About Peter Mielzynski Agencies LTD “PMA” and the Mission
PMA Canada’s Mission is to become Canada’s Best Premium Beverage Alcohol Growth Partner. We strive to be recognized as ‘Agents for Growth’ focused on three core areas of People, Partnerships and Performance. We represent an enviable portfolio of leading premium spirits, wines and beer brands. We are a privately held company founded in 1979 by Peter Mielzynski Sr., and to this day, we pride ourselves on building brands and providing Service Excellence for our Suppliers, Customers & Consumers.
Company Values
Be Proud
We are proud of our brands, our heritage, and our commitment to service excellence in everything we do.
Be Responsible
We are responsible and accountable for our work as individuals and collectively as one team. We collaborate across all aspects of our business.
Be Entrepreneurial
We foster a forward thinking and innovative culture that recognizes the need for innovation and continuous improvement.
Be Professional
We value integrity, transparency, delivering on our commitments and having constructive debate within a team working culture.
Be Sustainable
We always do the right thing for our business, for each other and our community.
Embrace Difference
We embrace our differences and work together to make us stronger.
Think Long Term
We understand our actions today need to drive long-term success and this gives us a competitive advantage.
About the Brand Manager Role
The brand manager role is a role that delivers both the short-term and long-term objectives for the brand portfolio. Responsible for developing and delivering the annual brand plan in line with the Global Brand Team strategic imperatives. Fostering relationships with the Global Brand Team (GBT), key external agencies and internal stakeholders (Trade Marketing and Sales). Collaborate with key internal and external stakeholders in the overall brand business management and development and execution of ATL & BTL budgets and plans to achieve brand objectives. Consistently demonstrate expertise in marketing/brand management disciplines. The role delivers superior brand performance by enabling saliency and advocacy and developing full-funnel marketing and sales initiatives. Delivering ATL and BTL initiatives that recruit new and lapsed consumers working in conjunction with the PMA Marketing and Shopper / Trade Marketing team, Agencies, the PMA Sales Force and Customers (Retail, On-Premise outlets & chains). Supported by excellence in budget management, project management and cross-functional networking. Be an expert in marketing/brand management and delivers consumer centric brand plans backed by insights and research.
Key Deliverables
- Deliver Commercial Results: Strong commercial acumen to deliver on Brand Depletions (Sales), Market Share & Brand ROI (at the level of Can $ income less A&P), Budget Management etc...
- Brand Owner Engagement: Proactively engages the Brand Owner team and Director, Brand Development to align on annual Brand Plans and Activations within brand guidelines.
- Create and deliver activity plans from aligned consumer strategies and insights and provide direction, tools and materials for activation.
- Deliver clear brand communication & activation strategies that drive brand growth, image & equity.
- Engage with supplier to deliver and manage innovation pipeline and launch plans for Canada.
- Ensure effective management of assigned budgets, collaborating with Trade Development Team/Regional Sales. Deliver the brand / portfolio brand plan and activities on budget.
- Conduct measurement and evaluation of Above the Line (A.T.L.) and Below the Line (B.T.L) campaigns.
- Be the direct point of contact for assigned brand owners / suppliers/ 3rd parties and foster strong relationships
- Deliver monthly/quarterly reporting, performance tracking, A&P reconciliation for assigned brands
- Drive and measure brand performance in conjunction with supplier KPIs
- Lead and manage a diverse network of agencies, while ensuring alignment to brand strategies and business objectives
- Responsible for maintaining consistency of brand messaging and presentation
- Collaborate with internal stakeholders to deliver brand plan initiatives and execution
- Coach, motivate and develop Brand Ambassadors & Promotion Co-coordinators as applicable
- Manage Brand Ambassador to ensure optimal consumer engagement, trade partner education, execution of sampling programs, and relationship building that builds brand awareness for Retail and On-Premise accounts
- Other duties as assigned
Core Competencies
- Results Orientation: Hold an External Lens | Outcome NOT Activity Focused | Measure Results | Deliver Targets
- Strategic Awareness: Big Picture View | Balance Near & Long Term | Lateral Thinking | Link Activity to Imperatives
- Consumer Centricity: Target Consumer Understanding | Insight Application Overcome Consideration Barriers
- Commercial Acumen: Versed in MES | Understand BTL Levers | Effective Product Launches | Overcome Conversion Barriers
- Interpersonal Effectiveness: Effective Timely & Relevant 2 Way Communication | Persuasive | Stakeholder Engagement
- Judgment & Decision Making: Growth Mindset | Take Intelligent Risks | Learn from Outcomes | Risk Mitigation Actions
Qualifications
- Post-secondary, college degree preferably with sales or marketing emphasis.
- Minimum 4 Years’ Experience in Consumer Brand Management
- Previous Canadian CPG Industry Experience
- Strong knowledge and understanding of Marketing Disciplines and their respective Intended Impact on Consumer Behaviour & Attitudes
- Advanced knowledge of Canadian Advertising Regulations & Standards
- Agency Partner Management Principles
- Computer Literacy: Microsoft Office Software (Excel, Power Point, Word, Outlook)
- Strong verbal and written communication skills.
- Results oriented.
- Canadian Beverage Alcohol Industry knowledge and experience
- Category Knowledge: Working Knowledge & Understanding of Rival Brands (Product Variants & Marketing Activations)
- Passionate and keenly interested in the beverage alcohol industry.
- Spirit knowledge – History, Distillation & Production, Brand Heritages
- Aware of personal impact and takes genuine interest in their professional development and contribution to PMA operational effectiveness and culture.
Physical Demands
- Position is mostly sedentary and requires use of computer.
- Some travel may be required.
- Some evening work may be required
Compensation
$85,000 - $100,000 annually
15% bonus eligibility
Group RRSP Program
Competitive Benefits
PMA Canada is committed to providing equal opportunity and accessibility in its recruitment process. If you are selected for further consideration and require accommodation to participate in this recruitment process, please advise your Talent Acquisition Representative.
Skills Required
- Post-secondary college degree (preferably with sales or marketing emphasis).
- Minimum 4 years' experience in consumer brand management.
- Previous Canadian CPG industry experience.
- Advanced knowledge of Canadian advertising regulations and standards.
- Agency partner management principles and experience managing agencies.
- Computer literacy: Microsoft Office (Excel, PowerPoint, Word, Outlook).
- Strong verbal and written communication skills.
- Results oriented with commercial acumen (deliver depletions, market share, ROI, budget management).
- Canadian beverage alcohol industry knowledge and experience.
- Category knowledge: working understanding of rival brands, product variants and marketing activations.
- Spirit knowledge: history, distillation, production, and brand heritages.
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What We Do
PMA Canada is a leading Canadian national agency specializing in the sales, marketing, and distribution of premium spirits and wine brands. Established in 1979, the company represents world-class brands and employs a national team of over 170 people to build brand presence across Canada. They focus on long-term growth through dedicated supplier partnerships and expert distribution in the wine and spirits industry.
