ABOUT US
"Sgoryacha" is our own kitchens where we prepare fresh and hot meals for delivery. "Dark kitchens" are located in the company's dark stores: they prepare over 200 dishes and drinks. Today, there are over 200 dark kitchens operating in 35 cities across Russia. VkusVill cafes offer an additional assortment and service within VkusVill stores. We prepare signature drinks, offer breakfast and lunch, grill sandwiches, and serve desserts. In some stores, a bakery is added to the cafe service. Currently, over 500 cafes are available to customers in Moscow and other cities in Russia.
Why this role is appearing now
The offline format is growing: we are launching cafe pilots in new locations and want the format to have a unified brand platform, not a collection of disparate solutions. We need someone who can consolidate positioning, USPs, and brand tone into one system and manage the launch of pilots from concept to handover to operations.
ROLE METRICS
What the role is responsible for:
- Unified brand platform for the offline format: positioning, USPs, brand tone and voice, design concept;
- Insights and segmentation of the target audience for cafes;
- Brand metrics: brand awareness, format perception within the target segment;
- Technical specifications for creative and design that do not require multiple revisions.
What the role indirectly influences (direction metrics):
- Repeat purchase rate of ready-to-eat meals;
- Conversion of store traffic into cafe product purchases;
- Success of new product launches (how many SKUs remain after a specified period);
- Average check size for the direction.
YOU ARE OURS IF YOU
Can research and develop a brand
Organize and conduct consumer research: CustDev, segmentation, brand metric measurements, tastings, new product tests. Analyze consumer behavior and translate it into recommendations for marketing, commerce, and product. Participate in the development of brand platforms, positioning, USPs, and new product concepts. Can translate strategy into technical specifications for creative and operations.
Think systemically and see patterns
Can see patterns in data, not just collect it. Turn numbers into understandable recommendations for the business. Enjoy working at the intersection of marketing and sales.
Work with related teams
Communicate with the VkusVill mobile app and website teams: not just suggesting features, but identifying functionality that will withstand data validation and become a growth hypothesis. Work with partners and marketplaces: integration, promotion, collaborations.
WHAT YOU NEED TO DO
1. Brand platform and positioning
- Consolidate and maintain a unified concept for the offline format, connecting it with "Sgoryacha": USPs, brand tone and voice, design.
- Develop positioning and USPs for cafe pilot launches.
- Prepare the brand platform and hand it over to creative, design, and operations teams.
2. Research and insights
- Conduct customer and market research, gather trends, participate in project development strategy and identifying growth points.
- Organize CustDev, segmentation, brand metric measurements, tastings, and new product tests.
- Prepare insights and arguments for creative, media, and product teams.
3. Pilot launch and format development
- Support pilot launches: from concept to handover to operations.
- Analyze the effectiveness of marketing activities, new product launches, and promotions.
- Participate in the preparation of marketing strategies and annual brand development plans.
4. Working with related teams
- Communication with VkusVill mobile app and website teams.
- Work with partners and marketplaces: integration, promotion, collaborations.
- Defend decisions before commerce and internal teams.
REQUIREMENTS
- Ability to build a brand platform from scratch. Experience launching a new format or sub-brand to market, not just supporting an existing one.
- Proficient in research methodologies. CustDev, segmentation, brand metric measurements – not just in theory, but as practical tools.
- Ability to translate strategy into technical specifications. Creative and operations receive a clear task from you, not something they have to revise multiple times.
- Ability to condense 40 pages of data output into a single page with a solution and defend it before commerce.
- 5+ years of experience in brand strategy within food retail, HoReCa, or FMCG.
- 3 to 6 years.
WHAT YOU WILL GET
- Official employment according to the Labor Code of the Russian Federation.
- "Healthy Employee" program: partial compensation for medical services, voluntary medical insurance, and fitness club membership.
- Opportunities for training in various areas (trainings, book clubs, open seminars), sports communities within the company (yoga, running, volleyball, football, etc.), corporate psychologists.
- 15% cashback in bonuses on VkusVill purchases.
- Privileges from partners.
- A large, friendly team where it's okay to make mistakes.
- Work in a strong team of true professionals.
- Hybrid work format (remote / office).
