Senior Brand Manager

Bimbo Bakeries USA
October 18, 2020
Horsham, PA
Job Type


Have you ever enjoyed Arnold®, Brownberry® or Oroweat® bread? A Thomas’® English muffin or bagel? Or perhaps snacked on a Sara Lee®, Entenmann’s® or Marinela® cake or donut? If the answer is yes, then you know Bimbo Bakeries USA!

The location of this role is flexible and can be remote with frequent travel to Horsham, PA

The Senior Brand Manager reports to the Senior Marketing Director and is responsible to plan, develop and implement brand, category management and overall marketing strategies for Entenmann’s Little Bites, a Grupo Bimbo Global Brand and a Key Strategic Bimbo Bakeries USA Brand with aggressive growth goals to achieve.   You will join a dynamic and fast paced environment and develop and execute brand strategy, marketing programs, sales analysis, project management and product portfolio strategy to achieve growth, volume, share and income goals.  Work cross functionally and in strong collaboration across field sales including National Account Teams, Key Business Unit Sales Teams, as well as Agency, Manufacturing and R&D.

Key Job Responsibilities:

  • The Senior Brand Manager will collaborate with the Senior Director of Marketing to develop annual business and marketing plans for Entenmann’s Little Bites with appropriate objectives, strategies, programs, tactics and rationale.

  • Deliver planned volume and profit.  Maintain variable contribution margin and achieve recommended KPI’s/ROI on approved initiatives.

  • Project monthly/YTD volume forecast, recommend adjustments to financial estimate to achieve overall goals. 

  • Develop forward annual volume plan for recommendation - bottom up.

  • Manage and coordinate efforts of functional groups on key initiatives exercising sound judgment when providing direction to these project teams.

  • Oversee the planning and execution of key business and marketing activities related to positioning, product development, packaging, pricing, consumer and trade promotion, advertising, public relations and social media with regular agency communication

  • Monthly P&L Review – dig into concern areas. Recommend Opportunity.

  • Manage market research: both Qualitative and Quantitative.

  • Work with Internal & External Teams to drive cost savings and productivity initiatives.

  • Develop localized business plans in conjunction with the Market Area and Retailer Customer Teams. Anticipate and manage the revision of plans as needed to address an ever changing competitive environment.

  • Deep Dive across competitors, build action plans to combat in market.

  • Lead R&D cross functional team to develop new products, line extension, and product improvement recommendations based on consumer learning, competitive and internal sales trends and manufacturing opportunity. 

    • Manage process:  Prototype development, operations feasibility, costs from the  Bakery, P&L development, ingredient forecasting, trials, packaging brief, launch plan, and sell in materials

    • Drive new product expansion at key retailers.

  • Manage the marketing A&P Budget, track marketing and promotional expenditures and evaluate program based on ROI and KPI results.  Evaluate forward recommendations. 

  • Identify concerns and opportunities, and develop plans to address.

  • Develop Annual Little Bites Marketing Plans

  • Lead Bakery Steering Calls

  • Develop and manage Little Bites Seasonal/Promotion packaging calendar

    • Forecasting, progress to forecast, production logistics for our bakeries

  • Lead Key Account Cross Functional Planning Calls

    • Manage programs, develop action plans

  • Strategic Business Insight mining of consumption and sales:

    • White space opportunity

    • Business Unit Diagnostic

    • Category Analytics

    • Competitive impact

  • Develop Media Strategy Brief and media communications to the field.  Work with all business units and Starcom to develop the most optimal local media allocations. 

  • Manage research projects, including lead for Marketing Mix Analysis.

  • Asset Strategy support as needed

  • Willingness to travel, approx. 30% including monthly visits to Islandia, NY and sales in market tours, customer brand reviews. 

Bimbo Bakeries USA is part of Grupo Bimbo, the world’s largest baking company with operations in 32 countries. Bimbo Bakeries USA (“BBUSA”) includes BBUSA and its subsidiaries and affiliated entities, including, but not limited to, Wholesome Harvest Baking, East Balt, and Acelerada. BBUSA employs 20,000 associates across the U.S. in bakeries, sales centers, corporate offices and on sales routes to ensure our consumers have the freshest products to feed their families at every meal. But our associates come to work for much more – the chance to feed their own lives through exciting work that offers the opportunity to make a real difference in their professional and personal lives every day.

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