PMA Canada is the largest private Sales and Marketing execution partner of fine spirits, wines, beer and coolers in Canada. PMA represents a number of premium brands in the beverage alcohol industry, including Glenfiddich, Hendrick’s Gin, Jägermeister, Jack Daniel’s, El Jimador, Disaronno, and more. PMA has delivered strong sales growth since the company began over 40 years ago, and we pride ourselves on providing Service Excellence for our Suppliers, Customers, & Consumers.

The Brand Manager fosters strong relationships with brand owner Supplier partners, Trade Development, & Sales colleagues to develop the brand vision and objectives for Canada. Collaborating closely with the key internal stakeholders in the development and execution of ATL & BTL budgets and plans, the Brand Manager is responsible for the achievement of brand volume and value targets, outpacing category growth.

Lead the acceleration of volume and value growth of brand portfolio by taking a consumer centric approach to brand management, while supporting the PMA selling organization in the successful delivery of commercial goals.

Required Duties:

• Commercial Results: Brand Depletion and Share Targets

• Supplier Engagement: Serves as the direct point of contact for Suppliers. Proactively engages brand Suppliers, Director, and VP Trade Development to develop and align annual Brand Plans and volume targets.

o Develop and establish clear brand communication & activation strategies that drive brand growth, image, & equity.

o Develop activity plans from aligned consumer strategies and provide direction, tools and materials for activation.

• Builds and ensures effective management of Supplier A&P budgets

• Aligned Consumer Centric Brand Pricing Strategy

• Aligned Direct to Consumer Programs: Creative Development, Media Buying, PR, Consumer Engagement

• Aligned Retail Programs: Rolling 18 month Activity Grid including Event Activation Details & Tie Back to Brand Strategy

• Aligned Agency Management Directives: Scopes of Work and Consumer Centric Project & Activity Briefs

• Commercial Tools: Permanent Visibility , POS & Promotional Items and Selling & Category Management Informational Tools

• Collaborates with Trade Development Team, Regional Sales colleagues, and PMA Key Account team for Customer management to drive achievement of Brand Plans

• In collaboration with Suppliers & Trade Development colleagues, sets annual Sales KPIs & Distribution targets

• Provides monthly & quarterly performance reporting to Suppliers (volume, distribution, KPIs), performance tracking, A&P reconciliation

• Support and coach Wine Marketing Coordinator

• Other duties as assigned

Company Values:

• Team Work

• Professionalism

• Leadership

• Enthusiasm

• Creativity

• Be Supportive

• Be Better

• Be Pioneering

• Be Accountable

• Be Enthusiastic

Behavioral Competency Requirements:


Consumer Centricity


Inspection of Expected Results

Ownership of the Business

No Blame Fixing

• Strategic Thinking

• A Bias for Action

Management Competency Requirements:

• Business Performance Management including Budget Management and/or P&L experience

• Proactive Stakeholder Engagement & Management Approach

• Effective Two Way Communication Style

• Workflow & Project Management Capability

• Strong Commercial & Financial Acumen

• Judgment & Decision Making

• Leadership

Functional Competency Requirements:

• Insight Generation & Application

• Consumer & Trade Driven Strategy Development

• Brand Planning

• Range & Innovation Management

• Commercial Acumen

• Retail Programming & Competitve Gaming

Knowledge Competency Requirements:

• Canadian Beverage Alcohol Industry: Pricing Models, Route-to-Market Structure & Implications and Marketing Regulations

• LCB Retail, OP, & Digital Marketing Program Alternatives & Differing Regulations by Jurisdiction

• Market, Category, Competitive Set & Consumer Trends

• Understanding of Marketing Disciplines and their respective Intended Impact on Consumer Behaviour & Attitudes

• Consumer & Shopper Research Methodology & Alternatives

• Canadian Advertising Regulations & Standards

• Principles of Agency Partner Management

• Computer Literacy: Microsoft Office Software (Excel, PowerPoint, Word) and Data Mining Software Profiency

Experience Required:

• 2-4+ Years’ Experience in Brand Management within Beverage Alcohol or CPG spaces

• University Degree in Business with emphasis in Marketing or Business Management

• Canadian Wine Brand Management Experience a strong asset

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