Job Title: Senior Brand Manager – Becel

Location: Canada (Hybrid – 2-3 days a week on-site at our downtown Toronto Office)

Reporting to: Head of Marketing - Canada

Compensation: 140-150K plus Bonus

About Flora Food Group

Flora Food Group makes Culinary Essentials for Better Food, creating everyday ingredients that help consumers and professionals prepare delicious, nutritious meals. Operating in over 100 countries, the company's portfolio spans spreads, butters and blends, creams, sauces, cheeses, and culinary liquids, with iconic brands including Flora, Becel/ProActiv, Country Crock, I Can't Believe It's Not Butter!, Rama, and Violife, alongside a growing professional foodservice business. With more than 150 years of expertise in oils and fats, Flora Food Group combines flavor, functionality, and nutrition, supported by a world-class Food Centre, over 170 food scientists, and 25 dedicated chefs. The company is driven by a passionate global team committed to performance, care, sustainability, and a genuine love of food.

Becel, one of oue flagship brands in Canada, is the leading heart-health spread, trusted by generations and supported by strong nutritional science and healthcare partnerships.

The Role

The Senior Brand Manager, Becel will own the end‑to‑end brand strategy and performance for Becel in the Canadian market. This role is accountable for driving sustainable growth through strong brand equity, innovation, consumer‑led marketing, and flawless execution across the marketing mix.

You will act as the brand general manager, partnering closely with cross‑functional teams (Sales, Insights, R&D, Finance, Supply Chain, and Global Marketing) to deliver against commercial, brand, and purpose objectives.

Key Responsibilities

Brand Strategy & Performance

• Own the long‑term brand strategy and annual brand plans for Becel, aligned with global brand direction and local market needs

• Lead P&L input, volume forecasting, and brand investment decisions in partnership with Finance and Sales

• Track and optimize brand performance through KPIs including penetration, equity, market share, and ROI

Consumer & Market Leadership

• Be the consumer advocate, leveraging insights, trends, and data to identify growth opportunities

• Translate insights into compelling positioning, communication strategies, and innovations

• Monitor competitive and category dynamics to proactively adapt plans

Marketing & Communications

• Lead integrated marketing campaigns (ATL, BTL, digital, social, in‑store, PR) from briefing through execution and evaluation

• Partner with agencies to deliver best‑in‑class creative that builds relevance and distinctiveness

• Ensure consistency and excellence across all consumer touchpoints

Innovation & Portfolio Management

• Lead the innovation agenda, including renovations, NPD, and pack/format changes

• Work closely with R&D, Supply Chain, and Global teams to deliver launches on time and on budget

• Manage portfolio complexity to maximize growth and profitability

Cross‑Functional Leadership

• Act as a key commercial partner to the Sales team, supporting customer strategies and activation

• Influence without authority across functions and geographies

• Coach and develop junior brand or marketing team members as applicable

Experience & Skills

• 7–10+ years of brand or marketing experience in CPG/FMCG, ideally within food or health‑focused categories

• Strong track record of brand building, integrated communications, and innovation delivery

• Solid understanding of P&L management and commercial drivers

• Experience working in matrixed, international organizations

Capabilities

• Strategic thinker with strong analytical and insight‑driven decision‑making skills

• Creative marketer with a passion for consumers and storytelling

• Confident stakeholder manager who can influence across functions

• Hands‑on leader who balances big‑picture thinking with executional excellence

Why Join Us

• Lead one of Canada's most trusted and purpose‑driven brands

• Shape the future of plant‑based, heart‑healthy eating

• Work in a collaborative, values‑driven culture with global exposure

• Competitive compensation, benefits, and flexibility

What's next

If this position sounds interesting, please hit the apply button now!

We understand your resume might not be up to date and recommend that you apply with what you have or your LinkedIn Profile. Flora Food Group is dedicated to building an inclusive and diverse workplace, we understand that you might not meet all the requirements stated in the description, but we encourage you to apply anyway. You might be the right candidate for this role or other roles.

Flora Food Group is an employer committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based only on values, qualifications, performance, skills, behaviours, experience, and knowledge. We ensure job advertisements are free from unintentional bias.

No personal characteristics should be a barrier to joining Flora Food Group. We prohibit discrimination and harassment based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or other personal characteristics.