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Agenda & Speakers

King Arthur Baking Company Delivers Exceptional Customer Experience During Baking Surge

Thursday, November 12, 2020 - 2:00 PM - 2:45 PM
As quarantine regulations hit the United States, King Arthur noticed business was far from its usual pre-Easter pace. In the span of a few short days as shoppers hit grocery stores and stocked up on essentials, suddenly shelves were without flour. The team found itself receiving and answering more questions on baking than ever before – which is significant, considering the brand’s 200+ year history.

King Arthur understood it needed to quickly pivot on multiple levels. First, how could the brand add resources and innovate to meet the increased demand for retail-sized bags of flour? And second, how could its internal team of experts, including in-house bakers, shift to provide additional live support, educational resources, and tips and techniques as many first-time bakers took to their home kitchens?

During this session, Bill Tine, VP of Marketing for King Arthur Baking Company, will dive into the brand’s history, its customer engagement efforts, and how the brand was able to successfully pivot to answer customer questions and meet the unprecedented spike in demand. RSVP For This Session (Conference Registration Required)


Bill Tine, VP of Marketing, King Arthur Baking Company

Bill Tine joined King Arthur Flour in 2009.  In his role as Vice President of Marketing and a member of King Arthur’s Strategy Team, he leads brand management, digital and performance marketing, customer loyalty, insight and analytics, content development, innovation and web development. 
Under his guidance, the company’s consumer-centric marketing strategy has evolved to be a leader in content marketing, with a focus on digital.  King Arthur’s brand-building efforts have led to significant share growth in the baking category as core products like whole wheat flour, bread flour and the entire Organic flour line are category leaders and new products in their grain-free and gluten-free lines have seen double-digit growth each of the past few years.
Bill is a graduate of Dickinson College with an MBA from the Tuck School of Business at Dartmouth College. He is a board member and ESOP trustee of Chelsea Green Publishing, former Chair and Treasurer of the board of the Children’s Literacy Foundation (CLiF), and board member for the Friends of the Norris Cotton Cancer Center at Dartmouth Hitchcock Hospital.

Agenda Overview

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