Senior Director Customer Planning

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-VB1 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: $181,600 - $254,200 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:

At Bimbo Bakeries USA, Revenue Growth Management is a critical competitive advantage that enables sustainable, profitable growth. The Senior Director, RGM - Trade Investment & Promotional Strategy will lead the strategy, governance, planning, and performance management of BBU's total trade investment, including on-invoice and off-invoice discounts. This leader will define how promotional investment supports brand roles, customer strategies, revenue growth, and margin expansion. Working at the intersection of Sales, Marketing, Finance, Category Management, Demand Planning, and the broader RGM team, the role will convert enterprise strategy into customer-level promotional plans, targets, guardrails, and investment choices. The successful candidate will combine strong commercial and financial acumen with deep promotional expertise. This role is ideal for a strategic operator and change leader who can balance growth and profitability, bring discipline to a complex investment portfolio, and build a fact-based learning agenda that improves future decisions.

Key Responsibilities:

• Own Total Trade Investment Strategy & Governance Define the enterprise trade investment strategy and establish clear principles for where, why, and how BBU invests 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. Create transparency to the mix of on-invoice and off-invoice discounts and recommend the optimal investment structure based on business objectives, customer economics, financial impact, and execution requirements. Establish investment guardrails that protect profitability while enabling customer growth and strategic flexibility.
• Set Promotional Strategy, Targets & Guardrails Define enterprise promotional strategy, objectives, and success measures by brand role, portfolio priority, channel, and customer. Set promotional targets and guardrails, including frequency, depth, duration, mechanics, timing, and expected financial outcomes. Ensure promotional choices are grounded in 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 within each brand’s growth algorithm and commercial plan.
• Translate Strategy into Customer-Level Plans Lead the development of customer promotional plans that connect enterprise priorities to account-specific opportunities and constraints. Partner with Sales and Customer teams to optimize event calendars, investment levels, mechanics, and funding approaches while maintaining strategic and financial guardrails. Challenge incremental requests and exceptions using fact-based evaluation, scenario analysis, and clear decision criteria. Ensure promotional plans are integrated into annual operating plans, customer business planning, forecasting, and commercial routines.
• Drive Trade Efficiency, ROI & Financial Performance 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 spend and lead reallocation toward higher-value brands, customers, channels, and events. Monitor budget performance, commitments, accruals, forecasts, and variances to ensure delivery of financial targets and timely corrective action.
• Build a Closed-Loop Performance & Learning System Lead pre-event evaluation, in-market tracking, post-event analysis, and periodic portfolio reviews to create a consistent plan-execute-measure-learn-improve cycle. Establish standardized performance scorecards, benchmarks, test-and-learn protocols, and learning repositories. Translate results into clear actions that improve future promotional design, customer plans, investment allocation, and forecast assumptions. Scale proven practices and stop or redesign activities that do not deliver the intended consumer, customer, or financial outcomes.
• Strengthen Planning, Forecasting & Execution Discipline Partner with Demand Planning, Sales, and Finance to improve promotional forecast quality and alignment among volume, revenue, trade spend, supply, and P&L expectations. Create clear processes, decision rights, calendars, and handoffs from strategy through execution and settlement. Improve data quality and process compliance so leaders have a reliable view of committed, planned, and actual trade investment. Partner with RGM Capabilities, Analytics, Digital, and IT to advance promotional tools, analytics, reporting, and workflow automation.
• Lead Cross-Functional Alignment & the Team Act as a senior thought partner to 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 strong RGM, commercial finance, analytics, and customer planning capabilities. Foster a culture of ownership, curiosity, collaboration, accountability, and continuous improvement.

Education and Work History:

• Bachelor's degree required; MBA or advanced degree preferred.
• 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, with the ability to evaluate scenarios, synthesize complex information, and make 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, with the ability to simplify complex trade-offs and translate analytics into decisions.
• Strong people leadership, organizational, budget management, and change management capabilities.
• Results-oriented, resourceful, and comfortable navigating ambiguity while building new processes and capabilities.

Leadership Competencies:

• Adapts approach and attitude in real time, according to the changing demands of different situations.
• Creates a climate where people are motivated to do their best to help the organization achieve its objectives.
• Holds self and others accountable to meet commitments.
• Makes sense of complex, high quantity, and sometimes contradictory information to effectively solve problems.

Measures of Success

• Improvement in trade investment productivity, promotional ROI, incrementality, and margin delivery.
• Delivery of total trade budget, forecast, accrual, and financial commitments with disciplined controls.
• Clear enterprise promotional strategy, targets, and guardrails translated into customer-level plans.
• Optimized balance of on-invoice and off-invoice investment aligned with strategic and financial objectives.
• Improved promotional forecast accuracy, execution discipline, and post-event learning adoption.
• Reallocation of investment from low-return activity to higher-value growth opportunities.

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.