As part of the largest baking company in the world, Bimbo Canada is a leading producer and distributor of packaged fresh bread, bakery products and snacks. We produce and distribute more than 1,000 products across; 18 brands Canadians know and trust, like Dempster's®, Villaggio®, POM®, Bon Matin®, Stonemill®, Natural Bakery®, Takis®, Thomas'®, Little Bites™, Vachon®, Hostess® and more.

In business for more than 110 years, the company operates 15 bakeries and employs approximately 4,000 associates across Canada. Bimbo Canada creates value by being at the forefront of manufacturing and service delivery innovation in the baking industry through the continued improvement and refinement of its supply chain network while serving major grocery chains, retail outlets and foodservice operations across Canada.

At Bimbo Canada, we’re more than just a bakery - we’re a family dedicated to baking delicious moments for millions. Our beliefs are the foundation of our success, and we’re looking for people who share our commitment to excellence.

Hiring Requirements:

The Marketing Director, Bread, Breakfast & Flatbreads is responsible for setting the strategic direction and growth agenda for Bimbo Canada’s Bread, Breakfast and Flatbread portfolio, including Dempster’s®, POM®, Stonemill®, Bon Matin®, Natural Bakery® and future growth brands within the Canadian marketplace.

This is a senior brand-building leadership role. The Director will be expected to deeply understand where consumers, culture and the category are going; translate that understanding into clear portfolio and brand choices; and create the conditions for breakthrough creativity, innovation and execution that drive both brand equity and commercial performance.





As a member of the Marketing Leadership Team, the Director will lead and develop a high-performing team while partnering closely with Sales, Insights, Finance, Operations, Supply Chain, Product Development and the Innovation Centre of Excellence.

We are looking for a deeply curious, consumer-obsessed and commercially grounded marketing leader who combines strategic clarity with creative courage. Someone who asks great questions, actively seeks out new perspectives, simplifies complexity, makes choices, challenges conventional thinking and uses data, AI and emerging tools to continually improve how they think, work and lead.

Key Responsibilities:

1. Set Portfolio & Brand Strategy

Define the short-, medium- and long-term growth agenda for the portfolio. Identify where growth will come from, make explicit choices and trade-offs, and translate complex consumer, category and business dynamics into simple, compelling strategic direction.

2. Champion Consumer Understanding & Curiosity

Build a culture of genuine curiosity about consumers, culture, competitors and the world beyond our immediate categories. Go beyond reports and dashboards—spend time with consumers, in stores and in the market to uncover changing behaviours, tensions and opportunities.

Ask great questions, challenge assumptions and continuously seek new sources of learning that can unlock growth.

3.



Lead the Front End of Innovation

Own the identification of consumer and category growth opportunities and lead the development of insights, concepts, propositions, positioning and launch strategies.

Partner with the Innovation Centre of Excellence, which leads product development and commercialization activities required to bring those ideas to market.

4. Raise the Bar on Brand Building & Creativity

Build distinctive, relevant brands that grow. Develop clear positioning and exceptional briefs, recognize powerful creative ideas, and create the conditions for internal teams and agency partners to produce breakthrough work.

Champion bold ideas when grounded in strong consumer and strategic thinking.

5. Drive Integrated Activation

Lead integrated communications, media, partnerships and activation strategies that build mental and physical availability and translate brand strategy into meaningful consumer experiences.

Build a strong test-and-learn culture—measuring, evaluating and continuously optimizing activity based on what works.

6. Turn Strategy into Commercial Growth

Partner with Sales and Category Management to translate consumer, brand and portfolio strategy into compelling customer growth stories and commercial priorities.

Balance brand-building ambition with a strong understanding of volume, revenue, profitability, market share and customer realities.

7. Lead Through Influence

Build strong partnerships across the organization and create alignment around consumer and business opportunities while constructively challenging thinking when required.

Effectively navigate global–local dynamics, leveraging global capabilities

📌 Marketing Director (Canada)
🏢 Bimbo Canada
📍 Canada