Senior Director, Brand Activation
Location: Mississauga, Ontario
Reports to: Chief Executive Officer
Employment Type: Full-time
About TWIGZ
In the fast-growing snacking category, TWIGZ is scaling quickly across North America, and our next challenge is making consumer awareness grow just as fast as our retail distribution.
TWIGZ has strong brand foundations, a clear target consumer and established creative direction. Now we’re looking for a Senior Director, Brand Activation who can activate our brand in market at speed and scale.
This is a role for a builder and a doer, someone who can turn strategy into action across shopper marketing, field activation, sampling, retail media, digital, creators, PR, partnerships, e-commerce, and events.
The mandate is simple: build awareness, drive trial, and turn consumer demand into retail velocity.
The Opportunity
Reporting to the CEO, you will lead the execution of TWIGZ’s consumer growth and activation strategy across Canada and the United States.
The foundation is already in place. Our brand, target consumer, creative direction, and overall vision are clear. Your job is to turn that vision into action and scale it quickly.
You’ll work closely with Sales, Creative, Innovation & Commercialization, and external partners to launch high-impact programs, measure what’s working, and aggressively scale the winners.
What You’ll Own
ATL & BTL Marketing Strategy and Activation Plan:
- Build high impact media plans that support delivery of TWIGZ’s brand growth strategy
- Tailor concentrated market-by-market activation plans around key retailers and geographies
- Shape an audience strategy around TWIGZ target consumer to guide media channel and tactic choices
- Activate aggressive sampling and field marketing programs that put TWIGZ directly into consumers’ hands
- Coordinate paid media, retail media, creators, PR, partnerships, events, and in-store activation
- Move quickly from plan to execution and continuously find new ways to increase awareness and trial
Social, Creators & Consumer Growth
- Lead activation across social, paid media, creators, influencers, e-commerce, email/SMS, retail media, and emerging platforms
- Build a high-volume content and creator engine that expands reach and engagement
- Develop creator seeding and affiliate programs at scale
- Identify winning content, creators, and channels and quickly put additional resources behind them
- Grow TWIGZ’s owned consumer audience and use lifecycle marketing to drive repeat purchase
- Turn digital attention into retail traffic, online conversion, and consumer loyalty
- Identify relevant Test and Learn opportunities with media partners such as new formats and asset type opportunities
Shopper & Retail Marketing
- Execute shopper marketing programs across grocery, club, convenience, and other retail channels, partnering with retailers in house media teams where relevant
- Partner with Sales to prioritize retailers and markets, curating custom activation in line with major retail launches, promotions, retailer resets, and key selling periods
- Monitor and report performance by retailer and market
PR, Partnerships & Experiences
- Execute TWIGZ’s PR and earned-media strategy
- Build partnerships, collaborations, sponsorships, events, and experiential programs
- Create moments that put TWIGZ in front of large new audiences
- Move quickly on cultural, media, partnership, and real-world activation opportunities
Performance & Investment
- Own activation budgets, calendars, partners, timelines, and execution
- Establish clear KPIs around reach, awareness, trial, engagement, repeat purchase, and retail velocity
- Measure results by channel, retailer, and market
- Aggressively reallocate investment toward the markets, channels, and programs producing the strongest results
- Holding agency partners accountable for speed, execution and results
What We’re Looking For
Required
- 8+ years of marketing experience within food, beverage, snacks, or CPG
- Demonstrated experience executing consumer growth and activation programs at scale
- Strong shopper marketing, field marketing, sampling, and retail activation experience
- Strong experience across digital, social, paid media, creators, e-commerce, and retail media
- Experience with PR, partnerships, events, and experiential marketing
- Strong understanding of how marketing activity translates into consumer trial, repeat purchase, and retail velocity
- Strong agency management experience
- Experience managing marketing budgets, agencies, partners, and multiple workstreams
- Comfortable using data to make fast investment and execution decisions
- Comfortable operating in a fast-moving, entrepreneurial environment
- Experience across grocery, club, convenience, or other scaled retail channels is an asset
- Canada and U.S. market experience is a strong asset
The Right Mindset
We are looking for someone who:
· Is a doer, not just a strategist
· Has a strong bias toward action and believes speed is a competitive advantage
· Moves quickly from plan to execution
· Is comfortable making decisions without perfect information
· Knows how to coordinate multiple workstreams and get things across the finish line
· Holds themselves, their team, agencies, and partners accountable for results
· Tests quickly, learns quickly, and scales what works
· Understands that awareness must ultimately translate into trial, repeat purchase, and retail velocity
· Brings urgency, ownership, and strong commercial judgment
What Success Looks Like
This is an execution-first role. In your first 90 days, you will:
· Launch consumer activation programs in priority markets
· Execute shopper and field marketing around key retailers
· Accelerate sampling, creators, digital, PR, and partnerships
· Build and execute a prioritized activation calendar
· Improve speed and accountability across agencies and external partners
· Measure performance and shift resources toward the programs and markets producing results
Why Join TWIGZ?
This is an opportunity to help build a major North American consumer brand at a pivotal stage in its growth.
The brand foundation is strong, our retail footprint is expanding, and the opportunity in front of us is significant. Now we need someone who can turn that momentum into consumer growth at speed and scale.
You’ll work directly with the CEO and leadership team, have the freedom to move quickly, and help build the growth engine that makes TWIGZ a widely recognized consumer brand.
