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Director of Retail Marketing


Emeryville, CA, US, 94608

Req ID:  22428

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 .

f’real foods is a growing frozen beverage company that designs and markets great-tasting milkshakes, smoothies and frappes.  f’real f’natics (people who love our products!) freshly blend our delicious beverages in a patented blender that can be found in almost 20,000 locations across North America, and now internationally.  A wholly-owned subsidiary of Rich Products Corporation, our company has grown by leaps and bounds, yet f’realies (team members) still maintain our entrepreneurial spirit and culture. 


Job Description

The Director of Retail Marketing (DRM) is responsible for providing leadership of shopper strategies, programs and plans to support convenience-store customers and drive f’real’s success in this channel.  This individual ensures that the voice of the shopper, customer and category are embedded in all business decisions and aligned with brand priorities to drive equity and growth of both f’real’s equipment & cups. The key focus of this position is supporting, engaging and driving velocity with our “Elite 11” key c-store customers. This role also supports the growth of our independent & regional distribution network. The DRM also manages Field Marketing, which includes all monitoring, reporting, training and organizational sharing of in-store execution efforts. Additionally, this role is responsible for the TPR and Retail Marketing budgets. This role works extremely collaboratively with Sales and other cross functional groups at f’real.


Job Responsibilities

Retail Marketing Strategy

  • Establish clear national sales strategy goals, objectives, tactics and measures and monitor performance, in conjunction with Sales
  • Develop annual and long-term Retail Marketing business plans to drive our key objectives and align with our 3-year strategy
  • Define customer segmentation strategy with Sales partners
  • Determine go-forward team structure and allocation of responsibilities
  • Create a strategic vision for the Retail Marketing team that continues to evolve the way in which we support our partners and drives innovation in our B2B communication and execution
  • Develop category and shopper insights to: 1) provide a category management perspective to retail partners; 2) guide recommendations for demand support/equipment expansion
  • Partner closely with Consumer Marketing to ensure that the voice of our consumer and brand are delivered through all communication touchpoints


Elite 11/Key Account Retail Marketing

  • Co-lead our Elite 11 key account cross-functional team to drive our #1 company strategic initiative of driving velocity with these critical customers through programming, promotions and retail partnerships
  • Lead the Joint Business Planning process with Sales and our key customers
  • Work closely with Brand Team on LTO and product strategy
  • Analyze the effectiveness of our marketing programming & promotions, and evaluate implications for future support


Field Marketing

  • Lead Field Marketing team in the support of the Elite 11, Food Service, College & University customers to drive in-store execution excellence, resulting in positive same store sales trends and distribution expansion:
  • Crowd Sourcing: strategy, Field Agent (crowd sourcing vendor) partnership, collection and sharing of learnings and recommendations
  • Merchandizing: strategy development, plan execution and reporting/monitoring of implementation of merchandising recommendations
  • Training: customer equipment training, mostly for key accounts and strategic new customers
  • Virtual Field Marketing: remote guidance and in-store execution recommendations and support
  • Field Audits: store visits to monitor key trends, customer execution, and quality checks
  • C&U programming: lead C&U planning, events and student ambassador program


Regionals / Independents

  • Establish clear Regional sales strategy goals, objectives, tactics and measures and monitor performance in conjunction with Sales
  • Develop, execute and measure the results of National Promotion campaigns, aimed at driving awareness and velocity across regional accounts
  • Partner closely with the Inside Sales team to drive Independent location expansion, including:
  • Leadership of overall communication strategy
  • Development and deployment of Pardot CRM customer journeys and campaigns; reporting and assessment of best practices and future innovation
  • Further maximize the efficiency and effectiveness of lead capture:
    • Trade show support
    • SEM/SEO
    • B2B digital marketing



  • Drive f’real’s presentation at retail with a focus on POS, planograms and merchandising execution
  • Manage customer marketing budgets, agency resources, and external partners and vendors
  • Oversee development of Retail website, reporting, maintenance and future innovation
    • Drive customer journeys, leading to conversion to equipment sales
    • Support current customers including POS and key assets, e.g. social media
    • Link with customer support to improve effectiveness of our service proposition
  • Lead quarterly Marketing & Sales conference calls, to share information and align on key decisions & execution
  • Lead annual Business Review and Sales & Marketing meetings
  • Develop and implement sales support tools including: brochures, JBP presentations, pitch and category management decks
  • Provide coaching to direct reports to drive towards successful execution, employee engagement and career progression
  • Provide input to the monthly Sales and Operational Planning process to ensure forecasts and inventory planning is accurate and meets customers’ needs



The ideal candidate has extensive Marketing & Sales experience, and has specifically worked on category management and retail/customer marketing in support of key customers. Key qualifications include:

  • Bachelor’s degree in marketing, sales, business or related field required
  • MBA preferred
  • Minimum 5 years relevant customer and shopper marketing/sales planning experience
  • Management experience with a team of direct and indirect reports, as well as cross functional teams
    • At least 4 years managing direct reports and 2 years managing a team of 3 or more
  • Food service industry experience a plus
  • Proven success developing shopper/customer marketing strategies and programs to drive business results
  • Experience leading and working with cross-functional team including Sales, Marketing, Finance, Operations, etc.
  • Outstanding written, oral and presentation skills required
  • Convenience-store experience a plus


Personal Attributes

  • Proven leader with strong initiative and drive
  • Ability to think both strategically and “big picture,” as well as manage execution
  • Passion for f’real and what we do!
  • Exceptional interpersonal and collaboration skills
  • Strong desire to mentor individuals on team and cross functionally
  • Thrives in entrepreneurial environment - can be scrappy, creative and resourceful while also building structure and process
  • Takes pride and ownership of work, always striving for the best possible results
  • Comfort working in a fast-faced, constantly-changing environment
  • Can-do attitude and good sense of humor


Job Requirements

High level of travel required for field visits, customer meetings, company meetings, conferences and trade shows (30%)

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, 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: San Francisco
Nearest Secondary Market: Oakland

Job Segment: Manager, Marketing MBA, Marketing Manager, Inside Sales, Marketing, Management, Sales

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