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?

SALARY: Starting Salary Opportunity: $118,400+

-Actual base pay will depend and vary based on factors such as individual experience and skills of the applicant*.*

BONUS: Bonus at Target $41,440

-This role may also be eligible for discretionary long-term incentive awards.

-Variable Compensation opportunities are contingent on individual performance and overall business results, pursuant to the Bonus Plan; listed amount are targeted values and not guarantees.

VACANCY TYPE: This posting reflects a vacant position.

LOCATION: Toronto Office, 5 days/week in office

COMPANY:

Founded over 175 years ago, Labatt is one of Canada’s founding businesses and its leading brewer. We are proud of our history and our heritage in Canada, and we remain committed to brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Labatt has created exciting experiences with consumers through iconic brands like Budweiser, Bud Light, NÜTRL, Michelob Ultra, Corona, Stella Artois and many more. Through our broad portfolio, we are truly a national brewer, with over 3,600 employees, a portfolio of more than 60 quality beers and beyond, and 10 breweries from coast-to-coast, we are proud to serve Canada and the communities we call home.

ROLE SUMMARY:

The Senior Manager Media and Martech is a high-impact leader responsible for the holistic media strategy and investment approach across the Canadian portfolio, spanning Traditional, Digital, and Sponsorship media. Positioned as a strategic leader, this individual owns the planning process to drive commercial impact, aligning diverse media investments with top-line growth and bottom-line efficiency. You will steer the long-term roadmap for media innovation and serve as the primary advisor to Brand Directors, Senior Brand Managers, and Executive leadership on how an integrated media ecosystem acts as a catalyst for commercial and brand results.

JOB RESPONSIBILTIES:

Connections Strategy

• Architect the total portfolio media strategy, ensuring a seamless connection between traditional reach, digital precision, and mega platform affinity to deliver against enterprise-level business objectives and ROI targets.
• Serve as the strategic media consultant to Brand Directors and Marketing Leadership, providing high-level guidance on communication strategy, portfolio investment, trade-offs, and 3-year strategic planning.
• Act as a primary Canadian lead for Global media principles, adapting global frameworks to the unique nuances of the Canadian market while influencing global roadmaps with local insights.

Strategic Partnerships & Capabilities

• Lead high-value upfront, media partner, and agency negotiations, ensuring the organization realizes maximum value beyond simple CPM efficiencies.
• Lead c-suite level Joint Business Plans (JBPs) with titans like Google, Meta, and Amazon, focusing on first-to-market integrations and multi-year structural advantages rather than just tactical rotations.
• Identify “Future of Media” trends (e.g. AI driven optimizations, Cookieless targeting) and build the business cases required to pivot the organization’s capabilities.

Measurement & Reporting

• Move beyond campaign-level KPIs to own the narrative of Value – translating complex MMM (Marketing Mix Modeling) data into executive-level insights that dictate future investment allocations.
• Connect industry data with internal business performance to spot market patterns and predict competitor moves; translating these trends into clear “Year-to-Go” and “Full-Year” outlooks that guide the strategic roadmap for the portfolio.

Media Thought Leadership

• Serve as the media expert within the Marketing Team, challenging brand teams to elevate their creative-media integration and consumer journey mapping.
• Build the media education roadmap for the broader marketing organization; upskilling brand teams on modern media literacy, performance marketing, and the integration of traditional and digital channels to drive better business outcomes.

Budget Management

• Oversee the multi-million dollar portfolio budget with a focus on agility – reallocating funds between brands and quarters to maximize total business results.
• Standardize governance frameworks across the agency and internal teams to ensure 100% compliance, transparency, and cost guarantee delivery in media buying.

Agency Management

• Set the annual “North Star” for our agency partners. Your goal is to move them from agency partner to business owner, while coaching them on our ways of working and making decisions.
• Work closely with the agency to ensure all plans and presentations tell a strong, clear story. You will act as a coach to help the agency and internal teams constantly improve their presentation skills.
• Lead and grow a high-performing team (Managers, Assistant Manager, and extended agency team). You are responsible for building a culture of collaboration, curiosity, creativity, and data-driven decision-making, ensuring the team has a clear path for professional growth.

JOB QUALIFICATIONS:

• A University Degree in Marketing, Media, Business or related field
• Minimum 10 years experience in media on the agency or client side; related packaged goods, beverage goods, or beverage alcohol experience preferred but not required.
• Must have experience planning and activating consumer facing marketing campaigns.
• Must have a strong technical knowledge of digital media and digital advertising strategy.
• Deep understanding of media landscape and able to stay up to speed with the platform changes.
• Ability to build insightful and impactful plans to address brand opportunities in all channels.
• Ability to drive change and innovation on brand initiatives to ensure it drives the business toward growth while maximizing effectiveness and efficiency.
• Strong analytical skills, experience with Marketing Mix Model is preferred, and strong problem solving skill.
• Must bring a focused, detailed and disciplined approach to project management and budget management.
• Must be a team player with a strong ability for stakeholder management.
• Excellent communication, presentation, and negotiation skills.
• Ability to prioritize and manage a wide range of projects.
• Must be curious, ambitious, and hungry for constant growth.

WHY LABATT:
As one of Canada’s Top 100 Employers, Labatt is a place where our people can bring out the best in themselves through a collective purpose of creating A Future With More Cheers. 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. We believe in brewing up a future that everyone can celebrate and share.

BENEFITS*:*

• Health benefits plan, including competitive coverage for medical, dental, mental health, life, and disability insurance, that can be flexed to fit your needs.

• Additional flex credits for healthcare or wellness spending accounts

• Retirement plan with a generous company-matching contribution, and low-fee RRSP & TFSA savings opportunities to help you secure your financial future.

• Personalized support through an inclusive family-forming benefit, and generous financial support/top-ups for parental leave

• Access to many wellbeing resources, including Employee & Family Assistance Program support, Webinars, and more.

• An annual allotment of Beer and Beyond-Beer products for employees!

EQUAL OPPORTUNITY EMPLOYER :

At Labatt Breweries of Canada, we are an equal opportunities employer, and we are committed to maintaining a welcoming, safe, and inclusive environment for every person – regardless of age, race, ethnicity, nationality, sexual orientation, gender identity and expression, religion, neurodivergence, or disability status.

REQUIRE ADDITIONAL ASSISTANCE?

Labatt Breweries of Canada is committed to fair and equitable recruiting practices. Persons with disabilities are encouraged to come forward at any stage of the recruitment process to request accommodations, if needed. Members of our team will consult and create processes that provide individuals with disabilities the best possible recruitment experience.

Labatt Breweries will never ask you for money or reimbursement of training fees as part of our recruitment process. Any email communication you receive as part of the application or onboarding process will come from a @Labatt.com email address. If you have any questions or concerns, please email the recruitment team at

recruitment@labatt.com

AI DISCLOSURE:

We may use artificial intelligence tools to assist with scheduling interviews and managing screening times. We do not use AI to evaluate applicants or make decisions during the interview process. All candidate assessments and hiring decisions are made by our recruitment and leadership teams.

CONTACT US

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