Job Overview

Multiple Locations, Across Canada
Job Type
Full Time
Salary / Compensation
Details Not Provided
Date Posted
4 months ago

Additional Details

Extensive Exp. Required (9+ Years)

Job Description

The Senior Brand Manager will report to the Marketing Director and work on the strategic management of the Keurig brand for the Canadian market, with an aim to ensure its growth.


  • Building brand love and creating value through an ecosystem that integrates world class content and seamless connections through to their coffee cup to create value for consumers.
  • Orchestrating the Keurig brand’s experience to grow Household & Away From Home Penetration, increase Lifetime Value, build brand equity and enhance marketing ROI.
  • Lead Keurig brand strategy for the Canadian market, leading long term and annual brand planning.
  • Inspire cross-functional stakeholders to outperform target with a modern marketing approach.
  • Deliver a coherent, differentiating and relevant message, consistent with the brand’s DNA and business goals.
  • Assess the brand’s commercial performance based on set criteria, while recommending improvements and follow-ups of action plan.
  • Maintain strong relationships with the innovation, e-commerce, omni marketing and commercial strategy teams by offering marketing guidance, support and expertise, and by drafting marketing plans that contribute to the success of new product launches.
  • Represent the Canadian market in the context of an integrated North American strategy for Keurig coffee makers; Collaborate on a continuous basis with the teams based in the US (Brand Equity, Brand Activation, Product Development, etc) working on the brand initiatives, in a way align strategies and tactics where appropriate and to use in an efficient way the resources developed for the benefit of the brand
  • Optimize the brand’s marketing budget, manage the monthly tracker and respond to ad hoc asks relative to the brand’s budget; In collaboration with the Revenue Growth Management team, contribute to the enhancement of the brand’s P&L
  • Collaborate with internal functional teams (e.g. sales, finance, production, innovation) to ensure flawless execution .
  • Elaborate the vision for the consumer experience under a connected world. Be the guardian of that consumer experience and keep it current considering the fast-evolving technical environment. Optimize the role of social media, between both equity-building and commercial objectives.
  • Work closely with external partners (creative, media, social media, PR, packaging, etc agencies) to create highly impactful programs consistent with the brand’s strategy.
  • Monitor/analyze consumer and market trend data to identify issues and opportunities to grow the brand.
  • Review and optimize the performance of marketing activities
  • Maintain in-depth knowledge of the competition and the beverage industry best practices.
  • Be passionate and at the forefront of marketing, communication, and media trends.
  • Supervise, train and develop the skills of the Associate Brand Manager.


  • Minimum 10 years of experience in consumer goods commercialization in the Canadian retail landscape;
  • Bachelor degree in marketing or a related field;
  • Proven strategic experience in developing and implementing marketing plans in a Canadian context in a matricial context;
  • Proven experience writing brief and leading efficiently agency relationships;
  • Solid grasp of financial management principles;
  • Digitally savvy;
  • Passionate about the consumer journey and its path to purchase;


  • Leadership
  • Strong team spirit and interpersonal communication to build trusting relationships;
  • Strategic thinking, data-driven to convey insights into 3600 action plan.
  • Ability to present ideas clearly and effectively, both orally and in writing, with a diverse audience;
  • Ability to work with a sense of urgency;
  • Creativity, ability to think outside of the box to initiate change;
  • Resiliency, ability to pivot quickly to adapt to new occasions or realities;
  • Results oriented;
  • Demonstrate great autonomy, judgment and initiative;
  • Work in an organized and methodical way.

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