Marketing Manager

This role is based in Shoreditch, London. Reports to: Owner

Overall Objective of the Role: To create and manage the delivery of a sales focussed marketing plan for DTC acquisition, retention and loyalty, and work with the trade team to develop sales growth marketing plans.

Key tasks by function:

• Brand: Act as brand guardian at every customer touch point. Ensure all content aligns with the direction of the brand and the message. Collaborate closely with the Graphic Designer on visuals for all campaigns, email, and blog content. Develop strategies to create a brand community both on and offline including focussing on the owner story, physical experiences of the brand, and social media community growth.
• DTC Acquisition: Work closely with the website, practitioner, and phones channel managers to develop and implement marketing strategies to acquire new customers and drive revenue from the core target Q3 female, and secondary Q4 female groups. Use Product Guides and user testimonials to create compelling, targeted content for channel and consumer segments. Push product USPs and use clinical data to support claims and benefits. Support social media content with a drive to create scroll-stopping content across both organic and paid to attract and convert new customers. Work with Direct Sales Manager to implement ecommerce changes to optimise website dwell time and conversion rate.
• DTC Retention/Membership/Loyalty: Develop and implement marketing strategies to retain members, upsell membership to customers, increase basket values and order frequency. Advise and support the phones channel manager on printed materials (quarterly printed mini-magazines, parcel inserts and offer promotions via post). Be comfortable dealing with printers and postage to see each project through to completion. Analyse membership marketing, advise on and support any research, consider and propose improvements/changes to the programme, use internal data insights to develop plans. Proficiency in Klaviyo including segmentation, flows, campaigns, and performance evaluation to ensure maximum revenue and retention from existing customers and converting new profiles who have yet to purchase. Develop and execute campaigns to drive retention from Subscribe & Save customers. Analyse churn stats and implement strategies to reduce. Work with trade sales team and customers’ marketing teams directly where required to create marketing activity to drive sales and expand distribution, which may include supporting and managing exhibitions and trade shows. Support trade sales team with presentation decks, retail POS, and display materials to convey brand, product benefits, and campaign messages.
• Social Media: Create and implement a strategic social media plan, focussed on DTC sales and brand awareness – organic and paid activity. Be familiar with social media trends and evolving developments, consider and propose how to drive sales on existing and new platforms such as TikTok.
• Campaign Management: Manage the marketing activity calendar and plan and implement regular marketing campaigns to grow sales (approx. every 12 weeks). Ensure aligned implementation across all channels.
• PR/Media: Recommend and manage PR and media activities to achieve impactful level of product and testimonial placement in relevant media. Use expert opinion from internal nutritionists and professional ambassadors.
• Product Development: Collaborate closely with the Nutritionist/Nutritional Therapist to decide the product road map on a yearly basis taking the marketplace into account.

Please note that experience within the VMS (Vitamins, Minerals and Supplements) industry is non-negotiable for this role.