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Director of Brand Experience

3 weeks ago

Toronto, Ontario, Canada Molson Coors Brewing Company Full time

Requisition ID: 36879

Cheers to creating an incredible tomorrow

At Molson Coors, we tackle big challenges and defy the status quo. With a proud legacy of excellence, an incredible portfolio of beer, seltzers, spirits, and non-alcohol brands, and a bold vision for our future... we're on the path to transforming the beverage industry. That requires remarkable individuals who are curious, tenacious, and never afraid to fail forward.

We seek, value and respect everyone's unique perspectives and experiences knowing that we are stronger together. We collaborate as a team and celebrate each other's successes.

Here's to crafting careers and creating new legacies.

Crafted Highlights:

The Director of Brand Experience & Partnerships is accountable for the development and execution of the Canadian Brand Experience & Partnership strategy that aligns with the Canadian Long Range Plan, and maximizing the ROI to contribute to the Annual Operation Plan. The Director of Brand Experience & Partnerships collaborates with Marketing and Sales teams to ensure above the line and below the line connectivity to how consumers/customers experience our brands with all of our sponsorship and festival partners.

What You'll Be Brewing:

  • People Leadership: recruit, retain and develop a talented, engaged and diverse team of professionals. Develop capability across team to continue the evolution of the Brand Experience & Partnership team.
  • Partnerships: Collaborate with VP of Marketing and Head of Partnerships (US) to develop and implement a partnership/sponsorship strategy in line with our brands portfolio ambitions and objectives. Lead ongoing development and management of major partnerships, sponsorships and alliances, maximizing contract value and execution of brand, sales, and financial goals, while also fostering new partnerships for growth.
  • Brand Experience Strategy/Planning : Develop the strategy for consumer focused experiences across Canada that amplifies how individuals experience and interact with our brands. Ensure that each event produces positive results for the business and our brands in alignment with the objectives of Marketing & Sales. A seat on the marketing leadership team ensures alignment with the brand strategies and that ultimately this avenue is a brand-building vehicle, in line with broader marketing philosophy and KPI's. Build and lead annual planning process for BXP team to ensure the continuous optimization of partnership/sponsorship strategy, in line with evolving Canadian commercial portfolio strategy.
  • Fiscal Responsibility and Planning: Direct management of sound financial and budgetary policy and instill a commitment to fiscal responsibility within teams. Maximize utilization of available budget to ensure efforts reach trade with a relentless focus on ROI to drive profitable growth.
  • Contract negotiation, new business development, and relationship management: Leads strategic contract negotiations with key partners and vendors, ensuring favorable terms that align with business objectives and mitigate risk. Drives new business opportunities by identifying market trends, cultivating strategic partnerships, and leading cross-functional teams through the deal lifecycle. Builds and maintains high-impact relationships with clients, stakeholders, and external partners to foster long-term collaboration and business growth. Collaborates with executive leadership to shape commercial strategies, leveraging insights from negotiations and partnerships to influence broader organizational goals. Supports partner management both of extensive partnership/alliance network (requiring Sr. level partner management on on-going basis, across country) as well as partner management of agency roster supporting BXP team in Canada, ensuring agency partners are delivering against KPI's and most effectively supporting needs of team.

Key Ingredients:

  • 10-15 years of industry experience
  • Blended experience across Brand Experience and Partnerships with 5 plus years of leadership experience with capability in strategic thinking and strategic framework building.
  • You love a challenge – you complete complex projects quickly and adeptly with your understanding of the business priorities
  • You are confident and competent – you are diplomatic, professional, and exercise great judgment in developing and maintaining excellent business relationships within the business
  • You are a skilled negotiator focused on the customer; your constant curiosity fosters your innovative style and you can equally execute ideas given to you.
  • You exhibit our Molson Coors core values

Beverage Bonuses:

  • Flexible work programs that support work life balance

  • We care about our People and Planet and have challenged ourselves with stretch goals around our key priorities

  • We care about our communities, and play our part to make a difference – from charitable donations to hitting the streets together to build parks, giving back to the community is part of our culture and who we are

  • Engagement with a variety of Business Resource Groups, which can provide volunteer opportunities, leadership experience, and networking through the organization

  • Ability to grow and develop your career centered around our First Choice Learning opportunities

  • Participation in our Total Rewards program with a competitive base salary, incentive plans, parental leave, health, dental, vision, a retirement savings plan with incredible employer match, generous paid time off plans, an engaging Wellness Program, and an Employee Assistance Program (EAP) with amazing resources

  • Access to cool brand clothing and swag, top events and, of course... free beer and beverages

  • Work within a fast paced and innovative company, meeting passionate colleagues and partners with diverse backgrounds and experiences

Molson Coors is an equal opportunity employer. We invite applications from candidates of all backgrounds, race, color, religion, sex, national origin, age, disability, veteran status or any other characteristic. If you have a disability and believe you need a reasonable accommodation during the application or recruitment processes, please e-mail

Pay and Benefits:

At Molson Coors, we're committed to paying people fairly and equitably for the work they do.

Job Posting Total Rewards Offerings: $139, $183, posting salary range) + 20% target short term incentive + target long term incentive + $11,000 on average spent on benefits per employee, including but not limited to health, dental, vision, retirement with above market employer match, wellness incentives and EAP + paid time off (including holidays, vacation days and sick days).

The posting range provided above for salary is what we, in good faith, believe we would pay for this role at the time of this posting. We ultimately pay based on a number of non-discriminatory factors that inform pay decisions including but not limited to the required work location, previous work experience, skill set and internal equity.