Pernod Ricard

Senior Brand Manager (BB-DA394)

Found in: Neuvoo Bulk CA



Are you a marketeer with experience in brand building, portfolio management and a strong understanding of how brands influence culture? Absolut, the #1 premium vodka globally, and Polar Ice, an award-winning Canadian vodka are looking for a Senior Brand Manager to continue to accelerate growth across Canada!

This role requires a thorough understanding of consumer and market insights into action, commercial and financial acumen, ability to influence and collaborate cross functionally, complex project management and excellence in execution. Experience and a passion for strategic brand building in the beverage alcohol industry is critical to success in this role.

Key Responsibilities

Managing and Coaching Direct Report:

  • Set objectives and goal setting for team.
  • Provide direction and guidance for the Assistant Brand Manager Vodkas, supporting development and decision making.
  • Provide ongoing coaching to team.
  • Brand Planning:

  • Develop annual Brand Plans, Long Range Plans and Brand Reviews with key inputs from consumer insights, analysis of category/competitive and brand performance.
  • Together with the Consumer Insights team, identify insights that will unlock future growth, and manage major brand research projects.
  • Analysis/Performance tracking, including: Working closely with analysts to provide detailed analysis of brand performance and competitor activity (pricing, distribution, promotion program performance, category reviews) and update monthly reports on brand activity, competitive activity and pricing and distribution.
  • Work with finance team to develop each Brand’s P&L during Brand Planning, identifying key levers to optimize profitability. Monitor monthly P&L progress and propose recommendations throughout the year.
  • Present plans to Corby Senior Management, Global Brand Owners, Corby Sales teams and key customers.
  • Help manage the Brand Owner relationships by being their key point of contact for Corby Marketing.
  • Identify and build strategic brand positioning, guidelines and tools for Polar Ice in export market.
  • Brand Execution:

  • Develop integrated Marketing programs for relevant Brands including various Marketing levers (Retail, On premise, Media, PR, Sponsorships etc.).
  • Set objectives and performance benchmarks for evaluation of activity.
  • Ensure best in class execution that generates cut-through versus key competitor brands.
  • Support the execution of all brand activities with ABM, including external suppliers and internal departments and ensure the timely implementation of all brand activities and the realization of brand objectives. Review activation results against KPI’s and share key learnings to provide recommendations.
  • Work with ABM to create media and below-the-line campaigns to suit the Canadian market; adapting relevant Global assets as needed for Pernod Ricard.
  • Where relevant, build in greater regionalization of activities in key Provinces across the major brands.
  • Manage pricing strategy implementation on key brands across the Provinces.
  • Initiate and coordinate activities with the Trade Marketing team i.e. Retail Programming & Category Management, Activity Calendars, Sponsorships, Events, and Training.
  • Product/Marketing Innovation

  • Together with the Brand Owner, develop compelling concepts with clear business case.
  • Build and manage innovation/renovation pipeline with Brand Owner, Production and New-to-Market teams and ensure it is aligned to strategy.
  • Ensure rigour on feasibility of new products and have the ability to scale up and commercialize new products.
  • Identify key asset requirements for launch and develop strong launch plan.
  • Post launch evaluation against set KPIs.
  • Budget Management:

  • Manage brand A&P budgets with ABM; Setting yearly budget, working with regions to allocate funds between Sales & Marketing & ensuring spend is on track versus annual budget targets.
  • Where necessary, make recommendations to the Brand Director.
  • Evaluation of marketing activities.
  • Evaluation of marketing activities: Ensure all major brand initiatives are formally evaluated, with summary conclusions and recommendations. Share the results of evaluation internally with key stakeholders and agree next steps.
  • Key Competencies

    Brand Leadership - Ability to define compelling brand vision and crusade for local brands and translate and implement global brand vision, aligning all stakeholders behind vision to maintain passion, energy & focus.

    Brand Strategy & Planning - Ability to define and develop local brand & portfolio strategy (within context of global brand strategy, local business objectives).

    Brand Communication - Ability to develop and implement a local market communication campaign (incl. media plan) consistent with brand strategy.

    Brand Activation - Ability to develop & implement promotional activities across the relevant touchpoints, consistent with Brand company strategy.

    Consumer Insight - Ability to develop an intimate understanding of consumer & shopper behaviors, to identity insights and trends, in order to capture sources of business in line with business objectives and brand strategy.

    Innovation - Ability to identify consumer insights, business & other technical opportunities (R&D, innovations at suppliers...), define innovation strategies and concepts, to transform them into initiatives and to achieve their implementation.

    Creativity - Ability to generate, inspire and explore new and relevant ideas by thinking out-of-the-box, finding imaginative solutions and fostering a creative spirit within both the organization and external partners.

    Analytical Thinking - Ability to identify all appropriate information, break elements down, determine cause and effect relationships to make effective recommendations.

    Project Management - Ability to plan and organize complex and diverse tasks in a comprehensive / transversal project, managing and maximizing performance of project teams (internal & external).

    Business Acumen - Ability to view the business from a holistic perspective, understand its financial and operational underpinnings and what it takes to make it profitable.

    Relationship Building - Ability to build quality and trusting relationships, to gain credibility at all relevant levels of the organization and with external partners/stakeholders through strong interpersonal skills, integrity, influencing skills and delivery.


  • Minimum 5 years’ experience in Brand Management in CPG arena.
  • Brand building (strategy and positioning) experience.
  • Previous experience managing direct reports.
  • University Degree in business related field or equivalent work experience .
  • Solid experience in brand planning and market/consumer research.
  • Previous experience managing budgets and analyzing ROI.
  • Experience in launching innovation.
  • Self-motivated and self-directed with the ability to work individually and as part of a collaborative team.
  • Language skills - French is an asset.
  • We welcome and encourage applications from individuals from all groups, including aboriginal, women, visible minorities, and persons with disabilities, regardless of race, ethnicity, sexual orientation, creed, family status, national origin, age and gender.

    Corby Spirit and Wine Ltd is committed to providing accessible employment practices that are in compliance with the Accessibility for Ontarians with Disabilities Act and the Ontario Human Rights Code. Should you require accommodation during any phase of the recruitment process or wish to view our accommodation policies, please contact the Human Resources Department at

    Thank you for your interest in Pernod Ricard and its subsidiaries, Corby Spirit and Wine Limited and Hiram Walker & Sons Ltd. All resumes submitted will be reviewed by our recruitment team and kept on file for six months in consideration for this and future opportunities. Please note that only those applicants selected for an interview will be contacted. Please do not contact provincial offices directly as all recruitment is coordinated through the Corporate Office in Toronto.

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