Role Overview:
The Director, Marketing will own and lead the Marketing function as a core Go-To-Market (GTM) enabler driving the overall marketing and demand generation strategy in alignment with the company’s GTM direction, targets, and business objectives. This role will ensure marketing initiatives support both short-term performance goals and long-term growth, while strengthening brand presence, customer engagement, and market impact. The successful candidate will bring deep expertise in omnichannel marketing and customer behavior, along with a proven ability to develop and execute high-impact marketing strategies. This role acts as the primary owner of marketing execution quality, consistency, and performance measurement.
Reporting to the Senior Director, the Director, Marketing will be accountable for marketing planning, brand and messaging strategy, media, creative development, campaign execution, and performance optimization. This leader will translate GTM, market, and customer insights into actionable marketing plans; align cross-functional stakeholders; allocate resources effectively; and maximize return on investment and business impact. The role requires a dynamic, collaborative leader who can influence executive and functional partners while fostering a culture of challenging spirit, innovation, accountability, and data-driven continuous improvement within the marketing team and across the organization.
Duties & Responsibilities:
Marketing Strategy & Direction
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Create, develop, and execute the marketing roadmap aligned with business objectives and GTM direction, balancing short-term and long-term goals.
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Oversee the planning, execution, and quality of the marketing deliverables ensuring alignment with business objectives, category/channel strategies, and operational execution needs.
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Translate cross-functional inputs from Product Planning, Sales, Digital, and Customer Connection into integrated marketing plans and initiatives.
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Provide oversight and direction for the prioritization of marketing initiatives to maximize business impact.
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Enable strategic initiatives that support business growth, innovation, and organizational objectives.
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Provide direction for the marketing mix (media, content, channels) to maximize visibility, engagement, and demand, ensuring efficient allocation of resources.
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Ensure brand consistency and integrity across all customer touchpoints, overseeing creative and content development.
Operational Oversight
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Accountable for marketing’s contribution to demand generation, pipeline, and revenue growth.
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Oversee the marketing budget, lead budget planning and management, ensuring effective spend allocation and strong marketing ROI.
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Drive strong marketing ROI by implementing and reporting on data-driven strategies and optimizing resource allocation.
Drive rigorous performance management to continuously assess results and recalibrate strategies for maximum impact. -
Manage relationships, contracts and quality of deliverables with agencies, consultants and/or freelancers.
Market Intelligence, Insights & Performance Management
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Establish and monitor KPIs, ensuring performance tracking, insights generation, and continuous improvement through test-and-learn methodologies.
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Oversee analysis of customer behavior and competitor marketing activities, ensuring a deep understanding of customers, channels, and tactics to inform the marketing strategy and optimize campaign effectiveness.
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Oversee market research and competitive analysis to shape Go-To-Market strategies through customer, market, and competitive insights. Collaborate with Product Planning to align research efforts with business objectives.
Leadership, Talent Development & Organizational Effectiveness
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Lead and develop a high-performing marketing team by setting clear objectives and fostering a culture of continuous improvement and professional growth.
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Attract, develop, and retain marketing talent.
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Lead operational efficiency while navigating ambiguity, removing obstacles, and balancing risk, opportunity, and escalation.
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Model and strengthen culture drivers: Accountability, Boldness, Authenticity, Excellence.
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Influence up, down and across various functions to align on marketing strategies and drive initiatives.
Communication & Executive Engagement
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Own visibility and prioritization of the marketing pipeline.
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Communicate strategy, risks, performance insights, and recommendations clearly and effectively to senior leadership.
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Be the voice of Marketing in every room: Represent Marketing in cross-functional leadership forums and decision-making bodies.
Experience & Qualifications:
Education:
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Bachelor’s degree in Marketing, Business, Communications, or a related field; equivalent experience may be considered.
Experience:
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10+ years of omnichannel marketing and customer behavior experience, including strategy development, brand building, demand generation, and customer engagement.
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5+ years of people leadership experience, with a proven ability to lead, develop, and retain high-performing teams.
Languages:
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Proficient in both written and verbal French and English communication
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Proficiency in both written and verbal English communication is essential for effective correspondence with clients, suppliers, business partners, and colleagues beyond the province of Quebec
Skills/Knowledge/Abilities:
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Strong knowledge of marketing, sales, and category management practices, with the ability to connect brand strategy, customer needs, and business growth.
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Expertise in marketing best practices, with a focus on connecting the brand to the customer, driving omnichannel sales and enhancing the customer brand perception.
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Excellent communication, stakeholder management, project management, analytical thinking, and decision-making skills, with the ability to manage priorities in a fast-paced environment.
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Creative, detail-oriented problem solver who can identify trends, recommend practical solutions, and maintain focus on broader business objectives.
Additional Details for This Role:
- Hybrid Work Setting – Enjoy the flexibility of a hybrid model, with three days working remotely and two days in the office each week, supporting work-life balance and meaningful in-person collaboration. Exceptions may apply according to business needs. #LI-Hybrid #atyourside
