Name: Ruby Smith
Age: 28
Job title: Senior marketing executive
Company & location: Better Nature, London
As a child, what did you want to be when you grew up? I don’t remember wanting to be one specific thing, but according to my mum from a young age I was constantly pretending I was filming a cooking show (almost definitely inspired by the kids’ TV show Big Cook Little Cook). So I guess talking about food and making it look exciting has always been in my DNA, even if the production values were questionable!
Why did you decide to go for a career in food & drink? Before Better Nature, I worked at a marketing agency, which was really great for learning, but I realised I’d enjoy my job a lot more if I genuinely loved the brand I was working on and had a bit more influence.
I’m very food-obsessed (I have a foodie Instagram where I post meals purely for fun), so when I saw Better Nature pop up on LinkedIn it just clicked. Food, creativity and a brand that actually aligns with me felt like such a great opportunity.
“I came into the office for lunch with the team, which was a really nice way to see what working at Better Nature would actually be like”
Explain your job to us in a sentence (or two): I help bring Better Nature to life across our marketing channels. From launches and social media content to retail and brand storytelling, making sure what we put out clearly communicates why our supercharged protein belongs in everyday meals.
What does a typical day look like for you? Most days start with checking social media and customer messages, seeing if we’ve been tagged in any particularly good-looking recipes, and keeping an eye on trends. From there it could be planning recipe shoots, filming content, supporting launches (like our Peri Peri Tempeh at the moment), or bouncing between meetings, usually with lots of snacks involved.
Tell us how you went about applying for your job: I spotted the role on LinkedIn and applied via an application form. I then had a call with Noora [Pärssinen] and Elin [Roberts], our head of marketing and CEO, followed by a task around planning a marketing campaign for our Ocado launch. I also came into the office for lunch with the team, which was a really nice way to see what working at Better Nature would actually be like. The task time was paid too, which I’d never experienced before and thought was a genuinely great touch.
And what’s the biggest misconception people have about working in food & drink? That food marketing is all about constantly coming up with new ideas.
One of the biggest learnings for me has been how much repetition it actually takes for a message to land. You can feel bored of saying the same thing long before it’s really cut through with consumers. A lot of the job is about staying consistent, aligning messaging across social and retail, and resisting the urge to constantly change things before they’ve had time to work.
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Better Nature launches Peri Peri Tempeh and packaging revamp
What advice would you give to other young people looking to get into the food & drink industry? Follow brands you really like, don’t be afraid to reach out to people, and say yes to opportunities, even if you might not feel 100% ready. You don’t need a perfect CV or food experience from day one. Curiosity and enthusiasm go a long way.
What’s your ultimate career dream? To keep building my confidence and strategic side and see where it takes me. And, if I’m being super honest, I’d love to start a cookie delivery business one day! I have a serious sweet tooth and very strong opinions on what makes a good cookie.
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