Job Summary

The Brand Manager of Specialty Deli role will help oversee a $130M portfolio and two of the company’s largest and most popular brands – Mastro and San Daniele. Reporting to the Senior Brand Manager, Specialty Deli, the Brand Manager is responsible for the development and execution of marketing strategies, plans and programs that build brand equity and drive profitable growth.

The Brand

Manager will also have complete P&L; and strategic ownership of the San Daniele brand (approx. $40M of the portfolio) which includes the #1 Prosciutto and top selling SKU in Canada.

Sofina's close-knit marketing and sales teams work hand in hand with operations, finance, R&D; and other functions to drive sales of branded and private label products in both retail and food service channels. Since the company is Canadian owned and operated, Sofina’s Brand Managers are true business owners who literally develop everything from scratch – nothing is handed to them from a US or Global counterpart! If you have a ‘roll up your sleeves’ mentality, entrepreneurial spirit and lots of initiative…the role of Brand Manager - Specialty Deli, could be the ideal role for you!

Key Responsibilities:

Brand Strategy & Planning

- Develop & execute annual and long-term brand strategies aligned to business objectives.
- Support annual brand planning and budgeting cycles for branded initiatives.
- Use consumer, shopper, and market insight to identify growth opportunities for the brand.
- Ensure all activity aligns to brand positioning, messaging, and tone of voice, to deliver consistency across all touchpoints (including working closely with trade marketing counterparts to ensure alignment within retail execution as well).

Product & Innovation Management

- Initiate NPD and EPD projects, generating concepts in collaboration with Innovation and sales teams.
- Conduct feasibility analysis, business cases, and post-launch reviews.
- Monitor portfolio performance to identify improvement opportunities (packaging, recipe, pack size, format,



pricing).

Brand Activation & Communications

- Support the development and delivery of integrated marketing campaigns across digital, social, PR, shopper marketing, and trade.
- Manage day-to-day relationships with digital, PR, and research agencies, ensuring high-quality output on time and within budget.
- Lead packaging design development and artwork approval processes.
- Oversee brand content creation and digital/social strategy implementation, ensuring strong community engagement.

Commercial & Category Collaboration

- Support the commercial and trade teams to optimize retailer meetings, range reviews, and joint business plans.
- Lead brand input into promotional strategy and pricing architecture.
- Analyze category and competitor performance to inform strategic decision-making.

Financial Management

- Manage marketing (A&P;) spend and optimize ROMI.
- Conduct performance reviews and identify corrective actions.

Governance & Compliance

- Ensure all marketing communications, packaging, and claims adhere to Health Canada/CFIA/GS1 regulatory standards.
- Maintain brand guidelines and ensure compliance across internal teams and partners.

Requirements:

- Completion of a Degree/Diploma in a Business or marketing discipline.
- Minimum 3-5+ years CPG/ brand marketing experience.
- Results-driven leader with strategic mindset.
- Passion for consumers and building brands.
- Solid understanding of the digital landscape including advertising, social media, media planning and copy development.
- Excellent communication, interpersonal and persuasion skills with the ability to understand audiences and tailor communication appropriately.
- Excellent analytical and critical thinking skills – with the ability to turn data into actionable insights (Experience with AC Nielsen data required).
- Strong knowledge of sales, marketing and consumer insights functions.
- High level of proficiency in MS Office (Word, Excel and PowerPoint).
- A detail-oriented individual with the ability to multi-task is required.
- Ability to work in-office 5 days a week

📌 Brand Manager – Specialty Meats & Charcuterie | $130M+ Portfolio (Vaughan)
🏢 Sofina Foods Canada
📍 Vaughan