Responsibilities

• Set the standard for the Comms Strategy & Activation team by building strong relationships, stewarding the function both internally and externally, and fostering a culture that believes in the power of brand and creativity
• Lead, coach, and develop a team of 2 Associates, dedicated to Comms Strategy & Activation, that is collectively responsible for creative effectiveness and full-funnel activations across every Brand in the Bimbo Bakeries USA portfolio.
• Establish and optimize scalable processes, workflows, and best practices that elevate team performance and cross-functional collaboration.
• Model leadership behaviors that build trust, accountability, and a culture of continuous improvement.
• Lead your team in partnering with Brand teams on all aspects of brand building to achieve annual business goals and improve brand equity.
• Guide and empower direct reports to manage day-to-day Brand relationships for their assigned Brands, while you oversee strategic alignment and escalation.
• Provide expertise and enable excellence across brand foundations, packaging design, visual identity, creative development, paid asset production, and integrated communications. Champion the adoption of standardized tools, frameworks, and processes across all brands to drive consistency and efficiency.
• Support Brand teams with guidance on process, tools, and partners to elevate creative effectiveness and full-funnel activations.
• Oversee and govern the creative development workflow, ensuring your team and agencies follow a clear, repeatable process from briefing through delivery.
• Ensure your direct reports are equipped to manage day-to-day creative development while you provide strategic oversight and escalation support.
• Responsible for the end-to-end creative development process for brand platforms and brand campaigns that are distinctive, relevant, and have proven potential to extend across full-funnel consumer touchpoints. Empower team to lead for their assigned brands, helping with escalation as needed
• Craft creative briefs for agency partners, working closely with Brand and Consumer Insights to ensure we are providing clear direction that is informed by a strong understanding of the brand purpose, business strategy, and audience.
• Guide creative asset production process, with production cost consultants when applicable, through pre-production, shoot, and post-production to deliver assets on time and on budget that uphold the creative integrity and are aligned to brand strategies, standards, and specs needed.
• Lead post‑mortem reviews and codify learnings into updated processes, templates, and standards for your team.
• Lead the development and adoption of integrated planning frameworks, ensuring your team and partners follow consistent standards.
• Responsible for the communications strategy, planning, and activation of each brand’s annual integrated plan designed to achieve full-funnel objectives. Empower team to lead for their assigned brands, helping with escalation as needed