Director Customer Planning

#LI-VB1

Come join the largest baking company in the world and our family of 20,000 associates nationwide!

Top Reasons to Work at Bimbo Bakeries USA:

Salary Range: $151,300 - $211,800

Annual Bonus Eligibility

Comprehensive Benefits Package

401k & Company Match

The posted salary range reflects the range the Company reasonably expects to pay for this position. Actual starting salary will be determined based on internal pay equity to promote consistency and fairness across comparable roles, while also considering the candidate's relevant experience and qualifications.

Position Summary:

At Bimbo Bakeries USA, Revenue Growth Management is a critical competitive advantage that enables sustainable, profitable growth. The Director, RGM - Trade Investment & Promotional Strategy will lead trade investment strategy, promotional planning, and performance management for an assigned geographic region.

Reporting to the Senior Director, RGM - Trade Investment & Promotional Strategy, this leader will translate national strategies, targets, and investment guardrails into actionable regional and customer plans. The role will own regional trade investment performance, including the management and optimization of on-invoice and off-invoice discounts.

This leader will serve as the primary RGM partner to Regional Sales leadership and will work closely with Finance, Marketing, Category Management, Demand Planning, and the broader RGM team. The successful candidate will combine commercial and financial acumen with strong customer planning capabilities to improve promotional effectiveness, investment productivity, and profitable regional growth.

ROLE MANDATE Own trade investment strategy, promotional planning, and performance for an assigned region by translating national direction into customer-level plans, managing the regional trade budget, and driving a closed-loop process to plan, execute, measure, learn, and continuously improve.

Key Responsibilities:

Own Regional Trade Investment Strategy & Performance

• Own trade investment strategy, priorities, and performance for an assigned region within the national framework established by the Senior Director.
• Translate enterprise promotional strategies, investment principles, targets, and guardrails into regional customer plans and operating priorities.
• Ensure regional trade investments align with brand roles, portfolio priorities, customer strategies, and revenue and margin objectives.
• Serve as the regional expert on trade investment effectiveness, promotional economics, and performance improvement.

Lead Regional Budget Management & Governance

• Own the regional trade budget, including allocation, commitments, forecasts, accruals, variances, and delivery against financial targets.
• Manage and optimize the regional mix of on-invoice and off-invoice discounts based on customer economics, financial impact, and execution requirements.
• Apply national governance standards, authorization levels, and controls, escalating material risks and exceptions when required.
• Create transparency to planned, committed, and actual spending and lead timely corrective actions when performance is off track.

Develop Customer Promotional Strategies & Plans

• Partner with Regional Sales and customer teams to develop customer-specific promotional strategies and annual plans.
• Optimize promotional calendars, event selection, investment levels, timing, frequency, depth, duration, and mechanics across regional customers.
• Adapt national direction to regional customer dynamics while maintaining strategic and financial guardrails.
• Integrate promotional plans into customer business planning, annual operating plans, forecasting, and commercial routines.

Optimize Trade Efficiency, ROI & Financial Outcomes

• Evaluate regional promotional investments using revenue, volume, incrementality, margin, ROI, and strategic value measures.
• Partner with Regional Finance to quantify investment choices, evaluate risks, and support customer and leadership decisions.
• Identify low-return or non-strategic spending and recommend reallocation toward higher-value customers, brands, channels, and events.
• Challenge incremental investment requests and exceptions through fact-based analysis, scenario evaluation, and clear decision criteria.

Drive Promotional Performance & Continuous Improvement

• Lead pre-event evaluation, in-market tracking, post-event analysis, and periodic performance reviews across the region.
• Identify performance drivers, risks, and opportunities and translate learnings into specific changes to future customer plans.
• Build a regional test-and-learn agenda within national standards and share results that can inform broader enterprise strategy.
• Scale successful practices and stop or redesign activities that do not deliver intended consumer, customer, or financial outcomes.

Improve Forecasting, Planning & Execution Discipline

• Partner with Demand Planning, Sales, and Finance to improve promotional forecast accuracy and alignment across volume, revenue, trade spend, supply, and P&L expectations.
• Ensure customer plans follow defined processes, calendars, decision rights, and handoffs from strategy through execution and settlement.
• Improve data quality and process compliance to create a reliable regional view of trade investment and promotional performance.
• Drive adoption of national tools, analytics, scorecards, reporting, and promotional planning processes.

Partner with Regional Leadership & Build Capabilities

• Act as the lead RGM advisor to Regional Sales leadership on trade investment, promotional strategy, and customer decisions.
• Influence regional priorities and investment trade-offs through clear, data-driven recommendations and constructive challenge.
• Partner with the national RGM team to deploy capabilities, share regional insights, and improve enterprise frameworks and tools.
• Build, coach, and develop a high-performing regional team and foster a culture of ownership, collaboration, accountability, and continuous improvement.

Leadership Competencies:

• Adapts approach and attitude in real time, according to the changing demands of different situations.
• Creates a climate where people are motivated to do their best to help the organization achieve its objectives.
• Holds self and others accountable to meet commitments.
• Makes sense of complex, high quantity, and sometimes contradictory information to effectively solve problems.

Education and Work History:

• Bachelor's degree required; MBA or advanced degree preferred.
• 8-10+ years of progressive experience in Revenue Growth Management, Commercial Finance, Sales Finance, Trade Strategy, Customer Strategy, Category Management, or related commercial roles within a consumer packaged goods organization.
• Demonstrated experience managing trade investment, promotional strategy, customer planning, financial evaluation, and performance management.
• Strong understanding of CPG commercial economics, including gross-to-net management, on-invoice and off-invoice discounts, trade accruals, customer P&Ls, and promotional ROI.
• Proven ability to translate national strategies into regional and customer-level plans that balance growth, profitability, and execution realities.
• Strong analytical and problem-solving capabilities, with the ability to evaluate scenarios and convert complex information into clear recommendations.
• Proven ability to partner with Sales leadership, influence cross-functional stakeholders, and challenge constructively.
• Excellent communication and storytelling skills, with the ability to simplify trade-offs and drive decisions.
• Strong people leadership, organizational, budget management, and change management capabilities.
• Results-oriented, resourceful, and comfortable operating in a fast-paced and evolving environment.

Measures of Success

• Delivery of regional revenue, trade investment, and profit commitments.
• Improvement in regional promotional ROI, incrementality, and trade investment productivity.
• Delivery of regional trade budget, forecast, accrual, and financial commitments with disciplined controls.
• Effective translation of national promotional strategy, targets, and guardrails into customer-level plans.
• Optimized regional balance of on-invoice and off-invoice investment.
• Improved promotional forecast accuracy, execution discipline, and post-event learning adoption.
• Reallocation of regional investment from low-return activity to higher-value growth opportunities.
• Strong partnership and credibility with Regional Sales and cross-functional leadership.
• Adoption of national RGM tools, governance processes, and best practices.
• Development of a high-performing regional team and stronger promotional capabilities.