Director, Brand Strategy & Experience - Melanie Lyne

Director, Brand Strategy & Experience - Melanie Lyne

Job Description

Posted Friday, November 14, 2025 at 5:00 a.m.

Join our team to achieve your full career potential!

We are proactive, outside the box thinkers and doers who stop at nothing to make the iconic Laura and Melanie Lyne brands shine! Privately owned and based in Laval, Quebec, with a strong vision for innovation and optimizing the employee and client experiences, we continue to help generations of Canadian women to look and feel their best.

The Director, Brand Strategy & Experience will be the guardian and driver of the Melanie Lyne brand vision — ensuring that every touchpoint, from product to people to packaging, expresses who we are and where we’re going. This person acts as the connective tissue across departments, inspiring cross-functional alignment while pushing for innovation and relevance.

This is not a Creative Director role; it is about leadership of the brand idea and the discipline to keep the company telling one cohesive story across marketing, stores, and product.

As the company’s brand conscience, this leader ensures that every element — from campaigns and communications to store design and sales staff experience — consistently reflects a unified, emotionally resonant identity. The role focuses on cohesion, clarity, and cultural relevance, uniting Marketing, Merchandising, Store Design, Real Estate, Visual Presentation, Store Operations, and HR around one shared narrative.

How will you support the team?

Brand Vision & Strategy

• Collaborate with Marketing to co‑lead the development and evolution of the Melanie Lyne brand platform (purpose, promise, personality, and pillars).
• Work cross‑functionally to translate brand values into actionable direction for Marketing, Merchandising, and Store Operations teams.
• Partner with Store Design, Real Estate, and Visual Presentation to create brand filters — shared aesthetic and experiential principles that ensure all departments interpret and express the vision consistently.

Brand Storytelling & Marketing Partnership

• Partner closely with Marketing, PR, and Creative to co‑develop storytelling frameworks and brand guidelines that unify tone, visuals, and emotional expression across all channels.
• Ensure that all campaigns, content, and collaborations ladder back to the brand’s purpose and promise, reinforcing cohesion without restricting creativity.
• Support the Marketing team in defining how the brand shows up across digital, social, experiential, and in‑store channels.

Cross‑Functional Integration & Experience

• Partner with Store Operations to align associate experience and training with the brand’s tone and ethos.
• Collaborate with Merchandising to ensure product, pricing, and storytelling reflect the brand promise.
• Work with eCommerce, Procurement, Store Design, and Visual Presentation to ensure all brand touchpoints feel connected and intentional.

Brand Innovation & Measurement

• Collaborate with the VP of Marketing and cross‑functional teams to identify new opportunities that evolve the brand — through fresh storytelling, partnerships, experiences, or merchandise category extensions.
• Support the development of a Brand Health Scorecard to track awareness, perception, loyalty, and emotional connection, ensuring decisions are informed by both data and intuition.
• Translate insights into actionable recommendations that guide future campaigns, creative storytelling, and investment priorities.

The people who thrive with us have:

• 8–10 years in brand management, strategy, or integrated marketing within fashion or retail
• Strategic thinker with strong aesthetic judgment and cultural awareness
• Collaborative leader skilled at influencing cross‑functional teams without direct authority
• Exceptional communicator with proven impact and influence — able to inspire clarity, alignment, and enthusiasm across departments.

Laura Canada is a family‑owned retailer housing two iconic women’s fashion apparel brands, Laura and Melanie Lyne. Based in Laval, Quebec, we design, produce, market and sell our fashion collections across Canada.

We proudly employ over 2,000 dedicated team members and operate more than 140 retail store locations as well as operating laura.ca and melanielyne.com.

We attribute our success to the unwavering commitment of our teams to delivering outstanding customer experiences while embodying our shared values of integrity, respect, teamwork, performance, and passion.

At Laura Canada, we believe that delivering an outstanding customer experience is driven by our commitment to an outstanding employee experience.