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Retail Marketing Manager


Emeryville, CA, US, 94608

Req ID:  24185

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 .


About Us

f’real, a wholly-owned subsidiary of Rich Products Corporation, designs, sells and markets authentic milkshakes, smoothies and frappes all made from real ingredients – ice cream, fruit, milk and coffee. f’real f’natics freshly blend our delicious products in our patented blender in almost 20,000 locations across the globe.  f’realies (aka employees) have one purpose – to create happiness in a cup for people everywhere by blending delicious flavors with magical moments!


The Retail Marketing Manager (RMM) is responsible for ensuring that the voice of the retail customer is embedded in all business decisions and aligned with brand priorities.  This individual’s focus is driving engagement with and sales at our core strategic c-store accounts.  Accordingly, the RMM develops and executes shopper marketing strategies including TPRs and merchandising plans as well as customer-specific, traffic driving media. The RMM helps collect and synthesize industry and retail insights and shares the information with internal and external partners.  In addition, the RMM manages our yearly Business Review, Marketing Plans and our annual Marketing & Sales meeting.  

Job Responsibilities

Key Account Retail Marketing

  • Partner with Sales to build strong customer relationships with our “Elite 12” strategic accounts to encourage partnership and drive demand through the Joint Business Planning process. 
  • Develop and execute customer marketing campaigns and tools that are grounded in shopper insights and consistent with customer segmentation, consumer targeting, brand positioning and brand equities. 
  • Drive f’real’s retail merchandising strategy and execution. 
  • Analyze the effectiveness of our marketing and trade programming and evaluate implications for future support. 


Customer and C-store Trends & Insights

  • Develop and leverage shopper, channel and category insights that drive shopper programming and customer strategies.


Annual Planning

  • Lead the Business Review process with Sales & Marketing to ensure we capture key insights, learnings and recommendations to inform Marketing Plans. 
  • Manage the development of the annual Marketing Plan that defines our strategy and tactics for the coming year. 


Budget Management

  • Manage the Retail Marketing budget, including development, tracking and forecasting. 


 Position Core Competencies

Retail Marketing

  • Create customer strategies and solutions that drive volume, velocity and growth
  • Foster strong customer relationships in conjunction with sales organization
  • Develop sales plans that align with key customers and are consistent with brand strategy
  • Generate shopper marketing learnings and translate these into business strategies


Marketing Program Development

  • Design and execute national customer marketing campaigns and tools that are grounded in shopper insights and consistent with customer segmentation, brand equity and message 
  • Provide perspective to cross functional teams to ensure customer perspective is represented in product and program development 


Sales Strategy

  • Establish clear national sales strategy goals, objectives, tactics and measures 
  • Develop plans related to opportunities and risks in volume, velocity and innovation 


Program/Promotion Evaluation

  • Develop analytical and reporting tools to monitor program and promotion performance and establish best practices



  • Organizational and cross functional leader and motivator: 
    • Highly communicative and drives alignment
    • Inspires and motivates others across the organization       
    • Strong cross-functional partner
  • Action Driver
    • Great initiative to “make things happen” 
    • Passionate driver of results              
    • Decisive and biased towards action 
  • Positive and open-minded – see possibilities vs. obstacles; “anything is possible” mentality 
  • Comfortable with ambiguity and risk-taking – can balance information vs. gut and be fearless 
  • Thrives in entrepreneurial environment - can be scrappy, creative and resourceful while also building structure and process to create efficiencies 
  • Intellectually curious 
  • Comfort workinginafast-faced,constantly-changing environment 



  • Bachelor’s degree in marketing, sales, business or related field required.  MBA preferred. 
  • Minimum 4 years relevant customer and shopper marketing/sales planning experience. 
  • Experience with foodservice, distributors and retail or CPG industry—c-store experience a plus. 
  • Proven success developing shopper/customer marketing strategies and programs to drive business results. 
  • Ability to work and execute cross-functionally with Sales, Marketing, Finance, Operations, etc. 
  • Must possess quantitative and analytical skills. 
  • Proficiency in Excel, Word, Powerpoint, and Salesforce. 
  • Outstanding written, oral and presentation skills required – both to leadership and to customers. 
  • Experience in leading teams. 


 Job Requirements

Some level of travel required for field visits, customer meetings, company meetings, conferences and trade shows (approximately 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, 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: San Francisco
Nearest Secondary Market: Oakland

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

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