Brand Manager

• Map community stakeholders – builders, organizers, institutions, civic groups, business associations – in each of our markets and build ongoing engagement plans for each stakeholder archetype.
• Identify potential high-value relationships.
• Identify and help pursue partnership opportunities with organizations that share our audience and/or vision.
• Develop a touchpoint strategy that puts our brands in front of new homeowners, new parents, new arrivals, new retirees at the moments when they most need local information
• Design and lead a training program that equips staff members with the language, confidence and tools to represent their brand in public.
• Create simple, practical playbooks for staff covering how to introduce themselves at community events, how to invite people to subscribe to newsletters, how to present to community groups, how to respond to the “Are you guys still around?” question, and how to turn a casual conversation into a meaningful brand interaction.
• Work with editors to identify reporters who have strong community profiles and help them lean into that visibility in ways that serve both their journalism and the brand
• Ensure that while the news is local, the experience of our brand -the feeling of trust and utility is identical across all Ontario sites.
• Design high-value virtual and in-person events that can be replicated across different markets with minimal friction.
• Design and execute grassroots campaigns that drive newsletter subscriptions and app downloads.
• Track which communities and which tactics are producing the most engaged new subscribers, and redirect effort accordingly
• Provide regular reporting to leadership on brand awareness, audience growth, partnership activity and community sentiment
• Identify communities or neighbourhoods within our markets where awareness and engagement are lowest and develop targeted plans to address them

Community Engagement and Brand Marketing Manager

• Develop media strategy across integrated campaigns
• Provide media counsel and recommendations to Brand team
• Partner with external and internal stakeholders to translate campaign strategy into effective media plans
• Identify and assess new media opportunities
• Ensure media planning accounts for increased layering of products and campaigns
• Provide guidance and oversight to the Media Coordinator
• Serve as the day-to-day media lead with external media agencies
• Oversee end-to-end execution of media plans
• Lead ongoing monitoring, testing, targeting, and optimization
• Manage media budgets across campaigns
• Track, evaluate, and report on media performance against objectives

Media Manager, Brand Marketing and Integrated Campaigns

• Own the strategic development, execution, and optimization of OLG's Believability in Winning platform.
• Develop integrated programs that leverage winner stories, cultural moments, creator partnerships, emerging content formats, and enterprise storytelling.
• Lead the evolution and stewardship of OLG's Enterprise Social Strategy.
• Partnering with the internal Social Media team & Social Agency to drive strategy behind social and content programs.
• Serve as OLG's Enterprise Brand expert on social behaviour, cultural relevance, and emerging consumer trends.
• Lead the identification and activation of emerging social, cultural, and content trends.
• Build and execute full-funnel brand programs that connect enterprise objectives with product priorities.
• Translate complex consumer, market, performance, and brand-health insights into actionable strategies.
• Identify emerging cultural, social, consumer, and marketplace trends and convert them into scalable brand opportunities.
• Establish measurable objectives, KPIs, reporting frameworks, and optimization plans for assigned programs.
• Act as a strategic advisor and brand thought leader across the organization.
• Partner and orchestrate program with cross-functional partners to deliver integrated customer experiences.

Senior Brand Manager

• Supports the Brand Manager in the strategic development and execution of annual Marketing plans including new product launches, trade promotions, visual merchandising, and advertising for the professional channel
• Measures and reports performance of executions, assessing against clear goals (ROI and set KPIs)
• Shares insights with stakeholders while actioning learnings to further drive growth of the business
• Identifies blank space opportunities through sales data, competitive insights/trends, new product information, etc.
• Participates in the planning and directing of brand image consistency in visual merchandising, brand/promotional materials, and activations
• Assists in managing overall brand health and leading SKU management through ownership of new SKU creation procedures, price list and order forms
• Manages launch adaptation from global assets to local market relevance and activation
• Supports material development for English and French Canada including point of sale displays, sales presenters, education calendars, event support, collateral, etc.
• Ensures strong merchandising tools are implemented at the skin centre level
• Leads communication for professional channel with the development and distribution of the monthly Profit Flash, PRO Flash, and e-blasts
• Collaborates with the digital team to aid in the development of the social media calendar and content creation
• Partners with PR to stay abreast of earned, organic and press activity to share with the professional community
• Works with the Education team to ensure that product training pieces are effectively rolled out to accounts and their Professional Skin Therapists
• Coordinates all promotional updates to B2B order management system with e-commerce team
• Supports the sales team with new business prospecting initiatives and develop tools as needed
• Takes ownership of projects from concept through execution, overcoming obstacles and driving solutions.
• Independently manages competing priorities and project timelines while ensuring key business objectives are met.
• Proactively identifies business opportunities, risks, and process improvements, bringing forward recommendations and action plans.
• Establishes and maintains ongoing dialogue with U.S. and International marketing counterparts to leverage brand and project harmonization
• Assists the Brand Manager with forecast planning for B launches and promotional activities
• Tracks competitor activity as well as category trends and provides feedback internally
• Visits accounts and attends business events to gain a deeper understanding of the market

Assistant Brand Manager

• Supports the Brand Manager in the development of annual marketing strategies
• Leads the execution of key initiatives across the retail channel, including new product launches, trade promotions, and visual merchandising programs for flagship locations, Sephora, and student stores
• Measures and reports performance of executions, assessing against clear goals (ROI and set KPIs)
• Shares insights with stakeholders while actioning learnings to further drive growth of the business
• Identifies blank space opportunities through sales data, competitive insights/trends, new product information, etc.
• Participates in the planning and directing of brand image consistency in visual merchandising, brand/promotional materials, and activations
• Assists in managing overall brand health and leading SKU management through ownership of new SKU creation procedures and UPC forms
• Manages launch adaptation from global assets to local market relevance and activation
• Owns material development for English and French Canada including point of sale displays, sales presenters, education calendars, event support, collateral, etc.
• Ensures strong merchandising tools are implemented at store level
• Coordinates online merchandising, providing copy and assets for relevant retailers
• Collaborates with the digital team to aid in the development of the social media calendar and content creation/pitching for retail channels
• Partners with PR to stay abreast of earned, organic and press activity to share with retail partners
• Works with the Education team to ensure that product training pieces are effectively rolled out to key accounts and their Professional Skin Therapists
• Establishes and maintains ongoing dialogue with U.S. and International marketing counterparts to leverage brand and project harmonization
• Assists the Brand Manager with forecast planning for B launches and promotional activities
• Tracks competitor activity as well as category trends and provides feedback internally
• Visits accounts and attends business events to gain a deeper understanding of the market
• Ad hoc projects as needed

Assistant Brand Manager, Retail

• Serve as a key strategic partner to the Director of Brand Marketing in annual planning and campaign development
• Own day-to-day leadership of integrated planning processes and ensure alignment across stakeholders, partners, timelines and deliverables
• Lead development of clear actionable briefs and provide direction to creative, media and research partners to ensure work is aligned to objectives, insights and brand standards
• Manage campaign budgets and timelines, proactively identifying risks, resolving issues and escalating as needed to keep work on track
• Lead the Integrated Agency Team (IAT), including status, deliverables tracking and performance readouts

Senior Manager, Brand Marketing Strategy

• Deliver Commercial Results: Strong commercial acumen to deliver on Brand Depletions (Sales), Market Share & Brand ROI (at the level of Can $ income less A&P), Budget Management etc...
• Brand Owner Engagement: Proactively engages the Brand Owner team and Director, Brand Development to align on annual Brand Plans and Activations within brand guidelines.
• Create and deliver activity plans from aligned consumer strategies and insights and provide direction, tools and materials for activation.
• Deliver clear brand communication & activation strategies that drive brand growth, image & equity.
• Engage with supplier to deliver and manage innovation pipeline and launch plans for Canada.
• Ensure effective management of assigned budgets, collaborating with Trade Development Team/Regional Sales.
• Deliver the brand / portfolio brand plan and activities on budget.
• Conduct measurement and evaluation of Above the Line (A.T.L.) and Below the Line (B.T.L) campaigns.
• Be the direct point of contact for assigned brand owners / suppliers/ 3rd parties and foster strong relationships.
• Deliver monthly/quarterly reporting, performance tracking, A&P reconciliation for assigned brands.
• Drive and measure brand performance in conjunction with supplier KPIs.
• Lead and manage a diverse network of agencies, while ensuring alignment to brand strategies and business objectives.
• Responsible for maintaining consistency of brand messaging and presentation.
• Collaborate with internal stakeholders to deliver brand plan initiatives and execution.
• Coach, motivate and develop Brand Ambassadors & Promotion Co-coordinators as applicable.
• Manage Brand Ambassador to ensure optimal consumer engagement, trade partner education, execution of sampling programs, and relationship building that builds brand awareness for Retail and On-Premise accounts.

• Develop media strategy across integrated campaigns, including always-on paid search, digital acquisition, lead generation, and emerging media opportunities
• Provide media counsel and recommendations to Brand team based on the overarching brand and campaign strategy
• Partner with external and internal stakeholders to translate campaign strategy into effective media plans, including channel mix, phasing, and investment approach
• Identify and assess new media opportunities, including in-kind media, partnerships, and innovative placements that extend impact within budget constraints
• Ensure media planning accounts for increased layering of products and campaigns to avoid cannibalization and inefficiencies
• Provide guidance and oversight to the Media Coordinator supporting trafficking, reporting, and performance monitoring
• Contribute to the development of scalable media processes and best practices to support the current scope and complexity of the Foundation’s media activity
• Support continuous improvement of media workflows, tools, and reporting
• Serve as the day-to-day media lead with external media agencies, providing clear briefs, direction, oversight, and performance accountability across multiple concurrent campaigns
• Oversee end-to-end execution of media plans, including trafficking readiness, creative and landing page dependencies, QA, and in-platform setup, ensuring accuracy, quality, and adherence to timelines and budgets
• Lead ongoing monitoring, testing, targeting, and optimization, particularly for always-on and performance-driven channels, establishing a clear optimization cadence with the agency and ensuring actions are implemented in-flight
• Work closely with Analytics to review performance, interpret results, and translate insights into clear media actions and recommendations for in-flight and future campaigns
• Implement real-time optimizations and contingency plans based on performance, market conditions, and emerging insights, in partnership with key stakeholders and the media agency
• Manage media budgets across campaigns, ensuring efficient allocation of spend and clear visibility into working media vs. fees
• Track, evaluate, and report on media performance against objectives, targets, and KPIs
• Support forecasting and planning by providing media performance insights and recommendations
• Collaborate closely with the Brand team, as well as Fundraising, Analytics, Communications, and Digital teams to support integrated campaign delivery
• Ensure cross-functional teams are informed and aligned on media strategy, in-flight performance, risks, and learnings through regular updates and post-campaign summaries

Media Manager, Brand Marketing – Integrated Campaigns

• Assists in planning and execution of marketing initiatives with tasks including project tracking, maintaining the brand marketing calendar, developing and managing workback schedules, creation and approvals of marketing materials and trafficking campaign assets
• Assists with a variety of social media program tasks including updating the monthly content calendar, scheduling social posts, drafting social copy, pulling reporting data and metrics and creating social assets and content for the Harlequin Brand social channels
• Supports our Influencer program including sourcing and vetting influencers, maintaining the influencer database, tracking content, pulling reporting data and metrics and developing influencer briefs
• Supports publicity initiatives including coordinating giveaways, title and brand pitching, results reporting, media research, development of PR materials and event support
• Participates in meetings to aid in planning of Brand Marketing initiatives and campaign development
• Works with key stakeholders to ensure on-time development, communication and execution of brand marketing initiatives
• Assists in the execution of Seasonal Brand and title marketing campaigns
• Aids in trend investigation projects to help inform marketing, social and publicity strategies and discover areas of opportunity
• Acts as a key point of contact across various teams to provide clarity and support as required
• Drafts marketing copy as required.

Brand Marketing, Social Intern – 12 Month Contract

• Lead the belairdirect brand strategy, messaging architecture, and annual brand plan to drive long-term brand growth and differentiation.
• Develop and execute integrated full-funnel marketing strategies that drive awareness, consideration, conversion, while connecting brand investments to measurable business outcomes.
• Lead national mass marketing campaigns across traditional and digital channels, ensuring work is insight-driven, creatively ambitious, and performance-oriented.
• Own brand performance reporting, including KPIs, dashboards, campaign analysis, and executive-level reporting that clearly connects marketing activity to business impact.
• Manage the brand budget end-to-end, including forecasting, pacing, investment allocation, agency scopes, and optimization to maximize effectiveness and ROI.
• Build strong partnerships with external agencies and strategic partners, providing clear direction, constructive feedback, and high standards for strategic and creative excellence.
• Partner closely with the internal creative studio to ensure brand consistency, high-quality execution, and alignment with the belairdirect brand platform across all channels and customer touchpoints.
• Bring a test-and-learn mindset by leveraging consumer insights, market trends, campaign performance, and competitive intelligence to continuously improve marketing effectiveness.
• Influence and align cross-functional stakeholders across marketing, creative, media, analytics, digital, and business teams to deliver cohesive and impactful initiatives.
• Foster a positive, collaborative, and high-performing team environment by coaching others, encouraging innovation, and promoting accountability and continuous improvement.
• Operate with a strong sense of ownership and accountability, balancing strategic thinking with operational excellence and executional rigor.

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