – developing innovative growth strategies encompassing both customer acquisition and retention marketing.

You have a deep understanding of performance levers across multiple digital / omni channels with the proven ability to leverage multiple data sources to develop hypotheses and execute rapid test & learn strategies. You’re extremely execution oriented with an eye for detail and excited about driving innovation and testing new strategies and channels for Taster.

You will partner closely with our CMO to build and drive efficiency and effectiveness of the Taster customer funnel by setting the roadmap and applying experimental learning, setting and owning key performance targets like CAC, CPA, Retention and LTV along with campaign ROI, forecasting and reporting on results.

While you are relentlessly focused on data and optimisation, you are also deeply passionate about connecting with our Taster customer – we’re not hacking our way to growth, rather we’re building powerful blockbuster food brands loved by our customers. That means you incorporate the Taster customer journey thinking into our marketing mix and ensure that we reach our customer at the right time with the right message.

Our ideal candidate is a passionate, growth oriented, and analytical marketing leader who can grow with Taster as we scale our business to meet our global growth ambitions.

Core Responsibilities of the role:

  • Set full-funnel, paid media strategy to support Taster’s growth and CAC goals, and ultimately increase our customer LTV – leading growth marketing strategy and informing our customer-facing experience across acquisition and retention

  • Manage & grow a substantial performance budget – optimising spending effectively to CAC and related KPIs

  • Establish our Taster digital execution model (in-house vs digital growth agency) - setting targets & providing guidance on strategy and day-to-day media buying and creative execution across digital media and landing pages

  • Lead strategic channel expansion for Taster through robust experimentation in new channels (OTT, affiliate, non-branded search, podcasts/radio etc.) leveraging customer insights, A/B testing and creative optimisation across the funnel :

      * Develop a go-to-market plan for new market launches, including budget, forecast, efficiency  n.                  targets, and channel and partner selection.  * Build dashboards for measuring and sharing results on business-critical KPIs related to growth                  (volume, CAC, retention, LTV/payback) and own achievement of weekly and monthly KPIs.  * Plan, execute and lead paid campaigns across online and offline channels, including Paid Social,                SEM, Display, Programmatic, etc.  * Design and implement optimization tests across our end-to-end customer funnel (from acquisition            through lifecycle retention).  * Develop and drive lifecycle retention program, including transactional messaging, trigger programs              and large-scale campaigns.  * Partner with the Taster Brand Marketing team to develop advertising assets, landing pages, emails,              and reporting needed to manage programs at launch and beyond, refining communication strategy            and optimising creative performance across the funnel, ensuring we deliver consistent and                        resonate messaging across all performance channels.  * Own management and results of ad channels post-launch, including budgeting, reporting, and                    efficiency optimization.  * Partner with our Tech team to implement new marketing / ad technologies that can improve                      attribution, drive efficiencies and build models that predict key metrics 
  • Set our longer-term CRO strategy in partnership with our Brand Development team, constantly experimenting to continuously improve performance.

  • Build Data Analytics capability to incorporate learnings into our acquisition strategies in order to further optimize CPA and LTV.

  • Set Taster’s Growth team resourcing strategy as we scale - further building out a team of channel experts and/or outside agency partners to effectively manage & scale our paid media efforts to support our rapid growth.


Profil recherché

Your background & prior experience:

  • Top tier under-graduate degree (MBA a bonus)
  • 8+ years best-in-class experience in B2C or D2C, ideally within food / high-engagement FMCG categories, with a deep focus on performance-based growth marketing, especially paid social. Growth-stage start-up experience highly valued
  • Experience working across the full DTC marketing funnel (customer acquisition, conversion and engagement) and across the marketing mix (including online and offline channels).
  • A background in owning, managing and scaling a budget, forecasting, and delivering on monthly goals of spend, CPA, ROAS, Retention and LTV.
  • Both a strong strategic thinker, with the ability to translate quantitative and qualitative data/insights into strong marketing strategies, and a highly organized “doer,” with a data-driven mentality and a bias towards action.
  • Top-notch analytical skills with a proven ability to work through data to find opportunities and actionable insights that are not readily apparent and clearly communicate them to a diverse set of stakeholders in a comprehensible manner.
  • Proven ability to leverage multiple data sources to develop hypotheses and execute rapid test and learn strategies.
  • Experienced with channel testing methodology, lifecycle marketing programs and multiple attribution models, with an ability to understand, measure and report on incrementality & attribution
  • Deep expertise of ad/web/email reporting and analytics platforms, such as Google AdWords, Facebook, Google Analytics, Google Optimize, etc.).
  • High proficiency in Excel is necessary. Intermediate to advanced proficiency with SQL is a strong plus
  • Strong track record of effective collaboration with creative/brand marketing, commercial and brand development teams.
  • Experience building, leading, and managing a high-performing team of direct reports – this will be critical to your success

You’ll thrive in this role if :

  • You are naturally a supportive, inspiring leader who will help us build a deeply trust-based high-performing team culture – low on ego but high on eagerness to take on new challenges in a growing business
  • You eel energised by the idea of working in a fast-paced startup, and instinctively behave like an owner of the business – we’re all responsible for the heavy lifting to build Taster and our portfolio of block-buster restaurant brands
  • You are highly analytical and love data. You have a proven track record of high performance and impact, are capable of diving into data and synthesizing coherent and actionable recommendations to elevate performance against our KPIs.
  • You are intellectually curious, empathetic, and driven to solve hard problems
  • You are able to learn quickly and enjoy working in a fast-paced environment. You are comfortable with pivoting quickly and delivering against moving targets and goals
  • You are a savvy communicator who can distil complex concepts into clear and compelling messaging.
  • You are passionate about the evolving omnichannel media ecosystem & trends, highly motivated with a huge thirst for learning and continuous experimentation
  • You’ll bring customer journey thinking and ability to optimise communications across a multi-touch buyer journey
  • You are a highly organized “doer” with a data-driven mentality
  • Are tenacious and resilient: you have the ability to stay focused on projects and tackle obstacles to deliver business results, demonstrating a can-do attitude and deep pragmatism to be able to adapt and flex to changing business requirements
  • Love & obsess about food as much as we do, and are always excited to try something new

Déroulement des entretiens

  • Interview with our HRD
  • Interview with our CMO
  • Case Study
  • Meetings with key members of the Taster Team
  • Final round with our CEO and the CMO

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