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International Product & Brand Manager Bread

International, Haaltert (Belgium)

Marketing & Communications

Permanent contract


This role will be responsible for designing, coordinating & commercially implementing LLBG's short-and midterm Bread Strategy. All of this with the objective of maximizing country, channel and customer value creation next to consumer appeal, and thereby driving sustainable top and bottem-line growth for LLBG. 

1. End-to-end product management

  • Build international innovation pipeline in line with category & channel strategy 
    • Collect the input from various stakeholders (consumer insights, category analyses, key account & local marketing managers...), identify gaps in international portfolio and translate into product and project ideation briefings
    • Pitch product/project briefings to collegues from new product development, R&D, purchase & consumer insights
    • Lead process from ideation to launch together with multi-functonal team
  • Lead Go-To-Market strategy to fuel bread category growth across markets: 
    • Build relationships & strong market understanding of key markets so LLBG designs innovation é category stories that fuel growth
    • Design an international and external category growth concept sell incl 5P-marketing mix and toolkits embedding the innovations into our overall strategy
    • Understand and fup on business status (sell in) by key market on monthely basis
  • Lead international cut the tail process
    • Connect with key stakeholders (supply chain management, international and local marketing & sales teams, controlling, customer service...) to 
      • Define & guide the SKU's, that are no longer of commercial interest to the business, to the exit
      • Serve as a SPOC for all questions, concerns & aspirations
      • Define, coordinate, and continuously improve the process

2. Lead our International 'LaLorraine' B2B Brand

  • Lead & coordinate overall La Lorraine Brand for LLBG BU Frozen International 
  • Coordinate innovation pipeline with Sweet Bakery Category team, Purchase team & key markets
  • Lead Brands Toolkit updates incl. B2B communication strategy 

3. Be the category expert 

  • International single-point-of-contact for all markets with regards to questions/business opportunities/support with regards to bread category
  • Gain deep knowledge about the product & competitors & leverage insights to fuel growth
  • Pro-active opportunity prospection: inform the team about the latest updates in the market by means of trends, product innovations, competitor evolutions & white spot identification
  • Join sessions on consumer insights, competitor product becnhmarks, international fairs, and tradeshows
  • Represent the team and actively promote the product/category strategy tot various stakeholders



  • Master’s degree, preferably in marketing, economics, management…
  • 6-8 years of experience in commercial roles (sales, trade marketing, category development…)
  • Job experience in global headquarters or an international hub is an asset

Critical Soft Skills

  • Personal values in line with LLBG values
  • Intrinsic team player with genuine interest in people & different cultures that can influence and lead with impact
  • Entrepreneurial & hands-on, able to impact and push projects forward in an inclusive way
  • A hunger/passion to master & build knowledge about the category in all its aspects
  • Creative, open-minded & determined
  • Passion for food, especially for bakery products
  • Empowered, eager to grow and develop in a fast and ever moving environment

Critical Hard Skills

  • Strong business acumen and deep understanding of commercial know-how
  • Capacity to translate strategic vision into actionable projects
  • Connector with ability to build strong relationships
  • Clear communicator & public speaker
  • Experience in product lifecycle management is an advantage, strong sense for follow-up & time management a must
  • English language knowledge, other languages are a plus


  • Headquarter is in Haaltert, Belgium (between Brussels & Ghent, nearby E40 highway and 5’ walk to train station)
  • Traveling 25% of the time is expected


The International Marketing Manager Bread will report into the International Category Director Bread and be part of the International Marketing team within Business Unit Frozen. 

  • You will join an international family business with a strong long-term vision where more than 5,000 enthusiastic colleagues go for it together and are driven by 5 strong values.
  • We invest in a happy working environment through various sport and team events.
  • You can literally taste our passion every day, through our fresh and innovative top products.
  • You help build a better world; sustainability is high on the agenda within our company.
  • You get the chance to grow and develop in a very dynamic environment. Our LLBG Academy supports you to become the best version of yourself.
  • An interesting financial package, complemented by 1 day home working, meal vouchers, hospitalisation insurance, group insurance, a car and 10 extra holidays on top of statutory leave.
  • You get the opportunity to roll up your sleeves yourself, take initiative and help make a difference.

La Lorraine Bakery Group (LLBG) is an international family-owned company headquartered in Belgium with more than 85 years of experience in the milling and bakery sector. More than 5,000 passionate employees produce and sell high-quality bakery products to consumers, retailers and foodservice professionals in over 35 countries every day. They do so with respect for people, product and planet, because at LLBG we want our company and our people to grow in a sustainable way.

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"It's great to work with products that make people happy."

Nele - Category Manager at LLBG

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Kristel Dufraimont

Talent Acquisition Specialist

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