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Senior Marketing Manager


Emeryville, CA, US, 94608

Req ID:  23772

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.  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.  


The Senior Marketing Manager (SMM) is responsible for leading and managing the brand and product plans for f’real. This role helps develop the brand positioning, and leads the base business product plan, pricing strategy, Marketing Plan process, consumer & industry insights, and marketing budget. This position is critical in helping to understand the external environment, the evolution of our point of difference, how our products support consumer needs and how we go to market. 

Areas of Responsibility

Marketing Plans: 

  • Leads annual Marketing Plans. 
  • Represents the brand strategy in communications and decision-making with cross-functional partners including sales, finance, operations and product development.  
  • Prepares content for annual Sales & Marketing meeting.  Prepares the sales organization to meet with customers to discuss the following year’s plans.

Research & Insights: 

  • Utilizes consumer insights, 3rdparty data and internal information to understand, anticipate, and translate consumer desires into sound product strategies.  
  • Develops understanding of competitive landscape.
  • Builds strong knowledge of key customers.
  • Uses insights to create product roadmap for following year.

Portfolio Management: 

  • Manages the brand’s product portfolio.  
  • Ensures that product, formulation and packaging design meet strategic guidelines.  
  • Partners with sales and uses historical data to forecast volume, plan SKU rationalization, etc. 
  • Partners with finance to understand COGS by SKU.


  • Leads the licensing strategy and external partnerships to leverage external equities.
  • Negotiates contracts and addendums.

Business Analysis: 

  • Performs and supervises business analysis of portfolio performance and makes recommendations to optimize market execution.

Budget Management

  • Determines annual budget needed to support research, creative agencies, packaging and POS needs.  Manages funds to direct this work.  
  • Manages overall marketing team budget, including monthly reconciliation and reporting process.


  • Tracks competitive pricing.
  • Develops and evolves f’real’s pricing strategy, analysis, communication & execution.

IBP Leadership: 

  • Leads development of presentation and sharing of monthly cross functional Integrated Business Planning (IBP) process.


  • Recruits, trains and develops one direct report.



  • 7+years ofmarketing experience, preferablyinconsumer-packagedgoods, food serviceand/or retail 
  • BS/BA degree required, preferably in Marketing, Communications or related field 
  • MBA preferred
  • Convenience store and/or food service experience a plus
  • Outstanding oral and written communicationskills 


Core Competencies

  • Leadership: Able to motivate and ignite cross functional counterparts and direct reports towards the product vision and garner their support of key initiatives.
  • Brand/Consumer Focus: Leads insights to identify and hone the target consumer; able to articulate a competitive brand positioning; manages creative strategy.
  • Experience in New Product Development, Testing and LaunchGenerates concepts, leads analysis and recommendations, and manages launch of new products.
  • Strategy/Planning :Leads the development of the Marketing Plan & Business Review; develops & executes new business cases.
  • Innovation/Creativity: Leads learnings, best practices, new processes/approaches and product innovation; leads brainstorming to generates big new ideas; takes initiative to challenges the status quo and seek continuous improvement.
  • Financial acumen & analytics: Manages forecasting, budgets and utilizes all organizational tools in reporting, analysis and implications; manages key P&L levers and focused on ROI of key initiatives.
  • Project Management: Able to manage cross functional team and all elements of a market commercialization process including product development leadership, packaging, marketing materials, customer coordination, operations oversight, etc. 
  • Analytics: Comfort with and experience in managing P&Ls and developing business models, budgets and business analysis.
  • Managerial Experience: At least 2 years managing direct reports.



  • Inspirational & collaborative: Inspires others across the organization, highly communicative and drives alignment.
  • Results orientation: Hasgreat initiative to “make things happen,” is a passionate driver of results, and is decisive and biased towards action.
  • Comfort with ambiguity: Possesses high self-confidence and belief in the 80/20 rule – able to make informed decisions without full information, can manage risks and balance information vs. gut.
  • Positive and open-minded: Sees possibilities vs. obstacles and has “anything is possible” mentality.
  • Thrives in entrepreneurial environment: Can be creative and resourceful, while also building structure and process to create efficiencies in a fast-paced, constantly-changing environment.
  • Intellectually curious: Challenges the status quo and is always asking questions to drive better business understanding.

Job Requirements

Some level of travel required for field visits, customer meetings, company meetings, conferences and research (less than 20%)



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, Marketing Communications, Marketing, Management