PB Careers: Sobeys: Marketing Manager, Private Label

PB Careers: Sobeys: Marketing Manager, Private Label

Location: Mississauga, ON, CA
Company: Sobeys
Requisition ID:  50860
Career Group:  Corporate Careers
Job Category:  Marketing
Travel Requirements:  0 – 10%
Country: Canada (CA)
Province: Ontario (CA-ON)
City: Mississauga
Location: Tahoe
Postal Code:

A proudly Canadian retail company, Sobeys began in 1907 as a small meat delivery business in Stellarton, Nova Scotia. Today, Sobeys Inc. serves the food shopping needs of Canadians with approximately 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton’s Drug Stores as well as in-store pharmacies, liquor and more than 350 retail fuel locations.

Together with our 125,000 employees and franchise affiliates and a collective passion for delivering exceptional food and shopping experiences, Sobeys’ purpose is to improve the lives of Canadians by helping them Eat Better, Feel Better and Do Better.

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

Job Description
Marketing Initiatives

  • Develop brand strategy and architecture, role of each private label brand within banners and categories, marketing plan, and execution for Private Label Brands
  • Create and maintain brand expression and standards for Private Label Brands
  • Accountable to lead and develop innovative promotional and marketing plans to build brand awareness and loyalty to support sales objectives
  • Develops and executes go-to-market strategies for private label brands
  • Track and report the ROI of marketing initiatives
  • Develop private label sales plans and integrate into marketing calendars
  • Ensure marketing elements are developed to support existing and new programs and sales calendar
  • Responsible for the annual Marketing business plan for private label
  • Accountable to lead and develop innovative promotional and marketing plans that support private label; creative concept development, in-store & out of store channel selection, creative briefs and/or creative dockets, and stakeholder briefs; Include Digital Marketing emphasis in execution

Program Development and Innovation

  • Research industry trends / information / competitor and market information
  • Establish marketing standards and guidelines including level of private label representation within banner marketing plans
  • Develop, plan and execute innovative marketing programs to meet financial performance targets
  • Partner with Customer Insights team to inform marketing plans
  • Measure and monitor performance as required

Promotional Planning

  • Partner with merchandising to develop promotional activity and plans that align with banners brand strategies

Budgeting / Financial Planning

  • Provide information and guidance for marketing budgeting and forecasting
  • Analyze financial reports for department

Job Requirements

  • Aptitude for understanding new technologies
  • Excellent written and verbal communication skills
  • Highly creative and innovative abilities
  • Strategic and tactical orientation
  • Complete retail operational/merchandising requirements
  • Undergraduate degree in Marketing
  • 5+  years of retail marketing/promotions experience
  • 3+ years of management level experience (or 3 to 5 years experience within a senior merchandising role within or outside Sobeys)
  • Intermediate to advanced proficiency in Microsoft Office Suite
  • Working knowledge of SAP preferred

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.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.