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Manager, Brand Strategy & Planning, Discount

Requisition ID:  168879 

Career Group:  Corporate Office Careers 

Job Category:  Discount Marketing 

Travel Requirements:  0 - 10%

Job Type:  Full-Time


Country: Canada (CA) 

Province: Ontario  

City: Mississauga

Location: Tahoe Office 

Postal Code: L4W 0C7 


Our family of 134,000 employees and franchise affiliates share a collective passion for delivering exceptional shopping experiences and amazing food to all our customers. Our mission is to nurture the things that make life better – great experiences, families, communities, and our employees. We are a family nurturing families.  


A proudly Canadian company, we started in a small town in Nova Scotia but we are now in communities of all sizes across this great country. With over 1500 stores in all 10 provinces, you may know us as Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, Lawton’s Drug Stores or another of our great banners but we are all one extended family. 


All career opportunities will be open a minimum of 5 business days from the date of posting.


The Manager, Marketing Discount, will actively contribute to the Brand Marketing team and act as a champion of the FreshCo and Chalo FreshCo Brands.

Job Description

  • Develop, plan, and execute for Discount, the marketing campaigns (national, Ontario and West), both in-store and out of stores with a robust emphasis on digital and social marketing.
  • Develop, plan and execute for Discount, local marketing strategies and activities to support the franchisees, including defense plans.
  • Develop, plan and execute for Discount, multicultural marketing strategies and activities both in-store and out of stores assuring it is strategically aligned with the brand promise.
  • Maintain brand expression and standards for discount brands.
  • Develop creative marketing briefs and responsible for sharing with internal teams and agencies.
  • Oversee program integration across channels, negotiating activities between departments and execution for print, social and digital.
  • Oversight of campaign and advertising production for Discount brand campaigns; including flyer, POS and digital materials; Photo Studio, Digital Asset Management and Creative Services project intake and scheduling; premedia activities relating to training and financial tracking; Omni-channel distribution optimization.
  • Responsible for budget management and reporting for your own marketing program.
  • Contribute in managing coordinator role including selection, orientation, ongoing training and development and performance management
  • Report and develop post-mortems incorporating and actioning insights from the Digital team, Consumer Insights team, Competitive review, Industry trends, etc. 
  • Responsible for assisting with the development and the execution of the long term strategic plans for the Discount Brands.
  • Understanding of Multicultural Marketing (South Asian, East Asian, Middle Eastern, Filipino, Caribbean)
  • Contribution to the achievement of marketing programs  objectives including

              Program awareness

              Customer perception scores

              Customer engagement scores

  • Brand health/NPS
  • Sales
  • Program marketing development 
  • On budget and on time delivery of marketing plans and campaigns
  • Production of marketing materials within established standards and guidelines
  • Precision and accuracy 
  • Reporting and presentations
  • Contribution to annual planning
  • Builing and maintenance of great relationships with team members, peers and external partners
  • Bring programs to life at store level

Job Requirements

  • 7-10 years marketing expertise from within the industry preferred
  • Brand marketing and retail experience preferred
  • Strategic thinker with the ability to sell ideas internally throughout the organization as well as externally with third parties. 
  • Proven track record of collaborative leadership
  • Proven track record of managing diverse projects and working teams to reach goals and timelines
  • Curious, creative, passion for food and solution oriented
  • Experience in Multicultural Marketing is an asset

Sobeys is committed to accommodating applicants with disabilities throughout the hiring process and will work with applicants requesting accommodation at any stage of this process.



While all responses are appreciated only those being considered for interviews will be acknowledged.


We appreciate the interest from the Staffing industry however respectfully request no calls or unsolicited resumes from Agencies.