Marketing Lead - Outdoor & Recreation

Position Title:

Country Marketing Lead - Outdoor & Recreation / eCommerce

Location:

Brampton, ON

Reports to:

General Manager, Canada

This position is a minimum 12-month contract.

The Country Marketing Lead, Canada, will manage the P&L for the Canadian Team and develop strategies to support the business while being an integral part of Canadian Leadership team. They will need to strategically utilize their knowledge of the Canadian consumer and customers to develop the market's profitability, ensure global strategies are executed locally while elevating our go-to-market execution and activation, both short- and long-term growth.

They will need to maximize the sales potential and profitability of existing products as well as develop business plans to localize the global brand strategy.

They will lead a cross functional team which includes country marketing, activation, category development and customer strategic planning. Focused on developing the go-to-market strategy, working with the sales teams to set joint business plans with retailers. They will work collaboratively with the global teams to provide local insights to the global product funnel, pricing, and promotional strategies.

• Localize Global Brand Strategy into relevant country category / customer plans.
• Champion the best possible experience for the Canadian consumer by providing data driven insights / decisions regarding in country sku portfolio, pricing, innovation, and activation.
• Partner with global teams on the 3-year brand strategy (Canadian Perspective).
• Manage segments Canadian P&L, sharing responsibility for its performance with Canadian Leadership Team peers (Sales, Direct, Supply, Finance).
• Ensure monthly and yearly volume, net revenue and margin targets are met, closely monitoring the P&L and owning the Financial LE and production forecast.
• Lead the development of local marketing activations through social, paid and customer channels - maximizing ROI.
• Drive local product/category strategy and launch plans in collaboration with Global direction, but giving local direction, including distribution priorities and pricing recommendations.
• Responsible for supporting global / local brand initiatives through creative in market activations.

• Build and publish an annual Canadian category 101 centered around driving a customer / category 3-year strategy.
• Elevate category leadership through category selling stories and providing strategic category recommendations to maximize customer engagements (Line Reviews, JBPs & Top to Tops).
• Category expertise - provide a deep understanding of competitive landscape and opportunities by retail environment.
• Produces actionable insights, suggests recommendations, and influences the direction of the business by effectively communicating findings to cross-functional groups.
• Form perspective on multi-channel purchasing behaviors (e.g., site to store, store to site, etc.) Monitor channel shifting and the associated trends reflected in the marketplace.

• Working knowledge of customer/channel insights and perspective of the various channel dynamics on assigned categories and retailers.
• Responsible for local strategic assortment strategies, which drive investment decisions and activation plans to methodically increase, topline, bottom and market share.
• Omni-channel approach - Build in-store and .ca requirements for a successful go-to-market into launch development plans.
• Cross functional partner to drive local strategies across the customer base - ensuring pricing and promotional principles are implemented and managed in the market.
• Outline and deliver strategic growth plan by customer / channel annually, tracking progress and providing corrective actions as performance evolves.

• Bachelor's Degree required, preferably in Marketing, Advertising or Business Administration. MBA preferred.
• 10+ years strategic brand marketing/ management experience required, at least 2 of which must be in a senior manager level role leading a high performing team; evidence of consistent progression in responsibility required.
• A CPG background is strongly preferred but would be open to non-traditional CPG experience.
• Experience managing P&L and budget required.
• A track record of career progression/advancement within a marketing organization.
• First-hand experience of retailer engagement and developing exciting in-store experiences.
• Must demonstrate the ability to take a wide view. Must be able to create, execute and manage a sound marketing plan.
• Must have the ability to lead cross functionally and influence up, down and across the business.
• Must be able to critically analyze data and tackle problems and present viable solutions.
• Must be able to manage and motivate people while building strong relationships across both Canada and the US.
• Must be able to present information (both written and oral) clearly and concisely to all levels in the organization.
• Will need…