📌 Core Information
🔹 Job Title: Brand Manager
🔹 Company: Labatt Breweries of Canada
🔹 Location: Toronto, Ontario, Canada
🔹 Job Type: Full-Time, On-Site
🔹 Category: Beverage Manufacturing
🔹 Date Posted: 2025-04-17
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing integrated commercial strategies to grow national volume and share while strengthening long-term brand health
- Supporting national marketing planning, strategies, and execution, brand positioning, process management, and all execution approval
- Gaining deep consumer insights through data and market research to inform strategic adjustments and deliver results
- Managing marketing budgets and ensuring brand programs are delivered on time and in compliance with government and industry regulations
- Collaborating cross-functionally with global counterparts to craft brand strategy, balancing global vision with Canadian market realities through tailored execution
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with cross-functional teams. The ideal candidate will have experience in brand management, marketing, or a related field, with a proven track record of driving brand growth and success.
📋 Key Responsibilities
✅ Lead the development and execution of integrated commercial strategies to grow national volume and share, while strengthening long-term brand health
✅ Support National Marketing planning, strategies, and execution, brand positioning, process management, and all execution approval ensuring delivery of planned volume and profit and impact to P&L
✅ Gain deep insight into consumer needs and pain points through data and market research, then turn those insights into strategies that connect with your audience
✅ Lead end-to-end campaign ideation, aligning creative vision with commercial strategy and execution across national and regional promotions
✅ Manage Commercial Agencies and provide linkage to national and regional trade marketing, marketing support functions and senior marketing counsel
✅ Work cross-functionally with global counterparts to craft brand strategy, balancing global vision with Canadian market realities through tailored execution
✅ Adept at distilling complex ideas into clear, compelling stories and presentations that effectively convey vision and drive stakeholder engagement
✅ Deep expertise in digital and social ecosystems, coupled with the insight to activate them in ways that deliver meaningful consumer connections
ASSUMPTION: This role requires a high level of autonomy and the ability to manage multiple projects simultaneously. The ideal candidate will be proactive, detail-oriented, and able to work effectively in a fast-paced environment.
🎯 Required Qualifications
Education: A University Degree in Business or a related field
Experience: A minimum of 5 years of marketing experience with related packaged goods or beverage alcohol
Required Skills:
- Strong analytical skills, ability to distill insights and propose relevant recommendations
- Excellent communication, presentation, and negotiation skills
- A focused, detailed, and disciplined approach to tasks
- The ability to prioritize and strong organization skills
- The ability to work with a multi-disciplined team including advertising agency, media team, research team, public affairs team, etc.
- Skilled at guiding and developing emerging talent, fostering a collaborative culture through thoughtful mentorship and a commitment to team growth
- Exhibits agility in evolving environments, embracing change and introducing forward-thinking approaches to align teams toward common objectives
- Driven by a passion for bold, meaningful creative and a forward-thinking approach that responds to the pace and complexity of an ever-evolving industry
- Excels in storytelling and presentation design to communicate vision with clarity, purpose, and impact.
Preferred Skills:
- Experience with beer or beverage alcohol industry
- Bilingual (English/French)
ASSUMPTION: The ideal candidate will have a proven track record of driving brand growth and success, with a strong analytical mindset and excellent communication skills. Experience in the beer or beverage alcohol industry is an asset but not required.
💰 Compensation & Benefits
Salary Range: CAD 90,000 - 120,000 per year (Based on industry standards for a Brand Manager role with 5-10 years of experience in the beverage industry)
Benefits:
- Health benefits plan, including competitive coverage for medical, dental, mental health, life, and disability insurance, that can be flexed to fit your needs.
- Additional flex credits for healthcare or wellness spending accounts
- Retirement plan with a generous company-matching contribution, and low-fee RRSP & TFSA savings opportunities to help you secure your financial future.
- Personalized support through an inclusive family-forming benefit, and generous financial support/top-ups for parental leave
- Access to many wellbeing resources, including Employee & Family Assistance Program support, Webinars, and more.
- An annual allotment of Beer and Beyond-Beer products for employees!
Working Hours: Full-time, typically 40 hours per week, with periodic domestic travel
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Brand Manager role with 5-10 years of experience in the beverage industry. The actual salary may vary depending on the candidate's experience, skills, and the company's internal compensation structure.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing
Company Size: 1,001-5,000 employees
Founded: 1847
Company Description:
- Labatt Breweries of Canada is one of Canada’s most established businesses and its leading beverage company, with over 3,600 employees; an unmatched portfolio of more than 70 quality beer, ready-to-drink and non-alcoholic products; six key breweries; and four craft breweries from coast-to-coast.
- The company is committed to creating a welcoming, safe, and inclusive environment for every person, regardless of age, race, ethnicity, nationality, sexual orientation, gender identity and expression, religion, neurodivergence, or disability status.
- Labatt Breweries of Canada is an equal opportunities employer and is committed to maintaining a fair and equitable recruiting process.
Company Specialties:
- Beer
- Sales
- Marketing
- Supply
- Manufacturing
- Quality
- Finance
- Human Resources
- Procurement
- Logistics
- Brewing
- Packaging
li>Innovation
- and Branding
Company Website: Labatt.com
ASSUMPTION: Labatt Breweries of Canada is a well-established company with a strong presence in the beverage industry. It offers a comprehensive benefits package and is committed to creating a diverse, inclusive, and equitable work environment.
📊 Role Analysis
Career Level: Mid-level to senior
Reporting Structure: This role reports directly to the Marketing Director and may have supervisory responsibilities for junior marketing team members or agency partners.
Work Arrangement: On-site, with periodic domestic travel required
Growth Opportunities:
- Potential progression to a senior marketing role or management position within the marketing department
- Opportunities to work on high-profile campaigns and collaborate with cross-functional teams
- Access to professional development and training opportunities to enhance skills and advance career growth
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to take on increased responsibilities and advance their career within the marketing department or the broader organization.
🌍 Location & Work Environment
Office Type: Corporate office
Office Location(s): 207 Queens Quay West, Suite 299, Toronto, Ontario M5J 1A7, CA
Geographic Context:
- Toronto is the capital city of the province of Ontario and the largest city in Canada by population, with a diverse and multicultural population
- The city is known for its vibrant arts and culture scene, world-class attractions, and a thriving food and beverage industry
- Toronto has a humid continental climate, with warm summers and cold winters, and is located on the northern shore of Lake Ontario
Work Schedule: Full-time, typically 40 hours per week, with flexible hours as needed to meet project deadlines or attend events
ASSUMPTION: Toronto offers a dynamic and multicultural work environment, with a wide range of cultural attractions, entertainment options, and culinary experiences. The city's diverse population and vibrant arts scene make it an exciting place to live and work.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening interview
- In-person or virtual behavioral interview with the hiring manager and/or a panel of team members
- Final round interview with senior leadership
- Background check and reference check
- Job offer and onboarding
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Analytical skills and data-driven decision-making
- Communication and presentation skills
- Collaboration and teamwork skills
- Cultural fit and alignment with Labatt's values and mission
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of the beverage industry and Labatt's brand portfolio
- Showcase your ability to think strategically and drive brand growth through your past experiences and achievements
- Prepare for behavioral interview questions that focus on your problem-solving skills, communication style, and cultural fit
- Research Labatt's company culture and values to ensure alignment with your personal work style and career goals
ATS Keywords: Brand Management, Marketing Strategy, Consumer Insights, Data Analysis, Communication Skills, Presentation Skills, Negotiation Skills, Project Management, Digital Marketing, Social Media Expertise, Team Collaboration, Mentorship, Agility, Storytelling, Creativity, Strategic Thinking
ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, analytical skills, and cultural fit. Applicants should be prepared to discuss their relevant experience and demonstrate their ability to drive brand growth and success.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Drive, Google Docs, Sheets, Slides)
- Marketing automation and CRM platforms (e.g., Salesforce, HubSpot)
- Social media management tools (e.g., Hootsuite, Sprout Social)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
- Design and creative tools (e.g., Adobe Creative Suite, Sketch)
ASSUMPTION: This role requires proficiency in Microsoft Office Suite, Google Workspace, and marketing automation and CRM platforms. Familiarity with data analysis and visualization tools, project management tools, and design and creative tools is an asset but not required.
👔 Cultural Fit Considerations
Company Values:
- Passion for our brands and our people
- Bravery to challenge the status quo and innovate
- Collaboration to work together to achieve more
- Integrity to do the right thing, always
- Respect for our people, our customers, and our communities
Work Style:
- Fast-paced and dynamic work environment
- Cross-functional collaboration and teamwork
- Data-driven decision-making and continuous improvement
- Agile and adaptable to change
- Results-oriented and focused on delivering impact
Self-Assessment Questions:
- How do you align with Labatt's company values, and can you provide an example of how you've demonstrated each value in your past experiences?
- How do you approach working in a fast-paced, dynamic work environment, and what strategies do you use to manage your time and priorities effectively?
- How do you balance data-driven decision-making with creativity and innovation in your marketing strategies?
ASSUMPTION: Labatt Breweries of Canada values candidates who are passionate, brave, collaborative, integrity-driven, and respectful. Applicants should be prepared to discuss their alignment with the company's values and demonstrate their ability to thrive in a fast-paced, dynamic work environment.
⚠️ Potential Challenges
- The role may require working on multiple projects simultaneously, with tight deadlines and competing priorities
- The beverage industry is highly competitive, and the role may involve managing relationships with external agencies and partners
- The role may require periodic domestic travel, which can be demanding and time-consuming
- The role may involve managing a team or mentoring junior marketing team members, which can be challenging and require strong leadership skills
ASSUMPTION: This role offers significant challenges and opportunities for growth and development. Candidates should be prepared to manage multiple projects simultaneously, work effectively in a fast-paced environment, and demonstrate strong leadership and collaboration skills.
📈 Similar Roles Comparison
- Brand Manager vs. Marketing Manager: Brand Manager roles focus more on brand strategy, positioning, and messaging, while Marketing Manager roles encompass a broader range of marketing activities, including advertising, promotions, and pricing strategy
- Beverage Alcohol Industry vs. Other Industries: The beverage alcohol industry is highly regulated, and marketing strategies must comply with government and industry regulations. Additionally, the industry is competitive, and brands must differentiate themselves to capture market share
- Brand Manager Career Path: Brand Manager roles can lead to senior marketing roles, such as Senior Brand Manager, Marketing Director, or Vice President of Marketing. Alternatively, Brand Managers may transition into general management roles or specialize in a specific marketing discipline, such as digital marketing or consumer insights
ASSUMPTION: This role is similar to other Brand Manager roles but is specific to the beverage alcohol industry. Candidates should have experience in brand management and be familiar with the unique challenges and opportunities of the beverage alcohol industry.
📝 Sample Projects
- Developing and executing a national marketing campaign to launch a new beer brand, including consumer research, positioning, messaging, and channel strategy
- Conducting a brand audit and rebranding initiative for an existing beer brand to refresh its image and appeal to a new generation of consumers
- Managing a team of agency partners to execute a regional promotional campaign, including event planning, logistics, and on-site activation
ASSUMPTION: These sample projects illustrate the range of responsibilities and challenges that a Brand Manager may face in this role. Candidates should be prepared to discuss their relevant experience and demonstrate their ability to drive brand growth and success.
❓ 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 fit into the broader marketing strategy for the company, and what are the key objectives for the brand portfolio?
- What are the biggest challenges facing the brand, and how can this role help address them?
- How does the company support the professional development and growth of its marketing team members?
- What is the company's approach to diversity, equity, and inclusion, and how does this role contribute to those efforts?
ASSUMPTION: These key questions help candidates understand the role's priorities, objectives, and challenges, as well as the company's commitment to professional development and diversity, equity, and inclusion. Applicants should be prepared to ask thoughtful and insightful questions that demonstrate their interest in the role and the company.
📌 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 experience and skills for this role
- Prepare for behavioral interview questions that focus on your problem-solving skills, communication style, and cultural fit
- Research Labatt's company culture and values to ensure alignment with your personal work style and career goals
- Follow up with the recruitment team one week after submitting your application to inquire about your application status
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
