Rich’s, also known as Rich Products Corporation, is a family-owned food company dedicated to inspiring possibilities. From cakes and icings to pizza, appetizers and specialty toppings, our products are used in homes, restaurants and bakeries around the world. Beyond great food, our customers also gain insights to help them stay competitive, no matter their size. Our portfolio includes creative solutions geared at helping food industry professionals compete in foodservice, retail, in-store bakery, deli, and prepared foods, among others. Working in 100 locations globally, with annual sales exceeding $4 billion, Rich’s is a global leader with a focus on everything that family makes possible. Rich’s®—Infinite Possibilities. One Family.
Purpose Statement
The Head of Marketing - Bakery is a key role responsible for leading, developing and executing marketing strategies that enhance the company’s brand, increase market share, and drive revenue growth across the bakery division of the business. This role requires a visionary leader with a strong background in strategic planning, digital marketing, brand management, and market analysis. The role requires strong expertise in brand management, digital marketing, and campaign execution, combined with the ability to collaborate effectively across departments.
Key Accountabilities/Outcomes
1. Strategic Planning:
- Develop and implement marketing strategies tailored to the bakery division.
- Conduct market research and analysis to identify growth opportunities and consumer trends.
- Set clear short- and long-term objectives for bakery marketing initiatives.
2. Brand Management:
- Ensure consistent brand positioning for bakery across all channels.
- Drive campaigns that enhance brand awareness and loyalty within the bakery category.
3. Marketing Campaigns:
- Plan, execute, and monitor bakery-specific campaigns across digital, print, and events.
- Analyze the effectiveness of marketing campaigns and adjust strategies as needed.
- Collaborate with sales to ensure marketing supports commercial priorities.
4. Digital Marketing:
- Lead bakery-focused digital strategies (SEO, social media, content marketing).
- Stay current with digital trends to maintain a competitive edge.
5. Collaboration:
- Work closely with the Head of Marketing for f’real to ensure alignment and leverage synergies between the two marketing functions.
- Share best practices, coordinate joint initiatives where appropriate, and maintain open communication to avoid duplication and maximize impact.
6. Team Leadership:
- Manage and mentor direct reports, providing guidance and support for their professional development.
- Foster a collaborative and innovative team environment.
- Set performance metrics and conduct regular performance evaluations.
7. Budget Management:
- Develop and manage the marketing budget, ensuring efficient allocation of resources.
- Monitor and report on financial performance related to marketing activities.
8. Stakeholder Engagement:
- Work closely with the executive team, product development, sales, and other departments to align marketing strategies with overall business objectives.
9. Market Analysis:
- Conduct competitor analysis and identify market trends to inform strategic decisions.
- Use data-driven insights to optimize marketing strategies and improve ROI.
Knowledge/Skills/Experience
• Demonstrable experience and ability in influencing and engaging with senior leaders both internally and externally.
• Experience of strategy development and strategic planning.
• Demonstrable experience in leading and developing high performance teams.
• Experience in leading change.
• Food industry experience (ideally food manufacturing)
• Significant B2B experience and ideally some B2C
• Experience of Own Label environments and also ideally with some branded / consumer product experience.
• Development, evaluation and delivery of new business opportunities, delivering substantial revenue and margin growth.
• Delivering substantial profitable growth through input into the design, development and launch of new products and solutions.
• Proven success in delivering growth through consumer, customer and market analysis & insight.
• Significant experience in fast paced, customer centric, high growth environments.
• In depth understanding of current marketing concepts, strategy and best practice.
• Know how to shape the narrative around developing reputation and company brand.
• Excellent commercial acumen, broad business understanding, including sales, product development, finance, operations and procurement.
• Managing external agencies and partner relationships
• Budget control and management
Rich Products Corporation welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.
