Brand Manager in Richmond

Who are we? Hi, we’re Tails.com – we turn good days into great years for dogs and their humans. We're working towards longer lives for millions of healthy, happy dogs by providing tailored nutrition that adapts to each dog’s unique needs. It all starts with a few simple questions about their age, breed, zoomie level and tastebuds. From there, owners can create a personalised meal plan that's delivered to their door every month. No guesswork, no overwhelm. Just exactly the right care for every dog, every day. It's pretty clever stuff.

As a certified B Corp, being a responsible business is built into how we work – upholding high social and environmental standards to create better walkies for generations to come. Now, we’re cooking up big plans. Having created an entirely new category in dog food, we have the backing of Purina – one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards these same goals (and a bunch of very smart office dogs, all working on their own thing).

Overview of the job: We’re looking for a Brand Manager to help make Tails.com the brand dog owners know, love and talk about. You’ll turn our brand strategy into campaigns, launches and social content that are clear, consistent and genuinely loved. You’ll own work from first brief to final results, set the direction for our organic social and community, and be the go-to brand guardian across the business.

3 best things about the job:

• Real ownership, end to end. You’ll take campaigns from the first spark of an idea all the way to the results, and set the direction for our organic social and community.
• A brand with real heart. Dog owners care deeply about their dogs, and so do we. That’s why we make food 100% tailored to each one.
• Visible impact. You’ll be the voice of the brand across the business, working with every team and leading your own freelance crew.

Measures of success – In the first few months, you would have:

• Got under the skin of the brand. Learned our positioning, tone of voice, customers and what’s worked before, and built strong relationships across our Creative Studio, Marketing, Innovation, and Digital teams.
• Taken ownership of the brand calendar. Reviewed the year ahead with Marketing and shaped a joined-up plan for campaigns, launches and key customer moments.
• Set the direction for organic social. Got to know the freelance team, reviewed how our channels and community are performing, and agreed clear priorities and briefs.
• Spotted your first brand improvements. Identified a few quick wins to make Tails.com clearer and more consistent across touchpoints, and started driving them forward.

Roles & Responsibilities:

• Brand campaigns and activations: Lead integrated brand campaigns and activations end to end, owning the objectives, brief, budget, timeline, stakeholders and evaluation.
• Own the brand calendar, working with Marketing to build one joined-up annual plan across campaigns, launches, organic social and key moments for our customers.
• Own the brand and communications plan for new product launches, uniting Innovation, Commercial, Creative, Marketing and Digital teams.
• Use our brand positioning and what we know about our customers to shape campaign ideas and key messages.
• Partner with our Senior Communications Manager to align all organic brand activity.

Brand guardianship:

• Be our brand’s biggest advocate: rally teams across the business behind it, and give them the tools and confidence to bring it to life consistently across all channels.
• Find new ways to delight our customers and build brand love.
• Track results and listen to customer feedback.

Organic Social & Community:

• Shape and lead our organic social strategy.
• Lead a roster of freelance content creators and community managers.

What you will need:

• Energy, curiosity and a can-do attitude.
• Experience in a brand role at a consumer business.
• A deep understanding of brand positioning, brand identity and tone of voice.
• Sharp creative judgement.
• Experience setting strategy & direction for organic social and creator partnerships.
• A confident brand champion who briefs clearly.
• Commercial awareness.

A few of our core benefits:

• Private Healthcare through AXA
• A 9 day fortnight - our office is closed every other Friday!
• 25 days of Annual Leave and 8 additional remote working days.

What’s next? If this sounds like it matches your experience and what you’d love to do, we can’t wait to hear from you!

Our Commitment: We’re proud to be an active equal opportunity employer.