Director, Marketing
Apply NowCompany: SNDL, Inc.
Location: Edmonton, AB T5A 0A1
Description:
Work Location
Edmonton Office
JOB DESCRIPTION: Director, Marketing - Liquor Retail
About SNDL
SNDL is a public company whose shares are traded on the Nasdaq under the symbol "SNDL."SNDL is the largest private-sector liquor and cannabis retailer in Canada with retail banners that include Ace Liquor, Wine and Beyond, Liquor Depot, Value Buds, Spiritleaf, and Firesale Cannabis. SNDL is a licensed cannabis producer and one of the largest vertically integrated cannabis companies in Canada specializing in low-cost biomass sourcing, indoor cultivation, product innovation, low-cost manufacturing facilities, and a cannabis brand portfolio that includes Top Leaf, Contraband, Palmetto, Bon Jak, Versus, Value Buds, and Vacay. SNDL's investment portfolio seeks to deploy strategic capital through direct and indirect investments and partnerships throughout the North American cannabis industry.
Job Overview
Reporting to the President, Liquor Retail, the Director, Marketing, Liquor Retail, is a strategic partner who oversees the development and execution of the brand and marketing plans for SNDL inc. liquor banners - Wine & Beyond, Liquor Depot, Ace Discount Liquors - to ensure the business exceeds its goals of building awareness and increasing store visits, while attracting new customers. The ideal candidate will lead the development and implementation of long-term & short-term brand marketing strategies, to enhance our competitive advantages, improve our brand health and help to drive the achievement of profitable sales targets and share gains. The appropriate candidate is a well-rounded marketing professional with experience working in retail and within highly regulated industries and is comfortable working within a cross functional team and organization.
The Director, Marketing will oversee a team dedicated to driving brand salience of SNDL liquor banners, building and executing tactics to drive foot traffic, and create memorable and engaging shopper marketing programs. The Director will work closely with cross-functional peers to develop campaigns, merchandising materials and tools to educate and engage consumers and drive category growth through our brand portfolio.
The ideal candidate should have an extensive Marketing background, preferably with CPG or retail experience, and be able to lead a variety of Marketing projects end-to-end, including advertising campaigns, brand development, digital marketing channels and in-store retail experiences. The ideal candidate will also need to have strong understanding around retail marketing, new product introductions with an emphasis on branding and execution.
Role and responsibilities include, but are not limited to:
Experience and Qualifications:
As a valued member of the SNDL team, you will enjoy:
Edmonton Office
JOB DESCRIPTION: Director, Marketing - Liquor Retail
About SNDL
SNDL is a public company whose shares are traded on the Nasdaq under the symbol "SNDL."SNDL is the largest private-sector liquor and cannabis retailer in Canada with retail banners that include Ace Liquor, Wine and Beyond, Liquor Depot, Value Buds, Spiritleaf, and Firesale Cannabis. SNDL is a licensed cannabis producer and one of the largest vertically integrated cannabis companies in Canada specializing in low-cost biomass sourcing, indoor cultivation, product innovation, low-cost manufacturing facilities, and a cannabis brand portfolio that includes Top Leaf, Contraband, Palmetto, Bon Jak, Versus, Value Buds, and Vacay. SNDL's investment portfolio seeks to deploy strategic capital through direct and indirect investments and partnerships throughout the North American cannabis industry.
Job Overview
Reporting to the President, Liquor Retail, the Director, Marketing, Liquor Retail, is a strategic partner who oversees the development and execution of the brand and marketing plans for SNDL inc. liquor banners - Wine & Beyond, Liquor Depot, Ace Discount Liquors - to ensure the business exceeds its goals of building awareness and increasing store visits, while attracting new customers. The ideal candidate will lead the development and implementation of long-term & short-term brand marketing strategies, to enhance our competitive advantages, improve our brand health and help to drive the achievement of profitable sales targets and share gains. The appropriate candidate is a well-rounded marketing professional with experience working in retail and within highly regulated industries and is comfortable working within a cross functional team and organization.
The Director, Marketing will oversee a team dedicated to driving brand salience of SNDL liquor banners, building and executing tactics to drive foot traffic, and create memorable and engaging shopper marketing programs. The Director will work closely with cross-functional peers to develop campaigns, merchandising materials and tools to educate and engage consumers and drive category growth through our brand portfolio.
The ideal candidate should have an extensive Marketing background, preferably with CPG or retail experience, and be able to lead a variety of Marketing projects end-to-end, including advertising campaigns, brand development, digital marketing channels and in-store retail experiences. The ideal candidate will also need to have strong understanding around retail marketing, new product introductions with an emphasis on branding and execution.
Role and responsibilities include, but are not limited to:
- Lead Brand Strategy
- Creation and management of guardrails & standards, mindful of synergies and future planning requirements. Key champion of all activities within Marketing for the division
- Develop and manage SNDL's liquor retail marketing budget
- Develop and execute plans to achieve SNDL's liquor retail business goals (revenue, share, and profit)
- Lead development, alignment, and execution of annual consumer activity calendar for liquor division
- Develop and implement a merchandising strategy that supports new marketing and business development initiatives for the portfolio
- Strong understanding of paid media around Traditional and Digital channels
- Shopper understanding - understands shopper behavior and insights that be leveraged to convert casual shoppers into loyal advocates
- Monitor and measure program execution and effectiveness; provide post-mortem analysis and recommendations on programs to internal and external stakeholders
- Collaborates with the Category Management team, Regional Managers, and Beverage Partners, to create strong promotional activity that will help increase footfallUnderstand and comply with regulatory mandates for the liquor industry
- Guide the development of direct reports, including direction on primary projects, continuous feedback and career guidance
- Occasional travel to our retail stores will be required
Experience and Qualifications:
- 10+ Years of experience in CPG or retail marketing
- Extensive knowledge of CPG or retail best practices. Preference for food & beverage, wellness and beauty and/or health and nutrition sectors.
- A strong understanding of Digital Marketing, CRM and E-Commerce
- Strong communication and motivational skills
- Strong leadership skills
- High level of literacy and capability with digital and traditional marketing
- Bachelor's Degree in Commerce, Communications or Marketing. MBA is a plus.
- Demonstrable experience in multi-channel CPG marketing and team building.
- Proven experience in identifying target audiences and creatively devising and implementing multi-channel marketing campaigns that inspire, educate, convert and nurture consumers.
- Comfortable working with numbers and making sense of metrics and data.
- Strategic mindset with the ability to make difficult decisions.
- Humility and open leadership style that allows space for others to bring their skills to bear.
- All successful candidates are required to pass background checks
As a valued member of the SNDL team, you will enjoy:
- Competitive total compensation and incentives
- A top-notch extended benefits package including medical, vision and dental
- An entrepreneurial and innovative environment that fosters growth and continuous learning