Brand Activation and PR Team Lead, Formo
BTL Marketing
Alternative dairy company
Open for applications
Alternative dairy company
101-200 employees
Open for applications
101-200 employees
Company mission
To bring the next generation of sustainable, healthy, and equitable dairy products to consumers.
Role
Who you are
- Strong background in PR management, event planning, social media and influencer strategy
- Expertise in social media platforms, analytics tools, and campaign optimization
- Experience managing multi-channel marketing campaigns, including influencer collaborations and grassroots advocacy
- A solid understanding of FMCG and food industries (B2C) and the nuances of consumer behavior in these markets
- Leadership and team management capabilities
- Creativity and adaptability in a fast-paced, dynamic environment
- Excellent interpersonal and communication skills to engage with diverse stakeholders
- Proficiency in German at a native level and fluency in English are required
Desirable
- A great network within the food or HoReCa industries
- Experience working with sustainability-focused or purpose-driven brands
- A knack for identifying emerging trends and leveraging them creatively
What the job involves
- You know what’s better than just marketing a product? Building connections that last a lifetime. We’re looking for a bold and creative Team Lead (BTL Marketing) to craft unforgettable experiences, strengthen community ties, and drive direct consumer engagement. If you’re ready to take Formo’s animal-free message from awareness to loyalty, this role is for you
- As the architect of experiential marketing, grassroots advocacy, and PR efforts, you’ll be responsible for bridging the gap between curiosity and brand love. Your work will turn Formo’s innovative mission into personal and memorable consumer experiences
- PR and Grassroots Advocacy: Build and execute PR campaigns that position Formo as an innovative leader in alternative food. Cultivate strong relationships with media, influencers, and grassroots partners
- Create Memorable Activations: Develop and lead events, tastings, and pop-ups that showcase Formo’s mission and bring its products to life
- Social Media Leadership: Oversee Formo’s social media strategy, aligning community-building and influencer collaborations with broader marketing goals
- Strengthen Partnerships: Forge relationships with HoReCa (Hotels, Restaurants, Cafés) and grassroots organizations to amplify Formo’s reach and credibility
- Data-Driven Insights: Measure and optimize the impact of BTL campaigns, ensuring strong ROI and consumer impact
- Collaborate with Teams: Work hand-in-hand with the ATL team to ensure consistent messaging across all channels, from media to events
Our take
The production of animal-based foods contributes massively to global emissions every year, creating a real need for meat and dairy alternatives. To answer this need, a number of companies have sprung up to offer these alternatives - including Formo.
Formo produces dairy alternatives, delivering a range of alternative cheese products ranging from the spreadable Frischhain to the strong-tasting Frankoforte. It produces them through microfermentation, which is a far more sustainable method than traditional cheese production.
The company is early in its journey, having just begun to launch in some German retail stores. That said, Formo has great backing behind it, with substantial funding raised towards scaling operations, expanding across the DACH region and growing its portfolio of products.
Kirsty
Company Specialist at Welcome to the Jungle
Company
Funding (last 2 of 3 rounds)
Sep 2024
$57.5m
SERIES B
Sep 2021
$41.7m
SERIES A
Total funding: $103.3m
Company HQ
Mitte, Berlin, Germany
Articles
Leadership
Raffael Wohlgensinger
(Co-Founder & CEO)Fellow of the Sigma Squared Society and Venture Partner at Nucleus Capital. Previously a Business Development Manager at Atlantic Food Labs and interned at Keatz and VIU VENTURES.
Roman Plewka
(Co-Founder & COO/CFO)Former CFO and Venture Partner at Atlantic Food Labs. Was also a Consultant at Horváth & Partners Management Consultants, and Director at International Citrus Production.
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