Director B2C, Product Planning

Company Overview

Brother is a leading provider of home and office equipment, sewing and crafting products, and industrial solutions. With a legacy spanning over 115 years, our brand is renowned for producing award‑winning printers, sewing machines, P‑touch labelers, and more. Brother Canada was established in 1960, marking over 65 years of operations. Brother Canada is headquartered in Dollard‑des‑Ormeaux, Quebec and is a wholly owned subsidiary of Brother International Corporation (BIC), based in the United States. BIC is in itself a subsidiary of Brother Industries Limited (BIL), which was founded in 1908 in Nagoya, Japan and operates in more than 30 countries worldwide.

Why Work at Brother?

At Brother Canada, we’re more than a team; we’re a community guided by our culture drivers of Accountability, Authenticity, Excellence, and Boldness. We foster collaboration, growth, and work‑life balance through flexible hours, hybrid work options, wellness subsidies, learning and development, recognition programs, and employee discounts. With roots in Montreal since 1960, we embrace continuous improvement and a culture of “Challenging Spirit,” offering stability while delivering a superior customer experience.

Role Overview

The Director, B2C Product Planning is a strategic business leader accountable for delivering sales, profitability, and sustainable growth across assigned product categories. Reporting to the Senior Director, Product Planning, this role owns decision‑making across the 3 Ps – Product, Pricing, and Placement – while influencing inventory strategy, sales deductions, and Go‑To‑Market (GTM) execution. The Director ensures category strategies align with corporate objectives by translating strategic direction into actionable GTM plans, driving both long‑term growth initiatives and day‑to‑day operational excellence. Through rigorous performance measurement and cross‑functional collaboration with Sales and Marketing, this leader identifies growth opportunities, mitigates barriers, and optimizes category performance across channels.

In addition to strategic ownership, the Director leads, coaches, and develops the Product Planning team, fostering a culture of accountability, ownership, and continuous improvement. This role builds strong stakeholder partnerships to enable transparent, candid dialogue and accelerate results, while championing change management and process enhancements that strengthen execution.

Duties & Responsibilities

Strategic Leadership & Business Ownership

• Own corporate strategic objectives and translate them into clear, actionable plans, defining deliverables, execution methods, and accountability to ensure measurable results. Own category P&L performance, driving revenue, unit, and margin achievement in line with growth targets.
• Deliver the BMG sales plan by overseeing category direction, ensuring planning and execution of 4P activities and alignment to growth objectives, using market and business insights to shape both short‑ and long‑term growth initiatives for each category.
• Lead end‑to‑end GTM strategy across the product lifecycle, aligning Sales, Marketing, Digital, CX, and Operations to ensure successful launches, sustained performance, and effective end‑of‑life management.
• Proactively communicate performance and progress through structured forums and dashboards. Confidently lead milestone discussions at both strategic and detailed levels, while planning and overseeing the annual budget and providing data‑driven recommendations to Senior Management.

Decision Making

• Provide strategic direction on sales forecasting and inventory allocation, holding teams accountable to plans that align with financial targets.
• Oversee end‑to‑end category strategy across assortment, pricing, promotions, positioning, placement, and distribution.
• Own Promotional Expense by establishing the overall promo strategy and through the reconciliation and forecasting process.
• Influence decisions on Sales Deductions, Inventory Strategies, and promotional investment to ensure sustainable profitability.

Leadership, People Development & Cross‑Functional Influence

• Manage and develop Product Managers and Senior Product Managers; foster a high‑performance, accountable team environment.
• Model and strengthen culture drivers: Accountability, Boldness, Authenticity, Excellence.
• Influence peers, Directors, and Senior Managers across functions to align strategies and drive initiatives.

Operational & Analytical Excellence

• Develop and implement a systematic approach to managing the team, category and objective performance by leveraging corporate CI Management Practices such as activity management, resource allocation and KPI tracking.
• Analyze category performance, market trends, competitive landscape, and customer insights to develop data‑driven recommendations.
• Champion continuous improvement, process optimization, and cross‑functional alignment.

Communication & Executive Engagement

• Communicate strategy, risks, performance insights, and recommendations clearly and effectively to senior leadership.
• Be the voice of Product in every room: Represent Product Planning in cross‑functional leadership forums and decision‑making bodies.

Key Competencies & Culture Alignment

• Grounded in Brother’s Strategic Culture Drivers (Accountability, Boldness, Authenticity, Excellence). Thrives in a culture of Challenging Spirit – welcomes giving feedback, receiving feedback, being curious, challenging assumptions, pushing boundaries of development.
• Accountability – owns decisions and outcomes; builds trust through reliability.
• Boldness – challenges norms, pushes innovative solutions, and makes sound decisions in ambiguity.
• Authenticity – models transparent communication and cross‑functional collaboration.
• Excellence – delivers high‑quality execution and drives continuous improvement.

Experience & Qualifications

• Bachelor’s degree in Business, Commerce, Engineering, or related field.
• 10+ years of Product/Category Management or Product Marketing experience.
• 10+ years of People‑Leadership experience managing Product teams.
• Experience in consumer electronics, distribution, or retail channels – Preferred.
• Experience in e‑commerce, CI, or project management – Preferred.
• Proven ability to develop and execute strategy, influence across functions, and manage complex projects.
• Strong analytical, financial, and commercial acumen; able to interpret data and forecast outcomes.
• Exceptional communication and influencing skills across levels.
• Travel required (10‑15% of the time).
• Proficient in both written and verbal French and English communication.

Additional Details for This Role

Hybrid Work Setting – The flexibility to work remotely or in the office enhances work‑life balance and strengthens our sense of Brother Community and Team Spirit. #LI-Hybrid #atyourside

Our Benefits

We believe benefits should empower you to thrive at work and beyond. Our health and wellness benefits go beyond the basics, with medical, dental, vision, mental health support, financial advisors, and fitness programs to keep your mind and body in top shape. We’re big believers in recharging your batteries, with flexible vacation, personal days, summer hours, and a company‑wide holiday shutdown so you can enjoy real downtime. Our retirement plan helps your savings grow faster with matching contributions and extra perks like a TFSA and mortgage benefits. And because growth fuels success, we invest in you with development programs, from LinkedIn Learning and Brother curated learnings to tuition reimbursement and personalized development plans. But it’s not all work, we love to celebrate! From BBQs to gala nights and our STAR recognition program, your wins get noticed and rewarded. At Brother Canada, we are truly At Your Side, supporting your success every step of the way.

Our Mission, Vision & Culture

Our mission is to live our “at your side” promise to simplify and enrich the lives of our customers, employees, and communities. We aim to be where people and technology meet, providing products and solutions that enhance how people live, work, and create. We look to our strategic culture drivers – accountability, authenticity, boldness, and excellence – to enable us to consistently deliver on our vision, mission, and shared values. These drivers help us shape a culture that empowers the business to succeed.

About Where We Work

Brother Canada’s head office and distribution centre in Montreal’s West Island is at the heart of our operations, housing teams in Marketing, Sales, Customer Experience, HR, IT, Finance, Supply Chain, and more. Our sales office in Mississauga, Ontario, and distribution centre in Richmond, British Columbia, support our coast‑to‑coast operations. We collaborate across Canada and Brother Americas – always At Your Side.

Equal Opportunity Employer (EOE) Statement

At Brother Canada, we strive to provide an environment where everyone feels valued by respecting individual differences and welcoming diverse life and work styles. We are an equal opportunity employer and do not discriminate or make employment decisions on the basis of race, colour, religion, sex, disability, or any other protected characteristic.