Assistant Brand Manager Digital Shelf Strategy and Execution
About this role
Have you ever enjoyed Arnold®, Brownberry® or Oroweat® bread? A Thomas’® English muffin or bagel? Or perhaps snacked on a Sara Lee®, Entenmann’s® or Marinela® cake or donut? If the answer is yes, then you know Bimbo Bakeries USA!
More than 20,000 associates in bakeries, sales centers, offices and on sales routes work to ensure our consumers have the freshest products at every meal. In addition to competitive pay and benefits, we provide a safe and inclusive work environment that appreciates diversity, promotes development, and allows our associates to be their authentic selves.
#LI-LF1
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: $66,600 - $86,600
Annual Bonus Eligibility
Comprehensive Benefits Package
Paid Time Off
401k & Company Match
Position Summary:
The ABM, Digital Shelf Strategy & Execution drives how the company’s brands show up, engage shoppers, and convert across retailers’ digital shelves. This role owns the strategy, creative direction, testing roadmap, and performance optimization of digital shelf content across the portfolio. The Assistant Manager will identify opportunities to improve product content, develop scalable content standards, lead test-and-learn initiatives, and turn performance insights into clear recommendations that improve engagement, conversion, and ROI.
As part of the Omnichannel team, this role will partner closely with brand, creative, agency, vendor, analytics, and commercial stakeholders to build stronger digital shelf experiences at scale. The Assistant Manager will translate brand priorities, shopper behavior, retailer capabilities, and content performance data into actionable strategies that strengthen product storytelling and improve measurable business outcomes across priority retailers
Key Responsibilities:
- Own and continuously evolve digital shelf content strategy across key brands within the portfolio, building on the existing content foundation and optimizing for stronger engagement and conversion
- Develop scalable, repeatable content standards, frameworks, and templates that can be applied consistently across the company’s brands, enabling both content quality and content development to scale as the portfolio grows
- Research emerging digital shelf, search, and content best practices, including retailer requirements, enhanced-content trends, SEO/AEO, and AI-driven search behavior, and translate findings into actionable updates to the content strategy
- Design and manage a hypothesis-driven A/B testing and experimentation roadmap, leveraging Amazon functionality and expanding to additional retailers or dedicated testing tools as capabilities mature
- Measure the conversion impact and ROI of content optimizations, building clear reports and recommendations that quantify business impact from test-and-learn initiatives
- Partner with measurement vendors and tools that evaluate content effectiveness and conversion lift, including experimentation platforms, consumer content pre-testing, and predictive content scoring solutions
- Manage relationships with content and creative agencies/vendors, including briefing, reviewing, and ensuring all work meets creative quality standards and aligns to strategy
- Partner with brand teams to ensure digital shelf content is on-brand, compelling, accurate, and aligned to brand priorities and business objectives
- Prioritize content investments and testing initiatives based on projected impact, feasibility, strategic importance, and ROI potential
- Create clear content requirements, standards, and approved assets that support efficient execution across retailers and brands
- Translate test results, performance data, and content insights into clear recommendations for internal stakeholders and senior leadership
- Support additional content strategy and optimization initiatives as needed, including Storefront development, 360 marketing campaign collaboration, and other omnichannel content priorities
Key Behavioral Competencies
- Balances brand and creative judgment with analytical rigor and a disciplined test-and-learn mindset
- Connects content decisions to conversion, sales outcomes, and measurable ROI
- Builds scalable systems, standards, and processes rather than one-off, brand-by-brand solutions
- Anticipates emerging digital shelf, search, and retailer content trends
- Prioritize initiatives based on impact and feasibility
- Demonstrates strong analytical thinking, creativity, curiosity, and problem-solving skills
- Takes ownership of content strategy, experimentation, and continuous improvement
- Maintains a strong focus on quality, brand consistency, and measurable results
Leadership Competencies:
- Communicates test results, recommendations, and performance insights clearly to a range of audiences, including senior leadership
- Manage agencies and external partners to deliver on-strategy, high-quality work
- Scales content standards and best practices across a complex, multi-brand portfolio
- Demonstrates initiative and accountability in a matrixed environment
- Translates complex performance data into clear business implications and confident recommendations
Education and Work History:
- Bachelor’s degree in Marketing, Communications, Business, or a related field preferred
- 2–3 years of related experience in content strategy, brand marketing, eCommerce content, digital shelf, or a related function
- Direct content experience is strongly preferred, including content strategy, copywriting, brand content development, creative development, or demonstrated experience designing scalable content structures and standards across multiple brands or product lines
- Experience designing and running A/B tests or experiments and interpreting conversion data preferred
- Familiarity with content measurement and experimentation tools, such as Amazon Manage Your Experiments, consumer content testing platforms, or predictive content scoring solutions, a plus
- Preferred background in CPG, eCommerce, or omnichannel content
- Strong understanding of digital shelf best practices, SEO/AEO, and content performance measurement preferred
- Excellent storytelling, presentation, organizational, and analytical skills required
The physical and mental demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be requested to enable individuals with disabilities to perform the essential functions.
Bimbo Bakeries USA is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, marital status, veteran status, any other classification protected by law.
It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.
Company at a glance
Have you ever started your morning with a Thomas’® English muffin or bagel? Or bitten into the perfect slice of Sara Lee® bread? Do you break open a fresh box of Entenmann’s® donuts at family gatherings? If so, you’re already a fan of Bimbo Bakeries USA – the powerhouse behind these iconic brands!
Bimbo Bakeries USA is part of Grupo Bimbo, the world’s largest baking company with operations in 39 countries. Bimbo Bakeries USA employs 20,000 associates across the Country in bakeries, sales centers, corporate offices and on sales routes to ensure our consumers have the freshest products to feed their families at every meal.
Team Size10,001+ employees
WorkspaceOn-site
IndustryFood and Beverage Manufacturing
Location
Irving, Texas, United States
Websitebimbobakeriesusa.com
LinkedInLinkedIn
Top Benefits
- Annual bonus eligibility
- Comprehensive benefits package
- Paid time off
- 401k
- Company match
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