Working at Trail Appliances means joining an entrepreneurial-minded, driven team dedicated to delivering an exceptional customer experience. Trail Appliances is the leading independent appliance retailer in Western Canada. We’re a fast-growing company with over 500 employees in British Columbia, spread out over 10 showrooms, 3 Outlet Centres, 3 distribution centres, and 4 offices in BC's major markets. Join our team of trailblazers!
Our core values:
Integrity – We do what’s right, even when no one is looking.
Improvement – We do it well. Then we do it better.
Caring – We put ourselves in others’ shoes.
Authenticity – We like people, not pretense.
Determination – We kick down walls.
As Manager, Brand & Experience, you will own how the Trail brand comes to life everywhere our customers interact with us: in our showrooms, across media channels, through supplier partnerships, and in the moments that matter most during their buying journey. This is a senior, highly visible role that blends strategic brand leadership with hands‑on execution, commercial thinking, and cross‑functional collaboration.
Reporting into Marketing Leadership, you’ll help shape Trail’s brand strategy, lead integrated sales and promotional campaigns, and ensure every touchpoint reflects the quality, trust, and expertise Trail is known for.
Own the Trail Brand
- Co‑develop and evolve Trail Appliances’ brand strategy alongside Digital Growth & Performance and Creative & Content leadership.
- Act as Trail’s brand guardian, ensuring consistency and integrity across marketing, showrooms, media, and customer experience.
- Translate big brand ideas into clear, actionable plans that drive awareness, acquisition, and loyalty.
- Lead, coach, and develop a high‑performing team of marketing specialists.
Drive Sales & Promotional Impact
- Plan, execute, and optimize always‑on and promotional campaigns across all channels.
- Coordinate seamlessly across Marketing, Purchasing, Retail Sales, and eCommerce to ensure campaigns land on time and deliver results.
- Track performance and continuously refine tactics to maximize traffic, revenue, and customer acquisition.
Maximize Supplier COOP & Partnerships
- Own supplier COOP programs end‑to‑end—from planning and negotiation to execution and reporting.
- Unlock incremental revenue through innovative supplier‑funded opportunities (in‑store, showroom, trucks, displays, and media).
- Lead sponsorships, partnerships, referral programs, and brand integrations that extend Trail’s reach and relevance.
Lead Omni‑Channel Media
- Oversee omni‑channel media planning and buying across TV, CTV, radio, OOH, print, digital display, social, retargeting, and conquesting.
- Ensure media investments are fully aligned to brand, sales, and promotional goals.
- Analyze performance and optimize channel mix, messaging, and placements using data and insight.
Bring the Brand to Life In‑Store
- Own the in‑store and showroom brand experience—from signage and digital displays to events and experiential activations.
- Partner closely with retail teams to ensure every showroom reflects Trail’s brand promise.
- Support local market needs through thoughtful, brand‑appropriate community engagement, events, and localization.
Manage Events, Activations & Reputation
- Plan and execute events, contests, and experiential activations through traditional media and partnerships.
- Build strong relationships with media and event partners to unlock value‑added opportunities.
- Oversee brand reputation and customer feedback channels, turning insight into experience improvements.
Measure, Report & Optimize
- Define and track KPIs and ROI across campaigns, media, events, and experiences.
- Translate performance data into clear insights and recommendations for leadership.
- Use consumer, market, and performance insights to continuously refine brand and media strategy.
Own the Budget
- Lead forecasting, annual planning, approvals, and ongoing budget management.
- Monitor and reconcile spend to ensure investments align with business priorities.
- Identify efficiencies and revenue‑generating opportunities through media, partnerships, and suppliers.
- 5+ years of progressive experience in brand, integrated marketing, or campaign management.
- Proven leadership experience managing teams and complex cross‑functional initiatives.
- Hands‑on expertise planning and executing omni‑channel campaigns (traditional + digital).
- Strong commercial mindset with experience managing meaningful budgets.
- Comfort using data, performance metrics, and insights to guide decisions.
- Excellent communication, project management, and stakeholder‑influence skills.
- Experience in retail, consumer goods, or multi‑location businesses is a strong asset.
- Competitive salary and extended health benefits
- Generous employee appliance discounts
- PPE allowance and recognition programs
- Career development and growth opportunities
- Team events, volunteer programs, and a collaborative culture
- A chance to shape a trusted Canadian brand with real in‑store impact
INDHP
This is an 18 month contract with the possibility of extension.
We inspire possibilities, make shopping ridiculously easy, and help create special moments at home. Are you ready to meet your team?
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
