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SalaryYeo Valley Organic is the leading organic food brand in the UK having been a pioneer in the organic movement back in the 1990’s way before it was a thing. It all started back in the 1960’s when the Mead Family bought a small dairy farm in Somerset (yes, it’s a real place) and since then it has grown into a portfolio of yogurts, milk, cheese, cream and ice cream and sold across all major UK retailers delivering over
£150m in retail sales annually. We are still a proudly independent, family-owned business with a simple mission: To nurture and nourish people and planet. And our values - Real, Healthy, Forever and Fun – is at the heart of everything we do. While still owned by the Mead family, the Yeo Valley Family of businesses has grown since that first farm. Yeo Valley Limited is the central business unit that owns the Yeo Valley Organic
brand. Two licensees produce Yeo Valley Organic products - Yeo Valley Production for yogurts, creams, ice cream and soup and Arla, Europe’s largest dairy co-operative for milk, butter and cheese.
£150m in retail sales annually. We are still a proudly independent, family-owned business with a simple mission: To nurture and nourish people and planet. And our values - Real, Healthy, Forever and Fun – is at the heart of everything we do. While still owned by the Mead family, the Yeo Valley Family of businesses has grown since that first farm. Yeo Valley Limited is the central business unit that owns the Yeo Valley Organic
brand. Two licensees produce Yeo Valley Organic products - Yeo Valley Production for yogurts, creams, ice cream and soup and Arla, Europe’s largest dairy co-operative for milk, butter and cheese.
Interviews will be conducted on the 8th march 2024 for this role.
Key Aim of The Role
- As Senior Brand Manager you will play a vital role in delivery the Yeo Valley Organic brand core objectives – recruit new consumers into the brand and improve ourbrand equity metrics YOY, through our digital transformation.
- You will be an enthusiastic, inspiring digital marketeer with proven digital marketing capabilities including digital communications (ERM/CRM) and proven experience inworking with agencies to drive brand growth as well as previously being an effective
and productive Brand Manager. - This role will lead the transformation of the way the whole organisation uses digital tobuild and engage our key audiences, leveraging the power of existing and newplatforms to grow our brand and loyalty, as well as leading a new and bold digital approach with an excellent user experience.
- You must be resilient to keep up with the ever-changing digital and FMCG space.
- Driven and adept to taking on multiple projects at the same time and experienced in influencing senior stakeholders. As well as mentoring and supporting the development of others, the team and the organisation by engaging in and contributing to a positive learning culture.
Key Responsibilities (examples)
- Lead our Yeo Valley Organic digital strategy end-to-end from optimisation of our website to our CRM strategy to grow our audience and loyalty programme, growing and driving our audience and engagement rates and contributing to brand
growth. - Project manage our digital transformation, ensuring relationships with external stakeholders and engagement with colleagues and product partners are effectively managed. Including the ability to shape the agenda, to make clear recommendations and influence the business on key decisions.
- Appoint suppliers of digital services and oversee relationships day-to-day.
- Ensuring they provide a high-quality service and value for money.
- To make financial decisions and be able to manage and approve expenditure and investment for the digital communications budget identifying the digital marketing elements that drive genuine value and those that don’t.
- Work to increase the number of people reached through our digital presence and to build repeat usage, for example, by providing expertise on UX, SEO, PPC, paid-for search and the power of storytelling, gamification and effective communications to achieve digital growth.
- Coach, advise and share information on digital content and communications with the wider organisation. Encourage and support colleagues to engage with digital communications and adopt a ‘digital first’ mindset.
- Take the lead on Google Analytics and other digital monitoring/measurement tools, ensuring that digital metrics are implemented, consistently reported and widely used across the organisation.
- Manages the alignment of the digital strategy with brand goals and develops and update the digital brand goals/KPIs including synthesising information from multiple sources to support business goals.
- Develop our single customer view for our digital community by gathering greater data and insights and creating new ways to encourage engagement and drive advocacy for our active digital users.
Keep on top of new and innovative ways to present Yeo Valley Organic's digital content, proposing and experimenting (test and learn) to develop its content in line with changing digital trends and audience preferences. - Effectively line manage direct reports to deliver on the execution of digital plans playing a key role in the development and proactively contributing to a positive learning culture.
Demonstrate effective leadership consistent with Yeo values and actively participate in appraisal and appropriate learning activities. - Undertake any other duties that may reasonably be required, and are commensurate with the grade of the job and objectives of the brand team.
