Marketing Lead

3 weeks ago

Sydney, Australia Vow Full time

About us

Vow is a food company - a very different one. We’re creating real meat products from animal cells instead of the animal itself. We’re bringing together cutting-edge innovations in science, engineering, culinary and design to make sustainable food that’s both irresistible and available to billions of people worldwide.

The role:
Vow is looking for a Marketing Lead to join our team in Sydney, where we’re laying the foundations for a house of food brands. This is an incredible opportunity for a generalist marketer with creativity, drive, and a passion for sustainability to build and lead the team that makes this revolution irresistible as we craft a whole new category of food - cultured meat.

You’ll be responsible for working closely with our Product team to execute an effective Go-To-Market strategy for our first product launch in Singapore’s high-end dining market and other subsequent channels for our future pipeline of cultured meat products. You’ll also help lay the groundwork for what marketing looks like at Vow - helping to write the playbook for how we build tribes across our future products and brands, and parent brand.

This role is perfect for someone with a bias towards action, who enjoys getting their hands dirty in all aspects of marketing, from strategy to execution. Most importantly, you’re comfortable with navigating ambiguity and thinking from first principles, excited to build the plane as we fly it.

The experience you will bring:

- Deep knowledge of strategies for customer acquisition, engagement through to conversion and retention.
- Hands on experience with developing go-to-marketing strategies and then executing on these.
- Expertise in driving decision making with both qualitative and quantitative data.
- Experience working closely with product teams, making tough tradeoffs and setting strategy. We expect you to jump right in and collaborate continuously with our product managers, designers and food inventors.
- You have hands-on experience leading teams of creative collaborators (e.g. specialist marketers, content producers, brand designers, event planners etc.) to success.
- You’ve helped build product(s) and brand(s) that users love, whilst simultaneously possessing a strong ability to understand deeply what makes people obsessed and why.
- Strong domain expertise in B2C or food products is a plus. Ideally you have hands-on experience working in growth-stage startups.
- Exposure to the Singaporean market, or previous experience living in Singapore, is a plus.

You will:

- ** Support our first product launch.** Later this year, we will bring the world’s first cultured meat from an exotic animal to market, and you will be a critical player in leading this to success. You will lead a collaborative of marketers and creatives to generate campaigns, create materials to support business development, plan events and activations, and drive the execution of our content strategy.
- ** Own product messaging and positioning.** We have ambitious goals of creating a whole new category of meat that is deliciously different, better for you and the planet. You will own how we position our first product in market, help define our value proposition and the language we use in marketing material, and in internal communication.
- ** Partner with our product team.** Be a close partner with our product managers, strategic designers, operators and food inventors. You will contribute to our product strategy, how we prioritise development and be a constant advocate for our customers. You will understand our first brand’s funnel better than anyone and drive pricing and packaging decisions for new channels and products.
- ** Understand our market and customer.** We are a customer obsessed team, but you will take this to an entirely new level of understanding. You will help define customer personas, prioritise their biggest challenges, define segments, understand purchasing behaviours and research competing offerings. The team will look to you as the pioneer of customer tribes and communities.
- ** Enable our go-to-market teams.** Support our small, but effective business development and customer success team for a product functioning in a B2B2C model. Identify and deliver assets, events, campaigns to accelerate acquisition, including tasting events and chefs tables. You will drive partnership opportunities.
- ** Execute in the face of ambiguity.** We are moving fast and defining an entirely new category of food, which means we are faced with plenty of uncertainty and ambiguity. It is critical that you are able to balance strategic thinking with rapid execution. You believe in constant progress over perfection.
- ** Grow our product marketing function.** You will be our first true product marketing hire. You will be our first true product marketing hire and will help to build the team culture, define ways of working and recruit future team members.

What success looks like:
In yo

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