Case Study- Brand Manager, Jackson's Bakery

Brand Manager

Jacksons Bakery is a highly reputable brand in the UK bakery industry, with a 170-year history and a high quality product offering. The business is based in Hull and Corby, manufacturing healthy premium bakery products for both the UK and international markets.

The company’s modern facilities specialise in baking sliced sandwich bread along with many other sandwich carriers. We are proud to supply most of the major sandwich makers and food service companies in the UK and Europe, with bread made to the highest standards and bursting with superior quality, taste and texture.

As part of the William Jackson Food Group Jacksons believe that everything is connected. A healthier planet creates better ingredients, which create more delicious and nutritious food, and this in turn creates healthier people and communities. They seek to improve the lives of our communities and our planet through the work they do and the way we work. The group aim to source and supply the finest food and ingredients, responsibly and with care for generations. In 2021 they pledged to deliver on seven key sustainability targets to ensure we help create a more sustainable future for our planet, products and people.

The Brief

Jacksons required an experienced and enthusiastic Brand Marketing professional to play an important role in the development of their brand and the broader Commercial team. Working across the full marketing mix and work closely with NPD and Sales teams to help drive brand performance.

The brief was to find someone with a proven track record of brand development within the food industry. The food experience was key as Jacksons are a premium food brand with a sell-on quality. The ability to speak passionately about the product would be key to success.

We needed someone commercially minded who knew the major retailers. Overseeing all consumer brand marketing activities. Play a key role in reviewing, developing and executing the JOY Brand Strategy.

Most importantly we needed to find someone who lived the company values;

  • Try your hardest

  • Play your part

  • Be positive

  • Collaborate

  • Care

  • Learn from mistakes

Alexander Steele Approach

The first step was a detailed discussion with the Commercial Director at Jacksons who had responsibility for the Sales & Marketing divisions. The immediate challenges and opportunities of the role were shared with the Alexander Steele team. The calibre of the candidate and key criteria were agreed upon, along with timescales and plans for the process.

We swiftly approached existing, ‘known’ individuals; sought recommendations from their extensive sector network; and made targeted approaches to marketeers in appropriate peer businesses.

The shortlist consisted of candidates all offering highly credible brand expertise harvested from time spent in businesses including Billington, Cranswick Foods, Glanbia and PepsiCo. The successful individual was hard working and self-motivated with a proven track record developing innovative multi-channel marketing initiatives to drive brand awareness, growth and sales. Working alongside the sales/category team to retailers on brand updates, NPD/EPD sell-ins; Waitrose, Morrisons, Ocacio, Sainsbury's, Tesco, Co-op and Asda.


The new Brand Manager at Jacksons has been in situ since January. They have settled nicely into the team, getting up to speed reviewing, developing and executing the JOY Brand Strategy. Both parties are very happy with the appointment and Alexander Steele has since engaged with the business on another recruitment project.