Brand Manager

About Peter Mielzynski Agencies LTD “PMA” and the Mission

PMA Canada’s Mission is to become Canada’s Best Premium Beverage Alcohol Growth Partner. We strive to be recognized as ‘Agents for Growth’ focused on three core areas of People, Partnerships and Performance. We represent an enviable portfolio of leading premium spirits, wines and beer brands. We are a privately held company founded in 1979 by Peter Mielzynski Sr., and to this day, we pride ourselves on building brands and providing Service Excellence for our Suppliers, Customers & Consumers.

Company Values

Teamwork: Share and communicate knowledge and skills with others, can recognize other’s best practices and apply them to daily activities. Actively involved in the overall business and team’s activities

Professionalism: Show proper preparation, responsiveness, accountability, and responsibility for their actions. Improves self through personal development. Conduct themselves with honesty, ethics, and integrity.

Leadership: Energize employees and provide a path to career success, company objectives and growth. Display a conscientious work ethic, coach, and mentor staff, be proactive and not reactive to potential issues.

Creativity: Show initiative to succeed, share ideas, opens to change, and learn from successes and failures.

Enthusiasm: Bring energy, passion, positive attitude and demonstrate strong commitment to PMA

About the Brand Manager Role - Beer

Responsible for developing and delivering the annual brand plan in line with the Global Brand Team strategic imperatives.  Fostering relationships with the Global Brand Team (GBT), key external agencies and internal stakeholders (Trade Marketing and Sales). Collaborate with key internal stakeholders in the development and execution of ATL & BTL budgets and plans to achieve brand objectives. Consistently demonstrate expertise in marketing/brand management disciplines. The role delivers superior brand performance by enabling saliency and advocacy and developing full-funnel marketing and sales initiatives. Delivering ATL and BTL initiatives that recruit new and lapsed consumers working in conjunction with the PMA Marketing and Shopper / Trade Marketing team, Agencies, the PMA Sales Force and Customers (Retail, On-Premise outlets & chains). Supported by excellence in budget management, project management and cross-functional networking.

Key Deliverables

• Market Share of Value Growth
• Beat Rivals within Defined Competitive Set / deliver value share growth
• Achieve volume / value targets
• Measurement and evaluation of Above the Line (A.T.L.) and Below the Line (B.T.L) campaigns
• Strategy development
• Annual Brand Plan development with alignment of Global Brand Owner (GBT)
• Consumer behavior understanding | barriers to purchase
• Collaboration with GBT to integrate global brand positioning and campaigns to Canadian marketplace.
• Portfolio architecture and innovation pipeline management with launch strategy for Canada.
• Consumer engagement platform(s)
• The Big Idea | To be Taken through the Line (360)
• Develop and establish clear brand initiatives that drive brand growth, image & equity.
• Develop activity plans from aligned consumer strategies and provide direction, tools and materials for activation.

• Commercial Imperatives
• Develop and deliver Commercial guardrails and on-going guidance to Sales on Retail solutions.
• Input to sales execution plans for portfolio based on customer understanding and growth strategies for Retail and On Premise.
• Oversee and guide pricing structures, volume targets & mix, listing priorities, and POD drivers.
• Develop and deliver programs and tools for both Retail and On Premise channels, including KPIs
• P&L outcome
• NSV | NSV/9Ls
• Customer Discounts | Marketing Investments (A|P|CMI)
• Commercial Results: Brand Depletions (Sales), Market Share & brand ROI (at the level of Can $ income less A&P) beats plan.
• Governance | guidelines | compliance
• Commercial Guardrails | TTP Oversight
• Business Reporting
• Monthly Brand Report | Initiative measurement & learning
• Competitive Gaming
• Effective brand budget management
• Management of others, Coaching and Influencing
• Manage, develop and motivate the Brand & Sales Specialist in Ontario to drive growth and brand advocacy both internally and externally
• Foster strong relationships with relevant suppliers/3rd party agencies
• Collaborate with internal stakeholders to drive achievement of brand plans
• Other duties as assigned

Core Competencies

1. Results Orientation: Hold an External Lens | Outcome NOT Activity Focused | Measure Results | Deliver Targets
2. Strategic Awareness: Big Picture View | Balance Near & Long Term | Lateral Thinking | Link Activity to Imperatives
3. Consumer Centricity: Target Consumer Understanding | Insight Application Overcome Consideration Barriers
4. Commercial Acumen: Versed in MES | Understand BTL Levers | Effective Product Launches | Overcome Conversion Barriers
5. Interpersonal Effectiveness: Effective Timely & Relevant 2 Way Communication | Persuasive | Stakeholder Engagement
6. Judgment & Decision Making: Growth Mindset | Take Intelligent Risks | Learn from Outcomes | Risk Mitigation Actions

Qualifications

• Post-secondary, college degree preferably with sales or marketing emphasis.
• Minimum 3 Years’ Experience in Consumer Brand Management
• Previous Canadian CPG Industry Experience
• Canadian Beverage Alcohol Industry knowledge and experience
• Category Knowledge: Working Knowledge & Understanding of Rival Brands (Product Variants & Marketing Activations)
• Strong verbal and written communication skills.
• Passionate and keenly interested in the beverage alcohol industry.
• High energy and results oriented.
• Understanding of Marketing Disciplines and their respective Intended Impact on Consumer Behaviour & Attitudes
• Advanced knowledge of Canadian Advertising Regulations & Standards
• Agency Partner Management Principles
• Computer Literacy: Microsoft Office Software (Excel, Power Point, Word, Outlook)
• Aware of personal impact and takes genuine interest in his or her contribution to PMA operational effectiveness and culture.
• A Demonstrable Existing Network of Relevant Lifestyle | Industry Influencers & Enthusiasts
• A valid passport

Physical Demands

• Position is mostly sedentary and requires use of computer.
• Some travel may be required.
• Some evening / weekend work may be required

PMA Canada is committed to providing equal opportunity and accessibility in its recruitment process.  If you are selected for further consideration and require accommodation to participate in this recruitment process, please advise your Talent Acquisition partner