Brand Marketing Insights & Research Lead

About Wolt

At Wolt, we create technology that brings joy, simplicity and earnings to the neighborhoods of the world. In 2014 we started with delivery of restaurant food. Now we're building the delivery of (almost) everything and you'll find us in over 500 cities in 30 countries around the world. In 2022 we joined forces with DoorDash and together we keep on dreaming big and expanding across the globe.

Working at Wolt isn't always easy, but it's definitely exciting. Here you'll learn more, build more, and ship more than in most other companies. You'll be challenged a lot, but also have a lot of fun on the way. So, if you're a self-starter with drive and entrepreneurial spirit, this could be the ride of your life.

We are seeking a strategically rigorous and analytically strong Brand Marketing Insights & Research Lead to establish and lead the Brand Marketing Insights capability within the Brand Growth organization.

Reporting to the Senior Director of Brand Growth, this role will build the insight engine that powers our ambition to make Wolt "the easiest brand to think of and the easiest to choose, every day." The function will strengthen decision quality upstream for brand marketing, informing brand strategy, positioning, briefs, and creative choices, while tightening accountability downstream by measuring what worked, against which objective, and versus whom.

This is a foundational role. The mandate is to design, operationalize, and scale a dedicated Research & Insights capability that embeds evidence-based brand building into the core of how we plan, execute, and evaluate marketing.

Why This Role Matters

Wolt's growth challenge is shifting from capturing demand to generating it. In fast-choice, habit-led categories, customers choose from a short mental list. Leading indicators such as spontaneous awareness and first-choice consideration determine whether we are on that list and whether we become the default.

Today, brand strategy and insight are not consistently codified across markets. This results in variable messaging, inconsistent creative quality, and learning that does not travel. Without a structured insight function, we risk defaulting to short-term performance signals and subjective creative debates.

The Brand Marketing Insights & Research Lead will establish the systems, tools, and learning loops required to build durable memory structures in advertising and measurable brand advantage.

What you'll be doing

Establish the Brand Insights Function

• Design and build the Brand Marketing Insights & Research capability from the ground up
• Define frameworks, governance, and operating models for how insight informs brand decision-making
• Partner with Consumer Insights Manager, Analytics, Finance, and Brand Growth leadership to define budget, tools, and roadmap for scaling the function
• Establish a repeatable insight-to-action loop embedded across global and market teams

Insight Inputs: Strengthening Decisions Before We Build

Brand Strength & Positioning

• Own the measurement and interpretation of brand health indicators (e.g., spontaneous awareness, first-choice consideration, preference, key associations)
• Monitor competitive narratives and category positioning to inform strategic choices
• Identify where the brand is strengthening or weakening versus competitors

Audience & Occasion Understanding

• Consolidate audience and occasion insights to inform fewer, higher-impact campaigns
• Identify priority audiences, messages, and brand pillars with highest commercial potential
• Ensure insights travel across markets to support repeatable, scalable campaign formats

Message & Creative Development Support

• Implement structured message testing for high-stakes decisions (new promise, audience expansion, major tentpoles)
• Introduce creative testing frameworks to improve confidence in distinctiveness, clarity, local relevance, and brand linkage
• Balance rigor with speed, ensuring insight supports rather than slows campaign development

Insight Outputs: Measuring Impact & Codifying Learning

Campaign & Communication Performance

• Evaluate whether campaigns landed key messages, built recall and preference, and contributed to brand objectives
• Connect brand inputs to measurable shifts in brand health metrics

Competitive & Portfolio Performance

• Measure creative performance versus competitors, not just prior campaigns
• Establish internal benchmarks to track improvement over time

Learning That Travels

• Codify what worked into actionable guidance for briefs, creative formats, and toolkits
• Ensure insights are embedded into future campaign planning and creative development
• Reduce subjective debate by grounding brand decisions in structured evidence

Measurement & Tooling Infrastructure

• AI first approach to insights and research tooling
• Establish and manage a practical insight stack, including:
• [Exists] Always-on brand tracking (awareness, consideration, associations)
• [Exists at channel level] Brand lift studies
• [In development] Share of search and demand signals
• [New] Brand asset tracking
• Introduce selective creative and message testing tools (e.g., System1, ABX, fast-turn diagnostics)
• Ensure tools align with campaign timelines and decision-making cycles.

Our humble expectations*

• 8–12+ years of experience in brand research, marketing insights, strategy, or related roles within global or multi-market organizations
• Proven experience designing and implementing brand and creative effectiveness measurement frameworks
• Strong understanding of how brand equity drives commercial outcomes
• Experience supporting creative and campaign development with structured testing and diagnostics
• Ability to translate research outputs into clear, actionable strategic direction
• Strong stakeholder influence skills, particularly in cross-functional environments
• Experience building new processes or capabilities from scratch is highly desirable
• Analytical rigor combined with commercial pragmatism

Our Commitment to Diversity and Inclusion

We're committed to growing and empowering a more inclusive community within our company, industry, and cities. That's why we hire and cultivate diverse teams of people from all backgrounds, experiences, and perspectives. We believe that true innovation happens when everyone has room at the table and the tools, resources, and opportunity to excel.