Manager, Brand Strategy

Location:

Toronto

Address
100 Queens Quay East Toronto, Ontario M5E 1V3 Canada

Job Title
Manager, Brand Strategy

Canada Goose isn't like anything else. We've built something great, something special - an iconic lifestyle brand with an inspirational and authentic story. At the heart of it is our promise to inspire and enable all people to thrive in the world outside. To Live in the Open. At Canada Goose, you're part of a movement that belongs to something bigger. One that seeks out the restorative power of nature and is driven by a purpose to keep the planet cold and the people on it warm. We endure any condition, observe every detail, and are building a community that believes in living bravely and coming together to support game-changing people.

Here, opportunities are everywhere - to try something new, to learn, to do meaningful and impactful work, and they're yours for the taking.

Position Overview
We are looking for a creative, strategic, and results-driven Manager, Brand Strategy to oversee the development and execution of brand marketing initiatives. The ideal candidate will be responsible for building brand awareness, strengthening brand equity, and driving consumer engagement across multiple touchpoints. This role requires strong leadership, communication, and analytical skills, as well as the ability to collaborate cross-functionally to bring the brand's vision to life.

What You'll Do

• Brand Strategy Development:

• Develop and execute comprehensive brand marketing strategies that align with company goals and drive brand growth.

• Establish brand positioning, messaging, and values to differentiate the brand in the market and resonate with target audiences.

• Conduct market research, competitive analysis, and consumer insights studies to inform and refine brand strategies.

• Campaign Planning & Execution:

• Lead the development and execution of integrated marketing campaigns that drive brand awareness, customer loyalty, and sales.

• Oversee the creative direction and messaging of brand campaigns across multiple channels (digital, print, social, media, experiential).

• Manage the campaign lifecycle from concept to execution, ensuring projects meet timelines, budgets, and objectives.

• Brand Communication & Storytelling:

• Maintain consistent brand messaging across all marketing touchpoints to ensure a unified voice across channels and platforms.

• Craft compelling narratives that resonate with consumers and communicate the brand's story and values effectively.

• Collaborate with creative teams to develop engaging content, including advertisements, videos, blog posts, and social media copy.

• Market Research & Consumer Insights:

• Gather and analyze consumer data, market trends, and industry insights to guide marketing initiatives and brand decisions.

• Track consumer perceptions of the brand and use data to refine brand strategies and identify opportunities for growth.

• Identify and understand key audience segments, adjusting messaging and campaigns to meet their needs.

• Cross-functional Collaboration:

• Work closely with product, sales, digital, and PR teams to ensure alignment on brand strategy and messaging across all marketing efforts.

• Partner with external agencies, vendors, and media partners to execute brand campaigns and initiatives effectively.

• Collaborate with internal teams to ensure the brand is consistently represented across all touchpoints, including product packaging, website, social media, and advertising.

• Brand Performance Measurement:

• Track, analyze, and report on the effectiveness of brand campaigns and initiatives using key performance indicators (KPIs) such as brand awareness, engagement, and sales growth.

• Use data and analytics to assess the success of marketing efforts, optimize campaigns, and adjust strategies as necessary.

• Prepare regular reports and presentations for senior leadership to showcase brand performance and make recommendations for improvements.

• Team Leadership & Development:

• Lead and mentor a team of marketing professionals, fostering a collaborative and high-performance culture.

• Provide guidance and support to team members in developing their skills and achieving their career goals.
• Ensure that the team stays aligned with brand objectives and marketing best practices.

Let's Talk About You

• Bachelor's degree in Marketing, Business, Communications, or a related field. A Master's degree is a plus.
• 5+ years of experience in brand marketing or related roles, preferably with experience in a leadership position.
• Proven track record of developing and executing successful brand marketing campaigns.
• Experience in both digital and traditional marketing channels, including social media, advertising, and content marketing.
• Familiarity with brand management, market research, and consumer insights analysis.
• Strong strategic thinking with the ability to translate business goals into effective brand strategies.
• Excellent written and verbal communication skills, with the ability to craft compelling narratives and communicate effectively to various stakeholders.
• Leadership skills with the ability to inspire and manage cross-functional teams.
• Strong project management skills with the ability to handle multiple campaigns and projects simultaneously.
• Proficiency in marketing tools and software (e.g., Google Analytics, social media platforms, project management tools).
• Ability to analyze data, interpret trends, and make data-driven decisions to improve brand performance.

Working Conditions

• Hybrid environment

What's in it For You?

• A company built on Canadian roots and heritage
• Your work is recognized with a comprehensive and competitive Total Rewards Program
• Opportunities for career growth through numerous internal and external programs
• Recognize and be recognized by your peers with our Goose Rewards & ICON Rewards
• Be a part of CG Gives. Donation matching and paid volunteer time to help the organizations you care about
• Access to tools and resources to support physical and mental health, embracing change and connecting with colleagues
• Inspiring leaders and colleagues who will lift you up and help you grow

We believe in the power of inclusion and are passionate about building and sustaining an inclusive and equitable working environment where all employees can bring their authentic selves to work everyday. We believe every one of our team members enriches our diversity by exposing us to varying ways to understand the world, identify challenges, and to discover, design, produce, and deliver great products and service. Our different perspectives are what enable us to create, dream and live in the open.

Canada Goose is an equal opportunity employer and is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.

There are multiple ways to interview with us If you require any interview accommodation for your interview, please e-mail us