Basic American Foods
  • Consumer Foods
  • Walnut Creek, CA, USA
  • DOE
  • Salary
  • Full Time

Other benefits include: · Profit Sharing 401(k) Plan · Healthcare FSA · Jack Hume Scholarship Program · Life & AD&D · Education Assistance · Adoption Assistance · Matching Gifts for Education

We are seeking a digital marketer with an appetite to lead and to help create our digital capability from the ground up. This is a position for a dedicated go-getter who welcomes a fast-paced environment that is ever evolving and growing. This is a high-energy role that sits at the heart of marketing innovation and business growth.

The Company

Basic American Foods (BAF) was founded in 1933 by Jack and Bill Hume.  Today, the company continues to thrive and be privately-held by the Hume family. It is currently the market leader in the foodservice industry in dehydrated potatoes and beans with a small but growing Consumer Packaged Goods business. BAF headquarters are in Walnut Creek, in the Bay Area. The company recently underwent an evolution of vision, mission and values towards a more customer centric, inspiring and growth focused direction. Our new company mission encapsulates it well - "to make real food heroes every day "

The Brand Portfolio 

Modern Table

The brand is positioned as a progressive, healthier meal solution with products that provide a complete plant protein. Modern Table products are currently in the pasta, mac & cheese and packaged meal categories. The food is based in a proprietary pasta made from beans and is combined with veggies and sauces to deliver a compelling value proposition in big center store categories. 

Modern Table's strengths are broad distribution, an on-trend food and ingredient profile and a brand that resonates with millennials and young families. Customers like Whole Foods and Target see legume based foods as a growth segment and as incremental to the category. The brand's opportunity areas are being comprehensively addressed through a relaunch that starts with the food and goes all the way through to evolving our marketing approach.

Dried Potatoes

Our dried potato brands are Hungry Jack (licensed from JM Smucker), Idaho Spuds and Golden Grill. We hold a #3 position in the category behind Idahoan and Betty Crocker with a market share in the low teens and a growing business in the Club channel. The instant potato category has lost some relevance over time due to lack of meaningful innovation but retains a 40 % plus household penetration and is valued at over $450mm.  After losing market share for four years, we grew share in 2016 through innovation, food improvements and distribution growth. 

BAF has significant product, R&D, and manufacturing assets that are being leveraged as the company seeks to be more competitive in today's market. Whereas foodservice has historically been the most important channel for growth, we are investing to build a substantial consumer/retail business


Digital Strategy and Content Creation

  • Support the development of a digital strategy and execute social, email, advertising and website elements. Goals are to drive trial, engagement and affinity for our brands and to grow our digital community
  • Create calendar and content for various digital and social platforms
  • Manage agency resources to enable our digital strategy
  • Develop digital partner relationships at top/strategic customers
  • Manage our website and e-commerce content to support brand objectives 

Social media engagement and community management

  • Lead community management of our social media platforms
  • Own social media editorial calendar
  • Grow our advocate base by engaging with visitors, answering questions and conducting consumer response activities
  • Collaborate with Field Marketing and Sales team to develop and distribute digital content including customer specific promotions 

Digital and Email Marketing

  • Develop strategy for our digital and email marketing programs
  • Execute digital marketing programs.
  • Develop and executes email marketing program (pilot and expand contingent on success) including growing relevant lists

Test, Learn Scale Up

  • Create and manage a digital dashboard and develop insights for program optimization.
  • Gather and share digital behavioral insights for our brands and competitors
  • Track results of digital programs and recommend changes when applicable


  • Three plus years of related experience in digital marketing and/or social community management
  • Experience managing a website/content management system
  • Experience managing social media platforms (Facebook, Twitter, Instagram and/or Pinterest) on behalf of a company, group or organization. For example, knowing the difference between writing for Facebook vs Twitter or creating images for Instagram vs Pinterest.
  • Photoshop or Illustrator skills and a strong visual eye
  • Experience with MailChimp or managing email marketing programs, WordPress, Google Analytics and Sprout Social
  • Strong project management and organizational skills you will be juggling multiple brands and stakeholders
  • Knowledge or experience thinking through the approach to determine the monetary value of a new Like or Follower
  • EXCELLENT written and verbal communication skills. Copywriting experience is a bonus
  • Extremely comfortable as a team player, yet strong enough to champion a digital centric point of view 

Mindset and Approach

You are on the pulse of the digital active user of apps and social media. You are the kind of person who naturally summarize thoughts in hashtags, not bullet points. Your daily news intake includes what's trending on Twitter. You subscribe to daily digests like TechCrunch, Mashable, etc. You love trying new things and are the first to report the latest trends to your community. You are organized and thorough, know how to push a project forward despite obstacles. You are technically curious and are unafraid of diving into a new SaaS and learning it overnight. You love creating content that is designed to generate conversation and buzz about brands. The notion of testing and learning and adjusting is part of how you approach everything because it's the only way to make it better. You are comfortable working some evenings and weekends because Facebook does not switch off on the weekend! Finally, you have a passion for great food and good health that spills over into the work you create and share with your community.


As a salaried employee you receive ten paid holidays, a personal paid holiday, and immediately begin accruing vacation at a rate of three weeks per yearin addition to our generous sick leave policy. 

Career Development

Beyond our dedication to quality and convenient products, we provide a culture where you as the employee are valued and supported in meeting your career goals. We offer substantial career and employee development opportunities for managers and technical or professional individuals including cross-functional team assignments, leadership opportunities and individual development plans.


This position is located in Walnut Creek, Ca.

We are an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, martial status, veteran status or disaility status.




Basic American Foods
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