About Us!

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 pursues our goal of creating 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.

Position Summary:

Bimbo Canada is seeking a Senior Manager, Media & Partnerships to set the strategic direction and lead execution across paid media, sponsorships/partnerships (e.g., sports, entertainment, cause, and customer/retail media), and influencer/creator programs. This leader will own our media investment strategy and governance, partner with brand, shopper, eCommerce, and agency teams to build full‑funnel, data‑driven plans, and negotiate and activate high‑impact partnerships that drive brand growth, penetration, and ROI. The role combines, people leadership (2 direct reports), strategic planning, hands‑on orchestration, and measurement/optimization—including modern capabilities like retail media networks, first‑party data activation, and test‑and‑learn learning agendas—to deliver both brand and commercial outcomes.

Key Responsibilities & Accountabilities:

Media Strategy & Investment Leadership

• Set the annual and campaign-level media strategy across platforms and formats, anchored in consumer insight, business objectives, and brand positioning.
• Lead media governance—define principles, audience strategy, platform best practices, and brand-safety/privacy guidelines.
• Own budget management and pacing across brands; oversee approvals, accruals, invoice accuracy, and reallocation to maximize ROI.

Sponsorships & Strategic Partnerships

• Build and manage a portfolio of sponsorships and partnerships (e.g., sports, music, cultural, community, cause,etc. ), including opportunity assessment, contract negotiation, benefit delivery, and year-end impact reviews.
• Drive co-branded activations with partners and customers (e.g., retail media tie-ins, in-store/omni programs), integrating content, experiential, and commerce to deliver measurable brand and sales impact.

Retail Media & eCommerce Acceleration

• Lead the retail media agenda with major partners (e.g., Loblaw, Walmart, Amazon, Instacart), aligning with shopper/eCommerce teams on investment plans, audience strategy, and optimization to deliver share, penetration, and ROAS targets.

Data, Measurement & Learning

• Leverage and optimize measurement frameworks with learning agendas, in-campaign reporting, and post-mortems.
• Partner with analytics/insights to leverage first-party, second-party, and syndicated data, and collaborate with agency and platform teams to build/activate audiences via CDP/DSPs.

Agency & Vendor Management

• Lead day-to-day media agency relationship(s), performance expectations, and escalation.
• Manage key platform and publisher partnerships; stay current on channel innovations and platform policy changes.

Cross-Functional Leadership & Ways of Working

• Work closely with Brand, Shopper/Trade, eCommerce/Omni, Insights, Finance, and Legal to connect media and partnership plans to commercial priorities.
• Build repeatable playbooks for audience activation, measurement, and partner selection; champion test-and-learn culture across brands.

Governance & Stewardship

• Ensure policy compliance (brand safety, data privacy), responsible marketing standards, and responsible investment stewardship across media and sponsorships.

Qualifications & Experience:

• 8+ years of progressive experience in media strategy/investment and/or sponsorships/partnerships, ideally within CPG or similarly scaled consumer brands; agency and client-side mix is an asset.
• Proven track record leading media planning & buying with external agencies across full-funnel channels, including social/video, programmatic, search, and OOH/experiential.
• Hands-on experience negotiating and optimizing sponsorships/partnerships, managing benefits, and delivering partner P&Ls and post-program impact assessments.
• Deep familiarity with retail media networks (e.g., Loblaw, Walmart, Amazon, Instacart) and omnichannel activation.
• Strong data & analytics fluency
• Demonstrated budget ownership and financial stewardship across multi-million-dollar investments.
• Exceptional influence and communication skills with senior leaders; ability to craft compelling narratives and sell in strategies and partnerships.
• Bachelor’s degree in Marketing, Business, Communications, or related; advanced degree an asset.
• Bilingual (English/French) an asset given locations in ON/QC; ability to travel as needed for partner and agency engagements.

Growth Opportunities: Bimbo Canada is committed to your personal and professional growth. We offer training, development, and advancement opportunities within our organization, both within Canada and Internationally.

Innovation : Be part of a company that constantly innovates in the food industry. Your work will contribute to creating delicious products loved by millions.

Our Values:

• We value the person
• We are one community
• We get results
• We compete and win
• We are sharp operators
• We act with integrity
• We transcend and endure

We are incredibly proud to announce that Bimbo Canada won an award naming us to have one of the Most Admired Corporate Cultures!! This tremendous honour recognizes our commitment to creating an outstanding workplace for our associates.

If you are ready to join a company that values its associates and makes delicious moments every day, apply today!!

Your journey with Bimbo Canada starts here.

We thank all interested applicants, but only those selected will be contacted. Please note all offers of employment at Bimbo Canada (Formerly Canada Bread Company Limited) are conditional upon the successful completion of a pre-hire background check.

Please note all offers of employment at Bimbo Canada are conditional on the successful completion of appropriate background checks (including but not limited to criminal history, reference, credit and/or physical demands checks) as appropriate for the role and as permitted by law.

Bimbo Canada is an equal opportunity employer that is dedicated to building a diverse workplace that promotes diversity, equity and belonging in the workplace, and encourages applications from qualified people of all genders, visible minorities, aboriginal peoples and persons with disabilities. We welcome applications from all interested individuals; however, only those candidates selected for an interview will be contacted.

Job seekers with disabilities who require accommodation during the recruitment process, or would like more details about accessibility, should contact Bimbo Canada Accessibility at CB_Accessibility@grupobimbo.com.