Marketing Director, Categories

Organika Health Products Inc•Vancouver, BC

62d

About The Position

We are looking for a Marketing Director, Categories to help drive the growth and profitability of our product categories through strategic market positioning, brand-aligned campaigns and product launch strategies across assigned product categories. The role will focus on understanding and anticipating consumer needs, market trends, and leveraging these insights to drive product revenue and brand development and requires both strategic thinking and hands-on execution excellence. You'll develop campaign concepts and coordinate cross-functional teams to deliver flawless launches and campaigns. Working within the brand framework, you'll elevate product positioning to align with our brand identity, manage campaign budgets, and ensure every consumer touchpoint strengthens our brand presence in the marketplace. Your expertise in branding, market analysis, and product lifecycle management will be key in creating and executing marketing strategies that resonate with our target audience and differentiate our products in a competitive landscape, working very closely with Sales and other cross-functional departments. And your success will be measured by your ability to execute campaigns and marketing programs that drive market share growth, maintain brand consistency across all touchpoints, and effectively coordinate stakeholders from Innovation to Sales to bring products to market successfully.

Requirements

Bachelor’s degree in Marketing, Communications, Business Administration or a related field
Minimum of 7-10 years’ marketing experience in CPG or retail environments, with demonstrated expertise in category management and brand marketing
At least 3-5 years of leadership/people management experience
Track record in developing and executing go-to-market strategies and integrated marketing campaigns from concept through launch
Strategic thinking capabilities with ability to translate market insights and consumer research into actionable category growth strategies
Excellent project management and organisational skills with demonstrated ability to manage multiple campaigns and product launches simultaneously in deadline-driven environments
Experience leading and influencing cross-functional teams and managing stakeholder relationships across Sales, Supply Chain, Product and other departments
People management experience with ability to mentor and develop junior team members
Strong analytical skills with ability to monitor category performance metrics, interpret data, and make data-driven strategic recommendations
Demonstrated budget management experience with financial discipline and ability to optimize resource allocation
Exceptional written and verbal communication skills, including ability to develop compelling campaign briefs and present strategic recommendations to senior leadership
Deep understanding of brand strategy with proven ability to maintain brand consistency while elevating product positioning across all consumer touchpoints
Creative problem-solving abilities with customer-centric approach to marketing challenges

Responsibilities

Category Growth Management: Own assigned product categories with accountability for maintaining and growing market share
Manage the entire Go-to-Market for assigned categories, from market launch to full product lifecycle and performance management
Develop and implement comprehensive marketing strategies for assigned product categories, focusing on branding and market positioning and in collaboration with cross-functional stakeholders
Conduct in-depth market analysis to understand consumer needs, market trends, and the competitive landscape.
Leverage these insights to identify revenue opportunities and brand differentiation.
Identify opportunities to strengthen competitive positioning within assigned categories
Monitor category health metrics and recommend strategic adjustments
Develop and manage pricing strategies to optimize profitability while ensuring competitiveness in the market
Collaborate with sales and distribution teams to devise effective product placement and promotional strategies
Go-to-Market and Campaign Development & Execution: Work closely with Sales and Supply Chain to ensure the feasibility, cost-effectiveness, and successful launch and repeat orders of new products.
Lead cross-functional teams in Go-to-Market Sales and Marketing campaigns, ensuring cohesive brand messaging and strategy execution, both at a campaign and always-on level
Design and execute always-on programs for assigned categories to meet annual targets and keep products relevant outside of specific campaign season
Collaborate with Senior Brand Manager and Art Director to develop campaign strategy and concepts for major annual campaigns and always-on programs
Create comprehensive campaign briefs that articulate objectives, target audiences, key messages, and creative vision
Develop campaign positioning and messaging architecture that elevates product benefits within the brand framework
Define campaign success metrics and performance targets in collaboration with Brand Marketing Analyst and other marketing stakeholders
Manage end-to-end campaign execution from concept through post-launch, ensuring on-time, on-budget delivery
Oversee creative production including photoshoots, video content, digital assets, and retail materials
Partner with stakeholders in digital, community & partnerships and trade marketing to execute channel-specific activations within campaigns and as part of always-on programs
Manage campaign budgets, tracking spend and optimizing resource allocation
Lead campaign reviews and optimization based on performance data
Brand Consistency & Elevation: Ensure all marketing touchpoints reflect brand identity, voice, and visual standards
Collaborate with Marketing and Sales stakeholders to elevate brand presentation at every consumer interaction
Performance Monitoring and Analysis: Regularly monitor and analyze category performance, making data-driven decisions to adjust strategies as needed for optimal results.
Present revenue updates and strategic recommendations to senior leadership, demonstrating the impact of branding and category marketing efforts on business growth.
Encourage a culture of financial management discipline within the team, fostering novel approaches, clear processes, reporting and out-of-the-box thinking.
Budget Management: Oversee budget allocation for category marketing initiatives, ensuring effective use of resources for maximum impact.