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Senior Shopper Marketing Manager in Horsham, PA at Bimbo Bakeries USA

Date Posted: 11/19/2020

Job Snapshot

  • Employee Type:
  • Location:
    Horsham, PA
  • Job Type:
  • Experience:
    7-10 years
  • Date Posted:
  • Job ID:

Job Description

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!

Bimbo Bakeries USA is part of Grupo Bimbo, the world’s largest baking company with operations in 33 countries. Bimbo Bakeries USA (BBU) 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.

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

Shopper Marketing is an integral component of our integrated marketing approach, driving category, brand and share growth with our top retailers. Shopper marketing amplifies our brand’s strategies and marries them with each retailer’s strategic priorities to develop insight-driven programming to drive household penetration on our strategic brands.

The Shopper Marketing Senior Manager is responsible for leading the shopper marketing team. This associate will be responsible for leading the team in creating best-in-class, shopper-centric activations grounded in consumer, shopper and retail insights and presenting them to buyers, shopper marketing managers and internal account executives. This position will collaborate cross-functionally with Category Management, Customer teams, sales, Brand Marketing, Finance, World-class Branding Center, DSD Excellence (Sales Execution), e-commerce and the shopper marketing agency.

As the Senior Manager of Shopper Marketing, you will be at the heart of the Bimbo Bakeries U.S.A.  (BBU) Shopper universe. You will help BBU Marketing and Sales teams make decisions that will drive growth of BBU brands through acquisition, engagement, and monetization, directly leading to the accomplishment of annual goals.

Key Job Responsibilities:

  •  The Senior Shopper Marketing Manager will collaborate with the Senior Director of Marketing to develop annual shopper marketing business plans for BBU strategic brands and customers with appropriate objectives, strategies, programs, tactics and rationale.
  •  Develop and execute shopper media plans that align with the shopper’s path to purchase, brand strategy and customer strategic plans that will drive profitable growth.
  • Lead shopper marketing team and shopper marketing agency relationship, overseeing flawless execution of agency work
  •  Drive executional excellence of integrated shopper marketing campaigns by setting clear objectives and track performance against KPIs
  • Develop localized shopper marketing business plans in conjunction with the Brand Team, Market Area and Retailer Customer Teams. Anticipate and manage the revision of plans as needed to address an ever changing competitive environment.
  • Manage the shopper marketing A&P Budget, track shopper marketing expenditures and evaluate program based on ROI and KPI results.  Evaluate forward recommendations.
  •  Identify concerns and opportunities, and develop plans to address.
  • Lead Key Shopper Marketing Cross Functional Planning Calls

o   Manage programs, develop action plans, lead the team to share results and forge collaboration between World-class Branding Center (merchandising), DSD Excellence (Sales execution), Brand Team and Business Units.

  • Continually challenge the status quo and educate the organization on Shopper Marketing
  •  Manage research projects, including lead the Shopper Marketing portion of the Marketing Mix Analysis.
  • Manage output of several direct reports (Shopper Marketing Leads). Ensure they are building plans at their customers that align to BBU Brand priorities.

Job Requirements

  • Bachelor’s Degree in marketing or related field, MBA preferred, with 7-10 years Brand Management, Shopper marketing, consumer packaged goods or food industry experience
  •  A combination of education, training and experience that results in demonstrated competency to perform the work may be substituted
  • Strong understanding of business planning and strategy, marketing principles, analysis, promotions, budgeting, project management, forecasting
  • Develop insights that lead to strong concepts and creative briefs
  • Previous project management work experience
  • Experience managing day-to-day Agency and Supplier relationships
  • Strong ability to manage people with and without having direct organizational authority
  • Demonstrated analytical skills with the ability to generate business insights from diverse data sources

•         Proficiency working in Microsoft Word, Excel and PowerPoint



  •  MBA or Master’s Degree, MS, major in Marketing
  •  Experience in Consumer Packaged Foods strongly preferred
  • Direct creative agencies from insight-driven assignment briefs to outstanding executions
  • Experience with IRI, Spectra, 84.51 and industry standard data-points a plus
  • Strong Analytical skills with the ability to generate business insights from diverse data sources.
  •  Experience in Marketing Plan Development and Execution
  • Expert in Sales Data Mining (Margin Minder) and Microsoft Office
  • Strong manipulation of IRI consumption data with a willingness to master
  • Examples of prior shopper marketing strategy work and results will be requested, along with references
  • All associates applying for an internal position must have a discussion with his/her manager about their interest in a job posting opportunity. The discussion will not preclude the employee from interviewing if their skills meet the job requirements.
  • Willingness to travel

Key Behavioral Competencies:

  • Long Term Shopper Marketing Visionary
  •  Entrepreneurial mindset: The candidate would have the ability to be extremely flexible in a fast-paced, ever-changing environment, is a driver who has the confidence to build strong relationships with top retailers, and who collaborates effectively in a cross-functional team setting.  
  •  Collaborative: The candidate would seamlessly work with multiple stakeholders internally, cross-functionally and externally.
  •  Agile: This candidate would be agile in a rapidly evolving and complex space, always looking to find a solution to drive value for the shopper, customer and BBU.
  •  Data Driven: The candidate would have strong analytical skills and the ability to manipulate data and develop findings from multiple sources.
  •  Strong Communicator: The candidate would have strong communication skills to share, update and present information in a clear and simple manner.
  •  Organized: The candidate would possess strong project management skills.
  • Leader: The candidate would lead better ways of working as well as develop one direct report.

The physical and mental demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job.  Reasonable accommodations may be requested to enable individuals with disabilities to perform the essential functions.

Bimbo Bakeries USA is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, disability, gender, age, national origin, sexual orientation, gender identity, marital status, pregnancy, veteran status, or any other classification protected by law. This policy applies to all aspects of employment, including recruitment, hiring, promotion, compensation, reassignment, layoff, discharge, education, training and all other working conditions. To further the principle of equal employment opportunity, Bimbo Bakeries USA has developed affirmative action plans for minorities and women, qualified individuals with disabilities, and Vietnam-era and special disabled veterans and other protected veterans.