Marketing Manager – Canada
Reporting to General Manager
Travel Occasional: Travel within Canada and international travel as required. Occasional travel may be required for agency, retailer, production, and cross-market planning meetings.
Direct Reports: No direct reports; leads through matrix relationships
Job Purpose: To deliver profitable, sustainable growth across Canada through the development and execution of integrated marketing strategies, driving brand building, customer acquisition, retention and commercial performance across D2C, Amazon and retail channels.
Overview
- The Marketing Manager – Canada is responsible for leading the commercial marketing agenda across Canada.
- The role translates business objectives into high-performing, data-driven go-to market plans and integrated 360° campaigns that build brand awareness, acquire customers profitably and strengthen customer loyalty.
- Working closely with Commercial (Sales, D2C, Amazon & Marketplaces), Finance, Operations, Design, Regulatory and external agency partners, the role owns local marketing strategy, campaign execution, media performance, customer acquisition, retention activity, local brand stewardship and channel activation across Canada
Organisation & Scope
- Reports directly to the General Manager. No direct reports
- Works closely with Marketing (other markets), Commercial, Finance, Operations, Design and Regulatory teams.
- Owns the Canada marketing agenda across Direct-to-Consumer, Amazon and retail channels, acting as the local brand guardian and voice of Canada customer, bringing market, channel, competitor and consumer insight into commercial planning.
Key Responsibilities
1. Marketing Strategy & Planning
- Develop and execute the annual Canada marketing strategy and go-to-market plans aligned with commercial objectives.- Translate consumer, customer, competitor and market insights into marketing initiatives that drive profitable, sustainable growth.
- Partner with Sales, D2C, Amazon, Finance and other stakeholders to optimise portfolio, pricing, promotional and channel strategies.
2. Customer Acquisition & Demand Generation
- Lead integrated 360° marketing campaigns across TV, VOD, digital, CRM, web, retail and Amazon to increase brand awareness, acquire new customers and strengthen customer loyalty.
- Ensure campaigns are customer-centric, commercially focused and aligned with agreed business priorities.
3. Commercial Performance & Media Optimisation
- Manage media investment to maximise marketing effectiveness, continuously optimising campaign performance using commercial, customer and marketing data.
- Monitor key marketing KPIs including acquisition, conversion, ROAS, CAC, CPA and media efficiency,
- Identifying opportunities to improve performance and return on investment.
4. Product Launches & Channel Activation
- Lead local execution of new product launches in Canada, adapting central launch toolkits to meet local market requirements.
- Support retailer activations, trade marketing, Amazon content, D2C initiatives, trade shows and marketplace execution to maximise commercial impact.
5. Brand Stewardship & Customer Insight
- Act as the local guardian of the brand, ensuring consistent execution across all consumer touchpoints.
- Monitor consumer behaviour, competitor activity, pricing, promotions and market trends, providing actionable recommendations to strengthen competitive performance.
6. Budget & Agency Management
- Manage the Canada marketing budget to maximise commercial return while ensuring effective allocation of resources.
- Lead relationships with media, creative, digital, production and specialist agencies, setting clear objectives and holding partners accountable for delivery and performance.
7. Cross-Functional Collaboration & Governance
- Work closely with Commercial, Finance, Operations, Design, Regulatory, Clinical and Quality teams to deliver aligned marketing activity.
- Ensure all marketing communications and promotional activity comply with approved claims, regulatory requirements and company policies.
8. Leadership & Continuous Improvement
- Lead through influence, providing clear direction to cross-functional teams and external partners despite having no direct reports.
- Foster a culture of accountability, agility and continuous improvement, encouraging test-and-learn approaches and sharing best practice across markets.
Measures of Success
- Commercial: Revenue, Gross Margin, Marketing ROI
- Customer: Acquisition, CAC, CPA, ROAS
- Brand: Awareness, Consideration, Conversion, Equity (attributes Brand must own)
- Operational: Integrated campaign and new launch delivery, budget adherence, agency performance, local competitor response
Candidate Profile: Education and Experience
- Bachelor’s degree in Marketing, Business or related discipline.
- 6-8+ years’ experience in consumer marketing, ideally health technology, consumer healthcare or FMCG.
- Proven experience leading integrated D2C campaigns including TV, VOD and digital, resulting in material sales and profit growth.
- Experience managing significant marketing budgets and agency relationships.
- Experience across D2C, Amazon and retail channels.
- Experience marketing to older consumers, ideally including the 50+ audience, would be highly advantageous.
- Experience launching new products locally using central brand, proposition, claims, packaging and launch assets.
- Experience working in a regulated, health-related, consumer healthcare, wellness, medical device, personal care, consumer electronics or FMCG environment would be advantageous.
- Proficient in Microsoft Office applications
- Fluent in English; French proficiency is a plus
Skills, Capabilities & Behaviours
- Commercially astute with strong analytical capability.
- Data-driven and customer-centric.
- Results-oriented, intellectually curious with a growth mindset.
- Agile, collaborative and comfortable in a fast-paced SME environment, with the ability to navigate ambiguity and drive impactful results.
- Able to prioritise high-impact activity, move quickly, test and learn, and pivot when the data shows a better route.
- Strong creative judgement and ability to translate consumer insight, channel requirements and approved product claims into effective local execution.
- Clear and confident communicator, able to influence cross-functional stakeholders and agency partners both internally and externally, even without direct line authority.
Pay: $120,000.00-$140,000.00 per year
Experience:
- health technology, consumer healthcare or FMCG: 6 years (required)
Work Location: Remote
