The Cost of Living and Consumer Trends
15.09.22 by Louise Byrnes
As a brand manager, there’s rarely a quiet moment during a working day. From supporting and guiding internal projects to collaborating with local teams to reach their goals, there’s always something exciting happening!
Lucille Pfeiffer has her hands in lots of different areas of the company, but most often you can find her working with our brands in Europe, Latin America and the Middle East. We caught up with Lucille to better understand what her role involves, and what led her to joining the Delivery Hero family.
So, Lucille, how would you describe the role of a brand manager?
It’s all about love – everything you do contributes towards making your brand a loved one by consumers. You also need to understand what your audience wants, then show how we can deliver that to them in a creative, cut through way. And lastly, it’s about constantly learning and evolving with your audience, not getting complacent. Let’s just say there’s never a dull moment as a brand manager!
How did you end up at Delivery Hero? Have you always been interested in branding?
Brand Management was my favourite topic when I was a marketing student thanks to an amazing teacher so I always knew I wanted to explore the world of branding. After working in marketing agencies during my five years in London, it was time to go in-house. I realise now – after almost three years in Delivery Hero’s brand team – that what I learnt in school was just 1% of what there is to know about branding.
What’s the most enjoyable part of your job?
Working with local teams; you always learn a little bit more about the market and the culture every time you have a call or meeting. No day looks the same, either, as you get opportunities to work on very different projects, with different people and objectives. This means it never gets boring, and you constantly grow and discover new things.
Finally, just being around amazing creative people at the office – our brand rooms are the most lively and vibrant at DH I would say!
Is there one project in particular that has really stood out for you during your time in the brand team?
Well, it’s very hard to pick just one as I have worked on so many projects since I joined, from creating and launching a brand from scratch and refreshing existing brands to giving others in our markets a whole new identity. I even contributed to completely rebranding our headquarters at one point!
I would say launching our brand foodpanda in Germany this year was the project that had the most impact on my growth though. I got to oversee and support every aspect of creating the brand from the ground up: defining its value proposition, establishing a tone of voice and visual identity, coming up with the launch campaign, ensuring the product was ready and much, much more. All of this happened in less than 10 weeks!
What’s the biggest lesson you’ve learnt so far at Delivery Hero?
Just because things are working out fine doesn’t mean they cannot be made better.
In such a competitive environment we can’t allow ourselves to do the same things over and over again, as there’s always a chance customers will pick up on this. So instead we constantly test, brainstorm, iterate, update and find new ways to innovate and to take our brands to the next level. Get out of the comfort zone.
Do you have any advice for anyone wanting to go into brand management?
Be a good storyteller – or do whatever you can to become one! A good story needs facts (know your data), to be told in an effective way (be to the point) with beautiful images (cultivate your creative eye) and with a unique twist (get inspired). This can only come with practice, and there are plenty of opportunities in the brand team to present to an audience and improve your storytelling skills. Whether it’s sharing research results to our markets or sharing a cool new project at a team meeting, there’s always a moment to step into the spotlight.