The Role
Leads the vision, portfolio strategy, innovation pipeline, brand activation, and growth roadmap for Bimbo USA’s In-Store Bakery business. Uses consumer, category, customer, and syndicated data insights to drive strategy, customer plans, commercialization, and marketing execution. Partners cross-functionally with Sales, Finance, R&D, Supply Chain, and Operations, manages budgets and agencies, monitors performance, and coaches direct reports. Requires 10+ years of marketing or category management experience in CPG.
Summary Generated by Built In
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!
More than 20,000 associates in bakeries, sales centers, offices and on sales routes work to ensure our consumers have the freshest products at every meal. In addition to competitive pay and benefits, we provide a safe and inclusive work environment that appreciates diversity, promotes development and allows our associates to be their authentic selves.
#LI-SO1
Come join the largest baking company in the world and our family of 20,000 associates nationwide!
Top Reasons to Work at Bimbo Bakeries USA:
Salary Range: $126,100 - $176,500
Annual Bonus Eligibility
Comprehensive Benefits Package
401k & Company Match
The posted salary range reflects the range the Company reasonably expects to pay for this position. Actual starting salary will be determined based on internal pay equity to promote consistency and fairness across comparable roles, while also considering the candidate’s relevant experience and qualifications.
Position Summary:
We are seeking a dynamic marketing leader to join our team as Senior Brand Manager, In-Store Bakery. This role will lead the strategy and growth agenda for Bimbo USA’s In-Store Bakery business, developing a clear vision for where we can win and translating that vision into portfolio strategy, innovation, customer plans and in-market execution.
In-Store Bakery represents a meaningful growth opportunity for Bimbo USA. The Senior Brand Manager will be responsible for identifying the consumer and customer opportunities that can unlock growth across our branded and unbranded portfolio and building the plans to capture them. This individual will work closely with senior leadership and cross-functional partners to define the role of our brands, shape the portfolio and innovation pipeline, and create compelling solutions for our retail customers.
The Senior Brand Manager will lead marketing for a portfolio that includes Goldminer Sourdough, The Cheesecake Factory Brown Bread and Wholesome Harvest, while developing strategic solutions to grow our broader unbranded business. This role requires someone who can move comfortably between vision and execution, using consumer, category and customer insights to make choices and then mobilizing the organization to bring those choices to market.
The ideal candidate is a curious, commercially minded business builder who sees opportunity in white space, challenges conventional thinking and can inspire teams around a clear growth vision. The candidate should have experience building brands, leading people and turning insight into strategies that drive measurable business results.
Key Job Responsibilities:
- Define and lead the vision, portfolio strategy and growth roadmap for Bimbo USA’s In-Store Bakery business, translating consumer, category and customer insights into clear choices around where and how to win.
- Lead strategy and positioning across the branded portfolio, including Goldminer Sourdough, The Cheesecake Factory Brown Bread and Wholesome Harvest, while developing strategic solutions to grow the broader unbranded portfolio.
- Work cross-functionally to build an insight-driven innovation pipeline based on unmet consumer and customer needs, leading opportunities from identification and concept development through commercialization and launch.
- Partner closely with Sales to identify customer-specific growth opportunities and translate portfolio strategy and innovation into compelling customer plans and sell-in stories.
- Own brand activation and oversee internal teams and external agency partners to deliver high-impact, insight-driven marketing programs.
- Influence and align senior cross-functional partners across Sales, Finance, R&D, Supply Chain and Operations to translate the growth strategy into executable business solutions.
- Manage marketing budget and investments strategically, prioritizing resources against the highest-potential growth opportunities and maximizing return on investment.
- Monitor business performance, brand health, consumer behavior and competitive activity to identify emerging risks and opportunities and adjust strategy accordingly.
- Provide leadership, coaching and development to direct reports, creating a high-performing team capable of delivering both strategic and executional excellence.
- Bring an external perspective to the business, identifying emerging bakery, food and consumer trends that could create new opportunities for the In-Store Bakery portfolio.
- Available for travel (10%).
Key Behavioral Competencies:
- Agility & Resilience: Navigates ambiguity and complexity with confidence, adapting strategies in a dynamic environment.
- Curiosity & Growth Mindset: Actively seeks new ideas, perspectives, and continuous learning opportunities
- Talent Development & Coaching: Builds, develops, and empowers high-performing teams through coaching and mentorship.
Key Leadership Competencies:
- Situational Adaptability – Adapts approach and attitude in real time, according to the changing demands of different solutions.
- Drives Engagement - Creates a climate where people are motivated to do their est to help the organization achieve its objectives.
- Ensures Accountability – Holds self and others accountable to meet commitments.
- Manages Complexity – Makes sense of complex, high quantity, and sometimes contradictory information to effectively solve problems.
Education and Work History:
- Bachelor’s level degree, preferably in business or marketing. MBA preferred.
- A combination of education, training, and experience that results in demonstrated competency to perform the work may be substituted.
- 10+ years marketing/category management, CPG experience required
- Experience leading omnichannel programs and cross-category brand partnerships is a plus
- Excellent organizational and communication (written and oral) skills.
- Strong computer skills – MS Office, Excel, PowerPoint
- Experience driving insights from syndicated data (e.g. Nielsen, Circana) and primary/secondary research
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, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, marital status, veteran status, any other classification protected by law.
It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.
Skills Required
- Bachelor’s degree, preferably in business or marketing, or equivalent education, training, and experience
- 10+ years of marketing or category management experience in the consumer packaged goods industry
- Excellent written and oral communication skills
- Strong computer skills, including Microsoft Office, Excel, and PowerPoint
- Experience driving insights from syndicated data such as Nielsen or Circana and primary or secondary research
- MBA
- Experience leading omnichannel programs and cross-category brand partnerships
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The Company
What We Do
Grupo Bimbo is the world's largest baking company, founded in Mexico City in 1945. It manufactures, distributes, and sells fresh and frozen breads, buns, cookies, snack cakes, tortillas, salted snacks, and confectionery goods under more than 150 brands across the Americas, Europe, and Asia. Its mission is to nourish a better world by providing nutritious, high-quality baked products to millions of households.
