Director, Shopper Marketing- Contract Position (1 year) - Etobicoke, ON | Canada Bread Company | | 15/12/15
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Director, Shopper Marketing- Contract Position (1 year) Contract

Location: Etobicoke, ON
Company Name: Canada Bread Company ()
Category: Marketing / Strategy

Canada Bread Company, Limited is a leading producer and distributor of packaged fresh bread and bakery products with brands such as Dempster’s®, Villaggio®, POM®, Bon Matin®, Ben’s®, Healthy Way® and McGavins®. Dempster’s is the national brand leader and a market leader in the health and well-being segment of bread products in Canada. The growth strategy is to focus on market leadership in all commercial bread categories. The company operates 19 bakeries and employs approximately 4,550 associates across Canada.  It seeks to create value by leading innovation in products and service delivery in the bakery industry, enhancing distribution services and processes, and continuing to grow premium white and whole grain breads, tortillas, bagels, rye, buns and rolls.

As an independent business unit of Grupo Bimbo, Canada Bread seeks to grow value-added bakery segments by focusing on health and well-being, and penetrating new bakery segments and channels of distribution. The business will continue to grow market leadership and margins by investing in the premium whole grain product category, and by delivering continued product innovation in other bakery and snack categories.

Canada Bread serves major grocery chains, retail outlets and foodservice operations across Canada. The company distributes branded products in the discount, mainstream and super-premium segments, and is the leading producer in most major bakery categories. It also produces private label products for grocery and foodservice outlet

Position Summary:
This position manages Shopper Marketing team.  Focus of effort will be on people management and processes to deliver the following:

  • Lead Canada Bread’s strategy of Shopper Marketing Nationally
  • Lead merchandising strategy and execution including bread wall and off shelf display
  • Building and ensuring adherence to brand and merchandising standards

Position Responsibilities:

  • Ensure seamless communication and execution from Marketing through Key Account Sales and Field Execution
  • Lead key organization strategic initiatives
  • Lead overall Marketing/Sales Business Planning process and communication meetings eg. “Playbook”
  • Ensure digital and social media strategies align with customer initiatives and strategies for both ecommerce and digital marketing
  • Responsible for Shopper Marketing & Merchandising & budgets
  • Develop consistent and nationally aligned approach to regional merchandising and instore communication including cost optimization
  • Own creating alignment between sales and marketing on the strategies, plans and execution.
  • Coach and develop up to 5 direct reports, located at both Head Office and in the regions
  • ROI and KPI development and measurement appropriate for each sub-team
  • This position will require some travel across Canada (15-20%)


  • Excellent execution of marketing/shopper programs with ability to achieve “best in class and cost” across services provided
  • Be a strong voice in cross-functional  meetings
  • Be seen as a value added collaborator by Sales, Marketing & Field Execution stakeholders


  • 10 years Marketing experience within a consumer packaged goods environment
  • Experience with Direct Store Delivery (DSD) system a definite asset
  • Strong merchandising, promotional and shopper experience
  • External focus orientation
  • Required undergraduate degree in Business or MBA


  • Process oriented with honed planning and co-ordination skills
  • “Go to” team player
  • Excellent people person, manager and motivator
  • Regularly seeks “VOCs” from key stakeholders
  • Team leadership
  • Focus on performance measurement and constantly incorporate prior/key learnings
  • Can think and react under pressure
  • Excellent communication skills (written and verbal)
  • Bilingualism (French/English) is a strong asset

Please note all offers of employment at Canada Bread Company, Limited are conditional upon the successful completion of a pre-hire background check. This may include anything up to and including a criminal history check, reference checks and/or credit check.

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