Senior Brand Manager

Location: Canada (Hybrid – 2-3 days a week on-site at our downtown Toronto Office)

Reporting to: Head of Marketing - Canada

Compensation: 140-150K CAD Base Salary

About the Role

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.

What You'll Do

Brand Strategy & Performance

• 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

Consumer & Market Leadership

• 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

Marketing & Communications

• 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

Innovation & Portfolio Management

• 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

Cross‑Functional Leadership

• 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

About You

• 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

Why Join Us

• Lead one of Canada’s most trusted and purpose‑driven brands
• Shape the future of plant‑based, heart‑healthy eating
• Work in a collaborative, values‑driven culture with global exposure
• Competitive compensation, benefits, and flexibility

What’s next

If this position sounds interesting, please hit the apply button now!

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