Director, Marketing - Beyond Beer

Since its reopening in 1988, Sleeman Breweries has grown to become the third-largest brewer in Canada. Formed by merging three of Canada’s best craft breweries and acquired in 2006 by Sapporo Breweries, we’ve built an incredible portfolio of beer brands in Canada; great Canadian brands such as Sleeman, Okanagan Spring, Unibroue and Wild Rose, combined with world-class beers such as Sapporo, Old Milwaukee and Pabst Blue Ribbon. After all, we believe Canadians deserve better beer.

POSITION:

Director, Marketing - Beyond Beer

LOCATION:

Guelph, Ontario

LEVEL:

Director

DESCRIPTION:

Reporting into the Vice President of Marketing this newly created position will lead a team of 4 marketing professionals and support 2 direct reports. They will be responsible for growing the organization’s beyond beer business to establish the company in this growing and expanding category. This will be accomplished by growing volume and revenue by creating brand equity, building and maintaining strong consumer connections, and driving short and long-term brand growth in the Beyond Beer category. This position leads and oversees brand strategy for all current Beyond Beer brands including Social Lite, Pabst Vodka Soda and Sway. In addition, remain on the leading edge of innovation and work with the innovation team to prepare for what’s next in the category based on consumer trends. The role will also lead all brand communication, annual and long-term planning, and execution of brand building activities. This role also plays a critical role working with key Beyond Beer customers (Liquor Control Board of Ontario, British Columbia Liquor Stores). This role is also responsible for leading the development and coaching of a senior brand manager and a social and digital media specialist.

Key Responsibilities Include:

• Successfully establish the company in the Beyond Beer category including Ready-to-Drink (RTD), and Non – Alcoholic brands. A key long term corporate growth pillar for the organization.
• Lead culture change at Sleeman regarding Beyond Beer business.
• Responsible for the development and execution of long-range strategy and plans for our Beyond Beer brands. Achieve annual brand targets (sales volume, gross margin, brand health and market share growth) and provide insight and direction for the company’s overall long-term commercial plan.
• Responsible for Sleeman Merger and Acquisition leadership for the Beyond Beer category (ie. RTD beverages, cannabis beverages, new beverage categories etc.); Identify potential acquisition targets and build exploratory relationships with same.
• Make recommendations on acquisitions that will build the Sleeman Beyond Beer category to the Sleeman Executive team, board of directors and Sapporo; Facilitate negotiations between the companies.
• Oversee all related brand management activities including strategic planning, positioning/brand identity, new product development, packaging, creative development, media selection, national promotions, public relations, pricing strategy, and consumer insights for the brands.
• Oversee the development and execution of annual brand plans for Social Lite, Pabst Vodka Soda, Sway, Sleeman Non Alcoholic and other new brands as required.
• Oversee the development and execution of all brand communication, including TV, digital, social, outdoor and print for Beyond Beer brands.
• Responsible for the strategic management of brand resources to align with long-range commercial brand strategy.
• Oversee multiple advertising, media agency and vendor relationships, including developing contracts and managing company investment.
• Participate in the budgetary planning process for brands/region and manage budget for region of approximately $4M
• Work closely with Director of Innovation to validate new innovations and look for new opportunities in the Beyond Beer category.
• Work with the research and insights team to leverage consumer insights and research data for continued brand growth.
• Develop relationships and collaborate with key external and internal stakeholders including key customers, partners, suppliers, and senior management across all functions.
• Influence internal stakeholders and external customers by leveraging consumer insights, and product development to continue to drive rationale for new innovation and new listings.
• Participate in critical planning meetings, such as financial forecasting, monthly and quarterly business reviews, annual planning, and SMS.
• Communicate with Sapporo USA regarding Beyond Beer Business with the goal of sharing ideas and concepts that could be utilized across North America.
• Monitor competitive activity and industry trends across Canada and the US.

Requirements:

• Minimum of 10 years of brand management experience in a consumer-packaged goods (CPG) environment.
• Minimum of 7 years leading commercial teams
• Experience engaging with and preparing presentations for large customers
• Post-secondary education in Marketing or business field.
• Beverage alcohol industry experience and bilingualism are considered assets
• Above The Line (ATL) experience as well as experience with large scale campaign management, new product development or brand re-positioning is required
• Proficient in consumer insights skills and knowledge are an asset
• Demonstrated leadership and business management skills.
• Excellent communication skills, both written and verbal; superior presentation skills
• Strong computer skills, including ability to use Excel, Word, PowerPoint, Outlook

At Sleeman Breweries we are proud to offer a supportive and progressive work environment where employees enjoy work-from-home flexibility, a parental leave top-up benefit and can participate in a national mentorship program. We offer a competitive compensation and benefits package, RRSP matching, employee tuition reimbursement and much more. Our corporate culture is focused on our people, their growth and fulfillment through work-life balance. Sleeman Breweries is an equal-pay employer and strives to continue to do better – better beer, better people, getting better.

Come work with us!

In accordance with the Accessibility for Ontarians with Disabilities Act, 2005 and the Ontario Human Rights Code, accommodation will be provided to candidates with disabilities during the recruitment and selection process. If you are invited to participate in the process and require an accommodation, please let us know in advance.

We thank all candidates for their interest however only those selected to proceed will be contacted.