Senior Director Customer Planning

Bimbo Bakeries USA•Irving, TX

13d•$181,600 - $254,200

About The Position

The Senior Director, RGM - Trade Investment & Promotional Strategy leads the strategy, governance, planning, and performance management of Bimbo Bakeries USA’s total trade investment, including on-invoice and off-invoice discounts. The role defines how promotional investment supports brand roles, customer strategies, revenue growth, and margin expansion, converting enterprise strategy into customer-level promotional plans, targets, guardrails, and investment decisions. It works across Sales, Marketing, Finance, Category Management, Demand Planning, and Revenue Growth Management, balancing growth and profitability while creating disciplined investment practices and a fact-based learning agenda. The position is responsible for trade investment governance and budget management; enterprise promotional strategy and targets; customer-level planning; trade efficiency, ROI, and financial performance; closed-loop evaluation and learning; planning, forecasting, and execution discipline; and cross-functional leadership. The leader also recruits, develops, and inspires a high-performing team and strengthens promotional capabilities across the organization.

Requirements

Bachelor’s degree required.
10+ years of progressive experience in Revenue Growth Management, Commercial Finance, Sales Finance, Trade Strategy, Customer Strategy, Category Management, or related commercial roles within a consumer-packaged goods organization.
Demonstrated expertise in trade investment management, promotional strategy, customer planning, financial evaluation, and performance management.
Strong understanding of CPG commercial economics, including gross-to-net management, on-invoice and off-invoice discounts, trade accruals, customer P&Ls, and promotional ROI.
Proven ability to connect brand roles, consumer and shopper insights, customer strategies, and financial objectives to actionable promotional plans.
Strong analytical and problem-solving capabilities, including evaluating scenarios, synthesizing complex information, and making clear recommendations.
Proven ability to influence senior leaders, challenge constructively, and drive alignment across Sales, Marketing, Finance, and other cross-functional partners.
Exceptional communication and storytelling skills, including simplifying complex trade-offs and translating analytics into decisions.
Strong people leadership, organizational, budget management, and change management capabilities.
Results-oriented and resourceful, with comfort navigating ambiguity while building new processes and capabilities.
Able to adapt approach and attitude in real time to changing situations.
Able to create a climate that motivates people to help achieve organizational objectives.
Holds self and others accountable for commitments.
Able to make sense of complex, high-volume, and sometimes contradictory information to solve problems.

Nice To Haves

MBA or advanced degree.

Responsibilities

Define enterprise trade investment strategy and principles for investment across brands, customers, channels, and promotional vehicles.
Lead governance of the total trade budget, including allocation, authorization levels, controls, risk management, and escalation of exceptions.
Provide transparency into on-invoice and off-invoice discount mix and recommend investment structures based on business objectives, customer economics, financial impact, and execution needs.
Establish investment guardrails that protect profitability while enabling customer growth and strategic flexibility.
Define enterprise promotional strategy, objectives, success measures, targets, and guardrails by brand role, portfolio priority, channel, and customer.
Ensure promotional decisions account for consumer and shopper behavior, customer dynamics, competitive context, price-pack architecture, and willingness to pay.
Partner with Brand Marketing and RGM Strategy to clarify the role of promotion in brand growth algorithms and commercial plans.
Lead customer promotional plan development, connecting enterprise priorities with account-specific opportunities and constraints.
Partner with Sales and Customer teams to optimize event calendars, investment levels, promotional mechanics, and funding approaches.
Evaluate incremental funding requests and exceptions using fact-based analysis, scenario analysis, and decision criteria.
Integrate promotional plans into annual operating plans, customer business planning, forecasting, and commercial routines.
Evaluate promotional economics and trade efficiency using revenue, volume, incrementality, margin, ROI, and strategic value measures.
Partner with Commercial Finance to quantify investment choices, identify value creation opportunities, assess risks, and support executive decisions.
Identify low-return or non-strategic spending and reallocate investment to higher-value brands, customers, channels, and events.
Monitor budget performance, commitments, accruals, forecasts, and variances, and support timely corrective action.
Lead pre-event evaluation, in-market tracking, post-event analysis, and portfolio reviews to establish a plan-execute-measure-learn-improve cycle.
Establish performance scorecards, benchmarks, test-and-learn protocols, and learning repositories; use findings to improve promotional design, customer plans, investment allocation, and forecast assumptions.
Scale proven practices and stop or redesign activities that do not achieve intended consumer, customer, or financial outcomes.
Partner with Demand Planning, Sales, and Finance to improve promotional forecast quality and align volume, revenue, trade spend, supply, and P&L expectations.
Create processes, decision rights, calendars, and handoffs from strategy through execution and settlement.
Improve data quality and process compliance to provide reliable visibility into committed, planned, and actual trade investment.
Partner with RGM Capabilities, Analytics, Digital, and IT to advance promotional tools, analytics, reporting, and workflow automation.
Advise Sales, Marketing, Finance, Category Management, Supply Chain, and executive leadership on trade investment and promotional decisions.
Build alignment on business priorities, investment trade-offs, performance gaps, and corrective actions.
Recruit, develop, and inspire a high-performing team with RGM, commercial finance, analytics, and customer planning capabilities.
Foster ownership, curiosity, collaboration, accountability, and continuous improvement.