Brand Manager, Liquor Jobs

About SNDL

SNDL is the largest private-sector liquor and cannabis retailer in Canada with retail banners that include Ace Liquor, Wine and Beyond, Liquor Depot, Value Buds, and Spiritleaf. SNDL is a licensed cannabis producer and one of the largest vertically integrated cannabis companies in Canada specializing in low-cost biomass sourcing, premium indoor cultivation, product innovation, low-cost manufacturing facilities, and a cannabis brand portfolio that includes Top Leaf, Contraband, Palmetto, Bon Jak, Versus, Value Buds, Vacay, Grasslands and Superette. SNDL's investment portfolio seeks to deploy strategic capital through direct and indirect investments and partnerships throughout the global cannabis industry. For more information on SNDL, please go to www.sndl.com.

Overview:

Reporting to the Director of Brands, the Brand Manager – Liquor Retail, is a strategic partner who oversees the development and execution of the brand and marketing plans for SNDL inc. liquor banners – Wine & Beyond, Liquor Depot, Ace Discount Liquors - to ensure the business exceeds its goals of building awareness and increasing store visits, while attracting new customers. The ideal candidate will lead the development and implementation of long-term & short-term brand marketing strategies, to enhance our competitive advantages, improve our brand health and help to drive the achievement of profitable sales targets and share gains. The appropriate candidate is a well-rounded marketing professional with experience working in retail and within highly regulated industries and is comfortable working within a cross functional team and organization.

Key Responsibilities:

• Shopper understanding - understands shopper behavior and insights that be leveraged to convert casual shoppers into loyal advocates
• Actively monitor industry trends and store level performance across all banners and develop marketing initiatives to address
• Collaborates with the Category Management team, Regional Managers, and Beverage Partners, to create strong promotional activity that will help increase footfall
• Lead hand off of campaign/product launch tool kits to Digital and Trade for activation.
• Lead Brand Strategy. Creation and management of guardrails & standards, mindful of synergies and future planning requirements. Key champion of all activities within Marketing for the division
• Lead development, alignment, and execution of annual consumer activity calendar for liquor division
• Strong understanding of paid media around Traditional and Digital channels
• Develop, track and report on campaign and calendar specific KPIs
• Champion projects with Creative Design team to support campaigns and brand activities.
• Continuously works towards improving marketing ROI through the identification of opportunities, both cost savings and business building
• Occasional travel to our facilities and retail stores will be required

Qualifications:

• University degree, preferably in Business, Commerce or Marketing
• Experience building and executing multi-channel marketing plans
• Familiarity with building a measurement plan and interpreting metrics
• Previous Retail brand experience
• Knowledge tools and best practices in multi-channel marketing
• Proven experience within the Liquor industry

Required Competencies:

• Understands all aspects of Liquor industry regulations by province
• Experience supporting Liquor or Cannabis clients considered an asset
• Solid MS Office Excel, Word and PowerPoint skills (including the ability to learn Customer based software systems)
• An interest in working with a cross functional and fast paced organization
• Great communication skills and an eye for detail
• Ability to be creative and flexible marketing in a regulated industry
• Strong organization/project management skills