Senior Brand Manager

Title:

Sr. Brand Manager

Reports to:

Head of Brand Marketing

Location:

Oakville

Company Background
Carlsberg Canada Inc. (CCI) is the Canadian division of Carlsberg Breweries, the world’s third-largest brewer. With about 300 employees across our Oakville head office and Waterloo brewery, we proudly brew, distribute, and market both Carlsberg and Waterloo products nationwide. In March 2023, Carlsberg Canada acquired Waterloo Brewing Ltd., expanding our operations to include the production, distribution, and commercialization of both Carlsberg and Waterloo products, along with a variety of co‑manufacturing partnerships.

At Carlsberg, no matter your role or function, we are driven not only by what we deliver but also by how we work together—this is our Growth Culture. Built on five core principles, our Growth Culture guides the way we work, innovate, and lead, ensuring we continue Brewing for a Better Today and Tomorrow.

Role overview
This role is responsible for driving the profitable growth of the CCI portfolio through efficient and impactful marketing initiatives and consumer programs. The position will lead the development of long‑term brand strategies while also executing short‑term strategic pillars to support overall business objectives.

What you’ll be doing

Drive brand and product innovation through strategic initiatives, campaigns, programs, and best practices across markets to ensure long‑term profitable growth and increased market share for CCI brands.

Develop, implement, and evaluate national (Canada) annual brand plans in collaboration with the Head of Brand Marketing.

Insights:
Generate consumer and category insights by leveraging sales data, market trends, and consumer behavior, in close collaboration with the Commercial Intelligence Analyst.

Strategy:
Translate insights into actionable strategies, defining key growth opportunities for the brand based on emerging trends and overall business objectives.

Execution:
Create and implement strategy‑driven brand programs and activities that meet brand objectives, working closely with Trade Marketing and Sales Managers to tailor regional initiatives that align with national brand plans.

Monitor and analyse brand performance against key objectives, including sales development, market trends, and competitor activities.

Utilize brand health trackers and research tools to identify insights and opportunities for improvement.

Conduct consumer market research aligned with the strategic plan to ensure informed business decisions and continuous brand evolution.

Manage day‑to‑day relationships with agencies and external partners, analysing campaign, program, and promotional performance to optimise results.

Collaborate with the in‑house digital team to grow organic social channels and increase consumer engagement through relevant and impactful brand content.

Build and deliver high‑quality brand presentations to internal and external stakeholders.

Function as brand guardian, ensuring consistent brand identity, tone, and visual alignment across all promotional and campaign materials, in coordination with global brand stakeholders.

Liaise with global brewery partners to explore new product opportunities, develop country‑specific packaging and creative materials, and identify best practices for local adaptation.

Oversee creative workflow in partnership with the Trade Marketing Manager and Marketing Projects Manager, ensuring creative briefs are complete, materials meet brand standards, and deadlines are met for:
On‑and off‑trade activations and programs and Innovation and promotional packaging initiatives.

Collaborate with the on‑trade team to identify and secure brand‑relevant accounts and flagship establishments, defining best practices for brand execution in key venues.

Develop and manage annual multi‑million‑dollar brand budgets, including monthly budget reconciliation and ongoing financial tracking.

Provide strategic leadership over all brand marketing initiatives, including campaign management, pricing strategy, product launches, sponsor ships, and promotions across key channels such as provincial liquor boards, private retail, grocery, and on‑trade.

Drive process…