Brand Manager Barry Callebaut Core and Plant Craft


Lebbeke-Wieze, VOV, BE, 9280

Job Type: 

At Barry Callebaut, we are on a journey to transform the cocoa and chocolate industry. As the world’s leading manufacturer of high-quality chocolate and cocoa products, our actions truly shape the future of our industry. We are a business-to-business company, serving the entire food sector, from the cocoa bean to the finest chocolate product. We are a company with a purpose, we believe in doing well by doing good and reinvesting in the communities we operate. We have a long-standing commitment to sustainability and our goal is to shape a sustainable cocoa and chocolate future. We are headquartered in Zurich, and have more than 12,000 passionate Employees working in more than 40 countries worldwide. We are very proud of who we are and what we do. And of course, we are always looking for talented people to help us have a positive impact on our industry and beyond!

About the Role


The Brand Manager Barry Callebaut Core and Plant Craft is the growth architect responsible for 2 strategic pillars of BC’s portfolio for Food Manufacturers.

In this role you are building & executing a portfolio, innovation strategy, USP’s & key communication assets for Barry Callebaut’s plant-based range  (from Vegan to Dairy-Free, from Chocolate to Fillings & Inclusions) as well as defining and rationalizing the Core Portfolio.

You have a high impact leadership role with responsibility to turn Barry Callebaut’s big bet in the highly dynamic Plant-based category from a green shoot into a mature established business, ensuring Barry Callebaut is the industry leader when it comes to the Plant-based trend.

As a Brand Manager Barry Callebaut Core and Plant Craft, you will experience high exposure and involvement in strategic decision-making as both Plant Craft and Core Portfolio are strategic initiatives managed on the regional top-management level.


Key Responsibilities Include


Plant Craft

Defines range architecture & segmentation, identify portfolio gaps, and fuels innovation funnel with differentiating ideas inspired by Market Trends, Consumer and Customer Insights

Creates compelling USPs for the Plant Craft range to grow customer base across different market segments

Translates USPs into exceptional communication & activation tools to be deployed online and offline, externally and internally, for high impact

Runs regular competitive assessments of BC’s Plant Craft range to maximize the competitiveness of BC’s portfolio

Analyses performance of Barry Callebaut’s Plant Craft range in WE and creates category growth strategy and category marketing plan across different market segments. Rolls out relevant initiatives across EEMEA markets.

Works with Global and Regional R&D teams to fuel WE innovation and renovation funnel, defines innovation and activation roadmap for the Plant Craft range (12QP).

Works with Market Segment, Local Marketing, and Sales teams to define the route to market strategies for innovations and drive brilliant execution of Global and Regional launches


Core Portfolio

Creates range architecture and USPs for Core Portfolio of Barry Callebaut for Food Manufacturers informed by Customer and Consumer insights through close end-to-end cross-functional cooperation with Sales, R&D, OSCO

Drives adoption and builds promotion program (internal and external) to grow Core Portfolio

Sets KPIs to track and analyze the performance of the Core portfolio, drives its continuous improvement as Barry Callebaut’s key strategic focus


About You


  • Master in Economics/Business/Food Engineering
  • 5y+ of experience in Brand/Category Marketing/NPD in B2C or Private LAbel in Foods
  • Experience in developing marketing mixes for innovations and bring innovations to market is a must
  • English (full proficiency). Any other European language is a plus. 

At Barry Callebaut, we are committed to Diversity & Inclusion. United by our strong values, we thrive on the diversity of who we are, where we come from, what we’ve experienced and how we think. We are committed to nurturing an inclusive environment where people can truly be themselves, grow to their full potential and feel they belong. #oneBC - Diverse People, Sustainable Growth.

If you want to learn more about Barry Callebaut, please find further information here.

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