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Herd is creating unprecedented access and affordability to incredible quality, regenerative meat and seafood. In doing so, we are building the first global food chain where consumption regenerates the planet’s resources.
The Values that Govern Our Decisions
* Access - We build supply chains that unlock access to incredible quality regenerative produce.
* Value - We engineer every element of our supply chains to make produce more affordable for buyers while creating sustainable incomes for all actors in the chain.
* Transparency - We cement trust in our chain by delivering absolute traceability and visibility of every step from farm (or sea) to plate.
* Impact - We empower our buyers to accelerate a globally regenerative food system through nothing but their consumption.
The Team You’ll Join
* Amy - COO
* Laura Whitall - Customer Success Lead
* Emmanuel Nkromah - Warehouse Lead
The Goal You’ll Help Us Achieve
Over time, our goal is to develop Herd to become the global food chain for regenerative produce.
Our first market is the UK, where we are resolutely focused on cementing the Herd brand as the new leader in food, while demonstrating the scale and profitability of our operation.
You will immediately help us buck the trend of a traditional food startup by demonstrating our ability to deliver:
* Low Cost of Acquisition (CAC) - Incredibly efficient at acquiring new buyers
* Consistent Contribution Margin (CM) - Predictable profit on every box
* Retention - Ensuring that 40% of new customers return within 8 weeks
* High Lifetime Value (LTV) - Herd’s ability to create value and retain a valuable buyer base
The Role - Growth Lead
How you’ll support the team
As Growth Lead, you will exclusively focus on delivering Herd’s Cost of Acquisition (CAC) and be heavily involved in driving our Retention. Flying in the face of the market’s discount-based tactics, you will pioneer a marketing playbook that leverages Herd’s unique value to buyers - maximising organic growth opportunities while creating unprecedented community engagement.
Your accountabilities to support this:
* Demand Calendar - You will be accountable for the development and delivery of all of Herd’s demand activity - aligning with supply, operations and product to achieve our collective commercial goals.
* Cohort Building - You will identify our individual buyer cohorts - characterising them by their unique attributes and drivers - in order to understand the effectiveness of your activity against each one.
* Activity Analytics - You will develop the analytics framework to understand the impact and ROI of all your activity - whether to drive acquisition, engagement or retention - with this data and its insights visible to the wider team and stakeholders.
* New Acquisition Playbook - You will build a highly effective process to test, learn, iterate and roll out acquisition tactics to support the company’s growth ambitions. Critically, this playbook will look to abandon price discounting and, instead, focus on our ability to communicate access, value and unparalleled trust through Herd’s 100% transparent chain.
* Community and Social - Using all communication tools such as CRM, website, email, social and WhatsApp, you will deliver the most incredible, immersive experience for our buyers - driving unparalleled engagement and referral while cementing Herd as the most trusted brand in the food industry.
* PR & Brand - With PR being one of the highest ROI channels for Herd, you will manage campaigns that will drive coverage and subsequent engagement with our target customers.
* Marketing Spend - With a low CAC being a primary enabler of our unit economics and LTV, you will be incredibly efficient at managing spend and reporting on ROI of all activities.
* Management of all external resources - You will manage all external relations with contractors, agencies and partnerships to support you in the delivery of the above.
* Company Culture - As one of the earliest employees, you will have an enormous impact, not just on the culture of the leadership team, but the whole company as well as our external relationships.
Experience
* Growth Marketing - You will have built highly effective processes for customer acquisition, validated by clear evidence of their impact and ROI. You will be able to demonstrate how you’ve done this in conjunction with products to ensure that your efforts supported the overall goals of the business.
* Community Management - You will have demonstrated your ability to build a highly engaged community of buyers and wider supporters - with evidence of how this engagement translated to immediate or long term commercial impact.
* Consumer ecommerce (preferable) - You will have worked within consumer facing businesses in order to give you the necessary insight into a traditional buying journey. This will enable you to best understand where our communications can be most valuable to them.
* Food ecommerce (preferable) - Given the nature of grocery and food shopping, alongside the physical element of any operation, marketing experience inside a food business would be preferable, but not essential.
* Managing external agencies/contractors - You will have worked with external agencies and contractors - managing their cost and resources to support the delivery of your timeline and goals.
Character and Skills
* Analytical and numerate - You will have great experience in building and leveraging feedback loops to inform a highly effective growth process. You will be very comfortable with data and inherently inclined to use it to validate decisions.
* Excellent coordinator - You will be effective at prioritising and coordinating often limited resources to attain the maximum impact.
* Excellent communicator - You will be very effective at communicating with clarity in order to manage tasks and expectations within the team.
* Strong team builder - You will have a solid background of managing and coordinating numerous stakeholders towards a goal and timeline - whether internal or external.
* Grit, Accountability, Humility - These are the three characteristics we look for in any role within the team. The grit to fuel through challenges, accountability for mistakes as well as successes and the humility to always be learning.
The team and resources to support you
* London Office - Our office and fulfilment operation is based in South Wimbledon.
* Growth & Marketing budget - You will have a budget to assign to development, design and services to support your specific deliverables.
* Content - Supporting your incredible communication experiences will be Herd’s content, produced by Herd’s Content Lead, Jack Munn. He will be accountable for producing the necessary material to support your activity and goals.
* Product and Customer Experience - Working in partnership with you will be Herd’s Product Lead whose ultimate accountability is Herd’s Lifetime Value (LTV). They will support you in iterating the end to end customer experience - both digital and physical - to best support your acquisition and retention activity.
Package
* Your Salary - Up to £62,000
* Steak in the Business - Equity %
* Who you’ll report to - Ben King, CEO
* Where you’ll be based - Wimbledon Office
* Office or Home work - The team work at least 3 days a week from the office
* Holiday - 25 Days
Seniority level
* Mid-Senior level
Employment type
* Full-time
Job function
* Marketing and Sales
* Industries
* Food and Beverage Retail
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