Senior Brand Manager

Flora Food Group•Toronto, ON

4h•Hybrid

About The Position

The Senior Brand Manager will own the end‑to‑end brand strategy and performance for Becel and new categories/brands in the Canadian market. This role is accountable for driving sustainable growth through strong brand equity, innovation, consumer‑led marketing, and flawless execution across the marketing mix. You will act as the brand general manager, partnering closely with cross‑functional teams (Sales, Insights, R&D, Finance, Supply Chain, and Global Marketing) to deliver against commercial, brand, and purpose objectives.

Requirements

7–10+ years of brand or marketing experience in CPG/FMCG, ideally within food or health‑focused categories
Strong track record of brand building, integrated communications, and innovation delivery
Solid understanding of P&L management and commercial drivers
Experience working in matrixed, international organizations
Strategic thinker with strong analytical and insight‑driven decision‑making skills
Creative marketer with a passion for consumers and storytelling
Confident stakeholder manager who can influence across functions
Hands‑on leader who balances big‑picture thinking with executional excellence

Responsibilities

Own the long‑term brand strategy and annual brand plans for Becel and new category/brands, aligned with global brand direction and local market needs
Lead P&L input, volume forecasting, and brand investment decisions in partnership with Finance and Sales
Track and optimize brand performance through KPIs, including penetration, equity, market share, and ROI
Be the consumer advocate, leveraging insights, trends, and data to identify growth opportunities
Translate insights into compelling positioning, communication strategies, and innovations
Monitor competitive and category dynamics to adapt plans proactively
Lead integrated marketing campaigns (ATL, BTL, digital, social, in‑store, PR) from briefing through execution and evaluation
Partner with agencies to deliver best‑in‑class creative that builds relevance and distinctiveness
Ensure consistency and excellence across all consumer touchpoints
Lead the innovation agenda, including renovations, NPD, and pack/format changes
Work closely with R&D, Supply Chain, and Global teams to deliver launches on time and on budget
Manage portfolio complexity to maximize growth and profitability
Act as a key commercial partner to the Sales team, supporting customer strategies and activation
Influence without authority across functions and geographies
Coach and develop junior brand or marketing team members as applicable