Referred applicants should not apply directly to this role.
All referred applicants must first be submitted through Workday by a current Loblaw Colleague.
1 Presidents Choice Circle, Brampton, Ontario, L6Y 5S5
At Loblaw, we help millions of Canadians get through their best days, worst days, celebration days, and every day. Through our innovation and quality products, we’re here for our friends, neighbours, family members and colleagues.
We succeed through collaboration and commitment and set a high bar for ourselves and those around us.
We’re looking for adaptable people who are thrilled to join us in our goal of helping Canadians Live Life Well®. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong. We promote leaders at every level and support our people to follow their passion.
Why is this role important?
The Director, Marketing leads the long-term (3-5y) strategy and vision for how the Loblaw control brands will continue to provide a unified and world class consumer experience in the face of changing trends and needs. They are a strategic advisor and partner to business & product team leaders, Marketing leadership, and SME partners (e.g., Loblaw Digital, Customer CoE, DI&A). Accountable for the development and socialization of holistic control brand frameworks and guidelines, they tie together inputs from customer data & insights, industry/competitor research, enterprise strategy, and leading-edge marketing practices across physical and digital ecosystems
Brand Strategy: Leads the development of long-term PC and Masterbrand marketing, channel, and communication strategies that, when executed effectively, communicate and enhance Loblaw’s competitive advantages, improve brand health for LCL’s largest control brands and drive the achievement of strategic targets/share
Internal Stakeholder Management/Partnership: Manages multiple internal stakeholder groups to ensure input from key leaders (e.g., business leaders, product team leaders) is represented in the brand marketing strategy; influences partners in the business on initiatives to pursue to support brand objectives based on marketing and customer insights
Brand Guidelines & Brand Renovation: Leads the brand renovation process for the largest control brands, including defining priorities and long-term objectives, value propositions and positioning, brand look and feel, digital marketing standards, guidelines, governance etc. Ensures all brand renovation decisions are supported by customer data, insights, and market trends
Brand Innovation: Collaborates with the product and research teams to build a pipeline of brand innovation that has consumer validated propositions, and strong go-to-market plans; drives the development of leading-edge marketing strategies, identifies future opportunities, and enhances the digital ecosystem across the brand portfolio
Brand Communication: Socializes the control brand guidelines within Marketing and across the business to ensures effective communication and understanding of brand objectives and value propositions
People Leadership: Leads a team to develop world class marketing strategies; oversees team performance against marketing strategic objectives and KPIs, through mentorship and professional development
Financial Performance: Accountable for ensuring the marketing budget is managed in accordance with best practices
Outcomes & KPIs:
Control Brand penetration
Customer acquisition and expansion
Return on marketing investment
Growth in market share
Creation of clearly positioned, cohesive consumer brand experiences
Key Skills & Capabilities:
Brand strategy & positioning
Developing marketing insights from data & analytics
Knowledge of a CPG environment
Budget management & financial planning
Strong knowledge of leading digital marketing practices
Marketing analytics & technology
10 years of experience, with expertise in brand marketing
3 or more years of experience leading a team
Loblaw is committed to sustainability by sourcing products with integrity and making a positive difference in the community. 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.
Type of Role:
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.
Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.