In this series, British Baker talks to people from across the baking industry to find out about their career path, what their job involves, and the latest trends that are shaping their work.
We’re looking to showcase a diverse range of talent and job types across the industry, so if you’d like to be involved, please email dan.riley@wrbm.com.
Name: Kate Murphy
Age: 45
Job title: Shopper marketing manager
Company and location: Ginsters, Cornwall
Education: Bournemouth Uni, BA Hons Marketing Communications.
Tell us about your career so far:
I started out as an ad agency account executive, making the most of an agency lifestyle in Bournemouth. I loved it so I stuck with it but moved my career to the hub of Manchester, this time on the client side of things. A fabulous city and agency lifestyle was even better. I was working on an up-and-coming hotel brand – it was a fast-paced, high-pressure account with a boss that would that rival Meryl Streep’s character in The Devil Wears Prada. Life happened and I found myself back at home in Cornwall to bring up my daughter and it was then I met Ginsters. Seven years later and I’ve not looked back. It’s pasties, what’s not to love?
How would you describe your job in a sentence or two?
My answer is two-fold – the work and the people. My primary objective as the shopper lead is to maximise Ginsters’ visibility through a shopper’s path to purchase, fly our brand flag as the category leader and signpost Ginsters and category by maximising its impulsive nature to ensure everyone is savouring the delicious, quality taste of our savoury pastries.
Team wise I work with one of the best – a team of fun, supportive, kind, motivating and like-minded, determined individuals all with one common goal to help our brand achieve its potential as the nation’s favourite. And those kind of people five days a week are critical to sustain a happy life.
What does a typical day look like for you?
I start by running which is non-negotiable to set me up for the day. Campaign planning is then the biggest part of each day with our shopper agency called Capture. It’s important I am absolutely organised (think lists on lists) to manage all of our retailers’ plans, exciting 2026 investment plans, a wide internal and external pool of stakeholders. Evaluations are a focus for us and that requires thinking time – getting stuck into the data, and pausing to think, away from the fast paced campaign processes provides an opportunity to pause and think slower. A nice balance! Working closely with our sales team is another thing I love too.
What have been some highlights of your career?
Seeing our Sainsbury’s premium activation come to life in 2025 was a very proud moment.
Tell us about a challenge you’ve faced recently:
Retail media is growing year on year and whilst there is more focus on the results that an omnichannel strategy can offer a brand, there is, in turn more POS noise in the aisles making cut-through harder for brands to stand out and disrupt the shopper in the store environment.
Shoppers shop mostly on a sub-conscious level so we have ensured our creative is tactically developed with this in mind. Creative should be simple, communicate a single-minded relevant message and be consistent and in line with our ATL campaign timings and creative. This delivers an integrated and cumulative campaign through the full shopper’s path-to-purchase, in turn strengthening the effectiveness of our marketing.
What’s a common misconception about your role?
Simple rule of consistency and simplicity. Best in class shopper marketing are those campaigns strategically planned to integrate touchpoints across the path to purchase that hero simple design.
What advice would you give to young people entering the baking industry?
Set your sights high, have no regrets, be kind and be vulnerable.
Interested in a career in bakery? Check out Foodmanjobs for the latest vacancies
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