Brand Manager
PMA Canada
full-time
Posted on:
Location Type: Hybrid
Location: Oakville • 🇨🇦 Canada
Visit company websiteJob Level
JuniorMid-Level
About the role
- The Brand Manager plays a pivotal role in leading the development and execution of integrated marketing plans that drive consumer engagement and business growth for their portfolio.
- Collaborate with key internal stakeholders in the development and execution of ATL & BTL plans, driven by insights, to achieve brand objectives.
- Effectively manage brand budgets, build strategy and plans that maximize long-term brand value, consumer fame and customer engagement.
- The role works closely with internal PMA teams (Trade Marketing, Sales team, Customer Management & Brand Team) as well as external (PR/ Media agencies, key Supplier team, where applicable as well as Retail & On-Premise customers)
- Be an expert in marketing/brand management and delivers consumer centric brand plans backed by insights and research.
- Brand Depletions (Sales), Market Share & brand ROI (at the level of Can $ income less A&P)
- Proactively engages the Brand Owner team and Director, Brand Development to align on annual Brand Plans and Activations within brand guidelines.
- Develop activity plans from aligned consumer strategies and insights and provide direction, tools and materials for activation.
- Develop and establish clear brand communication & activation strategies that drive brand growth, image & equity.
- Engage with supplier to manage innovation pipeline and launch plans for Canada.
- Ensure effective management of assigned budgets, collaborating with Trade Development Team/Regional Sales.
- Conduct measurement and evaluation of Above the Line (A.T.L.) and Below the Line (B.T.L) campaigns as needed.
- Be direct point of contact for assigned suppliers/3rd parties and foster strong relationships.
- Provide monthly/quarterly reporting, performance tracking, A&P reconciliation for assigned brands.
- Measure brand performance in conjunction with supplier KPIs.
- Responsible for maintaining consistency of brand messaging and presentation.
- Collaborate with internal stakeholders to drive achievement of brand plans.
- Coach and Motivate Brand Ambassadors & Promotion Co-coordinators as applicable.
- Other duties as assigned.
Requirements
- Post-secondary degree preferably with sales or marketing emphasis.
- 2-3 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
- Whisky Expertise – History, Distillation & Production, Brand Heritages
- 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.
Benefits
- PMA Canada is committed to providing equal opportunity and accessibility in its recruitment process.
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard skills
brand managementconsumer brand managementmarketing strategybudget managementbrand communicationperformance trackingA&P reconciliationmarketing activationwhisky expertiseadvertising regulations
Soft skills
strong communication skillshigh energyresults orientedcoachingmotivationrelationship buildingcollaborationinsight-drivenconsumer-centricpassion for industry