Marketing Manager, Consumer Products & Brands

Marketing Manager, Consumer Products & Brands
The Marketing Manager, Consumer Products and Brands will lead consumer products marketing and brand building for a portfolio of entertainment and consumer properties. You’ll grow audiences, build lasting connections and help turn great stories and characters into enduring brands and franchises with long-term commercial value beyond the screen.You’ll own marketing plans and execution for a portfolio of priority brands spanning primarily Kids, Family and YA, alongside an expanding range of lifestyle and other consumer brands. You’ll also work with the team to help assess new opportunities and develop marketing plans to grow brands into franchises through brand extensions, experiences, and more.As the go-to marketing lead for your brands, you’ll work with partners, agencies and internal teams to develop brand and launch plans, create compelling marketing materials and deliver effective campaigns. Your work will span in areas such as, advertising, digital, influencer marketing, supporting retail promotions and experiential activations. The role will lead consumer products marketing to build audience engagement and consumer demand, support product launches and partner objectives, and help shape emerging properties into enduring brands from the earliest stages of their lifecycle.We’re looking for someone who loves building brands, understands licensing, consumer trends, and sees opportunities to extend a property’s appeal beyond the screen. You’ll combine creative thinking with commercial instincts and turn opportunities into action.This new role will report to the VP, Marketing - Studios, Rights and Corporate and is a hybrid position requiring in-office attendance at our head office in Toronto for a minimum of three (3) days per week.The anticipated salary range for this role is $75,000 – $90,000 per year, with final compensation determined by experience and qualifications.Core Responsibilities & Duties
Marketing Planning & Management
Lead marketing and execution for an assigned portfolio of entertainment and consumer brands, building audiences, supporting consumer products growth, retail sell-through and developing long-term brand and franchise value.Work with the VP of Marketing - Studios, Rights & Corporate, and key stakeholders across Rights, Consumer Products and Production when priority titles are identified, executing plans that have the greatest audience and commercial potential.Develop brand positioning, messaging, guidelines and creative marketing direction, ensuring a consistent identity and approach across consumer products, partners and audience touchpoints.Understand the lifecycle of each property, connecting content launches, new seasons and cultural moments with consumer product and retail opportunities.Develop integrated marketing plans that support product launches, retail initiatives, promotions and broader franchise growth.Identify opportunities to build year-round relevance through evergreen content, seasonal campaigns, experiences, fan engagement and strategic partnerships.Ensure marketing activity builds consumer demand, product visibility, and sales.Project & Relationship Management
Act as the primary marketing contact and champion for assigned properties, providing direction and support to partners.In partnership with the Consumer Products team, build and manage marketing relationships with licensees, retailers, agents and promotional partners, aligning marketing initiatives with licensing objectives, retail launches and commercial priorities.Collaborate with partners on coordinated marketing campaigns and other opportunities as needed (like in-store, retail promotions, etc.).Work closely with internal Consumer Products licensing and sales teams on pitches, presentations and marketing materials that support business development and sell-in.Manage agency and partner relationships, budgets, approvals, timelines and deliverables.Work collaboratively with Studios, Rights, Corporate, Creative, PR, Sales and other internal teams to align opportunities and maximize impact.Keep stakeholders informed on marketing plans, campaign progress, results and emerging opportunities. Additionally, coordinate promotional commitments and support product launches and on-going partner engagement for marketing.Partner with Consumer Products to identify licensee and retailer marketing needs, coordinate promotional commitments and support product launches, retail sell-in and ongoing partner engagement.Integrated Marketing & Campaign Execution
Lead integrated campaigns across digital, social, YouTube, PR, influencer, experiential, promotional and retail channels.Bring ideas to life directly or through agency and external partners, managing creative briefs, content development, assets and campaign delivery.Develop brand messaging, marketing materials, guidelines and partner toolkits.Identify opportunities for standout creative campaigns, activations and cultural moments that generate excitement and engagement.Work with creators, influencers, talent and brand partners to extend reach and build meaningful audience connections.Ensure campaigns are cohesive, on-brand, delivered efficiently and aligned with business objectives.Audience Insights, Trends & Performance
Stay on top of entertainment, licensing, consumer and digital marketing trends, identifying opportunities to grow properties and reach new audiences through marketing efforts.Understand the behaviours and interests of Kids, Family and YA audiences, general entertainment audiences, as well as important purchase decision-makers.Monitor audience insights, competitive activity and campaign performance to inform marketing strategies.Track and evaluate brand and marketing performance, including audience reach, engagement, awareness, campaign effectiveness and available retail data, to inform strategy and investment.Key Qualifications and Experience
5-7+ years of experience in brand marketing, consumer products or franchise/brand marketing, preferably within the entertainment industryDirect experience working in or alongside the consumer products and licensing industry, with demonstrated experience working directly with licensees, licensing agents and retail partners, with a strong understanding of licensed product categories, retail launch cycles, marketing commitments and commercial go-to-market strategies (GTM).Demonstrated experience building brands and developing integrated marketing campaigns from strategy through execution.Preferred experience building enduring brands and franchises through brand extensions - developing experiential campaigns and live activations/events, gaming, digital, and identifying new opportunities to grow brands beyond the screen, is an asset.Experience planning and buying paid media, directly or through agencies, with an understanding of audience targeting, campaign measurement and budget optimization.Excellent communication, presentation and organizational skills, with a proven ability to build and manage relationships across a broad range of internal and external stakeholders.Strong understanding of Kids, Family and YA audiences;
experience with lifestyle or other consumer brands is an asset.Strong knowledge of social media, YouTube and digital platforms, with an understanding of how to build audiences, grow engagement and create brand relevance.Creative instincts and commercial awareness, with the ability to balance big picture thinking with hands-on execution and develop compelling advertising, content and campaigns that build brands and drive consumer interest.Knowledge of consumer, entertainment, retail and digital trends, with the ability to translate insights into marketing opportunities.Experience managing budgets, timelines and multiple projects in a fast-moving environment,A proactive, entrepreneurial self-starter with a strong sense of ownership, accountability and initiative.A collaborative, natural relationship builder who enjoys bringing people together, sharing ideas and making great things happen. Someone that brings great energy, curiosity, positivity and a sense of fun to the team.
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