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Marketing Manager, Private Label & Licensed Brands

Etobicoke, Ontario · Marketing/Public Relations
Bimbo Canada is Canada’s largest bakery, operating for more than 100 years. It is a leading producer and distributor of fresh packaged breads and snacks with more than 1,000 products across 18 brands Canadians know and love, like Dempster’s®, Stonemill®, Villaggio®, Vachon® cakes and Takis®. Bimbo Canada is proud to feed Canadian families with safe, high-quality products they can trust made by Canadians, for Canadians at 16 bakeries, 14 distribution centres and 191 depots across the country. Bimbo Canada is a wholly owned subsidiary of Grupo Bimbo, the world’s largest baking company. Together, they are nourishing a better world with delicious baked goods and snacks by building a sustainable, highly-productive and deeply-humane company. We are dedicated to building a diverse workplace that promotes equity and belonging, where all associates can develop and contribute to the transformation of our company, the baking industry and our communities. For more, visit www.bimbocanada.com.

Marketing Manager, Private Label & Licensed Brands

Bimbo Canada (formerly 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®, Vachon®, Hostess®, and Sara Lee®. Dempster’s is the national brand leader and a market leader in the health and well-being segment of bread products in Canada. Bimbo Canada also has partnerships with retailers and offers a wide selection of private label products.  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 their relationship with their customers by maintaining current business and growing via innovation in white and whole grain breads, tortillas, bagels, rye, buns and rolls, and snack cakes.

As an independent business unit of Grupo Bimbo, Bimbo Canada seeks to grow their private
label business as customers are demanding more innovation.  Bimbo Canada must work with their customers to maintain their current PL business and drive growth via innovation.
 
MARKETS:
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. Bimbo Canada has strong relationships with their customers and produces a range of private label products for grocery.

POSITION SUMMARY:        
Lead the private label business and work with our license brands (Sunmaid and WW) to drive growth with our customers. The private label team must work with our senior sales team to develop their customer’s PL plans.  It is important for the Marketing Manager to understand our customer’s private label long term strategy and how this strategy affects the growth of Bimbo Canada.  The team in cooperation with operations needs to ensure production thresholds are met by working with cross functional teams at Bimbo Canada.  By working with cross functional teams, the private label team will help drive volume in bread categories which may include a portfolio within sliced breads (white, wheat, grains) and meal occasions (hotdog/hamburger buns, tortillas, English muffins, and bagels). The private label business is exceptionally important to Canada Bread as it builds relationships with our customers and keeps our plants filled contributing to capacity efficiency.  In addition, this position will manage our license brands which includes WW and Sunmaid.     This position requires someone who is entrepreneurial, has a passion for food, the customer and consumer.  This position requires someone who has exceptional relationship building skills, strong knowledge of how the Canadian grocery industry operates, strong strategic skills, problem solving skills, business analytical thinking, good communication skills and project management skills (i.e., Working closely with cross functional stakeholders).


           
POSITION RESPONSIBILITIES:
  • Primary responsibility is to develop the annual marketing plan for private label working with our sales team and our major customers. This team will work with our customers and their RFP process taking into consideration what is good for the business as well as the consumer driving volume and profit for Bimbo Canada.
  • Secondary responsibility is to manage our relationship with Weight Watchers and ensure we meet our annual targets.  Working with the Sunmaid team to ensure we meet our annual business plan.
  • Strategic lead for respective category for business reviews, marketing plans, and customer presentations for private label, WW and Sunmaid.
  • Budget management and reporting (processing, tracking, reporting)
  • Lead product launches including innovation/renovation explorations, packaging improvements & development of sales materials
  • Work with cross functional teams primarily production, supply chain, purchasing, sales on several projects (i.e., innovation, product renovation, packaging updates, sales presentations, and communication plan etc. (both internally and externally).
  • Periodic/Monthly reporting of business performance to identify key performance drivers, opportunities, and potential threats for the brands/segments.
  • Optimize Private Label dashboard to ensure we understand which product launches are successful or not and determine how to optimize innovation in the future
  • Work with AMM to gather and analyze relevant market data (Margin Minder, Nielsen Workstation Plus, Homescan) to identify & action insights as required.
  • Develop, recommend, and execute appropriate consumer and customer strategies/ tactics associated with new product launches (this includes packaging and customer sell story).
  • Develop sound Commercial strategies and lead multidisciplinary teams that include Manufacturing, Sales, Finance, R&D, Supply Chain, and Category Management to achieve outlined objectives.
  • Responsible for managing Assistant Marketing Manager Private Label and license brands for success through alignment of goals with effective coaching and guidance
  • Develop well written business cases
  • Manage private label portfolio for profitable growth through sku rationalization & efficient SKU assortment
  • This position may require some travel (less than 5%)
 
PREFFERED HIRING CRITERIA:
 
  • Degree in Business plus 3-5 years marketing or customer marketing experience within a consumer package goods or retailer environment. Specifically the ideal candidate will have worked for one of the top retailers: Loblaws, Sobeys, Metro or Walmart.
  • Demonstrated ability to develop commercial initiatives and lead cross functional teams
  • Must possess excellent strategic, analytical, presentation, organizational and interpersonal skills
  • Must be proactive and performance driven, have a bias for action and be able to work under pressure in a fast -paced environment.
  • A strong team player, with well-developed “people interaction” skill set
  • Requires the ability to adapt easily to changing market dynamics & comfortable with ambiguity
  • Ability to influence externally and internally via presentations, cross functional team meetings etc.
  • Can demonstrate and show a track record of successfully commercialized new products (innovation)
  • Adept with Microsoft Office, AC Nielsen and Web navigation
  • Contributes to a positive team culture that is based on trust, mutual respect and valuing each other/.
  • Candidate requires a valid drivers license.

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.

Canada Bread Company, Limited is an equal opportunity employer that embraces diversity in the workplace and encourages applications from qualified women, men, visible minorities, aboriginal peoples and persons with disabilities. We welcome applications from all interested individuals; however only those candidates selected for an interview will be contacted.​

Bimbo Canada is Canada’s largest bakery, operating for more than 100 years. It is a leading producer and distributor of fresh packaged breads and snacks with more than 1,000 products across 18 brands Canadians know and love, like Dempster’s®, Stonemill®, Villaggio®, Vachon® cakes and Takis®. Bimbo Canada is proud to feed Canadian families with safe, high-quality products they can trust made by Canadians, for Canadians at 16 bakeries, 14 distribution centres and 191 depots across the country. Bimbo Canada is a wholly owned subsidiary of Grupo Bimbo, the world’s largest baking company. Together, they are nourishing a better world with delicious baked goods and snacks by building a sustainable, highly-productive and deeply-humane company. We are dedicated to building a diverse workplace that promotes equity and belonging, where all associates can develop and contribute to the transformation of our company, the baking industry and our communities. For more, visit www.bimbocanada.com.
Please note that all applicants that will be considered for this role must be double vaccinated for COVID-19. Successful candidates will also be required to provide proof of their vaccination status during the recruitment process.
 

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