📌 Core Information
🔹 Job Title: Digital Marketing Manager - Channels
🔹 Company: Labatt Breweries of Canada
🔹 Location: Toronto, Ontario, Canada
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: April 14, 2025
🔹 Experience Level: 2-5 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and implementing comprehensive digital marketing strategies to achieve business goals for various brands and products.
- Managing and optimizing the company’s campaign website(s) to increase organic search rankings and traffic to drive sales conversions in-store.
- Planning and executing digital advertising campaigns, including Google Ads, display ads, and other paid media channels, with a focus on ROI optimization.
- Measuring and reporting on the performance of all digital marketing campaigns, assessing against goals (ROI and KPIs), and continuously identifying opportunities for improvement.
- Collaborating with cross-functional teams (sales, product development, etc.) to integrate digital strategies and ensure consistent messaging and brand alignment.
ASSUMPTION: This role requires a strong understanding of digital marketing channels, tools, and best practices, as well as experience in managing digital advertising campaigns and budget management.
📋 Key Responsibilities
✅ Develop and implement comprehensive digital marketing & conversion strategies to achieve business goals for various brands and products.
✅ Manage and optimize the company’s campaign website(s), including content creation, SEO, and user experience (UX) improvements to increase organic search rankings and traffic to drive sales conversion in-store.
✅ Plan and execute digital advertising campaigns, including Google Ads, display ads, and other paid media channels, with a focus on ROI optimization.
✅ Measure and report on the performance of all digital marketing campaigns, assess against goals (ROI and KPIs), and continuously identify opportunities for improvement.
✅ Conduct market research and monitor industry trends to stay ahead of competitors and identify new opportunities.
✅ Manage and allocate digital marketing budget effectively, ensuring maximum return on investment.
✅ Collaborate with cross-functional teams (sales, product development, etc.) to integrate digital strategies and ensure consistent messaging and brand alignment.
ASSUMPTION: This role requires strong analytical skills and data-driven thinking, with proficiency in Google Analytics or similar tools. It also demands excellent communication and interpersonal skills, with the ability to collaborate effectively across teams.
🎯 Required Qualifications
Education: Post-secondary education
Experience: 2-5 years of experience in digital marketing, with a focus on managing digital advertising campaigns and budget management.
Required Skills:
- Understanding of digital marketing channels, tools, and best practices (SEO, SEM, social media, content marketing, email marketing, etc.).
- Strong analytical skills and data-driven thinking, with proficiency in Google Analytics or similar tools.
- Excellent communication and interpersonal skills, with the ability to collaborate effectively across teams.
- Creative thinker with strong problem-solving skills and attention to detail.
- Up-to-date with the latest trends and best practices in online marketing and measurement.
Preferred Skills:
- Experience with specific digital marketing tools and platforms (e.g., Google Ads, Facebook Ads, etc.).
- Familiarity with the beverage industry or similar consumer goods industry.
ASSUMPTION: While not explicitly stated, it is assumed that candidates should have a bachelor's degree in marketing, business, or a related field. Additionally, experience with specific digital marketing tools and platforms is preferred but not required.
💰 Compensation & Benefits
Salary Range: CAD 70,000 - 90,000 per year (based on industry standards for a Digital Marketing Manager with 2-5 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, Monday to Friday, 9:00 AM to 5:00 PM (with flexibility for remote work as needed)
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Digital Marketing Manager with 2-5 years of experience in the beverage industry. The actual salary may vary depending on the candidate's qualifications and the company's internal salary structure.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing
Company Size: 1,001-5,000 employees (Mid-sized company)
Founded: 1847 (Over 175 years ago)
Company Description:
- Labatt is one of Canada’s founding businesses and its leading brewer, with over 3,600 employees, a portfolio of more than 70 quality beer, ready-to-drink, and non-alcoholic products, and six key breweries from coast-to-coast.
- Labatt is committed to brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations and creating exciting experiences with consumers through iconic brands like Budweiser, Bud Light, NÜTRL, Michelob Ultra, Corona, Stella Artois, and many more.
- Labatt is dedicated to serving up new ways to meet life’s moments, dreaming big to move its industry forward, and making a meaningful impact in its communities through a collective purpose of creating A Future With More Cheers.
Company Specialties:
- Beer
- Sales
- Marketing
- Supply
- Manufacturing
- Quality
- Finance
- Human Resources
- Procurement
- Logistics
- Brewing
- Packaging
- Innovation
- and Branding
Company Website: www.labatt.com
ASSUMPTION: Labatt is a well-established company with a strong brand presence in the beverage industry. It offers a comprehensive benefits package and a retirement plan with a generous company-matching contribution to attract and retain top talent.
📊 Role Analysis
Career Level: Mid-level (2-5 years of experience)
Reporting Structure: This role reports directly to the Marketing Director.
Work Arrangement: On-site, full-time position with flexibility for remote work as needed.
Growth Opportunities:
- Potential advancement to a Senior Digital Marketing Manager or Marketing Manager role as the company and team grow.
- Opportunities to work on various brands and products, gaining diverse experience in digital marketing.
- Chance to collaborate with cross-functional teams, expanding professional network and skillset.
ASSUMPTION: This role offers opportunities for career growth and skill development within a large, established company in the beverage industry.
🌍 Location & Work Environment
Office Type: Corporate office environment with a casual dress code and a collaborative work culture.
Office Location(s): 207 Queens Quay West, Suite 299, Toronto, Ontario M5J 1A7, CA
Geographic Context:
- Toronto is a multicultural city with a vibrant arts and culture scene, offering numerous entertainment, dining, and recreational opportunities.
- The office is located in the downtown core, with easy access to public transportation and nearby amenities.
- The city experiences four distinct seasons, with cold winters and warm summers.
Work Schedule: Full-time, Monday to Friday, 9:00 AM to 5:00 PM (with flexibility for remote work as needed)
ASSUMPTION: The office environment at Labatt is collaborative and casual, with a focus on work-life balance. The location in downtown Toronto offers easy access to public transportation and nearby amenities.
💼 Interview & Application Insights
Typical Process:
- Online application submission through the company's careers website.
- Phone or video screening with the HR department to assess qualifications and fit for the role.
- In-person or video interview with the hiring manager and/or team members to discuss the role, responsibilities, and company culture.
- Final round interview with the Marketing Director to discuss career growth opportunities and next steps.
- Background check and reference check for the final candidate.
Key Assessment Areas:
- Digital marketing skills and experience, with a focus on managing digital advertising campaigns and budget management.
- Analytical skills and data-driven thinking, with proficiency in Google Analytics or similar tools.
- Communication and interpersonal skills, with the ability to collaborate effectively across teams.
- Cultural fit and alignment with Labatt's values and company culture.
Application Tips:
- Tailor your resume and cover letter to highlight your digital marketing skills and experience, with a focus on managing digital advertising campaigns and budget management.
- Include specific examples of your analytical skills and data-driven thinking in your resume or cover letter.
- Prepare for behavioral interview questions that focus on your communication and interpersonal skills, as well as your ability to collaborate effectively across teams.
- Research Labatt's company culture and values to demonstrate your cultural fit and alignment with the organization.
ATS Keywords: Digital Marketing, SEO, SEM, Social Media, Content Marketing, Email Marketing, Google Analytics, Budget Management, Collaboration, Teamwork, Beverage Industry
ASSUMPTION: The application process for this role is typical for a mid-sized company in the beverage industry, with a focus on assessing digital marketing skills and experience, as well as cultural fit and alignment with Labatt's values.
🛠️ Tools & Technologies
- Google Analytics
- Google Ads
- Facebook Ads
- SEO tools (e.g., SEMrush, Ahrefs, Moz)
- Email marketing platforms (e.g., Mailchimp, Constant Contact)
- Social media management tools (e.g., Hootsuite, Buffer)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: This role requires proficiency in Google Analytics and various digital marketing tools and platforms, as well as experience with project management tools to collaborate effectively with cross-functional teams.
👔 Cultural Fit Considerations
Company Values:
- Passion for our brands and our people
- Dreaming big and challenging the status quo
- Collaboration and teamwork
- Accountability and ownership
- Respect and integrity
Work Style:
- Casual dress code and collaborative work environment
- Focus on work-life balance and flexibility
- Opportunities for professional growth and development
- Diverse and inclusive team culture
Self-Assessment Questions:
- Do you share Labatt's passion for its brands and people, and are you committed to dreaming big and challenging the status quo?
- Are you comfortable working in a collaborative and team-oriented environment, and do you have strong communication and interpersonal skills?
- Are you seeking a role that offers opportunities for professional growth and development within a large, established company in the beverage industry?
ASSUMPTION: Labatt values a diverse and inclusive team culture, with a focus on collaboration, teamwork, and work-life balance. Candidates should be passionate about the company's brands and people, and committed to dreaming big and challenging the status quo.
⚠️ Potential Challenges
- Working in a fast-paced and dynamic industry, with frequent changes and updates to digital marketing trends and best practices.
- Managing a significant digital marketing budget, with a focus on maximizing ROI and minimizing wasteful spending.
- Collaborating with cross-functional teams to integrate digital strategies and ensure consistent messaging and brand alignment, which may require navigating different priorities and perspectives.
- Working in a competitive industry, with a need to stay ahead of competitors and identify new opportunities to drive business growth.
ASSUMPTION: This role presents unique challenges and opportunities for growth within a large, established company in the beverage industry. Candidates should be prepared to work in a fast-paced and dynamic environment, with a focus on maximizing ROI and minimizing wasteful spending.
📈 Similar Roles Comparison
- This role is similar to a Digital Marketing Manager or Digital Marketing Specialist role in other industries, with a focus on managing digital advertising campaigns and budget management.
- However, this role is unique in that it is focused on the beverage industry, with a portfolio of iconic brands and a commitment to creating exciting experiences with consumers.
- Career paths for this role may include advancement to a Senior Digital Marketing Manager or Marketing Manager role, with opportunities to work on various brands and products and gain diverse experience in digital marketing.
ASSUMPTION: This role offers unique opportunities for career growth and skill development within the beverage industry, with a focus on managing digital advertising campaigns and budget management.
📝 Sample Projects
- Developing and implementing a comprehensive digital marketing strategy for a new product launch, including SEO, SEM, social media, content marketing, and email marketing campaigns.
- Managing and optimizing the company's campaign website(s) to improve organic search rankings and drive traffic to drive sales conversions in-store, with a focus on user experience (UX) improvements and content creation.
- Planning and executing a digital advertising campaign for an existing brand, with a focus on ROI optimization and maximizing budget efficiency.
ASSUMPTION: These sample projects demonstrate the key responsibilities and required skills for this role, with a focus on managing digital advertising campaigns and budget management.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30-60-90 days?
- How does this role collaborate with other teams within the organization, such as sales and product development?
- What are the most challenging aspects of working in the beverage industry, and how does this role address those challenges?
- What opportunities are there for professional growth and development within the company?
- How does the company support work-life balance and flexibility for its employees?
ASSUMPTION: These key questions help candidates understand the role's priorities, collaboration opportunities, and growth potential within 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 digital marketing skills and experience, with a focus on managing digital advertising campaigns and budget management.
- Prepare for behavioral interview questions that focus on your communication and interpersonal skills, as well as your ability to collaborate effectively across teams.
- Research Labatt's company culture and values to demonstrate your cultural fit and alignment with the organization.
- Follow up with the hiring manager one week after submitting your application to inquire about the status of your application and express your continued interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
