As the Brand Specialist, you will be responsible for developing and supporting our brand's marketing efforts across various channels, including localisation of ATL assets (Above the Line), BTL (Below the Line), Digital and Influencer marketing. You will play a critical role in ensuring the quality and consistency of our marketing assets and campaigns, building the brand in the local market, while collaborating closely with internal teams and external BTL agencies.
Key Responsibilities:
1. Brand
Provide constructive feedback to regional team during the brand campaign development and on master assets to ensure they align with the local market needs
Collaborate with regional teams to gather and document localization requests, including copy localisation, voice overs and adaptations to reflect local nuances with regional teams.
Facilitate the process of gathering and delivering assets for app and CRM localizations as needed
Manage integrated marketing campaign execution for all local channels, across all team-functions to ensure that all Key campaigns are cohesive and impactful
Build the brand world on the local market through Digital channels, activations, stunts and PR
Own the local branded content, including social media, local brand partnerships, influencers collaborations and other digital touchpoints assets. Align with the regional team on digital plans & content.
2. ATL (Above the Line):
360 integrated comms planning and coordinating this with relevant parties such as asks from the regional brand team, media team, creative team
Review and analyze media plans to provide valuable insights and suggestions.
Request specific asset formats from the creative team when needed.
Localise the campaign's main message, copy & record voice overs for the TV spots and Key visuals created by the regional team (APAC- this happens via alignment with regional content team)
Drive the local organic content and ensure brand awareness on digital channels (SoMe mainly)
3. BTL (Below the Line):
Collaborate with agency partners to prepare detailed plans for BTL marketing activities.
Provide necessary materials or review materials developed for activations, ensuring they meet brand standards.
Monitor the execution of BTL campaigns and coordinate with agency partners to gather and analyze performance reports.
Work closely with the regional BTL on merchandise requirements and ISB Applies to APAC)
Budget management to ensure maximum ROI
4. Influencers:
Work closely with the agency to develop influencer marketing plans, including influencer selection and strategy. Ensure the regional frameworks are implemented
Review influencer briefs and assets delivered to ensure alignment with campaign goals.
collaborate with the Regional Team to create branded content, especially for platforms like TikTok based on local needs
Budget management to ensure maximum ROI.
What you need to be successful
Min. 3 years of experience in brand media planning and activation, with a proven track record of successful campaigns across ATL, BTL, branding, social media, and influencer marketing
Bachelor’s degree in marketing, advertising or a related field from a recognized university
Strong knowledge of media channels (digital, TV, print, OOH) and understanding of media buying
Experience in budget management and optimizing media spend to mee
t ROI targets
Strong analytical skills to interpret campaign data and make informed optimization decisions
Detail-oriented and well-organized, with the ability to structure projects effectively and meet tight deadlines.
Highly meticulous and good at coordination, be able to meet tight deadlines
Strong communication and collaboration skills to work with cross-functional teams and external agencies.
Reliable and good team player who enjoys a fast-paced environment
Who we are
foodpanda is part of the Delivery Hero Group, the world’s pioneering local delivery platform, our mission is to deliver an amazing experience—fast, easy, and to your door. We operate in over 70+ countries worldwide. Headquartered in Berlin, Germany. Delivery Hero has been listed on the Frankfurt Stock Exchange since 2017 and is part of the MDAX stock market index.
