Golden Waffles
Senior Graphic Designer
Golden Waffles - Glen Mills, Pennsylvania, United States
Work at Golden Waffles
Overview
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Overview
Why this role/why join now?
Creative Leadership:
Take the helm of creative processes, defining and overseeing the entire visual brand identity after the company's recent rebrand. Strategic Impact:
Report directly to the new VP of Brand, leaving your unique creative mark as the first in-house creative asset the company has had in its nearly 100 year history. Dynamic Growth at a Market Leader:
Join a company currently experiencing rapid growth and investment as the #1 waffle mix & iron distributor/servicer in the US.
What qualifications do you need to be considered? LOCATION:
Able to be in the Glen Mills, PA corporate office,
3 days a week. Bachelor's degree 5+ years’ experience in creative design across all mediums
including developing print, digital and social assets A portfolio showcasing the above. Proven, hands-on ability to translate brand strategy into impactful visual designs . Minimum five years’ experience with project management with a proven ability to juggle multiple projects simultaneously, while meeting all deadlines. Proficiency in industry-standard design software and tools (Adobe Suite, PPT, Figma...) Exceptional attention to detail and keen eye for aesthetics. Strong communication and collaboration skills, with the ability to work effectively with cross-functional teams and external partners.
About Golden Waffles Headquartered in Glen Mills, Pennsylvania, New Carbon Company dba Golden Waffles is the largest supplier of waffle irons and waffle mix to the hospitality and foodservice industry. The Company provides a comprehensive turnkey waffle program consisting of mixes, toppings, and flavorings along with waffle iron equipment and related maintenance to over 40,000 customer locations throughout North America and the rest of the world. The Company's renowned irons and mixes have been used in leading restaurants, hotels, colleges, corporate environments, and theme parks for over 85 years.
As a complete B2B2C solution provider for the waffle category, the Company enables customers the ability to offer their guests a consistently high-quality, delicious product at high margins without the typical obstacles associated with serving waffles. Golden Waffles’ well established geographic footprint provides coast to coast coverage in the U.S. and a global distribution partner network that can service customers across the U.S. and in ~45 countries.
Golden Waffles employs ~270 associates with a geographically dispersed route delivery team of ~115. Over 80 distribution centers are located across the United States along with a waffle iron manufacturing and refurbishment center in South Bend, Indiana to ensure prompt distribution to all customers.
Purpose Reporting directly to the VP of Brand, The Senior Graphic Designer is responsible for leading the Company’s creative process for marketing and sales communications. This role involves collaborating with cross-functional team members from all areas of the business to develop and execute effective brand design strategies and communications. The Senior Graphic Designer is responsible for overseeing the entire visual brand identity system and leading project teams from strategy to initial conceptualization, design development and finalization. This position plays a critical role in managing outside partners to ensure that design and content projects meet the organization’s high standards of quality, creativity and timeliness.
Role Objectives
First Six Months: Expand and Scale Existing Brand Assets:
Build upon the existing brand foundation by creating additional assets for internal and external use. Develop sales decks, trade show materials (e.g., NRA), and customer presentations for key accounts including large hotel chains & QSRs, among others. Tailor content to support customer engagement and drive market expansion. Develop Core Design Systems and Processes:
Build out scalable design systems within Adobe Suite and Figma, ensuring consistency across all creative outputs. Establish guidelines for asset creation, storage, and management within the DAM system. Support Strategic Growth and Expansion:
Partner with Sales and Marketing teams to create category-specific branded content and account presentations that enhance customer engagement and drive business growth.
Long-Term Vision: Create a Scalable, In-House Design Capability:
Establish a sustainable internal design function that reduces reliance on external agencies. Develop repeatable design processes to support ongoing brand development and marketing initiatives. Enhance Digital and Social Presence:
Lead the creation of engaging social media content and website updates to drive brand awareness and customer engagement. Develop branded content strategies for consistent digital storytelling. Deliver High-Impact Visual Storytelling:
Develop creative assets that bring the brand to life across all channels, including packaging, trade materials, and internal branding. Work closely with photographers and videographers to create compelling content for both internal and external audiences.
Role Responsibilities Creative Leadership Manage the creative process for marketing and sales communication initiatives, from concept development to final delivery, ensuring alignment with business objectives and brand identity. Develop new creative assets to support customer engagement across sales presentations, trade shows, and social media, maintaining brand consistency and visual impact.
Asset Management and Design Systems Oversee the management of the Digital Asset Management (DAM) system, ensuring that all brand assets are organized, accessible, and consistently applied. Develop and implement scalable design systems within Adobe Suite and Figma to drive consistency and efficiency across all creative outputs. Ensure brand continuity and quality control by managing external design partners and reviewing partner-executed photography and art direction.
Photo and Video Production Plan and coordinate photo and video shoots, managing the production process from concept to execution. Collaborate with photographers, videographers, and production teams to create high-quality content that reflects the brand’s visual identity and business goals. Direct post-production processes to ensure final assets meet brand standards and business objectives.
Cross-Functional Collaboration and Strategic Impact Partner with Sales and Marketing teams to create targeted customer presentations and trade show materials for key accounts. Act as a creative advisor across departments, providing strategic design input to enhance marketing and sales effectiveness, among other internal design assignments.
Industry Trends and Best Practices Continuously evaluate and enhance design strategies based on performance metrics and market feedback. Implement design best practices to optimize creative processes and improve overall brand performance.
Take the helm of creative processes, defining and overseeing the entire visual brand identity after the company's recent rebrand. Strategic Impact:
Report directly to the new VP of Brand, leaving your unique creative mark as the first in-house creative asset the company has had in its nearly 100 year history. Dynamic Growth at a Market Leader:
Join a company currently experiencing rapid growth and investment as the #1 waffle mix & iron distributor/servicer in the US.
What qualifications do you need to be considered? LOCATION:
Able to be in the Glen Mills, PA corporate office,
3 days a week. Bachelor's degree 5+ years’ experience in creative design across all mediums
including developing print, digital and social assets A portfolio showcasing the above. Proven, hands-on ability to translate brand strategy into impactful visual designs . Minimum five years’ experience with project management with a proven ability to juggle multiple projects simultaneously, while meeting all deadlines. Proficiency in industry-standard design software and tools (Adobe Suite, PPT, Figma...) Exceptional attention to detail and keen eye for aesthetics. Strong communication and collaboration skills, with the ability to work effectively with cross-functional teams and external partners.
About Golden Waffles Headquartered in Glen Mills, Pennsylvania, New Carbon Company dba Golden Waffles is the largest supplier of waffle irons and waffle mix to the hospitality and foodservice industry. The Company provides a comprehensive turnkey waffle program consisting of mixes, toppings, and flavorings along with waffle iron equipment and related maintenance to over 40,000 customer locations throughout North America and the rest of the world. The Company's renowned irons and mixes have been used in leading restaurants, hotels, colleges, corporate environments, and theme parks for over 85 years.
As a complete B2B2C solution provider for the waffle category, the Company enables customers the ability to offer their guests a consistently high-quality, delicious product at high margins without the typical obstacles associated with serving waffles. Golden Waffles’ well established geographic footprint provides coast to coast coverage in the U.S. and a global distribution partner network that can service customers across the U.S. and in ~45 countries.
Golden Waffles employs ~270 associates with a geographically dispersed route delivery team of ~115. Over 80 distribution centers are located across the United States along with a waffle iron manufacturing and refurbishment center in South Bend, Indiana to ensure prompt distribution to all customers.
Purpose Reporting directly to the VP of Brand, The Senior Graphic Designer is responsible for leading the Company’s creative process for marketing and sales communications. This role involves collaborating with cross-functional team members from all areas of the business to develop and execute effective brand design strategies and communications. The Senior Graphic Designer is responsible for overseeing the entire visual brand identity system and leading project teams from strategy to initial conceptualization, design development and finalization. This position plays a critical role in managing outside partners to ensure that design and content projects meet the organization’s high standards of quality, creativity and timeliness.
Role Objectives
First Six Months: Expand and Scale Existing Brand Assets:
Build upon the existing brand foundation by creating additional assets for internal and external use. Develop sales decks, trade show materials (e.g., NRA), and customer presentations for key accounts including large hotel chains & QSRs, among others. Tailor content to support customer engagement and drive market expansion. Develop Core Design Systems and Processes:
Build out scalable design systems within Adobe Suite and Figma, ensuring consistency across all creative outputs. Establish guidelines for asset creation, storage, and management within the DAM system. Support Strategic Growth and Expansion:
Partner with Sales and Marketing teams to create category-specific branded content and account presentations that enhance customer engagement and drive business growth.
Long-Term Vision: Create a Scalable, In-House Design Capability:
Establish a sustainable internal design function that reduces reliance on external agencies. Develop repeatable design processes to support ongoing brand development and marketing initiatives. Enhance Digital and Social Presence:
Lead the creation of engaging social media content and website updates to drive brand awareness and customer engagement. Develop branded content strategies for consistent digital storytelling. Deliver High-Impact Visual Storytelling:
Develop creative assets that bring the brand to life across all channels, including packaging, trade materials, and internal branding. Work closely with photographers and videographers to create compelling content for both internal and external audiences.
Role Responsibilities Creative Leadership Manage the creative process for marketing and sales communication initiatives, from concept development to final delivery, ensuring alignment with business objectives and brand identity. Develop new creative assets to support customer engagement across sales presentations, trade shows, and social media, maintaining brand consistency and visual impact.
Asset Management and Design Systems Oversee the management of the Digital Asset Management (DAM) system, ensuring that all brand assets are organized, accessible, and consistently applied. Develop and implement scalable design systems within Adobe Suite and Figma to drive consistency and efficiency across all creative outputs. Ensure brand continuity and quality control by managing external design partners and reviewing partner-executed photography and art direction.
Photo and Video Production Plan and coordinate photo and video shoots, managing the production process from concept to execution. Collaborate with photographers, videographers, and production teams to create high-quality content that reflects the brand’s visual identity and business goals. Direct post-production processes to ensure final assets meet brand standards and business objectives.
Cross-Functional Collaboration and Strategic Impact Partner with Sales and Marketing teams to create targeted customer presentations and trade show materials for key accounts. Act as a creative advisor across departments, providing strategic design input to enhance marketing and sales effectiveness, among other internal design assignments.
Industry Trends and Best Practices Continuously evaluate and enhance design strategies based on performance metrics and market feedback. Implement design best practices to optimize creative processes and improve overall brand performance.