Marketing Director - Beverages Canada

Reporting to the Vice President, Marketing & Innovation, the Marketing Director is accountable for defining and delivering the growth strategy and business results for an assigned portion of the Lassonde Beverages Canada branded portfolio. This role owns brand and portfolio strategy, prioritization, investment choices and the decisions that determine what gets built and why.

The Marketing Director partners with Innovation to assess and prioritize future growth opportunities, with Commercialization to ensure approved initiatives move effectively from approval to market, and with Shopper & Digital and Sales to translate brand strategy into strong in-market execution.

The incumbent leads a key functional area of excellence for the broader Marketing organization, strengthening capabilities, ways of working and overall business performance.

Job advantages

• A competitive salary with opportunities for advancement and career development.
• Access to a group insurance plan & a pension plan with employer contributions.
• Telemedicine & employee and family assistance programs.
• Recognition & wellness programs for employees.

Key activities

Portfolio Strategy & Business Performance:

• Own and deliver portfolio performance, including volume, revenue, market share, gross margin and profitability.
• Define and lead annual and 3-year brand and portfolio strategies;
  
• Lead brand portfolio management, including growth planning, resource allocation and portfolio prioritization.
• Drive investment and resource allocation.
• Develop annual brand plans, investment priorities and success metrics.
• Deliver business targets and implement corrective actions as required.

Brand Growth, Innovation & Marketing Excellence:

• Lead, coach and develop a team of Brand, Product and Commercial Managers while strengthening commercial, analytical and strategic marketing capabilities.
• Define clear brand roles, growth drivers, margin opportunities and strategic priorities across the portfolio.
• Translate consumer, shopper and category insights into differentiated growth opportunities and brand strategies.
• Ensure brand strategies are translated into clear direction and priorities across all channels.
• Partner with Innovation to prioritize initiatives aligned with portfolio strategy and commercial objectives, ensuring innovations support business priorities and growth ambitions.
• Provide strategic leadership to the Commercialization function, ensuring launches, discontinuations and commercial initiatives are delivered.
• Provide strategic direction to Shopper & Digital teams, ensuring alignment with brand priorities.
• Ensure integration of brand, shopper and digital strategies while delegating execution ownership to the Shopper & Digital team.
• Strengthen business planning and decision making through robust analytics, forecasting methodologies and performance tracking tools.
• Foster strong cross-functional collaboration with Sales, R&D, Operations and Finance.

Required training and experience

• Bachelor’s degree in Marketing, Business, or related field.
• 12+ years of experience in CPG marketing or brand management.
• Strong cross-functional leadership experience.
• Proven track record of driving business growth and leading high-performing teams.
• Experience managing profitability, investment allocation and business case development.
• Strong understanding of retailer dynamics, customer needs and market opportunities.

Skills sought

• Bilingual (French/English), both written and spoken – essential for communication with English-speaking colleagues, clients, and suppliers across provinces and internationally.
• Strong business and financial acumen, with a results-oriented mindset.
• Strategic thinker with the ability to challenge the status quo and identify new opportunities to accelerate sustainable business growth.
• Demonstrated expertise in building and growing consumer brands through strategic positioning and integrated marketing planning.
• Consumer-centric mindset with the ability to uncover insights and translate them into growth opportunities.
• Strong analytical skills with the ability to transform insights into business actions.
• Ability to lead change, navigate ambiguity and drive alignment in a fast-paced environment.
• Proven ability to influence and collaborate across multiple functions and organizational levels.
• Excellent leadership, coaching and talent development capabilities.
• Strong project management, prioritization and decision-making skills.

About Lassonde

At Lassonde, we believe that great achievements begin with passionate people working together toward a common goal.

For more than 100 years, we have been creating products that are part of the everyday lives of millions of consumers across North America. Behind our fruit juices, drinks and snacks, sauces, soups, broths, ciders and wines is a team of people who innovate, collaborate, and continuously strive to deliver the best for our customers and communities.

What sets us apart is our ability to grow while staying true to who we are. Today, more than 2,900 employees contribute to our success across Canada and the United States, in an environment where ideas are valued, talent is developed, and everyone has the opportunity to make a meaningful impact.

Joining Lassonde means becoming part of a strong and ambitious organization that puts people at the heart of its success and is building the future with confidence, passion, and teamwork.

Together, we create products people love. Together, we make an impact that can be felt every day.

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