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
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.