Brand Manager - Sherwood

What You’ll Do

Our Consumer Brands team is a great example of our retail evolution, bringing together all the Owned brands from across our family of companies, to drive our growth strategy further. We are providing Canadians with unprecedented innovation, value and excitement through great new brands such as Forward by Design and Diamondback, and the renovation of long-established brands such as Helly Hansen, Woods, Sherwood Hockey and Ripzone. Many of our Owned brands have earned a level of credibility that is on par with National brands, and are sought after by consumers from across the country.

Brand Management is at the core of what we do within the Consumer Brands group, and a fundamental training ground for those looking to build their Brand/Marketing careers, and leadership capabilities. The strategic components that are required to build and manage our Owned Brands are an essential part of differentiating Canadian Tire and Sport Chek as a retailer in the Canadian marketplace and beyond. Given the General Management nature of Brand Management, there is significant interaction with key cross-functional partners, notably Customer Insights, Product Development, Content, Merchandising, E-Commerce, International, Strategic Marketing and Quality Assurance. The Brand Manager position will get a hands-on experience to understand what it takes to be a brand leader, and importantly, an opportunity to take on strategic engagements centred around understanding and driving deeper insights around our brands and consumers.

The Brand Manager, Sherwood Hockey, plays an integral part in the company’s business planning, brand development, and overall brand governance as products are brought to market. You will be responsible for leading a team with a goal of developing and executing the multi-year and annual Brand plans, including shared growth and financial targets designed to build equity and strengthen the brands’ financial contributions. As the Brand Manager of Sherwood, this position will have a keen focus on hockey. At the core, this category has an innate energy and passion that needs to be matched and harnessed by the successful candidate. Understanding the culture and subtle nuances within the hockey industry will help the Brand Manager connect with the consumer on an intimate level, while building/protecting/evolving Sherwood into a desirable brand that is sought after by hockey players around the world.

Strategic Brand Planning: Develop the brand and marketing strategies (in partnership with key cross functional teams) through insight analysis, marketing plan development to deliver POS$, brand and category metrics (share, NPS), and profit growth. Key focus areas include:

• Demonstrate a deep understanding of the CONTEXT, CATEGORY, COMPETITION, CONSUMER, CHANNEL, and COMPANY.
• Develop key insights leveraging multiple data sources, contributing to the development of a multi-year and annual roadmap for the brand/brands. In this role, the Brand Manager will need to build and demonstrate a firm grasp of different types of qualitative and quantitative research (e.g. Consumer panel testing, concept screen, focus groups) to garner insights, understand measures of brand health, and leverage consumer segmentation as a key tool in building brand strategies and tactics.
• Evaluation of brand foundational elements (brand positioning, consumer target, brand DNA, competitive POD etc.) and necessary refinements to ensure brand relevance for the future.
• The evaluation of brand health and portfolio architecture to facilitate the prioritization of investment options and resource allocation that will drive brand / portfolio growth.
• In select assignments, the creation of brand foundations, acquisition integration, Global brand framework and guidelines to support global expansion opportunities.

Business Management: Leverage knowledge of the business, Canadian Tire Corporation (CTC) economics and processes to make informed recommendations that result in maximizing brand and financial health. Key focus areas include:

• Understand the key leverage points of the P&L (POS$, Margin, Marketing expense, etc.) and support the implementation of strategies and tactics to enable the brand to deliver financial plan.
• Assess post-purchase (Quality, ASSP, Ratings/Reviews) and brand health measures; help identify recommendations and execute actions as required.
• Effectively manage invoice processing / tracking to align with Operating Expense management (monthly actuals, accrual tracking, year end accruals).
• Develop and lead the brand growth agenda by working with cross-functional teams such as Merchandising, Strategic Marketing, Product Development, Store Operations, and others to support in the achievement of short-term and long-term financial targets.
• Monitor brand performance through identification of key drivers in collaboration with business partners; help identify action plans to mitigate risks and capitalize on opportunities (R&O) to deliver short and long-term financial plans (gap and contingency planning through monthly Integrated Business Review).

Product / Packaging Innovation and Commercialization: In collaboration with key cross-functional partners, identify, develop, prioritize and execute effective product, packaging and merchandising innovation to drive consumer, customer and channel growth opportunities. Key focus areas include:

• Pending project type (New Product Development vs. Turnkey), lead and facilitate the OBAP through the stage gate and/or Line Review process, and align key stakeholders.
• Develop the Visual Brand Identity (with necessary partners) for application to packaging design and partner with Product Development to define for product application.
• Help define innovation strategy (with alignment from Merchandising and Product Development) to determine mix and prioritization of initiatives to deliver the category, brand and corporate objectives. Define innovation guardrails.
• Work in partnership with Product Development, Quality Assurance, Legal and Insights teams to define compelling product claims for packaging (and other channels).
• Conduct needs assessments, opportunity identification and concept development based on insights and system knowledge. Facilitate the Owned Brand Assortment Plan (OBAP) roadmap with Merchandising and Product Development. Complete research as required.

Brand Communications & Content Development: Partner with Strategic Marketing, Communications, and Digital teams on Integrated Brand Communications Strategy and initiatives to ensure high quality, effective communications that delivers the intended message to the target audience in the order to build brand equity and support long-term financial performance. Key focus areas include:

• Lead the content development journey to ensure that all brand assets are consistent and built for end-use execution.
• Work in partnership with relevant cross functional partners to determine the promotional strategy; develop and execute promotions to meet brand, consumer, category and channel objectives to drive retail activity, distribution and financials.
• Lead, develop, and support the presentation of the Integrated Brand Brief, and align with Strategic Marketing. Identify the strategic objective(s) for the brand relative to the brand strategy and positioning, and core elements needed to support the Communications brief to the agency and internal partners, including mandatories and considerations.
• Identify the target channels, and asset requirements to support brand objectives.

System Alignment: Establish effective working relationships with key stakeholders (i.e. Internal functions, Dealers, International Distributors/Customers (where relevant)) and understand the formal / informal communication processes in order to effectively gain alignment, support and create excitement to drive key brand initiatives. Key focus areas include:

• Demonstrate effective project management skills by leading multiple projects (initiatives) and rallying a team to achieve measurable results.
• Help support the creation of targeted “sell stories” for Merchandising, Dealers, and International Partners (where relevant) that demonstrate an understanding (and conviction) of the brand business goals while maximizing the CTR organization's strategic plan.
• Ensure effective internal and external communication of program details, brand objectives and results among key stakeholder groups.
• Gain insights on customer and consumer pain points and opportunities through market tours, store visits, competitive shops, etc.
• Build and nurture strong working relationships to gain alignment, support and excitement in the execution of brand strategy.

What You Bring

• Solid business acumen required – Experience working with a P&L and financial business cases.
• Proven ability to formulate recommendations based upon robust research, and assessment of risk/rewards.
• 5-7 years of Brand Management, Marketing, or Category Management experience, ideally with a Tier 1 Packaged Goods organization or within a Mass Retailer.
• Excellent interpersonal skills and ability to build relationships.
• Demonstrated ability in analytical thinking and data-driven decision making.
• Post-secondary education in business and/or a related field.
• Strong project management skills and/or experience.
• Proven ability to collaborate and influence with key stakeholders.
• Demonstrated ability to think creatively & strategically, with strong business mindset.
• Strong presentation skills with ability to adjust style, content and format as required to suit the audience.

Hybrid

We value flexibility. We have adopted a hybrid work model whereby employees use a combination of working in office and virtually in service of outcomes. Each leader is empowered to decide what work is best achieved in person based on the unique needs of their team.

About Us

Canadian Tire Corporation, Limited (“CTC”) is one of Canada’s most admired and trusted companies. With more than 90 Owned Brands, 1,700 retail locations, financial services, exemplary e-commerce capabilities, and exciting market-leading merchandising strategies. We dream big and work as one to innovate with purpose for our customers at every level of our business, investing in new technologies and products, and doubling down on top talent to drive the company forward. We offer competitive salaries and wages to CTC employees, as well as store discounts, supported learning through our Triangle Learning Academy, Canadian Tire Profit Sharing, and retirement and savings programs for eligible employees. As part of our enhanced flex benefits program, we offer mental health benefits in the amount of $5,000 per year for benefits-eligible employees and their families, including total well-being, and mental health tools and resources for all employees. Join us in helping to make life in Canada better through living and working our Core Values: we are innovators and entrepreneurs at our core, outcomes drive us, inclusion is a must, we are stronger together and we take personal responsibility. It is an especially exciting time to join CTC and its family of companies where career opportunities are wide-ranging! Join us, where there's a place for you here.

Our Commitment to Diversity, Inclusion and Belonging

We are committed to fostering an environment where belonging thrives, and diversity, inclusion and equity are infused into everything we do. We believe in building an organizational culture where people are consistently treated with dignity while respecting individual religion, nationality, gender, race, age, perceived ability, spoken language, sexual orientation, and identification. We are united in our purpose of being here to help make life in Canada better.

Accommodations

We stand firm in our Core Value that inclusion is a must. We welcome and encourage candidates from equity-seeking groups such as people who identify as racialized, Indigenous, 2SLGBTQIA+, women, people with disabilities, and beyond. Should you require any accommodation in applying for this role, or throughout the interview process, please make them known when contacted and we will work with you to help meet your needs.