Brand​/Trade Marketing Manager

Role Purpose

GLB is seeking a strategic, creative, and results-driven Brand / Trade Marketing Manager to lead the development and execution of brand and trade marketing initiatives. A critical role in translating brand strategy into impactful programs that support sales objectives, retail execution, and long-term brand equity, and is an important in shaping the future of the GLB brand. This role is responsible for strengthening brand presence, driving sell-through at retail and on-premise, and ensuring cohesive brand storytelling at the consumer and trade level.

Reporting to the General Manager, and working closely with Sales, Marketing, Experiences, and the Leadership team, the Brand / Trade Marketing Manager is responsible for providing leadership and strategic direction for the brewery and brewpub’s marketing and experiences function.

The successful candidate will be a high-level achiever, results-driven, and entrepreneurial in mindset – operating with the ownership, curiosity, and vision of a founder. They will set clear, measurable goals and empower the team to execute marketing initiatives that reach new audiences while strengthening GLB’s connection with existing fans.

A fiercely independent owned and operated brewery, Great Lakes celebrated 38 years in the craft beer business in 2025, making us one of the oldest craft breweries in Ontario. Here at GLB we hold ourselves to the highest standards in both our passion for beer, customer service and quality of product. We believe that building strong relationships with our customers lays a foundation of trust, loyalty and authenticity.

• Develop and execute a comprehensive strategic marketing plan aligned with GLB’s business, sales, and brand objectives
• Provide leadership, mentorship, and direction to the marketing and experiences team, including the Art Director, Content Marketing Manager, and Experiences Team
• Oversee brand consistency across all trade-facing and consumer-facing touchpoints
• Lead trade marketing initiatives including POS, promotional programs, retail activations, and sales tools to support all sales channels
• Create, manage, and oversee the brewery’s advertising and marketing budgets, including a dedicated marketing and advertising plan for the GLB Brewpub
• Collaborate closely with the Sales team to develop programs that drive distribution, visibility, and velocity at retail and on-premise
• Manage the creation and deployment of marketing assets including point-of-sale materials, packaging support, sell sheets, and presentation decks
• Plan and manage marketing calendars, product launches, and seasonal campaigns
• Track, analyze, and report on the effectiveness of marketing programs, using insights to optimize future initiatives
• Manage external partners and vendors as required, including designers, printers, and promotional suppliers
• Support events, festivals, and key brand activations as needed
• Establish and maintain key media relationships and act as an additional spokesperson for GLB
• Collaborate closely with the General Manager and Senior Sales Manager, alleviating day-to-day brand and trade marketing responsibilities

• Minimum 3–5 years of experience in brand marketing, trade marketing, or related roles within CPG, beverage alcohol, or retail industries preferred
• Exhibits flexibility, creativity, curiosity, and sound business acumen to foster a positive, collaborative culture across the brewery and throughout our markets
• Demonstrated ability to manage multiple projects simultaneously while meeting deadlines
• Strong verbal and written communication skills with the ability to present clearly and persuasively
• Strong analytical skills with experience measuring program effectiveness and ROI
• Passion for craft beer and local brands considered a strong asset

• Completion of post-secondary education in Marketing, Business, or a related field
• Prud’homme Beer Certification or equivalent considered an asset

Great Lakes Brewery is in South Etobicoke. Conveniently accessed via TTC from Royal York Station, or via the Gardiner Expressway by…