Performance Creative Strategist, Huel
$90-100k
More information about location
3 days a week in office
Plant-based convenient food products
Job no longer available
Plant-based convenient food products
201-500 employees
Job no longer available
$90-100k
More information about location
3 days a week in office
201-500 employees
Company mission
To make nutritionally complete, convenient, affordable food, with minimal impact on animals and the environment.
Role
Who you are
- 3 + years experience as a brand or creative strategist, or a performance marketer with strong creative skill, with a strong understanding of the US market and consumer trends. Of course, experience in FMCG or food & beverage would be a bonus but is not essential
- You’ll need a strong understanding of digital marketing principles and tactics, alongside a deep knowledge of social media platforms, like Meta, TikTok & YouTube, and trends, so Huel knows how to win and stay ahead
- You have a strong creative vision and can use this to generate new ideas and solutions to reach our target audiences
- Sometimes business priorities change, and we need you to be adaptable. You’ll be able to explain a change in direction to both external partners and internal teams
- We need you to be comfortable with numbers and explaining data to designers. This job is about driving results for the business, which are new customers and revenue, so how well ads perform is as important as what they look like
- And as always, we’re on the lookout for new Hueligans who love a fast-paced environment and are always striving to be their best
- We want people who aren’t afraid to think differently and push boundaries. If you’re all about setting big goals and believe that amazing things happen through creativity and teamwork, you’ll fit right in at Huel!
What the job involves
- Join us as a Performance Creative Strategist and play a key role in shaping Huel’s US growth, driving creativity and market trends across channels to elevate our brand!
- As our Performance Creative Strategist, you’ll take the lead in crafting and executing creative strategies across multiple channels to drive customer acquisition and revenue growth, primarily through paid social, though not limited to it
- Working alongside the Brand, Performance Marketing, and Creative teams, you'll generate insights and test strategies aimed at turning new audiences into Huel customers
- Creative Strategy - You’ll define the ‘why’ to bring greater meaning to campaigns, devising and implementing our creative strategy roadmap for the US market across all channels
- Growth - You’ll adopt a test-and-learn approach to optimize our ad strategy to drive acquisition and revenue, collaborating with the performance team to effectively deliver on the strategy
- Creative Briefs - Develop insightful, inspiring briefs for our in-house creative team and external agencies to bring the brand to life across marketing touchpoints and unlock new audiences
- Analytics - Measure and track campaign performance, looking at spend, CPA, CTR, CVR and CPMs, to understand what creative and messaging drives success and use this to iterate and drive continuous improvement
- Market Research - Conduct market research, including competitor analysis and trend monitoring, to identify opportunities for growth, innovation and differentiation
Our take
Huel produces plant-based meal replacement products, marketing its powders and ready-to-drink mixes as an easy solution for nutrition-conscious consumers with an on-the-go lifestyle. The company's potent branding has made it somewhat of a household name, and only a few years after founding it was both the world’s best-selling complete food brand and the UK’s fastest growing food and drink brand.
Having expanded into Europe, Japan, and the US, it is clear Huel has capitalised on increased consumer interest in nutrition and fitness over the past few years. It also caters to growing eco-consciousness, as its vegan products boast a minimal impact on animals and the environment.
By appealing to this strong pair of consumer trends, Huel has been able to grow its sales year-on-year, with progress unlikely to stop anytime soon. There have been a couple of hiccups on the way - namely a banned UK ad campaign and reported losses in 2023 - though the company has been swift to act and seems relatively unphased as it moves into the future.
Freddie
Company Specialist at Welcome to the Jungle
Insights
141% employee growth in 12 months
Company
Funding (2 rounds)
Dec 2022
$24m
LATE VC
Oct 2018
$27.5m
GROWTH EQUITY VC
Total funding: $51.5m
Company HQ
Tring, UK
Leadership
James McMaster
(CEO)James joined Huel in 2017 as CEO. Prior to this, they were the CEO of Life Health Foods EU, COO/Co-Managing Director at Ella's Kitchen, and Business Development Manager/Operations Manager at Gü Desserts.
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