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Senior Brand Manager

Toronto, ON

The Senior Brand Manager will be an active participant in the design, implementation, and management of BioSteel marketing strategies to help build brand awareness, consideration, and sales. The Senior Brand Manager works closely with the Head of Marketing and collaboratively and cross-functionally across the BioSteel organization to create and activate marketing strategies to ensure that goals and objectives are achieved, and the brand look and feel is consistent and impactful.   The position is responsible for leading and managing an Associate Brand Manager, Creative Design Team (4), and a Social Media Manager.


Responsibilities

  • Develop a deep understanding of the brand, consumer, and category via research and insights.  Leverage knowledge to develop impactful and category-leading marketing programs, campaigns, and product innovations that help us achieve our brand goals and objectives
  • Lead cross-function planning and execution of all 360 programs and campaigns to maximize the impact of the brand on consumers, retailers, and our distribution partners
  • Work cross-functionally to develop and strengthen brand positioning, packaging design, advertising creative;  brand campaigns, POS,  brand content, partnership activation, and field activations
  • Lead annual cross-functionally business planning process. Ensure delivery timelines are established/communicated, manage work back schedules, and project manage plan development to completion
  • Work closely with media buying agency and cross-functional departments to develop and execute annual media strategy and tactical plans
  • Manage all creative agency needs. Work hand in hand with agency partners to ensure all creative needs are met, content is cutting edge, and is driving brand success.  Own creative agency annual review and any agency RFP needs
  • Provide leadership, strategy, and management for our social media team. Successfully drive social engagement and follower growth with category-best content. Ensure brand look, feel, and voice is on brand and consistent across all social platforms
  • Lead the project management of all brand photoshoots and content capture projects
  • Act as the brand gatekeeper, managing internal creative projects, ensuring consistent brand look, feel, personality, values, and tone across all brand communication assets. Serve as the first point of contact on all brand creative needs
  • Lead and manage our creative design team.  Provide leadership in leading, scheduling, and project managing of all creative projects.
  • Own and manage monthly marketing activity calendar. Ensure marketing activations are successfully communicated across the organization
  • Provide organizational leadership and cross-functional leadership for the Marketing Team
  • Measure and report the performance of all marketing campaigns and assess ROI/ROO. Respond to learnings with the appropriate strategy/tactic
  • Provide accurate monthly, quarterly, and annual highlights and recap reports
  • Develop, maintain, and improve meaningful KPIs and ensure all established goals are met or exceeded
  • Manage marketing budget, track expenses to plan, and perform monthly analysis of variances for all assigned budget line items
  • Other duties as assigned


Experience

  • Minimum of 8-10 years’ experience in brand management for a CPG company. Beverage experience is a plus
  • University Degree in Marketing, or related field. MBA is a plus
  • Previous work experience in brand management, with experience within CPG, or with lifestyle brands
  • Experience creating unique campaigns to engage, educate and excite consumers
  • Strong understanding of marketing with the ability to recommend effective strategies and objectives to management
  • A creative eye for detail and a knack for finding the best possible outcome
  • Familiarity with media buying and media campaigns
  • Strong social media understanding and experience with proven success leading social strategy and social teams
  • Knowledge of digital marketing tools and techniques, and the ability to conduct market analysis
  • Data-driven, strong analytical skills and comfortable with metrics and spreadsheets. IRI and/or Nielsen experience is a plus
  • Excellent communication, leadership, and teamworking skills.
  • Ability to work in a fast paced entrepreneurial


Other Details

This is a full-time, remote position, based out of Toronto, ON.


BioSteel is a subsidiary of Canopy Growth. At Canopy Growth, our mission is clear: improve lives, end cannabis prohibition, and strengthen communities. We believe that cannabis can be a force for good. We’re building a consumer-centric organization that is focused on sharing the transformational potential of cannabis with the world. We will achieve this through an innovative and disruptive portfolio of cannabis and hemp-derived products.


We recognize that employees are at the core of our success, and we take pride in a corporate culture that emphasizes inclusiveness, collaboration, and diversity. Canopy Growth and BioSteel welcomes and encourages applications from people with disabilities. Accommodations are available upon request for candidates taking part in all aspects of the selection process.


The chosen applicant will be required to successfully complete background and reference checks.

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