Brand Manager, Core Business - Kanata ON | Mead Johnson Canada Ltd. | | 08/01/14
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Brand Manager, Core Business Full-Time

Location: Kanata ON
Company Name: Mead Johnson Canada Ltd. ()
Category: Advertising / Branding, Business Development


Primary Responsibilities

Builds Strategic Brand Direction and Longer Term Brand Vision

  • Creates a vision and long term strategic direction for the brand that is consistent with business priorities and objectives
  • Builds superior brand equity to create a strong brand image with consumers and medical customers
  • Identifies research needs to better understand consumer / customer behaviour and to identify future growth opportunities for the starter infant formula business and new brand opportunities.  Can effectively translate multiple sources of research data into insights and opportunities for growth
  • Leads Canadian innovation opportunities for starter infant formula business and new brand opportunities that meet consumer needs and financial objectives, positively influencing North American direction by appropriately engaging Canadian and US resources.  Leads product to production and commercialization to market, identifying key risks and contingencies

Brand Performance and Growth

  • Continuously oversees brand performance as measured by key brand performance metrics, research findings, channel execution performance measures as well as understanding of the impact of the external environment on brand performance. Provides recommendations to enhance performance
  • Manages financial requirements including sales, product contribution, pricing strategy and sales forecasting against marketing plan objectives
  • Develops strong relationships with global and North American counterparts sharing and understanding opportunities and direction to drive higher brand performance and vision for future

Brand Execution Guidance and Communication

  • Provides effective communication guidance, messaging and strategic direction across all areas of execution
  • Provides clear, focused briefing and direction to all marketing channels ensuring that they deliver tactics that build brand equity and brand performance consistent with business priorities and objectives
  • Works with external agencies to build messaging and creative direction for the starter infant formula brands to guide all marketing channels as they implement the brand vision through the tactical plans


Key Skills Required

  • Builds a collaborative, positive cross functional team environment and strong working relationships with seniors, channels, brand and associate brand managers and outside agencies
  • Is flexible and takes into account diverse views and perspectives when developing recommendations, providing clear guidance and working with multiple layers of decision makers to gain alignment in direction
  • Strong, positive communicator providing big picture understanding, setting expectations for others and influencing others to effectively deliver against brand and business performance
  • Ability to manage multiple priorities and see the patterns and big picture in relationships and processes to balance uncertainties and trade-offs to achieve desired business results in a timely manner
  • Proactively seeks feedback and opportunities to learn and improve. Can adjust, adapt, respond and be resourceful in the face of change and maintain equilibrium under pressure
  • Effective at delegation and coaching to get things done through others and following up on effectiveness of execution
  • Constantly looks for opportunities for improvements in work processes and is proactive in working with others to reach an improved outcome

Experiences Desired

  • Min. 5 years experience in brand management for consumer packaged goods (or relevant) organization
  • Development and execution of brand strategy / business planning, brand equity and positioning
  • Lead innovation projects from concept to market
  • Project management experience in a matrix (accountable for results w/o direct line authority)
  • Experience organizing and prioritizing multiple initiatives for yourself and those lead by others to meet timelines and budgets
  • Experience with digital applications and strategies to drive brand equity and engagement
  • Delegation and coaching / guidance to assistant brand manager and channel managers
  • Worked with medical and retail channels to drive brand performance
  • Experience working within strict regulatory & legal environments

Knowledge Desired

  • Development and measurement of brand equity, positioning, communication and strategies
  • Knowledge of retail, medical sales channels
  • Digital strategies and their application in building brands
  • Key Market research and consumer tracking techniques and their application
  • Financial management, sales analysis and forecasting
  • Innovation concept and pipeline management for brands in different stages of product life cycle


  • University degree in Business Management focus in marketing or strategic planning


: Marketing

Primary Location

: Canada-Ontario-Kanata

Work Locations

: Kanata, Ontario


: Full-time

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