Brand Manager

PMA Canada•Oakville, ON

19h•Hybrid

About The Position

The brand manager role is a role that delivers both the short-term and long-term objectives for the brand portfolio. 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 and external stakeholders in the overall brand business management and 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. Be an expert in marketing/brand management and delivers consumer centric brand plans backed by insights and research.

Requirements

Post-secondary, college degree preferably with sales or marketing emphasis.
Minimum 4 Years’ Experience in Consumer Brand Management
Previous Canadian CPG Industry Experience
Strong knowledge and 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)
Strong verbal and written communication skills.
Results oriented.
Canadian Beverage Alcohol Industry knowledge and experience
Category Knowledge: Working Knowledge & Understanding of Rival Brands (Product Variants & Marketing Activations)
Passionate and keenly interested in the beverage alcohol industry.
Spirit knowledge – History, Distillation & Production, Brand Heritages
Aware of personal impact and takes genuine interest in their professional development and contribution to PMA operational effectiveness and culture.

Responsibilities

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
Other duties as assigned