At Joie, we design thoughtful, high-quality baby gear that supports families through everyday moments and meaningful milestones. We believe parenting should feel supported, not complicated, and our products are created to make life with little ones simpler, smarter, and more enjoyable.
Rooted in a commitment to safety, innovation, and practical design, we blend functionality, quality, and style to help families navigate daily life with confidence and ease.
As part of a global portfolio of leading juvenile brands, Joie operates across EMEA, APAC, and the Americas - bringing accessible, well-crafted solutions to parents around the world. Our approach combines global brand consistency with local relevance, ensuring we meet the needs of modern families wherever they are.
We are looking for a Brand Marketing Manager, Canada to lead the growth and execution of Joie’s marketing strategy across the Canadian market - connecting brand, retail, digital, and consumer touchpoints through clear strategy, strong execution, and locally relevant marketing that supports both engagement and business impact.
The Brand Manager, Canada is responsible for developing and executing Joie’s overall marketing strategy for the Canadian market. This versatile, hands-on role that oversees trade marketing, digital marketing, social media, influencer marketing, partnerships, retail content, and agency management.
As the primary brand owner for Canada, this individual will translate global brand strategy into locally relevant marketing programs that drive brand awareness, engagement, retailer support, and market growth. Acting as the primary marketing owner for Canada, with responsibility for brand growth, marketing investment effectiveness, and commercial impact across consumer and retail touchpoints.
This position requires both strategic thinking and strong execution capabilities, balancing long-term brand building with day-to-day operational ownership across a broad range of marketing activities.
Key Responsibilities
Marketing Strategy & Market Planning
- Own Joie’s overall marketing strategy and annual marketing plan for the Canadian market.
- Develop integrated marketing plans that support brand awareness, product launches, retail sell through, market share growth, and other local business priorities.
- Identify market opportunities, consumer insights, and competitive trends to inform decision making.
- Collaborate closely with US and global marketing teams to ensure alignment with broader brand strategies.
- Manage Canadian marketing budgets, marketing investment allocation, and overall - marketing effectiveness across channels.
Trade Marketing & Retail Partnerships
- Lead trade marketing strategy and execution across key retail partners including Amazon, West Coast Kids, Canadian Tire, and future accounts, developing annual retailer marketing plans and joint marketing iniatives.
- Partner closely with sales and retail partners to support promotional calendars, seasonal campaigns, and product launches.
- Develop retailer-specific marketing programs that drive awareness, consideration, and conversion.
- Coordinate creation and implementation of retail marketing assets, merchandising materials, and promotional support tools.
- Oversee retailer ecommerce content setup, product listing enhancements, and digital shelf optimization.
Ecommerce & Website Management
- Partner with the North American Ecommerce team to develop and execute Canadian ecommerce growth initiatives and future direct-to-consumer sales opportunities.
- Ensure Canadian website content is accurate, up-to-date, and aligned with brand standards and campaign priorities.
- Coordinate product launches, promotional updates, and ongoing website content improvements.
Social Media & Content Marketing
- Own Joie Canada’s social media strategy, content planning and performance objectives across key platforms.
- Manage content publishing and community engagement directly or through agency partners.
- Leverage existing global and U.S. content resources while adapting content for Canadian audiences.
- Build and maintain a localized content calendar aligned with marketing campaigns, product launches, and seasonal priorities.
- Monitor channel performance against established KPIs and recommend opportunities for optimization, engagement growth, traffic generation, and conversion improvement.
Influencer & Partnership Marketing
- Develop and manage Joie Canada’s influencer and creator strategy (directly or through agency partners) designed to drive both brand engagement and conversion.
- Identify, recruit, and maintain relationships with influencers, creators, and brand advocates.
- Manage influencer gifting, campaigns, partnerships, and performance reporting.
- Identify strategic partnership opportunities with complementary brands, organizations, events, and communities.
- Execute partnership activations that enhance brand visibility and consumer engagement.
Paid Media & Agency Management
- Oversee Canadian paid media strategy across Google and other digital channels, including budget allocation, optimization and ROI
- Manage agency partners responsible for campaign execution and optimization
- Establish campaign objectives, budgets, reporting requirements, and performance benchmarks
- Review campaign performance and provide strategic direction to improve results and maximize return on investment
- Ensure alignment between media investments, retailer priorities, and broader business goals
Amazon Marketing Support
- Provide strategic input and direction for Amazon content and advertising programs.
- Partner with agency teams responsible for Amazon advertising execution.
- Support content optimization initiatives including A+ content, brand stores, imagery, and product detail pages.
- Monitor marketplace performance and identify opportunities to improve visibility and conversion.
- Collaborate with sales, ecommerce, and agency partners to maximize Amazon growth.
Leadership & Performance
- Track and report on marketing performance across retail, social, influencer, digital, and partnership channels.
- Deliver business reviews, marketing performance updates and strategic recommendations to Canadian Global leadership.
- Build strong relationships with sales, ecommerce, product, and global marketing stakeholders.
- Establish efficient workflows with agencies and internal partners to ensure timely execution.
- Contribute to long-term planning for brand growth and market expansion in Canada.
Qualifications
- Eight (8) to twelve (12) years of experience in brand marketing, digital marketing, trade marketing, or a related field.
- Experience leading marketing initiatives across multiple disciplines, including retail/trade marketing, digital marketing, ecommerce, and consumer engagement programs.
- Experience operating as the primary marketing lead for a market, brand, business unit, or region strongly preferred.
- Fluent in English required.
- French proficiency preferred, with experience marketing to Canada's bilingual consumer landscape considered an asset.
- Experience owning marketing budgets and agency partner relationships.
- Experience supporting national retailers and omnichannel commerce environments.
- Demonstrated success launching products and scaling consumer brands within the Canadian market.
- Strong analytical skills with experience translating consumer, retailer, and campaign data into actionable business recommendations.
Additional Information
- This is a full-time position based in Canada.
- Travel up to 10% possible (domestic and international).
- Employment will be subject to applicable local labor laws and company policies.
- We are an equal opportunity employer and value diversity, inclusion, and belonging.
- We are committed to providing a work environment free from discrimination or harassment.
Ontario Employment Standards Act:
The salary range for this role is between $100,00 - $140,000. The target compensation range and subsequent actual salary are determined by a number of factors including but not limited to specific skills, competencies, years of experience, and education as aligned to the job description. This posting is to fill a newly created role. This recruitment process uses automated applicant tracking tools for initial resume screening; all final assessments remain human-led.
