Brand & Marketing Manager

Brand & Marketing Manager

DETAILED JOB DESCRIPTION | DARTMOUTH, NOVA SCOTIA

Position Overview

The Brand & Marketing Manager is responsible for building consumer demand, strengthening brand equity and driving measurable commercial results for Burnside Brewing Company and its portfolio, including Toller. This is a hands-on leadership position combining marketing planning, creative direction, retail and NSLC promotional execution, digital marketing, and performance analysis. The manager leads one marketing coordinator and uses an established budget for external graphic design, photography, production, agency services and other tactical support. Success requires both strong strategic judgment and a willingness to execute the work directly.

Primary Responsibilities

• Brand Strategy & Portfolio Management
  • Build and maintain clear brand positioning, messaging, identity and consumer-facing standards across the portfolio.
  • Develop annual and quarterly marketing plans with campaign priorities, target audiences, budgets and measurable objectives.
  • Partner with leadership, sales and operations on product launches, packaging updates, seasonal opportunities and portfolio priorities.
• Consumer Campaigns & Creative Execution
  • Conceptualize, plan and deliver integrated consumer campaigns, promotions, contests, events, sponsorships and community activations.
  • Translate campaign ideas into briefs, creative deliverables, production schedules and channel-specific execution plans.
  • Direct external graphic designers, photographers, printers and tactical partners while retaining hands-on responsibility for campaign delivery.
  • Ensure brand consistency, quality control, on-time execution and appropriate compliance review.
• NSLC & Retail Channel Marketing
  • Develop NSLC-specific marketing strategy and promotional calendars aligned with the team's distribution, placement and volume priorities.
  • Plan and coordinate product launches, seasonal programs, in-store activations, consumer promotions, retail creative and other approved NSLC opportunities.
  • Manage promotional planning requirements, submission timelines, creative assets, execution checklists and internal coordination.
  • Work with sales to assess store-level opportunities, retail visibility, SKU performance and competitor activity.
  • Track NSLC sales and available sell-through data before, during and after promotions; evaluate incremental sales, promotional effectiveness and return on investment.
  • Produce concise post-campaign reports with results, learnings and recommendations for future spending.
  • Ensure all retail marketing activities follow applicable NSLC requirements and Nova Scotia alcohol advertising and promotion rules.
• Digital Marketing & Content
  • Oversee organic and paid social media, digital advertising, website content, email marketing and campaign landing pages as appropriate.
  • Establish content calendars and guide the coordinator and external creators on production and publishing.
  • Measure reach, engagement, traffic, conversion and other relevant campaign outcomes; optimize based on results.
• Team, Partners & Budget
  • Set priorities, provide coaching and review deliverables for marketing coordinator & community engagement manager.
  • Scope, brief and manage outside creative and tactical partners; maintain accountability for quality, cost and timelines.
  • Own the marketing budget, forecast spending and allocate resources to the strongest commercial opportunities.
  • Coordinate closely with sales, retail/taproom teams, operations and leadership to ensure practical execution.

Candidate Profile

• Multiple years of progressive marketing experience, including direct ownership of campaigns from concept through reporting.
• Background in consumer products, retail, hospitality, tourism, lifestyle brands or agency account/campaign management.
• Strong understanding of integrated marketing, creative briefing, digital channels and consumer promotions.
• Ability to interpret retail sales data, develop useful KPIs and communicate results clearly.
• Excellent organization, prioritization, collaboration, writing and vendor-management skills.
• Comfortable managing a small team while remaining a highly active individual contributor.
• Beer, beverage, alcohol retail or NSLC experience is advantageous but not essential.

Measures of Success

• On-time, on-budget campaign and promotional execution.
• Improved brand visibility, consumer engagement and effectiveness of digital and retail programs.
• Clear NSLC promotional tracking: sales trends, SKU-level performance, campaign lift where measurable, and ROI.
• Actionable post-campaign reporting and continuous improvement of marketing investment.
• Strong coordination with sales and reliable delivery from the coordinator and external partners.