Brand Manager & Digital Manager
Baxters Food Group has been crafting exceptional food for over 150 years, driven by a simple but powerful mission: be different, be better. This ethos infuses everything they do, from the ingredients they source to the recipes they perfect.
Established in 1868 in the village of Fochabers, Scotland, Baxters began as a family-run grocery store creating jams from local fruits. Over four generations, it has grown into a globally recognised name, celebrated for its high-quality soups, preserves, condiments, and more. The business remains privately owned and family-led, with a proud heritage of firsts, including the creation of Scotland’s very first canned soup in 1929.
Baxters has expanded by bringing names like Garners pickles and Fray Bentos canned meats into the fold, and branching into chilled ready meals and premium sauces under iconic labels such as Jack Daniel’s and Mary Berry. With production facilities in the UK and Poland, Baxters has maintained a premium market position supported by its Royal Warrant and the launch of its luxury Audrey Baxter Signature range.
The Brief
With the brand continuing to grow, Baxters looked to expand its Marketing function in Scotland. Two roles were created within the Brand and Digital teams: a Brand Manager and a Digital Manager. Alexander Steele has a longstanding relationship with Baxters, and naturally, when they came to us and we learnt about their growth plans, our Head of Commercial Recruitment, Greg Carroll, was delighted to work with Baxters again.
The Brand Manager would take the lead on one of Baxters' core brand portfolios to drive brand planning, innovation pipeline, NPD delivery, packaging evolution, performance analysis, and marketing communications. A key requirement was experience working closely with major retail customers and cross-functional collaboration across commercial teams.
The Digital Manager role required a forward-thinking professional to build and execute a digital marketing strategy. This individual needed to be commercially minded, aligned with business-wide objectives, and capable of driving engagement, visibility, and conversions across all digital platforms.
Both briefs required exceptional FMCG marketers with strong track records, customer-facing experience, and a collaborative mindset. Above all, the successful candidates had to embody Baxters' core values: Collaborative, Brilliant, Accountable, Responsible, and Respectful.
Alexander Steele’s Approach
Our partnership with Baxters began with a detailed consultation alongside the Group Human Resources Director. Together, we defined the vision for the roles, clarified candidate profiles, and aligned on timelines and outcomes.
The Commercial team tapped into their extensive FMCG network, reaching out to trusted contacts, sourcing high-performing professionals from peer businesses, and making discreet, targeted approaches. The shortlist featured seasoned marketers with outstanding branded FMCG experience, strong retailer relationships, and a passion for impactful brand storytelling.
Each candidate underwent a thorough pre-screening process. We conducted in-depth interviews to assess strategic capabilities, innovation delivery, category knowledge, and leadership qualities. Particular focus was placed on their commercial achievements, cross-functional collaboration, and familiarity with fast-paced branded environments.
Throughout the process, we kept a clear line of communication for our candidates and clients, ensuring Baxters were kept in the loop throughout the recruitment process.
Outcome
Two outstanding appointments. Both individuals met and exceeded Baxters’ expectations. They’re now set to make meaningful contributions to the company’s future, bringing fresh energy and proven expertise to an iconic brand.
We regularly check on our clients and candidates as part of post- placement support we provide. Baxters were impressed with our clear communication and transparency throughout, and they continue to work with Greg during their period of growth.