Brand Manager

Job Summary:

Reporting to the Senior Brand Manager, Specialty Deli, the Brand Manager is responsible for the development and execution of marketing strategies, plans and programs that build brand equity and drive profitable growth for assigned brands.

Key Responsibilities:

Brand Strategy & Planning

• Develop & execute annual and long-term brand strategies aligned to business objectives.
• Support annual brand planning and budgeting cycles for branded initiatives.
• Use consumer, shopper, and market insight to identify growth opportunities for the brand.
• Ensure all activity aligns to brand positioning, messaging, and tone of voice, to deliver consistency across all touchpoints (including working closely with trade marketing counterparts to ensure alignment within retail execution as well).

Product & Innovation Management

• Initiate NPD and EPD projects, generating concepts in collaboration with Innovation and sales teams.
• Conduct feasibility analysis, business cases, and post-launch reviews.
• Monitor portfolio performance to identify improvement opportunities (packaging, recipe, pack size, format, pricing).

Brand Activation & Communications

• Support the development and delivery of integrated marketing campaigns across digital, social, PR, shopper marketing, and trade.
• Manage day-to-day relationships with digital, PR, and research agencies, ensuring high-quality output on time and within budget.
• Lead packaging design development and artwork approval processes.
• Oversee brand content creation and digital/social strategy implementation, ensuring strong community engagement.

Commercial & Category Collaboration

• Support the commercial and trade teams to optimize retailer meetings, range reviews, and joint business plans.
• Lead brand input into promotional strategy and pricing architecture.
• Analyze category and competitor performance to inform strategic decision-making.

Financial Management

• Manage marketing (A&P) spend and optimize ROMI.
• Conduct performance reviews and identify corrective actions.

Governance & Compliance

• Ensure all marketing communications, packaging, and claims adhere to Health Canada/CFIA/GS1 regulatory standards
• Maintain brand guidelines and ensure compliance across internal teams and partners.

Requirements:

• Completion of a Degree/Diploma in a Business or marketing discipline;
• Minimum 3-5+ years CPG/ brand marketing experience;
• Results-driven leader with strategic mindset;
• Passion for consumers and building brands;
• Strong understanding of the digital landscape including advertising, social media, media planning and copy development
• Excellent communication, interpersonal and persuasion skills with the ability to understand audiences and tailor communication appropriately.
• Excellent analytical and critical thinking skills – with the ability to turn data into actionable insights (Experience with AC Nielsen data required);
• Strong knowledge of sales, marketing and consumer insights functions;
• High level of proficiency in MS Office (Word, Excel and PowerPoint).
• A detail-oriented individual with the ability to multi-task is required.

Job Posting Range:

• Hiring Range: CAD $84,070 - $120,220
• Bonus: This position is eligible for a bonus up to 10% of base salary subject to the plan terms and conditions.
• Please note that the expected hiring range provided is derived from a group of like roles within Sofina.  The final offer amount for this role will be dependent on geographical region, applicable experience, skillset of the candidate and internal equity.

This position is currently an active vacancy.

Sofina Foods Inc. is committed to providing accessible employment practices that are in compliance with the Accessibility for Ontarians with Disabilities Act (‘AODA’). Applicants are asked to make their needs/requirements, for the purpose of accommodation under AODA, known to Human Resources when they are contacted for an interview.