Senior Manager, Liquor & Optical

Referred applicants should not apply directly to this role.

All referred applicants must first be submitted through Workday by a current Loblaw Colleague.

Come make your difference in communities across Canada, where authenticity, trust and making connections is valued – as we shape the future of Canadian retail, together. Our unique position as one of the country's largest employers, coupled with our commitment to positively impact the lives of all Canadians, provides our colleagues a range of opportunities and experiences to help Canadians Live Life Well®.

At Loblaw Companies Limited, we succeed through collaboration and commitment and set a high bar for ourselves and those around us. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong.

Role Mandate:

The Sr. Manager, Liquor & Optical translates divisional strategies into brand strategies at the category or campaign level is accountable for the growth of these portfolios. This role drives strategy through to execution, and serves as a key collaborator with category leaders and counterparts within Loblaw Media and Loblaw Agency. The Sr. Manager oversees a brand marketing team to drive seamless delivery of Marketing’s most visible and complex campaigns/programs.

Core Responsibilities:

• Campaign/Program Strategy: Translates brand- & portfolio-level strategic objectives into campaign/program-level strategies; leverages consumer and business insights (e.g., insights from the Customer CoE) and previous campaign learnings to inform campaign brief; works with Marketing leaders to clearly define KPIs and objectives for each campaign
• Control Brand Programs: Supports and manages the portfolio-level execution of Control Brand programs within the guidelines set by the CB marketing team as it relates to specific product lines in both Optical and Liquor. This will also include working closely on brand guardrails relating to PC Optimum.
• People Leadership: Manages team performance against marketing portfolio and campaign objectives and KPIs through mentorship and professional development
• Campaign Efficiencies & Reporting: Expectation is look for best spend efficiencies ensuring sufficient and optimal spending against promoting and amplifying activities. Upon program and campaign completion, the Sr. Manager will work to pull a report recap which will have measured campaign and activity effectiveness with additional commentary key learnings.
• Annual Planning: Supports leadership in the development of annual marketing plans
• Innovation: Collaborates with partners such as Loblaw Agency, and Loblaw Media to incorporate leading edge, innovative marketing strategies across paid, earned and owned channels, to drive relevant and best in class campaigns
• Brand Strategy: Translates divisional strategy into objectives and plans for the category/campaign to drive the growth of the assigned portfolio; makes recommendations for divisional marketing strategy based on category/campaign-level insights
• Campaign Planning & Execution: Leads the execution of marketing campaigns for portfolio and ensures execution aligns with annual plan objectives; acts as a key point of contact for agency counterparts, and other partners (e.g., Loblaw Media, Loblaw Digital) for the review and approval of creative
• Partnership: Acts as an advisor to category counterparts; collaborates across the Marketing organization and with other key partners to drive best practices, shared learnings, and efficiencies

Outcomes & KPIs:

• Brand health
• Campaigns delivered on-time and on-budget
• Campaign ROI
• Sales and contribution
• Growth in market share
• Customer acquisition and expansion

Key Skills & Capabilities:

• Project management
• Budget management
• Developing marketing insights from data & analytics
• Translating marketing strategy into execution
• Brand strategy & positioning
• Marketing communication
• Strong knowledge of both traditional and digital marketing practices
• People management

Experience:

• 8 years of experience
• 4-5 years in brand manager role, managing marketing campaigns

Our commitment to Sustainability and Social Impact is an essential part of the way we do business, and we focus our attention on areas where we can have the greatest impact. Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community – and we are constantly looking for ways to demonstrate leadership in these important areas. Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer our colleagues progressive careers, comprehensive training, flexibility, and other competitive benefits – these are some of the many reasons why we are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.

If you are unsure whether your experience matches every requirement above, we encourage you to apply anyway. We are looking for varied perspectives which include diverse experiences that we can add to our team.

We have a long-standing focus on diversity, equity and inclusion because we know it will make our company a better place to work and shop. We are committed to creating accessible environments for our colleagues, candidates and customers. Requests for accommodation due to a disability (which may be visible or invisible, temporary or permanent) can be made at any stage of application and employment. We encourage candidates to make their accommodation needs known so that we can provide equitable opportunities.

Please Note:

Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.