The Most Desirable Role in Marketing: Why Gen Z Marketers Are Choosing Rural Locations Over City Life
A recruitment specialist has recently made claims that marketers seeking entry-level or middle management roles are no longer just looking for the perfect job – they are also seeking the perfect location. Surprisingly, this location is not London.
This revelation comes after Cumbrian family business Bells of Lazonby announced its search for an assistant brand manager to join its marketing team. The role, based in Penrith on the edge of the picturesque Lakeland hills, will involve working on one of the UK’s leading free-from sweet bakery brands, ‘We Love Cake,’ which is available in supermarkets and food service outlets across the UK and Australia.
Sophie O’Brian, the founder of Pollen Careers, has observed a significant shift in the preferences of junior marketers over the past decade. She notes that in the past, young professionals were fixated on securing roles in the capital city, believing that a fast-paced work environment and big city lifestyle were essential for career advancement. However, in 2024, the priorities of Gen Z marketers have evolved. They now prioritize work-life balance, scenic views from their workspace, and roles that complement their lifestyle, rather than dominate it.
Bells of Lazonby, a third-generation family bakery with operations in wholesale and retail, recently posted a job opening for an assistant brand manager on LinkedIn. The response was overwhelming, with numerous talented individuals expressing interest in working in the serene setting of Penrith.
Located on the edge of the Lake District, Lazonby boasts one of the most beautiful commutes in the country. The role offers flexibility, allowing employees to work from home or in the office. This promises a daily dose of breathtaking views and the freedom to step away from work and immerse oneself in nature when needed.
But what is driving young marketers to seek employment in a tranquil Cumbrian town? According to Sophie O’Brien, the allure of the trendy, beanbag-filled offices popular among millennials has faded. Today’s early-career professionals prioritize their mental well-being in the workplace.
O’Brien explains, “We are witnessing a significant shift in the preferences of job seekers. Many young professionals now gravitate towards rural roles due to the flexibility and healthier lifestyle they offer. Family businesses provide a different work culture compared to large corporations, but the challenge lies in making job seekers aware of these opportunities.”
She adds, “Unlike previous generations, Gen Z individuals are not solely focused on climbing the corporate ladder at multinational companies. They prioritize jobs that respect their lifestyle, offer a sustainable work pace, and bring genuine enjoyment. Smaller companies in rural locations present the opportunity for individuals to truly flourish.”
The Role on Offer: Assistant Brand Manager at Bells of Lazonby
The assistant brand manager position at Bells of Lazonby is still open to applicants. The role entails developing and implementing strategic brand plans for ‘We Love Cake.’ While a background in sales or marketing is preferred, a business or marketing degree is not a requirement.
In addition to the picturesque Cumbrian setting, the role offers attractive perks such as 33 days of annual leave, access to an Employee Assistance Programme through Health Assured, a Cycle to Work Scheme, gym membership, and discounted cakes – a sweet bonus for any dessert lover.
Josh Boydell-Smith, the Head of Marketing at Bells of Lazonby, who relocated from Manchester to Penrith six years ago, emphasizes the unique opportunity the role presents. He states, “It is an exciting chance for the right individual to make a significant impact on our growing product portfolio. As a small team, the person taking on this role will have autonomy over their ideas and opportunities to learn on the job.”
Boydell-Smith continues, “We are seeking a passionate individual with a love for bakery products – someone ready to embrace the creativity of working on a disruptive brand with a wide reach beyond the Lake District.”
‘We Love Cake’ Success Story
‘We Love Cake’ has experienced rapid growth in recent years, with a 280% increase in value and volume since 2020. The brand operates in UK Frozen Foodservice and both Australian and UK retail markets. It aims to become the leading brand in value sales in the Free-From Sweet Bakery sector in the UK, a milestone it has already achieved in Australia.
Initially launched in 2012 in UK foodservice, the brand gained popularity for its quality, taste, and commitment to allergen integrity. In 2019, ‘We Love Cake’ disrupted the UK retail market, selling fewer than 1,000 packs per week. By the end of 2023, sales had surged to over 25,000 packs per week in UK retail.
In Conclusion
The role of an assistant brand manager at Bells of Lazonby offers a unique opportunity for marketers seeking a fulfilling career in a serene setting. The shift in preferences among young professionals towards rural roles reflects a growing emphasis on work-life balance and mental well-being.
If you are interested in this role or other recruitment opportunities at Bells of Lazonby, you can apply by sending your CV to [email protected] quoting ‘Assistant Brand Manager.’ Join the team at ‘We Love Cake’ and be part of a brand that is redefining the sweet bakery industry with its innovative approach and commitment to quality.