Vice President Media and Creative

Bimbo Bakeries USA • Irving, TX

12h • Onsite

About The Position

Bimbo Bakeries USA (BBU) is a leader in the baking industry, known for its category leading brands, innovative products, freshness, and quality. It is part of Grupo Bimbo, the world’s largest baking company with operations in thirty-five countries. Grupo Bimbo is the seventh largest global food company. Not everyone is familiar with the Bimbo Bakeries USA name. However, everyone in the U.S. has enjoyed our many products. Some of our iconic brands and fresh products can trace their histories back to the late 1800s or early 1900s, when our traditions of freshness and value began. Bimbo Bakeries USA’s story started in 1994, when Grupo Bimbo purchased La Hacienda, a California-based tortilla company. The Company entered the U.S. bread market in 1997 with the acquisition of Pacific Pride Bakeries of San Diego. The company grew again in 1998 with the purchase of Mrs Baird’s Bakeries in Texas, which at the time was the largest family-owned bakery in the U.S. The combined operations were renamed Bimbo Bakeries USA. In 2002, BBU acquired the Western U.S. baking business of George Weston Ltd., adding such iconic premium brands as Oroweat®, Entenmann’s®, Thomas’® and Boboli®. In 2009, Grupo Bimbo purchased the remaining U.S. fresh baked goods business of George Weston Ltd., adding brands such as Arnold®, Brownberry®, Freihofer’s® and Stroehmann®. In 2011, BBU completed its largest acquisition to date: Sara Lee’s North American Fresh Bakery business. Adding Sara Lee’s bread business doubled BBU in size, enabling us to better deliver on our mission, vision, and values. Today, BBU operates more than 55 bakeries, employs more than 20,000 associates and distributes products through 12,000 sales routes throughout the United States.

Requirements

• Minimum of 15+ years of marketing experience in several dynamic and competitive categories and with several blue-chip companies recognized for consumer marketing prowess.
• Strong Functional Experience: Proven, deep line brand management skills (in a relevant industry/category that demands speed and flexibility) and an outstanding marketer.
• A career path that clearly points to significant "business changing accomplishments."
• A track record around innovation and creativity in solving business problems.
• Broad experience in leading all aspects of the marketing mix (i.e., not limited to one area of subject matter excellence).
• Has effectively led external communication agencies to maximize business impact.
• Metrics-Driven: Proven experience in identifying key business metrics and implementing a quantitative "dashboard" to evaluate performance against key measures.
• Enthusiastic about analytics, scenario planning, and tracking tools, as this executive will serve as a catalyst for creating an analytically oriented mindset for the entire BBU marketing organization.
• The ability to convert consumer insights and trend data into high impact marketing initiatives.
• Results-oriented: Always focused on measuring results (e.g., ROI and related performance metrics) ensuring we extract the most value from BBU’s spend while balancing BBU’s short-term results with BBU’s long-term brand-building outcomes.
• Cross-Functional Collaboration/Alignment: Can manage and influence a broad set of stakeholders, working collaboratively across departments to guide key cross-functional decisions.
• Demonstrated ability to be seen as a key resource and partner to senior executives and line managers.
• Ability to be a catalyst, shape thinking and gain support, influence others, handle rejections, build buy-in across the organization and positively manage conflict.
• Ability to both drive and enroll the senior marketers to the frameworks, capabilities, and priorities he/she identifies, as well as deliver on needs identified/requested by the regions.
• Thought Leadership and Intellectual Curiosity: The VP MTS will build and lead a team that is perceived internally and externally as providing best-in-class brand building direction and support for the BBU Category Teams.
• Ability to assess the external environment, vision for the future, create capabilities and innovative approaches needed to win in an ever-changing world, and be a change agent to get those innovative approaches implemented across the organization.
• Team Orientation: Given that the Media & Creative Team is a catalyst for change through the commercial/brand teams, they must be a true team player who establishes and fosters an approach to the business which stimulates effective communication, teamwork, and creativity in solving problems and identifying opportunities.
• Proactively communicate and coordinate with members of the commercial teams and senior management in determining needs and requirements.
• A Superb Team Builder: Known for building and leading high-performance teams, the successful candidate will have also shown the ability to prioritize and realign resources to best capitalize on strategy and market opportunities.
• People Development: This team will be looked to for marketing inspiration around the (BBU) world, the vice president must build a world class team of talent.
• Bachelor's degree in marketing, or a related field required.
• 15 + years of relevant experience - minimum 5+ years of deep digital experience.
• Experience managing agencies across creative, packaging, digital, social, PR, and media.
• Strong understanding of content production.
• Experience co-creating with creators and influencers.
• Experience with packaging design, aligned to best practices to stand out on the shelf.
• Understanding of website functionality, architecture, user interfaces, and navigation to consult with brand teams when planning enhancements and launching new websites.
• Ability and willingness to travel 25 – 30% of the time (US + Global).

Nice To Haves

• A master's degree preferred.
• Consumer Packaged Goods (CPG) experience is a plus.

Responsibilities

• Oversee the development, implementation, and execution of full funnel media campaigns and leading-edge creative while managing a team of 30+ BBU associates, a cross-functional agency ecosystem, and measurement partners.
• Elevate the quality of consumer marketing within the company by providing strategic thought leadership and an enterprise-wide approach for marketing technical expertise across the media and creative landscape.
• Oversee a team of centralized subject matter experts across creative development, media planning, media buying, design, packaging graphics and social media strategy.
• Set the bar for what world class marketing means in and outside of the company.
• Measure the company's progress and identify issues and areas/opportunities to continue BBU’s momentum to go to the next level and develop the core fundamentals and plan necessary to achieve our transformation ambitions.
• Continuously optimize the effectiveness and efficiency of BBU’s pull marketing investment and support the SVP of Marketing on brand-level investment across the portfolio.
• Collaborate with the Omnichannel and RGM Leader on opportunities to balance short-term and long-term growth opportunities across the enterprise.
• Build a culture of marketing innovation through creative effectiveness design and centralization and governance of a creative services team.
• Ensure best-in-class brand assets are applied strategically across all consumer touchpoints.
• Leverage Grupo Bimbo’s packaging design system best practices to ensure our products stand-out on shelf, and work with our pre-press partners to ensure our packaging meets our printing standards.
• Strengthen paid, earned, shared, and owned social media strategy, execution, and measurement, including leveraging cultural agility.
• Partner with our media agency of record to support brands in connections planning, flawless media execution, and joint business partnerships.
• Oversee testing and adoption of new advanced analytics, marketing mix models and A/B testing environments.
• Act as the lead storyteller to evangelize BBU’s marketing value story throughout the organization.
• Partner with BBU’s Category VPs as peers in developing and executing brand strategies, during annual planning, by providing ongoing insights and capability support and expertise.
• Create and lead a team of marketing excellence professionals who serve to inspire and consult with the BBU community toward the creation of world class marketing initiatives.
• Routine engagement in and contribution to Grupo Bimbo’s Global Marketing Leadership Team meetings (virtual + in-person).

Benefits

• competitive pay and benefits
• safe and inclusive work environment that appreciates diversity, promotes development, and allows our associates to be their authentic selves

What This Job Offers

• Job Type: Full-time
• Career Level: Executive