📌 Core Information
🔹 Job Title: Brand Activation Specialist
🔹 Company: Charton Hobbs Group
🔹 Location: Mississauga, Ontario (Hybrid)
🔹 Job Type: Co-op Placement (Contractor)
🔹 Category: Beverage Alcohol Industry
🔹 Date Posted: 2025-05-05
🔹 Experience Level: Co-op Student (0-2 years)
🔹 Remote Status: On-site with hybrid flexibility
🚀 Job Overview
Key aspects of this role include:
- Merchandising and sales support in grocery environments
- Brand promotion and activation in-store
- Exposure to hospitality and marketing aspects of the industry
- Gain practical experience in the beverage alcohol industry
ASSUMPTION: This role is ideal for students pursuing studies in hospitality management, marketing, business, or related fields seeking hands-on experience in the beverage alcohol industry.
📋 Key Responsibilities
✅ Service CHG products at various grocery accounts to ensure optimal placement, visibility, and inventory rotation.
✅ Build and maintain impactful product displays that support brand awareness and promotional campaigns.
✅ Assist with product deliveries and value-added promotional materials.
✅ Participate in grocery promotions, marketing initiatives, and in-store brand activations.
✅ Represent CHG and our premium portfolio at events or tastings (as applicable).
✅ Gain insight into marketing strategies and how they are executed at the store level.
✅ Maintain accurate records of merchandising activities and report regularly to the Grocery Manager.
ASSUMPTION: This role requires a strong work ethic, attention to detail, and the ability to work independently in a field-based role.
🎯 Required Qualifications
Education: Currently enrolled in a co-operative education program in Hospitality Management, Marketing, Business, or a related field.
Experience: None specified, but relevant experience in customer service or sales is an asset.
Required Skills:
- Passion for the wine and spirits industry, with an interest in marketing and brand building.
- Strong communication, organizational, and time-management skills.
- Proficiency with Microsoft Office applications.
- Must be of legal drinking age in Ontario (19 years or older).
- Valid driver’s license and access to a reliable vehicle.
- Comfortable lifting 40+ lbs and working independently in a field-based role.
Preferred Skills: None specified.
ASSUMPTION: Candidates should have a genuine interest in the beverage alcohol industry and be eager to learn and apply their academic knowledge in a practical setting.
💰 Compensation & Benefits
Salary Range: This is a paid co-op placement. Compensation includes a base salary, car allowance, and reimbursement of business-related expenses. The exact salary range is not specified, but this position supports meaningful work-integrated learning aligned with the candidate's academic program.
Benefits:
- Car Allowance
- Reimbursement of Business-Related Expenses
Working Hours: Full-time, with flexible hours based on grocery store operating hours and promotional events.
ASSUMPTION: The salary range for this co-op placement is competitive and in line with industry standards for similar roles.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing
Company Size: 201-500 employees
Founded: 1925
Company Description:
- Cultivating Canada's wine and spirit landscape since 1925
- Offers premium products and branded experiences to consumers across the country
- Holds leadership positions in multiple markets and offers one of the most comprehensive wine and spirits portfolios in Canada
Company Specialties:
- Wine and spirits distribution
- Brand building and marketing
- Hospitality trade networks
Company Website: https://www.chartonhobbs.com
ASSUMPTION: Charton Hobbs Group is a well-established company with a strong presence in the beverage alcohol industry, offering opportunities for growth and learning within the sector.
📊 Role Analysis
Career Level: Entry-level, co-op student
Reporting Structure: Reports to the Grocery Manager
Work Arrangement: On-site with hybrid flexibility, allowing for remote work when not at grocery accounts or events
Growth Opportunities:
- Gain practical experience in the beverage alcohol industry
- Develop skills in merchandising, sales support, and brand promotion
- Exposure to hospitality and marketing aspects of the industry
- Potential for full-time employment upon completion of the co-op program, depending on performance and business needs
ASSUMPTION: This co-op placement offers valuable experience and the opportunity to grow within the company, should the candidate demonstrate strong performance and align with the company's values.
🌍 Location & Work Environment
Office Type: Hybrid, with a mix of on-site and remote work
Office Location(s): Mississauga, Ontario
Geographic Context:
- Mississauga is a large city in the Greater Toronto Area (GTA)
- GTA offers a diverse range of cultural, recreational, and employment opportunities
- Grocery accounts may be located throughout the GTA, requiring travel
Work Schedule: Full-time, with flexible hours based on grocery store operating hours and promotional events
ASSUMPTION: The hybrid work arrangement allows for a balance between on-site and remote work, providing flexibility while still offering opportunities for in-person collaboration and learning.
💼 Interview & Application Insights
Typical Process:
- Submit resume and cover letter detailing relevant experience and interest in the position
- Phone or video screening with the Grocery Manager
- In-person or virtual interview with the Grocery Manager and/or other team members
- Background check and reference verification (if required)
- Job offer and onboarding
Key Assessment Areas:
- Communication skills and ability to work independently
- Understanding of the beverage alcohol industry and interest in marketing and brand building
- Problem-solving skills and ability to work in a fast-paced environment
- Alignment with company values and culture
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Demonstrate your passion for the wine and spirits industry and eagerness to learn
- Showcase your strong communication, organizational, and time-management skills
- Prepare questions to ask during the interview to demonstrate your interest in the role and company
ATS Keywords: Brand Activation, Grocery Accounts, Merchandising, Sales Support, Brand Promotion, Marketing Initiatives, In-Store Brand Activations, Hospitality, Marketing, Beverage Alcohol Industry
ASSUMPTION: The application process for this role is straightforward and focused on assessing the candidate's skills, experiences, and fit for the position.
🛠️ Tools & Technologies
- Microsoft Office applications (Word, Excel, PowerPoint)
- Smartphone or tablet for communication and record-keeping
- Vehicle for travel between grocery accounts and events
ASSUMPTION: This role does not require the use of specialized software or tools, as the primary focus is on in-store merchandising and brand promotion.
👔 Cultural Fit Considerations
Company Values:
- Passion for the industry
- Commitment to excellence in sales, service, and brand building
- Collaboration and teamwork
Work Style:
- Self-motivated and able to work independently
- Adaptable and able to thrive in a fast-paced environment
- Strong communication and interpersonal skills
Self-Assessment Questions:
- Do you have a genuine passion for the wine and spirits industry?
- Are you comfortable working independently and managing your time effectively?
- Do you thrive in a fast-paced, dynamic work environment?
ASSUMPTION: Candidates who are passionate about the beverage alcohol industry, self-motivated, and adaptable will be well-suited to this role and the company's culture.
⚠️ Potential Challenges
- Working independently and managing time effectively in a field-based role
- Adapting to the fast-paced and dynamic nature of the beverage alcohol industry
- Dealing with the physical demands of merchandising and lifting heavy products
- Navigating the diverse range of grocery accounts and their unique requirements
ASSUMPTION: These challenges can be overcome with strong communication, organizational, and time-management skills, as well as a genuine passion for the industry.
📈 Similar Roles Comparison
- Brand Activation Specialist vs. Sales Representative: Both roles focus on brand promotion and sales, but the Brand Activation Specialist role is more focused on in-store merchandising and less on direct sales to customers
- Industry-specific context: The beverage alcohol industry is highly regulated and competitive, requiring a strong understanding of the market and a commitment to excellence in sales, service, and brand building
- Career path comparison: This co-op placement can lead to full-time employment upon completion, with opportunities for growth and advancement within the company
ASSUMPTION: This role offers a unique blend of merchandising, sales support, and brand promotion responsibilities, providing valuable experience in the beverage alcohol industry.
📝 Sample Projects
- Develop and execute a promotional campaign for a new wine or spirit product launch in grocery stores
- Analyze sales data and make data-driven recommendations to optimize product placement and inventory rotation
- Collaborate with the marketing team to create engaging in-store displays and promotional materials
ASSUMPTION: These sample projects are designed to give candidates an idea of the types of tasks and responsibilities they may encounter in this role, allowing them to demonstrate their skills and experiences during the application process.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does this role support the overall goals and objectives of the company?
- What opportunities are there for growth and development within the company?
- How does the company support work-life balance for its employees?
- What are the most challenging aspects of this role, and how can I best prepare to succeed in them?
ASSUMPTION: Asking thoughtful and insightful questions during the interview demonstrates the candidate's interest in the role and commitment to their own professional growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant skills and experiences for this role
- Prepare questions to ask during the interview to demonstrate your interest in the role and company
- Follow up with the hiring manager within one week of submitting your application to express your continued interest in the position
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
