Senior Brand Manager

Title: Sr. Brand ManagerReports to: Head of Brand MarketingLocation: OakvilleCompany BackgroundCarlsberg Canada Inc. (CCI) is the Canadian division of Carlsberg Breweries, the world’s third-largest brewer. With about 300 employees across our Oakville head office and Waterloo brewery, we proudly brew, distribute, and market both Carlsberg and Waterloo products nationwide. In March 2023, Carlsberg Canada acquired Waterloo Brewing Ltd., expanding our operations to include the production, distribution, and commercialization of both Carlsberg and Waterloo products, along with a variety of co-manufacturing partnerships. At Carlsberg, no matter your role or function, we are driven not only by what we deliver but also by how we work together—this is our Growth Culture. Built on five core principles, our Growth Culture guides the way we work, innovate, and lead, ensuring we continue Brewing for a Better Today and Tomorrow.Role overviewThis role is responsible for driving the profitable growth of the CCI portfolio through efficient and impactful marketing initiatives and consumer programs. The position will lead the development of long-term brand strategies while also executing short-term strategic pillars to support overall business objectives.What you’ll be doingDrive brand and product innovation through strategic initiatives, campaigns, programs, and best practices across markets to ensure long-term profitable growth and increased market share for CCI brands.Develop, implement, and evaluate national (Canada) annual brand plans in collaboration with the Head of Brand Marketing.Insights: Generate consumer and category insights by leveraging sales data, market trends, and consumer behavior, in close collaboration with the Commercial Intelligence Analyst.Strategy: Translate insights into actionable strategies, defining key growth opportunities for the brand based on emerging trends and overall business objectives.Execution: Create and implement strategy-driven brand programs and activities that meet brand objectives, working closely with Trade Marketing and Sales Managers to tailor regional initiatives that align with national brand plans.Monitor and analyse brand performance against key objectives, including sales development, market trends, and competitor activities.Utilize brand health trackers and research tools to identify insights and opportunities for improvement.Conduct consumer market research aligned with the strategic plan to ensure informed business decisions and continuous brand evolution.Manage day-to-day relationships with agencies and external partners, analysing campaign, program, and promotional performance to optimize results.Collaborate with the in-house digital team to grow organic social channels and increase consumer engagement through relevant and impactful brand content.Build and deliver high-quality brand presentations to internal and external stakeholders.Function as brand guardian, ensuring consistent brand identity, tone, and visual alignment across all promotional and campaign materials, in coordination with global brand stakeholders.Liaise with global brewery partners to explore new product opportunities, develop country-specific packaging and creative materials, and identify best practices for local adaptation.Oversee creative workflow in partnership with the Trade Marketing Manager and Marketing Projects Manager, ensuring creative briefs are complete, materials meet brand standards, and deadlines are met for: On- and off-trade activations and programs and Innovation and promotional packaging initiatives.Collaborate with the on-trade team to identify and secure brand-relevant accounts and flagship establishments, defining best practices for brand execution in key venues.Develop and manage annual multi-million-dollar brand budgets, including monthly budget reconciliation and ongoing financial tracking.Provide strategic leadership over all brand marketing initiatives, including campaign management, pricing strategy, product launches, sponsorships, and promotions across key channels such as provincial liquor boards, private retail, grocery, and on-trade.Drive process improvements to streamline workflows, enhance productivity, and increase overall marketing effectiveness.Collaborate cross-functionally with internal and external stakeholders: Internal: Carlsberg Group Commercial Brand Teams, Carlsberg Canada Executive Team, Trade Marketing, Sales, Innovation, Digital, Design, Finance, and Insights teams. External: Liquor boards, creative and media agencies, sponsorship partners, research firms, and community partners.QualificationsStrategic, data-driven, and creative brand leader with a proven ability to deliver measurable business results.Skilled at combining long-term strategic thinking with hands-on execution to drive brand growth and strengthen market position.Strong business acumen and experience translating insights into impactful marketing strategies and campaigns.Advanced analytical ability to interpret complex data and turn insights into action.Curious and initiative-taking — seeks out trends, challenges assumptions, and identifies new opportunities.Collaborative and influential, with strong communication skills and experience managing multiple priorities in a fast-paced environment.Deep understanding of brand positioning, storytelling, and creative development.Knowledge of digital marketing, social media, and omnichannel strategy integration.Results-oriented with a focus on KPIs, ROI, and continuous improvement.Agile and adaptable, comfortable adjusting strategies based on performance and market trends.We’re looking for individuals who bring not only technical expertise, but also a mindset aligned with our Growth Culture principles. You live by “Semper Ardens” which means you are always challenging the status quo and striving for the extraordinary. You foster Positive Energy and Compassion, working with empathy, respect, and openness. You act with Passion for the Consumer, serving as a brand ambassador and keeping the consumer at the heart of your decisions. You demonstrate Decisiveness and Excellence, making confident choices and delivering high-quality results. Finally, you believe in Empowering, Supporting, and Growing People, helping colleagues develop, sharing knowledge, and building trust across the team.What we’re looking forUniversity degree in Business, Marketing, or Communications (MBA preferred).5 years of brand management experience, ideally within the consumer-packaged goods or beverage industry.Experience developing and executing integrated marketing plans across multiple channels.Proven ability to apply consumer research, market analysis, and competitive insights to drive decision-making.Experience managing multi-million-dollar budgets, understanding P&L metrics, and delivering on business objectives.Strong knowledge of digital and social media marketing best practices and analytics.Experience managing external agencies and creative partners.Understanding of the Canadian beverage and/or alcoholic beverage industry is a strong asset.What you can expectWe’re asking for a lot, but you’ll be well-rewarded with:Continuous Learning: Guidance from Mentors and training initiatives.Opportunities for career growth, within Canada and Globally.A purpose-driven company with ambitious goalsA social work environment with enthusiastic colleaguesWe provide a competitive base salary along with a comprehensive benefits package that is covered by the employer. This package includes a range of benefits such asdental care, extended health coverage, a healthcare spending account, life insurance, paid time off, RRSP matching, tuition reimbursement, vision care, casual dress code, participation in company events, the option for remote work, and a fantastic Beer Benefit. Eligible employees may also receive bonuses as part of our supplemental pay options.CARLSBERG GROUP: BREWING FOR A BETTER TODAY AND TOMORROW At Carlsberg our diverse perspectives, unique abilities and experiences make us who we are across the Group. With so many iconic brands, we know our differences are what make us stand out. WELCOME YOU is our commitment to promoting this culture and embracing it across all areas of our business. Carlsberg is a place where each of us belongs and where we can be at our best. For us success has always been in the diverse mix of our people, our beers, and our brands. We want to recruit and develop people with a global mindset, cultural understanding, and international experience to ensure that our organization stays agile, inclusive, and prepared for future growth. Only by acknowledging and harvesting from different perspectives and experiences, will we gain competitive advantage and leverage the effect of diversity for business growth. Carlsberg aims to create equal access to opportunity regardless of social identity, and we encourage everyone to apply regardless of gender, nationality, race, religion, disabilities, or any other characteristics.