Barry Callebaut
Segment Marketing Lead for Bakery, Pastry & Biscuits
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About the role:
As Global Marketing Lead for Bakery, Pastry & Biscuits you will play a pivotal role in executing the global growth strategy for the Bakery & Pastry market across multiple customer segments, including Food Manufacturers, Retailers, Global Accounts, Chains and Gourmet customers, with a particular focus on Food Manufacturers and Retailers. Working closely with Portfolio, Innovation, Callebaut Academy, Digital and Commercial teams, you will drive the development and deployment of scalable customer solutions, global campaigns and growth initiatives that strengthen Barry Callebaut’s position in the BAPA segment. This role combines strategic thinking, cross-functional collaboration and hands-on execution, offering the opportunity to influence global segment growth and customer experience across regions. The position is offered as a temporary maternity cover contract, based in Western Europe or Central & Eastern Europe with approximately 20% travel.
Key responsibilities:
- Lead the development and deployment of the Bakery & Pastry global campaign across priority regions and local markets.
- Align key stakeholders across Marketing, Sales, Consumer & Market Insights, R&D, Chefs and Commercial teams.
- Create inspiring concepts, activation platforms and toolkits that can be adopted and scaled across markets.
- Ensure campaign execution is delivered on time, within budget and with a continuous improvement mindset.
- Partner with Portfolio and Innovation teams to develop end-to-end segment solutions and value propositions.
- Translate customer, consumer and market insights into compelling concepts, applications and commercial opportunities.
- Support solution selling through strong portfolio storytelling and innovation deployment.
- Ensure alignment with country cluster strategies where Bakery & Pastry is a strategic priority.
- Drive implementation of the global BAPA & Biscuits growth strategy.
- Collaborate with Portfolio & Innovation teams to deploy core portfolio and innovation initiatives.
- Work with Callebaut Academy teams to elevate customer experience.
- Partner with Digital teams to increase scalability and reach.
- Support Regional Business Development teams in bringing strategies to life across markets.
- Build and lead a cross-functional community of segment experts.
- Share best practices, campaign learnings and segment insights across regions.
- Support internal and external stakeholders with segment expertise, trends and recommendations.
- Act as an ambassador for the Global Customer Experience Centre of Excellence.
- Collaborate with Innovation teams to identify portfolio gaps and future growth opportunities.
- Contribute to shaping the innovation pipeline through market and customer insights.
- Support initiatives that drive customer engagement, segment growth and enhanced customer experience.
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About you:
- Master’s degree in Business, Economics, Food Engineering or a related field.
- Minimum 6 years of marketing experience in B2B and/or B2C environments within Food & Beverage.
- Experience working in global, regional or local marketing roles.
- Strong project management and stakeholder management skills.
- Proven ability to work across functions and influence diverse teams.
- Strong understanding of Food Manufacturers, Retailers and private label businesses.
- Experience in multicultural and international environments.
- Ability to translate consumer and market insights into compelling concepts and campaigns.
- Strong analytical skills combined with commercial acumen.
- Fluent in English; additional languages are an advantage.
- Inspiring and confident communicator with strong influencing skills.
- Naturally curious, especially about food, products and innovation.
- Creative, customer-focused and commercially minded.
- Hands-on while maintaining a strategic perspective.
- Agile, adaptable and comfortable navigating complexity.
- Positive mindset with a passion for delivering results.
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