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Canada: Senior Brand Manager


Develop national marketing plans to drive brand growth, image and equity.

  • Develop or build upon brand positioning and consumer communication strategy.
  • Involve stakeholders in the planning process, soliciting input & perspectives
  • Develop short and long term strategic plans for assigned brands.
  • Participate in provincial planning sessions to develop strong local programming
  • Evaluate / estimate ROI on marketing activity, ensuring efficiency and sufficiency.
  • Build solid awareness of external market trends and developments (consumer, competitor) which informs commercial and operational decisions
  • Identify markets / segments/ consumer needs with significant growth potential through relevant research and use the information to drive business development.
  • Develop a thorough knowledge of the industry, customers (LCB requirements), competitive and regulatory environment (liquor board regulations, CFIA, advertising & promotion codes).
  • Prepare monthly reports for Country manager on brand depletions, market share, value vs. competition, recommending appropriate actions.
  • Manage the brand budgets, monitoring progress of financial results and take initiative to course correct or accelerate growth where appropriate.
  • Review tracking analysis on pricing and competitive activity and take action where appropriate to ensure pricing strategy is adhered to.
  • Summarise performance vs. KPI’s for Sales/GM Brand Ambassadors.
  • Collaborate with National Sales Director, Reserve Brands and Wines to develop plans to optimize listings and distribution goals for total portfolio.
  • Develop & validate integrated 3600 consumer communication campaigns.
  • Oversee the development and execution of the appropriate mix of activity
  • Ensure deadlines are met and agencies execute to ensure timely delivery of programs to LCB customers and the Sales team
  • Ensure effective communication and alignment of individual and brand goals.

More info here

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Saturday, January 20, 4:46 pm

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