Position Overview

As the Brand General Manager (GM), you will drive the strategic direction, growth, and performance of the brand across the Canadian, U.S., and Australian markets. This role encompasses all aspects of brand management, marketing strategy, and DTC excellence, ensuring the company’s brand identity and customer engagement are effectively executed across these regions.

You will manage the brand portfolio and P&L, lead integrated marketing campaigns with a focus on digital and e-commerce, and use customer insights and market data to inform business decisions. Additionally, you will provide cohesive leadership across internal teams, working closely with sales, product, operations, and finance leads to enhance brand awareness, revenue growth, and customer loyalty.

The ideal candidate will bring extensive experience in both traditional brand management and digital marketing, with a proven track record in managing brands across diverse, complex markets. This role is ideal for a results-driven leader who thrives in both strategic planning and hands-on execution, with a passion for leveraging digital channels to drive growth.

Key Responsibilities

Brand Strategy & Leadership

• Brand Development & Vision : Lead the creation of a unified brand strategy that aligns with overall business goals and resonates with key markets.
• Brand Positioning : Ensure the brand’s unique positioning stands out in wholesale and aligns with market opportunities.
• Brand Health Monitoring : Ensure brand performance metrics are tracked and strategies adjusted through collaboration with marketing team leaders.

Digital Marketing & E-Commerce Strategy

• Lead DTC Excellence : Oversee digital marketing strategy, including SEO, SEM, social media, content marketing, email campaigns, and online advertising. Drive brand awareness, lead generation, and customer conversion.
• E-Commerce Strategy & Execution : Develop and execute e-commerce strategies that align with the company’s distribution model. Ensure optimal customer experience and sales performance across online platforms.
• Data-Driven Decision Making : Use analytics to measure campaign performance, customer behavior, and ROI, optimizing strategies for continuous improvement.
• Marketing Cohesion : Ensure campaigns align with the overarching strategy while empowering team members to lead tactical execution.
• Competitive Positioning : Regularly assess competitor activities and market dynamics to ensure brand relevance and competitiveness.

Cross-Functional Collaboration & Team Leadership

• Collaborate Across Departments : Partner with senior leadership to align strategies with broader business objectives.
• Leadership & Development : Manage and mentor a high-performing team, fostering collaboration and innovation.
• External Partnerships : Oversee agency and vendor relationships that support key initiatives.

Financial & Brand Portfolio Management

• P&L Management : Fully own the financial performance of the brand, including budgeting, forecasting, and ROI analysis. Ensure marketing and digital efforts deliver profitability.
• Brand Portfolio Oversight : Manage the brand portfolio, ensuring all products and services align with strategy. Make data-driven decisions about offerings, pricing, and positioning.

Qualifications

Education & Experience

• 10+ years of experience in brand management, marketing, or a related field, with at least 5 years in a leadership role (wholesale, B2B, B2C, or distribution environment preferred).
• Strong background in digital marketing, including SEO, SEM, social media, email marketing, and e-commerce.
• Proven experience managing and growing brands across Canadian and U.S. markets.
• Bachelor’s degree in Marketing, Business, or a related field (MBA or advanced degree preferred).

Skills & Competencies

• Expertise in digital marketing strategies and traditional marketing channels.
• Strong financial acumen with P&L management experience.
• Excellent leadership and team management skills.
• Analytical and problem-solving skills, leveraging data for decision-making.
• Strong communication and interpersonal skills for collaboration and relationship building.
• Customer-centric mindset with a strong understanding of Canadian and U.S. market dynamics.

Additional Attributes

• Results-driven and strategic thinker, implementing solutions that drive growth.
• Knowledge of wholesale distribution operations and adaptability in marketing.