Founded over 175 years ago, Labatt is one of Canada’s founding businesses and its leading brewer. We are proud of our history and our heritage in Canada, and we remain committed to brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Labatt has created exciting experiences with consumers through iconic brands like Budweiser, Bud Light, NÜTRL, Michelob Ultra, Corona, Stella Artois and many more. Through our broad portfolio, we are truly a national brewer, with over 3,600 employees, a portfolio of more than 60 quality beers and beyond, and 10 breweries from coast-to-coast, we are proud to serve Canada and the communities we call home.
ROLE SUMMARY:
The Non Alcohol Activation Manager is responsible for developing and executing strategic marketing initiatives aimed at driving brand visibility, market share, and sales performance through effective engagement with trade partners and customers. Scoped across all Non Alcohol brands within the portfolio.
JOB RESPONSIBILITIES:
- Develop and implement trade marketing strategies and programs that align with brand objectives and sales goals (across all channels)
- Collaborate with sales and brand management teams to create integrated marketing plans for key accounts and trade channels
- Lead trade / Omni partnership with third party distributor (collaborate on programs, ensure brand alignment, accountable for key tracking, and strategic plan)
- Build strong relationships with distributors, retailers, and other trade partners to ensure effective execution of marketing programs
- Analyze market trends, consumer behaviour, and competitor activities to identify opportunities for growth
- Plan and executive promotional activities, POS materials, merchandising solutions, and trade show participation
- Monitor and evaluate the performance of trade marketing initiatives and adjust strategies as needed to achieve KPIs
- Manage large trade marketing budgets effectively and ensure ROI on marketing investments
- Provide regular reports and presentations to management on trade marketing activities, results, and recommendations for improvement
- Stay updated on industry trends and best practices in trade marketing
- Be a key architect of Labatt’s Non Alcohol and category growth strategy
JOB QUALIFICATIONS:
- Strong understanding of the beverage alcohol market dynamics and/or CPG, including distribution channels, regulatory considerations and key account management
- Excellent project management skills with the ability to manage multiple projects simultaneously
- Strategic thinker with a demonstrated ability to develop and execute effective marketing plans
- Analytical skills to interpret sales performance and market data to drive decision-making
- Strong interpersonal and communication skills to build relationship and collaborate effectively across teams
- Ability to thrive in a fast-paced, dynamic environment and adapt quickly to changes
WHY LABATT:
As one of Canada’s Top 100 Employers, Labatt is a place where our people can bring out the best in themselves through a collective purpose of creating A Future With More Cheers. We are always looking to serve up new ways to meet life’s moments, dream big to move our industry forward, and make a meaningful impact in our communities. We believe in brewing up a future that everyone can celebrate and share.
Health benefits plan, including competitive coverage for medical, dental, mental health, life, and disability insurance, that can be flexed to fit your needs.
Access to many wellbeing resources, including Employee & Family Assistance Program support, Webinars, and more.
EQUAL OPPORTUNITY EMPLOYER:
At Labatt Breweries of Canada, we are an equal opportunities employer, and we are committed to maintaining a welcoming, safe, and inclusive environment for every person – regardless of age, race, ethnicity, nationality, sexual orientation, gender identity and expression, religion, neurodivergence, or disability status.
REQUIRE ADDITIONAL ASSISTANCE?
Labatt Breweries of Canada is committed to fair and equitable recruiting practices. Persons with disabilities are encouraged to come forward at any stage of the recruitment process to request accommodations, if needed. Members of our team will consult and create processes that provide individuals with disabilities the best possible recruitment experience.
Labatt Breweries will never ask you for money or reimbursement of training fees as part of our recruitment process. Any email communication you receive as part of the application or onboarding process will come from a @Labatt.com email address. If you have any questions or concerns, please email the recruitment team at [email protected]
We may use artificial intelligence tools to assist with scheduling interviews and managing screening times. We do not use AI to evaluate applicants or make decisions during the interview process. All candidate assessments and hiring decisions are made by our recruitment and leadership teams.
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