Senior Marketing Manager (18 mo. contract)

Blue Rock Search
April 6, 2022
Toronto, Canada


The Senior Marketing Manager is responsible for providing leadership in the planning, development and implementation of Food & Beverage innovation and strategic and tactical consumer marketing activities to enhance the growth and profitability for the entire brand in Canada. In addition, this position will be responsible for developing strategic insights & business plans to meet sales objectives by closely monitoring business, category, consumer and competitive trends within the industry and identifying the relevant implications and opportunities. This role develops & oversees national marketing programs and will have responsibility to ensure all consumer marketing activities are consistent with the articulated brand strategies. Lastly, this role leads a cross-functional team on new product introductions and execution of brand-building initiatives.

Key responsibilities include:

Category Strategy & Oversight

  • Establishes, maintains and provides expert knowledge of assigned category including national sales tracking and reporting, category insights, market trends, consumer needs and competitive threats

o Manages the day-to-day business processes for the brand(s) to deliver budget commitment

o Develops plans and programs that will maintain and drive future sales for the category, specifically, determining brand and product positioning, establishing sales targets, and guiding pricing strategy

o Develops business presentations for key stakeholders including: National Board, Local Ma, and the Executive Team

Category Development & Implementation

  • Develops category plans by incorporating market and consumer insights to inform Pricing and Portfolio Assortment
  • Builds and executes national marketing calendar for Canada
  • Leveraging category, consumer & product insights, develops marketing communications objectives, positioning and key messages for national marketing communications
  • Ensures continuity of communications strategy across all consumer touch points (traditional mass media, packaging, PR, retail activation)
  • Identifies category information gaps to develop consumer and innovation research agenda

New Product Introduction and Category- Specific Initiatives

  • Establishes strategic innovation priorities and ensures alignment with cross-functional team
  • Leverages category and consumer insights to build business cases for new product introductions
  • Validates new product ideas through consumer testing

Skills & Abilities Required:

  • At least 6 years of brand and/or category management experience
  • Strong strategic planning, problem solving and analytical skills
  • Experience with new product introductions from ideation to commercialization
  • Strong business acumen with ability to translate insights into actionable recommendations
  • Effective project management skills with the ability to inspire and motivate cross-functional teams
  • Exceptional communication and business presentation skills
  • Experience in coaching direct reports and managing high performance teams
  • Proven ability to manage ambiguity and thrives in an environment of change
  • Background in restaurant marketing preferred
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