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Senior Marketing Manager


Emeryville, CA, US, 94608

Req ID:  24543

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 .


Meet f’real

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!


Meet Your Job


The Senior Marketing Manager 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. 


Responsibilities include:

  • Leads annual Marketing Plans. 
  • Represents the brand strategy in communications and decision-making with cross-functional partners.  
  • Prepares content for annual Sales & Marketing meeting.  Prepares the sales organization to meet with customers to discuss annual plans.
  • Utilizes consumer insights, 3rd party 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.
  • 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. 
  • Partners with finance to understand COGS by SKU.
  • Leads & negotiates licensing strategy and external partnerships to leverage external equities.
  • Performs and supervises business analysis of portfolio performance and makes recommendations to optimize market execution.
  • Determines & manages annual budget needed to support research, creative agencies, packaging and POS needs.  
  • Manages overall marketing team budget.
  • Tracks competitive pricing.
  • Develops and evolves f’real’s pricing strategy, analysis, communication & execution.
  • Recruits, trains and develops one direct report.


  • 7+years of marketing experience, preferably in consumer-packaged goods, food service and/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 



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