Brand Manager

Who are we?

Hi, we’re Tails.com – we turn good days into great years for dogs and their humans.

We're working towards longer lives for millions of healthy, happy dogs by providing tailored nutrition that adapts to each dog’s unique needs. It all starts with a few simple questions about their age, breed, zoomie level and tastebuds. From there, owners can create a personalised meal plan that's delivered to their door every month. No guesswork, no overwhelm. Just exactly the right care for every dog, every day. It's pretty clever stuff.

As a certified B Corp, being a responsible business is built into how we work – upholding high social and environmental standards to create better walkies for generations to come.

Now, we’re cooking up big plans. Having created an entirely new category in dog food, we have the backing of Purina – one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards these same goals (and a bunch of very smart office dogs, all working on their own thing).

Job Title

Brand Manager

Reporting of the role

Head of Brand

Overview of the job

We’re looking for a Brand Manager to help make Tails.com the brand dog owners know, love and talk about. You’ll turn our brand strategy into campaigns, launches and social content that are clear, consistent and genuinely loved. You’ll own work from first brief to final results, set the direction for our organic social and community, and be the go-to brand guardian across the business.

3 best things about the job

1. Real ownership, end to end. You’ll take campaigns from the first spark of an idea all the way to the results, and set the direction for our organic social and community. It’s a rare chance to shape both the big brand moments and the everyday voice dog owners hear from us.

2. A brand with real heart. Dog owners care deeply about their dogs, and so do we. That’s why we make food 100% tailored to each one. It gives you a brand with genuine purpose behind it, and no shortage of great stories to tell.

3. Visible impact. You’ll be the voice of the brand across the business, working with every team and leading your own freelance crew. Your ideas won’t sit in a deck. They’ll show up on every pack, every post and every doorstep delivery dog owners get from us.

Measures of success – In the first few months, you would have:

• Got under the skin of the brand. Learned our positioning, tone of voice, customers and what’s worked before, and built strong relationships across our Creative Studio, Marketing, Innovation, and Digital teams.

• Taken ownership of the brand calendar. Reviewed the year ahead with Marketing and shaped a joined-up plan for campaigns, launches and key customer moments.

• Set the direction for organic social. Got to know the freelance team, reviewed how our channels and community are performing, and agreed clear priorities and briefs.

• Spotted your first brand improvements. Identified a few quick wins to make Tails.com clearer and more consistent across touchpoints, and started driving them forward.

Roles & Responsibilities:

Brand campaigns and activations

• Lead integrated brand campaigns and activations end to end, owning the objectives, brief, budget, timeline, stakeholders and evaluation.

• Own the brand calendar, working with Marketing to build one joined-up annual plan across campaigns, launches, organic social and key moments for our customers.

• Own the brand and communications plan for new product launches, uniting Innovation, Commercial, Creative, Marketing and Digital teams, so every launch lands with impact and is unmistakably Tails.com.

• Use our brand positioning and what we know about our customers to shape campaign ideas and key messages that show dog owners why Tails.com is different.

• Partner with our Senior Communications Manager to align all organic brand activity, from ambassadors and PR to brand activations, so Tails.com shows up with one joined-up voice everywhere.

Brand guardianship

• Be our brand’s biggest advocate: rally teams across the business behind it, and give them the tools and confidence to bring it to life consistently across all channels.

• Find new ways to delight our customers and build brand love, spotting opportunities to make every Tails.com experience unique and special, taking ideas from first thought through to delivery.

• Track results and listen to customer feedback, turning what we learn into clear recommendations for what we do next.

Organic Social & Community

• Shape and lead our organic social strategy, turning brand priorities into a distinctive, always-on presence that dog owners love.

• Lead a roster of freelance content creators and community managers, giving clear direction and briefs so they make standout content and grow an engaged community across our social channels.

What you will need:

• Energy, curiosity and a can-do attitude: you take ownership, keep things moving and enjoy turning good ideas into great work.

• Experience in a brand role at a consumer business, with a track record of bringing brand strategy to life through campaigns and launches, ideally in a DTC and/or subscription brand.

• A deep understanding of brand positioning, brand identity and tone of voice, and the care to keep them distinctive and consistent at every touchpoint.

• Sharp creative judgement: you know great brand work when you see it, and have the confidence to challenge constructively to get there.

• Experience setting strategy & direction for organic social and creator partnerships, with a feel for platform trends and best practices and what will resonate with our community.

• A confident brand champion who briefs clearly and brings people with them, from Creative to Commercial.

• Commercial awareness: you balance long-term brand equity with short-term results, and use customer insight, brand tracking and performance data to prove the impact of your work.

A few of our core benefits:

• Private Healthcare through AXA

• A 9 day fortnight - our office is closed every other Friday!

• 25 days of Annual Leave and 8 additional remote working days

For more information on our benefits, perks and what makes us unique, please visit our website here

What’s next?

If this sounds like it matches your experience and what you’d love to do, we can’t wait to hear from you! If you’re unsure whether you fit our criteria exactly, please get in touch anyway. And because we believe that diverse teams perform better, we’d especially love to hear from you if you’re from an under-represented demographic.

Here’s a taster of how our recruitment process works:

1. Once you have applied your CV will be reviewed by the Talent Acquisition Team.

2. If selected, you will then have a call with the TA Team who will tell you more about us and the role, as well as learning more about your skills and experience.

3. Should you be successful, the next stage will be a video call with the hiring manager.

4. If successful, you will be invited to present a task back to a panel of interviewers.

5. The final stage is a video call with brand team peers (30 mins).

Our Commitment

We’re proud to be an active equal opportunity employer. We want to give everyone a fair chance to join us in changing the world of pet food for good. We do this by conducting a structured recruitment process for all candidates, as well as actively promoting our roles to communities that are under-represented at Tails.com.

During your interview process you’ll meet some of our team with varying levels of responsibility and experience. We want to give every candidate a fair interview process and if you need any reasonable adjustments made, please let us know.