f'real
Customer Development Manager f'real EU
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Customer Development Manager f'real EU
Rich’s, also known as Rich Products Corporation, is a family-owned food company dedicated to inspiring possibilities. From cakes and icings to pizza, appetizers and specialty toppings, our products are used in homes, restaurants and bakeries around the world. Beyond great food, our customers also gain insights to help them stay competitive, no matter their size. Our portfolio includes creative solutions geared at helping food industry professionals compete in foodservice, retail, in-store bakery, deli, and prepared foods, among others. Working in 100 locations globally, with annual sales exceeding $4 billion, Rich’s is a global leader with a focus on everything that family makes possible. Rich’s®—Infinite Possibilities. One Family.
PURPOSE STATEMENT
About F’real
f’real is the team behind the thick, creamy, customisable milkshakes popping up in more and more locations across the UK. As we expand beyond the UK into cafés, cinemas, QSRs, and other on-the-go spots across Europe, our team is growing right along with our footprint.
With 1,800+ locations already serving f’real and bold plans to scale across the UK and Europe, we’re a hands-on, collaborative bunch who love solving problems together and aren’t afraid to roll up our sleeves to make big goals happen.
If you want to work somewhere fast-moving, full of big ideas, and powered by people who genuinely love building something exciting, you’ll feel right at home at f’real.
We’re looking for someone who thrives in a fast-paced, entrepreneurial environment - someone who brings energy, curiosity, resilience, and a natural instinct for building relationships. You don’t need decades of experience; you do need drive, confidence, resilience and a genuine love of getting out there, meeting people, and making things happen.
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If you’re the kind of person who lights up a room, learns fast, never backs down from a challenge and enjoys solving problems creatively with customers, this role will feel like a perfect fit. Having connections in the OOH, QSR, food service and entertainment spaces would be extra advantageous.
You’ll own a portfolio of customers and build long-term, trusted partnerships that drive growth for both sides and open new EU markets. This is a hands-on, commercially focused role where you’ll create your own business plan, shape customer strategy, and deliver against KPIs across revenue, margin, distribution, and share.
You’ll operate with a lot of autonomy, but never alone. You’ll be surrounded by a supportive, collaborative team, and you’ll be the kind of person who brings energy back into that team too.
Key Accountabilities/Outcomes
Customer Growth & Strategy
Build and deliver clear customer strategies aligned to our channel and business unit goals. Identify growth opportunities using insight, data, and creative problem solving. Deliver revenue and profit targets through insight-led selling and tailored customer plans.
Relationship Building
Develop and manage strong multi-level relationships with customers - becoming their go-to partner in the category. Represent the voice of the customer internally, ensuring we deliver what we promise.
Commercial Delivery
Take full ownership of your customer portfolio, including planning, forecasting, course-correcting, and reporting to the Business Unit Head. Bring category and shopper insights to life through compelling selling stories and presentations.
Internal Collaboration
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Work closely with supply chain, technical, NPD, finance, marketing, and category teams to deliver seamless customer experiences. Play an active role in shaping the broader BU strategy and supporting peers across the team.
Execution Excellence
Be active in the market - visiting stores, meeting partners, understanding what’s working and what’s not. Stay proactive, not reactive: when plans shift (and they will), you quickly find alternative ways to win.
Knowledge/Skills/Experience
Critical
A naturally engaging, confident communicator who builds relationships with ease Ability to work independently, take initiative, and solve problems on the fly Strong commercial instincts with some experience in sales, account management, or customer-facing roles (FMCG experience a bonus, not a must but established relationships in QSR, leisure, travel or entertainment are important) Comfortable using data and insights to build a compelling story Resilient, adaptable, and energised by fast-moving environments Strong negotiator with the ability to positively influence outcomes Experience collaborating with cross-functional teams (e.g., supply chain, NPD, marketing) A network across retail, foodservice, travel, leisure or on-the-go channels
Desirable
Understanding of capital-equipment or solution-selling models Experience with joint business planning Knowledge of the beverage industry Experience leading small projects German or Dutch speaking Europe based (preferably Germany)
Rich Products Corporation welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.
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