Matthew Fox

Associate Director of International Content Strategy @HelloFresh

Berlin, DE

Lead all international content marketing campaigns, strategies and platforms touching on all phases of sales funnel, from awareness to purchase to retention.Execute integrated and 360-degree campaigns with editorial, CRM, Performance Marketing, Product Marketing, SEO, PR, and Influencer Marketing teams. Consult and contribute to wide variety of content projects across the world, including UGC, social media, landing page development, PR surveys, TVCs, etc.Contribute to brand development, re-structure, and communication, including new USP, brand benefits, “Big Idea” conceptualisation, interpretation in various touchpoints.Work directly with several local country teams to interpret global marketing strategies for specific markets, and ensure translation, transliteration, and localisation reflect the brand\'s framework and editorial policies.Determine digital content strategies focused on different growth strengths depending on market maturity.Focus on category awareness and development in young markets through branded content and social media.Spearhead video strategy for 11 markets across YouTube, Facebook, Instagram, and owned media.Extensively test and pivot from new content concepts and ideas to maximise performance.Develop and manage HelloFresh blog strategy for all international markets.Drive engagement with HelloFresh brand throughout customer journey.Set up metric reporting and KPI dashboards.Create rolling content audits to determine high-performing project and share across international markets.Manage international team of writers, editors, content creators, community managers, campaign managers, and brand strategists.Spearhead storytelling and content projects based on market research, internal data, and BI analyses.