Brand Manager
ABOUT JACKSONS BAKERY
With a 170-year legacy, Jacksons Bakery is a highly respected name in the UK bakery industry, producing premium, healthy bakery products for both the UK and international markets. Operating from state-of-the-art facilities in Hull and Corby, Jacksons specialises in baking sliced sandwich bread and a variety of sandwich carriers, supplying major sandwich makers and food service companies across the UK and Europe.
As part of the William Jackson Food Group, Jacksons believes that everything is connected—from sourcing the finest ingredients responsibly to creating delicious, nutritious food that benefits both people and the planet. In 2021, they committed to seven key sustainability targets, ensuring their products, processes, and people contribute to a more sustainable future.
THE BRIEF
Jacksons required an experienced and enthusiastic Brand Marketing professional to play an important role in the development of their brand and the broader Commercial team. Working across the full marketing mix and work closely with NPD and Sales teams to help drive brand performance.
The brief was to find someone with a proven track record of brand development within the food industry. The food experience was key as Jacksons are a premium food brand with a sell-on quality. The ability to speak passionately about the product would be key to success.
We needed someone commercially minded who knew the major retailers. Overseeing all consumer brand marketing activities. Play a key role in reviewing, developing and executing the JOY Brand Strategy.
Most importantly we needed to find someone who lived the company values;
Try your hardest
Play your part
Be positive
Collaborate
Care
Learn from mistakes
ALEXANDER STEELE APPROACH
The first step was a detailed discussion with the Commercial Director at Jacksons who had responsibility for the Sales & Marketing divisions. The immediate challenges and opportunities of the role were shared with the Alexander Steele team. The calibre of the candidate and key criteria were agreed upon, along with timescales and plans for the process.
We swiftly approached existing, ‘known’ individuals; sought recommendations from their extensive sector network; and made targeted approaches to marketeers in appropriate peer businesses.
The shortlist consisted of candidates all offering highly credible brand expertise harvested from time spent in businesses including Billington, Cranswick Foods, Glanbia and PepsiCo. The successful individual was hard working and self-motivated with a proven track record developing innovative multi-channel marketing initiatives to drive brand awareness, growth and sales. Working alongside the sales/category team to retailers on brand updates, NPD/EPD sell-ins; Waitrose, Morrisons, Ocacio, Sainsbury's, Tesco, Co-op and Asda.
OUTCOME
The new Brand Manager at Jacksons has been in situ since January. They have settled nicely into the team, getting up to speed reviewing, developing and executing the JOY Brand Strategy. Both parties are very happy with the appointment and Alexander Steele has since engaged with the business on another recruitment project.