Director of Marketing, Labatt

North American Breweries


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Position Overview

The Director of Marketing, Labatt will develop, direct and champion the strategic role of the brand family by developing and executing national and local marketing programs along with sales strategies and tactics designed to grow brand health, market share, volume and profitability.  This position is responsible for leading all facets of the marketing mix including: brand and creative strategy, events, sponsorships, public relations, point of sale, consumer promotions, advertising, visual identity including packaging, new product development, digital and social media, consumer insights, etc. to help meet brand and company objectives. This role is also charged with fostering key relationships throughout the organization including close interaction with NAB sales to deliver all of our key objectives.

  • Strategy/Positioning
    • Identifies, develops and evaluates strategic direction for the Labatt brand based on knowledge of brand health measures, company objectives, market dynamics and target financial metrics
    • Anticipates changing market dynamics through the use of primary and secondary research
    • Guides the strategic development of the brand family in all channels serviced by NAB’s distribution system
    • Links multiple, complex data sources into actionable business initiatives
    • Leads creative development (broadcast media, packaging, promotional, programming, media and communications) across multiple marketing mix elements and platforms
    • Creates and maintains consistent standards for brand(s)
  • Planning
    • Brand and Market Analysis in conjunction with the Consumer Insights team
    • Leads Brand Planning Process with brand marketing teams to inform production decisions
    • Collaborates with Sales Leadership (wholesaler management and key account sales) to identify and develop brand initiatives and programming in conjunction with Field Marketing
    • Meets regularly with appropriate departments for forward planning, competitive reviews, and other needs to insure that the Labatt brand family improves their competitive position in the core as well as expansion markets
    • Ensures effective integration of brand plan/activities with other company functional areas
    • Financial planning and budget ownership
    • Manages media spend, advertising budget, etc.
    • Evaluates the financial aspects of product development, such as budgets, expenditures, research and development appropriations, and return-on-investment and profit-loss projections
    • Uses sales forecasting and strategic planning to ensure the sale and profitability of products, analyzes business developments and monitoring market trends
  • Commercial Influence
    • Manage initiatives with scope across the enterprise and collaboration with internal stakeholders including executive leadership
    • Provide sales and marketing support materials necessary to position our brands appropriately with distributors, retailers, consumers and staff
    • Influence stakeholders regarding seasonal transitions and ordering
  • People Management
    • Attracts, leads, manages and mentors a team of employees in such a way to ensure retention, development and superior performance of talent
    • Works effectively with colleagues across multiple departments to deliver brand objectives
    • Manages multiple external agencies for media campaigns including print, television and digital
  • Communication
    • Provides clear direction and demonstrates leadership through meeting timelines
  • Brand Performance
    • Achieves volume, profit and brand health targets
    • Manages Brand portion of the P&L
    • Drives execution across all elements of marketing mix
    • Manages development of all Brand programs, creative and other elements of the marketing mix

Job Requirements and Qualifications

  • Bachelor’s degree is required
  • Minimum of 10 - 15 years consumer/lifestyle marketing experience required. Marketing experience within the beer industry or alcohol beverage industry strongly preferred
  • Minimum of 8 years as Brand or Product Manager across a number of assignments
  • Demonstrated success in leading Brand turnarounds and accelerated growth of volume and profitability
  • Minimum of 5 years of people management experience, including leading employees, colleagues and outside agencies
  • Collaborative working style
  • Knowledge of research methodology and execution

Travel Requirements:

  • 25 - 30%

North American Breweries is committed to leveraging the talent of a diverse workforce to create great opportunities for our business and our people.  EOE/AA Minority/Female/Disability/Vet

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