Head of PR DACH

Rohlik Group operates Europe's leading online grocery delivery service. We are on a mission for our customers’ healthier and happier lives by helping them eat and live better. Marrying state-of-the-art technology and logistics with love for food, we deliver up to 20,000 SKUs of high quality groceries to our customers as fast as in 60 minutes. We carry all the favorite brands, plus a range of affordable own-label products. In each city we carefully select the best quality and freshest local products to save our customers time; from butchers to bakery, and fresh produce directly from farmers via our unique Farm-to-Door program.

Today we have 1,500,000+ customers in major European cities including Prague, Vienna, Munich and beyond. Last year we delivered more than 11 million orders. We are the fastest growing online grocery delivery service in the DACH region, so far operating in Munich, Frankfurt and Vienna, expanding to Berlin in Spring 2024 and Hamburg soon after. This marks the beginning of a period of expansion to 20 cities in the DACH region by 2030.

Department Overview 

We build our brand around our belief that everyone should have access to better food and higher quality of life. We acquire new customers by winning their trust through superior service, helping their families to run smoothly, and differentiating ourselves with the rich offer of local, fresh, high quality products. 

The Head of Public Relations DACH will work closely with the DACH marketing department, who are primarily responsible for growing the business: Via executing our marketing strategy based on understanding local customer needs, planning and executing campaigns and activations in order to create awareness, grow the customer base, to excite and engage customers, and ultimately to plan and generate demand for our services Knurspr and Gurkerl in each city we operate in. 

The Head of PR plays a crucial role for creating awareness and building our love brands. He or she engages mostly with the Marketing Director, trade planners and campaign managers in the Marketing team, and is the direct interface to Media, Press an Influencer relationships.

Was sind Ihre Verpflichtungen:

Role Overview

You are the Head of disruptive PR: We are at the very beginning of our journey - the vast majority of people still think about food and grocery shopping in traditional ways. We are different - your role is to communicate our unique proposition and brand story in an engaging and creative way primarily via B2C media, but also to key B2B media and increasingly through influencers. You are instrumental to establishing and building our love brand on the local market. You will seek every opportunity to make our brand story be heard and will actively engage in dialogues with the media, key stakeholders in the online space and (potential) cooperation partners. With what our brand stands for in mind, you will actively seek and help build cooperations with important players for our core target groups - from other love brands to schools or family support groups. You will be a versed writer of press releases, interview briefs and Q&As, making our innovation and customer-focus shine through.

What we expect from you 

  • Lead all internal and external PR & influencer communications for Knuspr & Gurkerl
  • Craft and execute PR strategy that will get us to the hearts and minds of our customers
  • Think outside of the box, be bold to make our messages cut through the noise of standard PR - also by developing and executing disruptive PR stunts
  • Drive awareness of Knuspr and Gurkerl amongst our customers through a regular flow of timely, relevant stories and cooperations pushed to the media
  • Develop and execute fascinating brand cooperations and be the perfect storyteller to communicate these coops to media partners
  • Proactively manage our relationships with key journalists and opinion formers on tech, business and food topics, emphasizing our positioning us as a scaling high-tech startup
  • Research and propose ideas for news, features, opinion pieces, case studies and infographics
  • Develop PR and communication campaigns, aligned with the marketing strategy and activity calendar, including supporting materials such as press releases, surveys and story pitches
  • Manage and engage external PR agencies to come up with and execute creative ideas
  • Be the main contact for all incoming media enquiries as our spokesperson
  • If a crisis occurs, help our management leading the way as the crisis- and reputation PR manager, help finding fast and credible solutions out of the crisis
  • Act as sparrings partner for CEO and CMO for media, brand, and communications topics
  • Help to position key executives in the field of e-grocery through compelling storytelling, social media communications and positioning at relevant events and trade fairs
  • Organize regular PR & influencer events as well as press conferences
  • Contribute to the wider marketing plans, including suggestions to the editorial content calendar, and inputs into ideation sessions
  • Monitor, measure and analyse PR referrals including reach, AVE, views, website traffic and lead generation, also as part of all multichannel campaign evaluations

Welche Erfahrung sollten Sie haben:

Whom we look for

  • Bachelor’s or master’s degree in public relations, communications, or related field
  • 6+ years relevant PR experience, in-house in a management role, or agency-side
  • A practical doer and thought-leader: Intense hands-on experience with proven results via PR communication programs and influencer programs in a high-growth environment, delivered in high quality with attention to detail, and with resilience against initial resistence
  • Segment fit and network: Solid industry experience in E-commerce, Retail and/or FMCG, leveraging a strong up-to-date network of relevant media and influencer contacts in the food, food retail and tech segments
  • Strategist & creator: Strategic thinker with the ability to derive and execute effective PR & communication plans, to identify worthy talking points, and to constantly create disruptive ideas that cut through the noise while staying true to our brand
  • Brilliant communicator: Exceptional written and verbal communication skills, fluent in written and spoken English, with outstanding stakeholder influencing skills and interpersonal skills, and the ability to create excitement for disruptive ideas
  • Passion for better food: A foodie who cares about extraordinary and high quality food, about local and hand-crafted products, in order to live and breathe our proposition in all activities
  • Start-up culture fit: a person who thrives working in an innovative, ever-changing, fast-paced environment, who understands the time frame and fluidity of situations at a start-up, and who demonstrates high levels of accountability to self, others and the organisation
  • Preferably, experience in crisis management and issues response

KPI’s typical for the position

  • Media coverage in key media outlets about "wanted news" - qualitative assessment (headline, key message,...)
  • AVE and reach (for media and influencers)
  • Increasing brand awareness (measured by brand tracker) and NPS
  • Minimizing the impact of crisis situations

Was bekommen Sie dafür:

What we offer

  • Exciting job with essential impact on customer experience and company results
  • Ability to implement good ideas quickly without long & cumbersome approval processes
  • Opportunity to set trends in a space of innovative and meaningful creative work
  • Engaging work environment, collaboration with Executive Board and multinational teams
  • Outstanding compensation driven by the job significance and impact
  • Flexible working arrangement with unlimited holidays
  • Location of this role preferably in Munich
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