Brand Manager, Retail - Oakville, ON | Tim Hortons Inc | | 04/02/15
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Brand Manager, Retail Full-Time

Location: Oakville, ON
Company Name: Tim Hortons Inc ()
Category: Advertising / Branding, Communications, Marketing / Strategy

"It already makes your day, why not let it make your career"

Reporting to the SVP, Retail, this role is responsible for providing leadership in the planning, development and implementation of all Retail strategic and tactical consumer marketing activities to enhance the growth and profitability of the organization. In addition, this position be responsible in developing category strategic insights & business plans for the Business Unit to meet sales objectives by closely monitor business, category, consumer and competitive trends within the industry and identifying the relevant implications and opportunities. This role develops & oversees national marketing programs and will have oversight responsibility to ensure all customer marketing activities are consistent with the articulated brand strategies and support their execution. Lastly, this role leads a cross-functional team on new product introductions and category activities.


  • University degree in marketing, business or commerce, MBA an asset
  • 8-10 years progressive Marketing experience
  • Experience working within a Retail and/or CPG environment
  • Proven cross-functional leadership capability with the ability to work collaboratively
  • Strong strategic planning, problem solving and analytical skills
  • Working knowledge of AC Nielsen
  • Proven ability to manage ambiguity
  • Experience in leading a category or brand
  • Experience with new product introductions including ideation and commercialization
  • Strong project management skills, including the leadership and management of cross-functional initiatives
  • Experience in coaching direct reports and managing high performance teams
  • Excellent communication and business presentation skills
  • Highly organized, motivated and a collaborative team leader

Key  Responsibilities:

Category Strategy & Oversight

  • Establishes, maintains and provides expert knowledge of assigned category including national sales tracking and reporting, category insights, market trends, consumer needs and competitive threats
  • Manages the day to day business processes for the brand(s) to ensure effective and efficient business management to deliver budget commitment - Responsible for analytics on category including sales performance, market dynamics, forecasting, promotional impact, product mix, profitability
  • Develops plans and programs that will maintain and drive future sales for the category, specifically, determining category and product positioning, establishing sales targets and pricing strategy and inputting assumptions to Finance and Supply Chain to forecast future sales
  • Develops business presentations for key stakeholder meetings including : Advisory Board, Customer Meetings, Executive Team

Category Development & Implementation

  • Develops category plans by incorporating market, shopper, customer, and consumer insights to inform Pricing, Promotion, Product Assortment and Placement
  • Provides recommendations for the national marketing calendar of promotions for Canada & US, including timing of new product launches
  • Leveraging category, consumer & product insights, develops marketing communications objectives, positioning and key messages for national marketing communications
  • Ensures continuity of communications strategy across all consumer touch points (traditional mass media, packaging, PR, retail activation)
  • Collaborates with Food & Beverage Research Lead to identify information gaps and determine research objectives & methodology
  • Assesses business partnership opportunities and new channels of distribution
  • Provides counsel and recommendations on regional promotional activities

New Product introduction and Category- Specific Initiatives

  • Provides recommendations, ensures alignment and communication of category priorities with cross-functional team (R&D, Sales, Supply Chain, Finance)
  • Creates business cases for new product introductions.
  • Leads consumer validation of new product ideas including required consumer testing, summarizing key learnings and implications in collaboration with cross functional team
  • Develops marketing forecast assumptions for Supply Chain

Tim Hortons Inc is an equal opportunity employer

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