Sr. Manager, Brand Marketing

Come make your difference in communities across Canada, where authenticity, trust and making connections is valued – as we shape the future of Canadian retail, together. Our unique position as one of the country's largest employers, coupled with our commitment to positively impact the lives of all Canadians, provides our colleagues a range of opportunities and experiences to help Canadians Live Life Well.

At Loblaw Companies Limited, we succeed through collaboration and commitment and set a high bar for ourselves and those around us. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong.

Role Mandate:

The Sr. Manager, Brand Marketing translates business strategies into brand strategies at the category or campaign level, on the ‘control brand’ (also known as ‘private label’) marketing team. This portfolio includes revered Canadian brands like President’s Choice and no name, among others. This role drives strategy through to execution and serves as a key collaborator with category leaders and counterparts within Loblaw Media and Loblaw Agency. The Sr. Manager oversees a small brand marketing team to drive seamless delivery of Marketing’s most visible and complex programs. They are accountable for the growth of their portfolios, which may include an entire category, or a collection of critical brand campaigns

Core Responsibilities:

• Brand Strategy: Works with Marketing and business leaders to translate corporate strategy into control brand strategy, and to clearly define brand values and objectives. Supports the development of long-term marketing strategies that, when implemented optimally, communicate and enhance Loblaw’s competitive advantages, improve brand health for LCL’s largest control brands and drive the achievement of strategic targets/share gains.
• Campaign/Program Strategy: Translates brand & portfolio-level strategic objectives into campaign/program-level strategies; leverages consumer/business insights and previous campaign learnings to inform campaign brief; works with Marketing leaders to clearly define KPIs and objectives for each campaign
• Campaign Planning & Execution: Leads the execution of marketing campaigns for portfolio and ensures execution aligns with annual plan objectives; acts as a key point of contact for agency counterparts, and other partners (e.g., Loblaw Media, Loblaw Digital, Retail Grocery Teams) for the review and approval of creative .
• Translating Strategy for Delivery: Acts as a point of contact for other Brand teams, for guidance regarding the application of control brand standards/strategy in campaign planning or execution across the enterprise.
• People Leadership: Manages team performance against marketing portfolio and campaign objectives and KPIs through mentorship and professional development
• Partnership: Acts as an advisor to category counterparts; collaborates across the Marketing organization and with other key partners to drive best practices, shared learnings, and efficiencies
• Innovation: Collaborates with internal and external partners to incorporate leading edge, innovative marketing strategies across paid, earned and owned channels, to drive relevant and best in class campaigns
• Annual Planning: Supports leadership in the development of annual marketing plans
  
  

Outcomes & KPIs:

• Brand health
• Customer acquisition and expansion
• Sales and contribution
• Campaign ROI
• Growth in market share
• Campaigns delivered on-time and on-budget
  
  

Key Skills & Capabilities:

• Translating marketing strategy into execution
• Strong knowledge of both traditional and digital marketing practices
• Marketing communication
• Brand strategy & positioning
• Developing marketing insights from data & analytics
• Budget management
• Project management
  
  

Experience:

• 8 years of experience
• 4-5 years in brand manager role, managing marketing campaigns
  
  

Office Locations:

While this role is based out of our head office in Brampton (1 Presidents Choice Circle), there is flexibility to work out of our downtown Toronto office (at Lakeshore and Bathurst) as well.

Our commitment to Sustainability and Social Impact is an essential part of the way we do business, and we focus our attention on areas where we can have the greatest impact. Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community – and we are constantly looking for ways to demonstrate leadership in these important areas. Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer our colleagues progressive careers, comprehensive training, flexibility, and other competitive benefits – these are some of the many reasons why we are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.

If you are unsure whether your experience matches every requirement above, we encourage you to apply anyway. We are looking for varied perspectives which include diverse experiences that we can add to our team.

We have a long-standing focus on diversity, equity and inclusion because we know it will make our company a better place to work and shop. We are committed to creating accessible environments for our colleagues, candidates and customers. Requests for accommodation due to a disability (which may be visible or invisible, temporary or permanent) can be made at any stage of application and employment. We encourage candidates to make their accommodation needs known so that we can provide equitable opportunities.

Please Note:

Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.

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