The Director of Brand Management is a commercial business owner and the vertical lead for the Brand Management function

You own category management end to end: you set the category strategy, manage the P&L;, shape the portfolio, and lead the go-to-market plans for tentpoles and innovation, working across distribution channels, Creative, Retail Marketing, Brand Marketing, Social, Creators and PR

Own the category strategy: where the category is growing, where we play, where we win, and how we plan to grow share across channels

Own pet-parent and shopper insights: segmentation, need states, category dynamics, competitor moves and shopper behavior by channel

Translate insights into category strategy, claims, positioning and product briefs, and make sure they reach every channel team

Partner with Sales and channel teams on category plans and joint business plans for each channel

Manage the category P&L;: net revenue, gross margin, activities ROI and marketing investment. Forecast, track and course-correct against plan

Build and run the base business plan, including initiatives, renovations and in-year performance reviews

Build the portfolio strategy and Price Pack Architecture from scratch across channels, with defined price ladders, pack-size roles and channel-specific assortments

Set clear guardrails for decision making: what we launch, what we price, what we stop and what needs to be true

Lead SKU rationalization and portfolio optimization with Supply Chain, Finance and Sales, using margin, velocity, complexity and incrementality data

Set the renovation roadmap and manage the life-cycle of core platforms

Lead the go-to-market for tentpole moments and innovation, from concept to launch and post-launch learning





Ensure that the brand spirit is integrated, and that activations are pushing the envelope so that we can punch above the weight

Collaborate with the Innovation team for smooth transitions, and align cross-functional teams across Sales channels, E-commerce, Finance, Creative and Marketing

Define success metrics up front and report on them after launch

Be the connecting point across Marketing, Creative, Retail Marketing, Social, Creators and PR. Write clear briefs and align on priorities and ways of working

Build simple, repeatable planning and decision rhythms so channels move faster and in the same direction

Lead and develop Brand Managers and build the Brand Management function as the business scales

Partner with the VP of Marketing on structure, hiring and capability building

What Success Looks Like

Delivers against revenue and margin goals, and can clearly explain the drivers

Builds frameworks and guardrails that teams use to make faster decisions

Launches land on time and deliver on their business cases

Cross-functional partners feel aligned, briefed and supported

Understands the brand foundation and all the marketing levers we can pull, to create GTM plans and execution that exceed expectations

You will have real ownership, a seat at the table,



and the chance to design the commercial engine of a premium, mission-driven brand with a team that moves quickly and cares deeply

Benefits

Health, Medical & Dental Benefits

Wellness Days & Summer Hours

Mental Health Support

Wellness Stipend

Slack Interest Groups

Pet Feeding Program

RRSP and 401(k)

Hybrid & Work from home

You are an OMNI leaderYou set category direction and economics based on channel input, then work cross-functionally to brief and align every channelThis is a builder and execution role: we need someone who creates frameworks from a blank page, not someone who adapts an existing playbook, and who can go deep into the weeds to make sure we execute with excellenceLed GTM for multiple launches and tentpoles, across retail and DTC/e-commerce channels10+ years in CPG brand management, category management or general management, with at least 3 years leading people. Pet, food, or other premium consumer categories are preferredA track record of building category strategies, PPA, portfolio strategies and SKU optimization from scratch, and being able to describe the thinking, data and decisions you personally ledStrong marketing fundamentals across all 4Ps - true generalist, who can be flexible and also lean in on comms sideProven management of a P&L; (brand, category or business unit) with direct accountability for revenue and marginA generalist with strong marketing fundamentals across all 4Ps, someone who can be flexible between commercial and comms side of the brandStrong AI capabilities: able to build agents and automate analysis and workflowsStrong collaborator, with the ability to persuade and influenceStrong influence without authori

📌 Director of Brand Management (Toronto)
🏢 Open Farm
📍 Toronto