Director, Product Marketing

Come make your difference in communities across Canada, where authenticity, trust and making connections is valued – as we shape the future of Canadian retail, together. Our unique position as one of the country's largest employers, coupled with our commitment to positively impact the lives of all Canadians, provides our colleagues a range of opportunities and experiences to help Canadians Live Life Well®.

At Loblaw Companies Limited, we succeed through collaboration and commitment and set a high bar for ourselves and those around us. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong.

Loblaw Advance™ drives brands forward. We are unlocking Loblaw’s exclusive purchase pattern data, customer intelligence, and millions of daily connections with shoppers to drive growth for our business partners. Backed by both the country’s leading grocery and pharma retailer, and the nation’s leading loyalty program, PC Optimum™, we have a unique set of assets to help consumer brands reach customers and grow their retail business more effectively. Our dynamic team bridges loyalty, media, product, analytics, insights and strategy disciplines for integrated planning that empowers our own brands and those of our partners to reach Canadian customers at the right time, in the right way.

At Loblaw Advance™ we’re always innovating to stay on the leading edge of a fast-evolving industry. We seek great people who share our principles of authenticity, curiosity, trust, and collaboration. You will get to work with some of the best minds in the industry and have the support of in-house world-class technologies to create solutions our customers will love. We’re able to keep innovating because our colleagues are passionate about their work and excited about the future of retail and media. Come help shape this growing business with us!

The Impact You'll Make

We are seeking a strategic and customer-obsessed Director, Product Marketing to lead the commercialization and growth of media and advertising solutions at Loblaw Advance™. In this highly visible leadership role, you will connect customer needs, product strategy, and business objectives to bring innovative retail media solutions to market.

You will lead a high performing team responsible for product positioning, go-to-market strategy, sales enablement & product narratives, market & competitive insights, and product adoption. Working closely with Product Management, Sales, Sales Strategy, Analytics, Revenue Management, and Brand Marketing, you will help shape the future of the Loblaw Advance™ product portfolio and drive sustainable growth across our business.

What You'll Do

Lead Product Strategy & Commercialization

• Translate product vision, customer insights, and business priorities into clear go-to-market strategies and commercialization plans.
• Develop differentiated product positioning, messaging, and value propositions that resonate with advertisers, agencies, and strategic partners.
• Partner closely with Product Management to influence roadmap priorities through customer feedback, market intelligence, and competitive insights.

Own product market fit for the advertising product portfolio by defining target audiences, customer segments, value propositions, and growth opportunities informed by customer and market insights.

Drive Product Go-to-Market Excellence

• Lead end-to-end launch planning and execution for new products, capabilities, and enhancements.
• Build integrated go-to-market frameworks that align product, sales, account management, analytics, and marketing teams around shared objectives.
• Establish product adoption strategies that accelerate customer engagement, utilization, and revenue growth.
• Partner with Revenue Management to create pricing, packaging, and commercialization recommendations to maximize market opportunity and competitive advantage.

Build Best-in-Class Sales Enablement

• Create compelling product narratives, playbooks, presentations, and customer-facing materials that help commercial teams win and grow business.
• Partner with sales and sales strategy leadership to identify market opportunities and improve conversion rates across the pipeline.
• Deliver product training and enablement programs that increase seller confidence and effectiveness.
• Generate Market and Customer Insights
• Lead market research initiatives to understand customer needs, industry trends, and competitive dynamics.
• Monitor industry developments across retail media, advertising technology, measurement, and consumer behavior.
• Champion a customer-first mindset across the product organization.

Lead and Develop a High-Performing Team

• Build, mentor, and inspire a team of product marketers focused on excellence, innovation, and business impact.
• Foster strong cross-functional collaboration across all domain functions.Establish clear goals, operating rhythms, and performance measures that drive accountability and results.
• Create an environment that encourages strategic thinking, creativity, continuous learning, and leadership growth.

Measure & Optimize

• Define and track KPIs related to product adoption, revenue growth, pipeline contribution, customer engagement, and commercial performance.
• Evaluate launch effectiveness and go-to-market performance to identify opportunities for optimization.
• Use data, insights, and customer feedback to continuously improve product marketing effectiveness and business outcomes.

What You’ll Bring

• Proven track record as a strategic product marketing leader with experience building and scaling high-performing teams.
• 8–12+ years of progressive experience across product marketing, go-to-market strategy, commercialization, or related disciplines.
• Deep expertise in developing positioning, messaging, and growth strategies for complex products and solutions.
• Strong understanding of media, advertising technology, retail media, data, analytics, or consumer packaged goods industries.
• Exceptional storytelling and communication skills with the ability to simplify complex concepts into compelling customer value propositions.
• Experience influencing senior leaders and aligning cross-functional stakeholders around strategic priorities.
• Strong analytical and strategic thinking capabilities with a demonstrated ability to turn insights into action.
• Experience leading product launches, sales enablement programs, and adoption strategies at scale.
• Ability to balance long-term strategic planning with executional excellence in a fast‑paced environment.
• Experience with Salesforce, Coda, Jira, and product marketing tools is considered an asset.

Our commitment to Sustainability and Social Impact is an essential part of the way we do business, and we focus our attention on areas where we can have the greatest impact. Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community – and we are constantly looking for ways to demonstrate leadership in these important areas. Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer our colleagues progressive careers, comprehensive training, flexibility, and other competitive benefits – these are some of the many reasons why we are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.

We are looking for varied perspectives which include diverse experiences that we can add to our team.

We have a long-standing focus on diversity, equity and inclusion because we know it will make our company a better place to work and shop. We are committed to creating accessible environments for our colleagues, candidates and customers. Requests for accommodation due to a disability (which may be visible or invisible, temporary or permanent) can be made at any stage of application and employment. We encourage candidates to make their accommodation needs known so that we can provide equitable opportunities.

Please Note

Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.

Hiring Range / Échelle Salariale à L’embauche

$128,000.00 - $176,000.00 / 128.000,00$ - 176.000,00$ (per year / par an)

A candidate’s experience and knowledge as well as the geographical region in which the position is located may be factored into the pay a candidate receives for this position. This posting is for an existing vacancy. The Company uses artificial intelligence for the purpose of screening, assessing and/or selecting applicants for this position. / L’expérience et les connaissances d’un candidat ainsi que la région géographique dans laquelle le poste est situé peuvent être prises en compte dans la rémunération qu’un candidat reçoit pour ce poste. Cette offre d’emploi concerne un poste vacant existant. L’entreprise utilise l’intelligence artificielle dans le but de filtrer, d’évaluer et/ou de sélectionner les candidats à ce poste.

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