Brand Manager
About Peter Mielzynski Agencies LTD “PMA” and the Mission
PMA Canada’s Mission is to become Canada’s Best Premium Beverage Alcohol Growth Partner. We strive to be recognized as ‘Agents for Growth’ focused on three core areas of People, Partnerships and Performance. We represent an enviable portfolio of leading premium spirits, wines and beer brands. We are a privately held company founded in 1979 by Peter Mielzynski Sr., and to this day, we pride ourselves on building brands and providing Service Excellence for our Suppliers, Customers & Consumers.
Company Values
Be Proud
We are proud of our brands, our heritage, and our commitment to service excellence in everything we do.
Be Responsible
We are responsible and accountable for our work as individuals and collectively as one team. We collaborate across all aspects of our business.
Be Entrepreneurial
We foster a forward thinking and innovative culture that recognizes the need for innovation and continuous improvement.
Be Professional
We value integrity, transparency, delivering on our commitments and having constructive debate within a team working culture.
Be Sustainable
We always do the right thing for our business, for each other and our community.
Embrace Difference
We embrace our differences and work together to make us stronger.
Think Long Term
We understand our actions today need to drive long-term success and this gives us a competitive advantage.
About the Brand Manager Role
The Brand Manager plays a pivotal role in leading the development and execution of integrated marketing plans that drive consumer engagement and business growth for their portfolio. Collaborate with key internal stakeholders in the development and execution of ATL & BTL plans, driven by insights, to achieve brand objectives. Effectively manage brand budgets, build strategy and plans that maximize long-term brand value, consumer fame and customer engagement. The role works closely with internal PMA teams (Trade Marketing, Sales team, Customer Management & Brand Team) as well as external (PR/ Media agencies, key Supplier team, where applicable as well as Retail & On-Premise customers) Be an expert in marketing/brand management and delivers consumer centric brand plans backed by insights and research
Key Deliverables
Commercial Results: Brand Depletions (Sales), Market Share & brand ROI (at the level of Can $ income less A&P)
Brand Owner Engagement: Proactively engages the Brand Owner team and Director, Brand Development to align on annual Brand Plans and Activations within brand guidelines.
Develop activity plans from aligned consumer strategies and insights and provide direction, tools and materials for activation.
Develop and establish clear brand communication & activation strategies that drive brand growth, image & equity.
Engage with supplier to manage innovation pipeline and launch plans for Canada.
Ensure effective management of assigned budgets, collaborating with Trade Development Team/Regional Sales.
Conduct measurement and evaluation of Above the Line (A.T.L.) and Below the Line (B.T.L) campaigns as needed.
Be direct point of contact for assigned suppliers/3rd parties and foster strong relationships
Provide monthly/quarterly reporting, performance tracking, A&P reconciliation for assigned brands
Measure brand performance in conjunction with supplier KPIs
Responsible for maintaining consistency of brand messaging and presentation
Collaborate with internal stakeholders to drive achievement of brand plans
Coach and Motivate Brand Ambassadors & Promotion Co-coordinators as applicable
Other duties as assigned
Core Competencies
Results Orientation: Hold an External Lens | Outcome NOT Activity Focused | Measure Results | Deliver Targets
Strategic Awareness: Big Picture View | Balance Near & Long Term | Lateral Thinking | Link Activity to Imperatives
Consumer Centricity: Target Consumer Understanding | Insight Application Overcome Consideration Barriers
Commercial Acumen: Versed in MES | Understand BTL Levers | Effective Product Launches | Overcome Conversion Barriers
Interpersonal Effectiveness: Effective Timely & Relevant 2 Way Communication | Persuasive | Stakeholder Engagement
Judgment & Decision Making: Growth Mindset | Take Intelligent Risks | Learn from Outcomes | Risk Mitigation Actions
Qualifications
Post-secondary degree preferably with sales or marketing emphasis.
2- 3 Years’ Experience in Consumer Brand Management
Previous Canadian CPG Industry Experience
Canadian Beverage Alcohol Industry knowledge and experience
Category Knowledge: Working Knowledge & Understanding of Rival Brands (Product Variants & Marketing Activations)
Strong verbal and written communication skills.
Passionate and keenly interested in the beverage alcohol industry.
High energy and results oriented.
Understanding of Marketing Disciplines and their respective Intended Impact on Consumer Behaviour & Attitudes
Advanced knowledge of Canadian Advertising Regulations & Standards
Whisky Expertise – History, Distillation & Production, Brand Heritages
Agency Partner Management Principles
Computer Literacy: Microsoft Office Software (Excel, Power Point, Word, Outlook)
Aware of personal impact and takes genuine interest in his or her contribution to PMA operational effectiveness and culture.
A Demonstrable Existing Network of Relevant Lifestyle | Industry Influencers & Enthusiasts
A valid passport
Physical Demands
Position is mostly sedentary and requires use of computer.
Some travel may be required.
Some evening work may be required
PMA Canada is committed to providing equal opportunity and accessibility in its recruitment process. If you are selected for further consideration and require accommodation to participate in this recruitment process, please advise Human Resources.
