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Customer Marketing Manager, Distributors (Foodservice)


Buffalo, NY, US, 14213

Req ID:  23475

Rich’s has been able to pull off something rare in the business world: a culture that successfully blends the latest business practices with family values.  That means our associates are able to work for a great company while also benefiting from a work environment that fosters world class professionalism combined with family intimacy.  Our benefit offerings are reflective of this unique blend of Life, Work and Family .


As a Customer Marketing Manager, Distributors (Foodservice), you will lead the integration and execution of Rich’s marketing initiatives to create enhanced digital experiences via distributor platforms that enable indirect customers to quickly learn about and order Rich’s Foodservice products; support Rich’s strategic digital readiness model for a diverse set of platforms and influence/create content unique to the distribution channel; and, collaborate and align with corporate distribution team in development of strategic plans and represent Rich’s at key industry and distributor events.


Distributor Digital Marketing:

  • Initiate and develop relationships within distributor organizations at all levels to create enhanced digital customer experiences for Company via online platforms such as ecommerce/ordering, content and training hubs.
  • Identify and drive the digital marketing, content and master data requirements for distributor’s digital platforms and work with marketing, sales, and customers to develop and implement
  • Develop and executes plans to support distributor ecommerce account strategies in alignment with Corporate / Foodservice division strategies
  • Identify content gaps via distributor channels and work to optimize content for SEO and to elevate the brand
  • Ensure accounts and products have superior content relative to competition / manufacturer landscape
  • Support existing and establish new processes for transferring master data and content with distributors for product portfolio
  • Identify and suggest ways to improve efficiencies of data management and content sharing
  • Pursue and obtain online sales results and related metrics to evaluate digital strategies and tactics
  • Continuously identify and engage new customers to enhance Rich’s brand on digital platforms and drive incremental sales
  • Monitor and audit distributor platforms to ensure conveys a consistent, superior brand image that attracts customers and drives sales
  • Support innovation efforts to evolve the relevance of our product portfolio for online sales, working with the cross functional teams, Category Business Units (CBUs), and divisions to execute
  • Keep up to date with internet technology, software, and data trends and introduce and/or support new functionality to enhance digital experiences
  • Understand the digital trends and implications of the competitive landscape
  • Distributor Integrated Marketing:
  • Contribute and support growth and presence with foodservice distributors via development and execution of Integrated Marketing Plans, calendar, materials, and events to drive toward achievement of the Annual Operating Plan (AOP)
  • Support key broadline foodservice distributors’ marketing strategies; identify and act upon marketing opportunities for RPC and coordinate with appropriate product marketing associates
  • In conjunction with Corporate distributor team and zone directors, establish and execute against agreed to marketing activities
  • Collaborate with Corporate distributor team to establish marketing agreements/programs in support of objectives and have direct relationship with product marketing associates to facilitate execution
  • Ensure distributor marketing programs/commitments are executed/leveraged on time and within established budget parameters
  • Conduct post distributor promotion/initiative analysis to determine ROI; establish recommendation(s) based on discovery and incorporate into future promotion/initiatives
  • Regularly communicate with CBUs/ product marketing associates regarding distributor marketing plans, results, etc.
  • Partner with product and customer marketing teams to provide support in the development of programming and content to drive brand relevance and awareness with distributor partners
  • Distributor Events:
  • Represent Company at distributor customer events, industry events and other activities
  • Identify, coordinate, and execute sales and marketing plans at strategic distributor and industry events
  • Create tools, content, and/or collateral in support of divisional objectives for broadline distributors and cash and carry customers



Key Accountabilities/Outcomes (Continued)

Distributor Business Reviews:

  • Primary liaison between CBUs/ Product Marketing and Distributor Management associates
  • Collaborate with corporate distribution team in development of distributor strategic plans in alignment with division objectives


Ad hoc:

  • Manage allocated budget for ecommerce/marketing initiatives, for travel/expenses, and for promotional activities
  • Evaluate latent demand for services and platforms to meet distributor needs with positive ROI potential
  • Knowledge/Skills/Experience
  • Bachelor's degree in business, marketing or related field; MBA preferred.
  • 5+ years marketing experience required; in the foodservice channel strongly preferred:

    ◦  Experience leading/ supporting marketing initiatives with digital elements

    ◦  B2B digital and integrated marketing experience in developing and executing creative and successful marketing campaigns preferred.

    ◦  B2B Web Marketing experience including SEO/SEM; video/email marketing; social media marketing; collecting/analyzing data, calculating ROI of online programs, and CRM integration preferred.

    ◦  In-depth knowledge of and interest in online media; up-to-date with latest industry trends and technologie

  • ◦ Understanding of  GS1 standards and GDSN  
  • Sales experience a plus (in the foodservice channel preferred)

    ◦  Demonstrated self-starter; can develop trusted relationships with new customers

  • Demonstrated understanding of benefits and constraints of current internet technologies and basic knowledge of coding languages
  • Demonstrated ability to work in a fast paced environment
  • Excellent written and verbal communication skills including solid presentation abilities with all levels within an organization
  • Demonstrated financial skills and analysis of data (e.g.; interpretation, making recommendations, etc.)
  • Demonstrated project success utilizing project management skills
  • Demonstrated ability identifying, developing, &/or supporting online sales capabilities within organizations
  • Demonstrated success in working with senior leaders to secure support for execution and implementation
  • Demonstrated success in navigating ambiguous situations where an established way of doing things may not exist &/or needs to be changed


Rich Products Corporation, its subsidiaries and affiliates (“Rich’s”), are committed to a policy of Equal Employment Opportunity and will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin or ancestry, sex, age, physical or mental disability, veteran or military status, genetic information, gender identity, sexual orientation, marital status or any other legally recognized protected basis under federal, state, or local law. The information collected by this application is solely to determine suitability for employment, verify identity, and maintain employment statistics on applicants.


Applicants with disabilities may be entitled to reasonable accommodation under the Americans with Disabilities Act and certain state or local laws. A reasonable accommodation is a change in the way things are normally done which will ensure an equal employment opportunity without imposing undue hardship on Rich’s. Please contact Rich’s Human Resources department if you need assistance completing this application or to otherwise participate in the application process.

Nearest Major Market: Buffalo

Job Segment: Marketing MBA, Marketing Manager, Manager, Product Marketing, Marketing, Management

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