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Our Delicious Super Brand needs a Marketing Superhero

As a Brand Lead, you are responsible for planning and ensuring the execution of national and local marketing campaigns, promoting brand growth and expansion, implementing brand plans, and using a variety of data to drive volume and profitability. In short, you will be focused on achieving brand business objectives in the short and long term.

You have a bachelor's degree in marketing and demonstrate a deep understanding of buying behaviors and insights that support growth, acquisition, and retention strategies. You have strong research skills and work well in cross-functional environments. You are also comfortable with continuous agility, and you believe that agility allows you to fail faster, cheaper, and better!

Aptitudes + Personality: specific aptitudes required for a successful candidate

  • Needs to be persistent and determined.
  • Follow a task from inception to completion with excellent follow-through.
  • Capable of working well with tight deadlines and under pressure.
  • High level of creativity and strong problem-solving skills.
  • Strategic thinker able to identify long-term opportunities and trends.
  • Outstanding communication skills, written and verbal.
  • Data-driven thinking and an affinity for numbers.
  • Wide-ranging curiosity and naturally keeps up on trends and general market conditions with a genuine fascination for brands.
  • Creative problem solver.
  • Brand awareness - a clear understanding of brands and the marketing mix.
  • Determination and perseverance.
  • Relationship management skills.
  • A strong focus on results.
  • A high degree of business acumen.
  • Socially responsible.
  • An analytic mindset.
  • An eye for aesthetics.
  • Detail-oriented, persuasive, and organized.
  • Adaptability to evolving markets.
  • Able to juggle myriad tasks and demands.
  • A deep understanding of how customers think.
  • A full historical understanding of the brand.
  • Willingness to take ownership of the brand.
  • Empathetic.
  • An incredible gut instinct (and knowing when to follow it).
  • A competitive mindset.
  • Know how to think outside the box.
  • Innovator.

Duties:

  • Get Down To Business (Make It Happen)
    • Develop advertising campaigns and communication plans with clear-cut strategies and goals.
    • Create, execute, and manage marketing programs.
    • Translate brand elements into plans and go-to-market strategies
    • Oversee new and ongoing marketing and advertising activities.
    • Devise innovative growth strategies.
    • Develop and implement strategies that resonate with the target market.
    • Increase product sales and market share.
    • Develop and create new products and flavors based on customers' insights and trends.
    • Optimised and develop all digital marketing assets, tactics, and channels.
  • All Superheroes Need Super Sidekicks
    • Manage a team of marketing people and suppliers, and interdepartmental collaboration, working on brand initiatives.
    • Oversee the production of advertisements, promotional materials, and mail campaigns.
    • Lead creative development to motivate the target audience to "take action".
    • Collaborate with different teams such as operations, development, legal, etc.
  • Knowledge Is Power
    • Identify research needs, execute research studies and projects, and analyze research to identify opportunities.
    • Analyze brand positioning and consumer insights.
    • Monitor, research and analyze consumer behavior, market trends, and competitor activity.
    • Measure and report performance of all marketing campaigns, and assess ROIs, ROAs, and KRs.
    • Create and distribute reports with analytical data about each campaign strategy used.
    • Monitor product distribution and consumer reactions.
    • Perform regular surveys to learn more about what their clientele is looking for.
  • Plan Ahead
    • Establish and maintain brand budgets and sales estimates.
    • Define and manage the brand communication strategy using a variety of media.
    • Establish performance specifications, cost and price parameters, market applications, and sales estimates.
  • Be The Brand
    • Ensure that messaging and marketing activities are aligned with brand and company values.
    • Own the development of the brand narrative.
    • Communicate our vision and mission.
    • Align the company around the brand's direction, choices, and tactics.
    • Build brand awareness and increase brand value and profitability.
    • Develop and maintain good relationships with relevant media outlets and arrange interviews.
    • Act as a representative of the brand in professional settings.
    • Plan and organize publicity events.

Requirements

Skills + Requirements:

  • Bachelor's degree in Marketing required.
  • 5 years of experience as a Brand Manager, Brand Lead, or Associate Brand Manager.
  • Proven ability to work cross-functionally.
  • Experience managing a brand across multiple markets and revenue channels.
  • Experience driving business processes and requirements related to pricing and category management, and new products.
  • Project management experience, with a solid understanding of project management principles and techniques.
  • Up-to-date with the latest trends and marketing best practices.
  • Proven ability to develop brand and marketing strategies, advertising campaigns, and communicate recommendations to executives.
  • Experience in identifying target audiences and devising effective campaigns.
  • Excellent understanding of the full marketing mix.
  • Strong analytical and organization skills partnered with a creative mind.
  • Time management skills.
  • Teamwork skills.
  • Effective targeting.
  • Data visualization. "Going hand in hand with the statistical analysis crew, brands also want to be able to share some of their data insights with their key target audiences.
  • Storytelling ability.
  • In-depth knowledge of branding and marketing best practices.
  • The ability to tell stories with our data.
  • Knowing when to tap into insider knowledge within the organization.
  • Bilingual English/French required.
  • Work Location: office.

Our Brand Tone: general principles we follow as a global team

  • Make Spectacular Happen.
  • Champion change.
  • Be curious.
  • Think outside the box.
  • Spread joy.
  • Be humble.
  • Have the courage to say No.
  • Crave action.
  • Embrace accountability.
  • Cherish optimism.
  • Don't take ourselves too seriously.

Benefits

Benefits:

  • Iconic brand and unique product with a 43-year history of success.
  • Dynamic team in energetic growth mode, led by a seasoned Franchise Development professional.
  • Overall mentoring from the seasoned executive team.
  • Paid personal days.
  • Group insurance plan.
  • Transit stipend to help absorb commuting costs.
  • Company laptop and cell phone plan offered during employment.
  • Fun working environment.
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