Brand Manager, Michelob Ultra
About the role
Dreaming big is in our DNA. It’s who we are as a company. It’s our culture. It’s our heritage. And more than ever, it’s our future. A future where we’re always looking forward. Always serving up new ways to meet life’s moments. A future where we keep dreaming bigger. We look for people with passion, talent, and curiosity, and provide them with the teammates, resources and opportunities to unleash their full potential. The power we create together – when we combine your strengths with ours – is unstoppable. Are you ready to join a team that dreams as big as you do? Our Company At Labatt, we’re proud to be one of Canada’s most iconic brewers, with a legacy dating back over 175 years. Our portfolio includes some of the country’s most loved brands—Michelob Ultra, Budweiser, Bud Light, Corona, Stella Artois, and NÜTRL—spanning beer, seltzers, and beyond. We’re powered by a passionate team of over 3,600 employees across Canada who share a bold vision: to create a future with more cheers. We believe in dreaming big, acting with purpose, and unlocking the full potential of our people. When you bring your strengths to Labatt, you join a team that’s unstoppable. Ready to build what’s next?
About Michelob Ultra Michelob Ultra is Canada’s fastest-growing beer brand, brewed locally by Labatt. With just 90 calories and 3g of carbs per 355ml serving, it’s recognized for its superior light beer credentials and crisp, refreshing taste. The brand exists champions an active and social lifestyle—connecting with consumers who live life to the fullest. As a global brand, Michelob Ultra proudly partners with premier sports platforms including the NBA, PGA, and the upcoming FIFA World Cup 2026. Join us as we gear up for our biggest year yet—and help shape the future of a brand that’s just getting started.
- We want to learn more about you — optionally include a campaign that captured your boldest brand move and reflects your style, impact, or ingenuity.
The Role We’re looking for a strategic, driven, and creative Brand Manager to help lead Michelob Ultra’s next chapter in Canada. This is a high-impact role with ownership over national campaigns, global sports partnerships, and innovation launches. You’ll work cross-functionally and globally to bring bold ideas to life and drive sustained brand growth.
Key Responsibilities
- Lead Brand Growth: Deliver national volume and share targets through strategic planning and flawless execution of brand initiatives.
- FIFA World Cup Activation: Play a key role in activating Michelob Ultra’s global partnership with FIFA—both above and below the line—across Canada.
- Innovation Stewardship: Champion brand extensions that reinforce our leadership in the balanced choice segment.
- Global Platform Localization: Collaborate with Global and US teams to adapt campaigns for the Canadian market, ensuring legal compliance and cultural relevance.
- Agency & Stakeholder Management: Lead external partners (creative, PR, experiential) and internal teams (insights, trade, legal) to deliver integrated programs.
- Budget & Compliance: Own the marketing budget and ensure all programs meet regulatory and industry standards.
- Promotions & Communications: Develop and track national and regional promotions, influencer programs, and experiential activations.
Must-Haves
- University degree in Business, Communications or a related field
- 5+ years of brand marketing experience in CPG, beverage, alcohol, or high-growth consumer brands (e.g., tech, apparel)
- Strong analytical skills with experience using tools like PowerBI, Kantar, as well as P&L management
- Excellent communication and presentation skills, with the ability to sell ideas internally and externally
- Self-starter who thrives in ambiguity and can create clarity from complexity
- Experience working cross-functionally and managing dotted-line reports
- Comfortable with periodic domestic travel
Nice-to-Haves
- Proven success in managing sports or lifestyle partnerships and demonstrating ROI
- Experience working within a global brand structure and adapting campaigns for local markets
- Familiarity with Canadian alcohol marketing regulations and compliance standards
- Prior experience in a matrixed organization or navigating complex stakeholder environments
CONTACT US
Follow us:
Instagram @ labattbreweries
LinkedIn @ Labatt Breweries of Canada
#CorpEngComm
About Labatt Breweries of Canada
Labatt Breweries of Canada is one of Canada’s most established businesses and its leading beverage company, with over 3,600 employees; an unmatched portfolio of more than 70 quality beer, ready-to-drink and non-alcoholic products; six key breweries; and four craft breweries from coast-to-coast. Our employees are the driving force behind our business – brewing the world’s most loved beverages, building iconic brands and creating meaningful experiences for Canadians. With over 176 years of brewing excellence, we are always looking to serve up new ways to meet life’s moments, dream big to move our industry forward and make a meaningful impact in our communities through a collective purpose of creating A Future with More Cheers.
At Labatt, it’s not about what you studied, or where you worked, it’s about what you can do. If you see yourself working for a company that allows you to excel at the pace of your talent, then a career at Labatt may be for you.
Want to learn more? Visit us at www.labatt.com
La Brasserie Labatt du Canada est l’une des entreprises les mieux établies du Canada et sa principale compagnie de production de boissons, avec plus de 3 600 employé·e·s, un portefeuille inégalé de plus de 70 bières de qualité, de produits prêts à boire et de produits non alcoolisés, six brasseries majeures et quatre brasseries artisanales d’un océan à l’autre. Notre personnel constitue la force motrice de notre entreprise, brassant les boissons les plus appréciées au monde, bâtissant des marques emblématiques et créant des expériences enrichissantes pour les Canadiens et les Canadiennes. Forts de 176 ans d’excellence brassicole, nous cherchons toujours à proposer de nouvelles façons de vivre les moments de la vie, à rêver grand pour faire progresser notre secteur et à avoir un impact significatif sur nos communautés grâce à notre objectif collectif de créer Un avenir plus prometteur.
Visitez-nous à l'adresse www.labatt.com.
Brand Manager, Michelob Ultra
About the role
Dreaming big is in our DNA. It’s who we are as a company. It’s our culture. It’s our heritage. And more than ever, it’s our future. A future where we’re always looking forward. Always serving up new ways to meet life’s moments. A future where we keep dreaming bigger. We look for people with passion, talent, and curiosity, and provide them with the teammates, resources and opportunities to unleash their full potential. The power we create together – when we combine your strengths with ours – is unstoppable. Are you ready to join a team that dreams as big as you do? Our Company At Labatt, we’re proud to be one of Canada’s most iconic brewers, with a legacy dating back over 175 years. Our portfolio includes some of the country’s most loved brands—Michelob Ultra, Budweiser, Bud Light, Corona, Stella Artois, and NÜTRL—spanning beer, seltzers, and beyond. We’re powered by a passionate team of over 3,600 employees across Canada who share a bold vision: to create a future with more cheers. We believe in dreaming big, acting with purpose, and unlocking the full potential of our people. When you bring your strengths to Labatt, you join a team that’s unstoppable. Ready to build what’s next?
About Michelob Ultra Michelob Ultra is Canada’s fastest-growing beer brand, brewed locally by Labatt. With just 90 calories and 3g of carbs per 355ml serving, it’s recognized for its superior light beer credentials and crisp, refreshing taste. The brand exists champions an active and social lifestyle—connecting with consumers who live life to the fullest. As a global brand, Michelob Ultra proudly partners with premier sports platforms including the NBA, PGA, and the upcoming FIFA World Cup 2026. Join us as we gear up for our biggest year yet—and help shape the future of a brand that’s just getting started.
- We want to learn more about you — optionally include a campaign that captured your boldest brand move and reflects your style, impact, or ingenuity.
The Role We’re looking for a strategic, driven, and creative Brand Manager to help lead Michelob Ultra’s next chapter in Canada. This is a high-impact role with ownership over national campaigns, global sports partnerships, and innovation launches. You’ll work cross-functionally and globally to bring bold ideas to life and drive sustained brand growth.
Key Responsibilities
- Lead Brand Growth: Deliver national volume and share targets through strategic planning and flawless execution of brand initiatives.
- FIFA World Cup Activation: Play a key role in activating Michelob Ultra’s global partnership with FIFA—both above and below the line—across Canada.
- Innovation Stewardship: Champion brand extensions that reinforce our leadership in the balanced choice segment.
- Global Platform Localization: Collaborate with Global and US teams to adapt campaigns for the Canadian market, ensuring legal compliance and cultural relevance.
- Agency & Stakeholder Management: Lead external partners (creative, PR, experiential) and internal teams (insights, trade, legal) to deliver integrated programs.
- Budget & Compliance: Own the marketing budget and ensure all programs meet regulatory and industry standards.
- Promotions & Communications: Develop and track national and regional promotions, influencer programs, and experiential activations.
Must-Haves
- University degree in Business, Communications or a related field
- 5+ years of brand marketing experience in CPG, beverage, alcohol, or high-growth consumer brands (e.g., tech, apparel)
- Strong analytical skills with experience using tools like PowerBI, Kantar, as well as P&L management
- Excellent communication and presentation skills, with the ability to sell ideas internally and externally
- Self-starter who thrives in ambiguity and can create clarity from complexity
- Experience working cross-functionally and managing dotted-line reports
- Comfortable with periodic domestic travel
Nice-to-Haves
- Proven success in managing sports or lifestyle partnerships and demonstrating ROI
- Experience working within a global brand structure and adapting campaigns for local markets
- Familiarity with Canadian alcohol marketing regulations and compliance standards
- Prior experience in a matrixed organization or navigating complex stakeholder environments
CONTACT US
Follow us:
Instagram @ labattbreweries
LinkedIn @ Labatt Breweries of Canada
#CorpEngComm
About Labatt Breweries of Canada
Labatt Breweries of Canada is one of Canada’s most established businesses and its leading beverage company, with over 3,600 employees; an unmatched portfolio of more than 70 quality beer, ready-to-drink and non-alcoholic products; six key breweries; and four craft breweries from coast-to-coast. Our employees are the driving force behind our business – brewing the world’s most loved beverages, building iconic brands and creating meaningful experiences for Canadians. With over 176 years of brewing excellence, we are always looking to serve up new ways to meet life’s moments, dream big to move our industry forward and make a meaningful impact in our communities through a collective purpose of creating A Future with More Cheers.
At Labatt, it’s not about what you studied, or where you worked, it’s about what you can do. If you see yourself working for a company that allows you to excel at the pace of your talent, then a career at Labatt may be for you.
Want to learn more? Visit us at www.labatt.com
La Brasserie Labatt du Canada est l’une des entreprises les mieux établies du Canada et sa principale compagnie de production de boissons, avec plus de 3 600 employé·e·s, un portefeuille inégalé de plus de 70 bières de qualité, de produits prêts à boire et de produits non alcoolisés, six brasseries majeures et quatre brasseries artisanales d’un océan à l’autre. Notre personnel constitue la force motrice de notre entreprise, brassant les boissons les plus appréciées au monde, bâtissant des marques emblématiques et créant des expériences enrichissantes pour les Canadiens et les Canadiennes. Forts de 176 ans d’excellence brassicole, nous cherchons toujours à proposer de nouvelles façons de vivre les moments de la vie, à rêver grand pour faire progresser notre secteur et à avoir un impact significatif sur nos communautés grâce à notre objectif collectif de créer Un avenir plus prometteur.
Visitez-nous à l'adresse www.labatt.com.