Director, Omni-channel Marketing (North America)

The Opportunity:

As one of the only CPG companies headquartered in Canada, Maple Leaf Foods offers a rare marketing career advantage: the chance to shape strategy at the centre, not execute from a satellite office. This role is our North American Omni-channel leader, a visible, high-impact mandate with the latitude to design growth strategy, mobilize cross-functional leaders, and build a team of world-class executors.

You will own the development and execution of profitable growth strategies grounded in a sound understanding of the 3Cs (Consumer/Customer, Competitors, Company) and the 4Ps (Product, Price, Promotion, Placement). You’ll partner closely with experts in Category, Revenue Growth Management, and Brand to lead our growth agenda across the US and Canada.

Accountable for accelerating incremental revenue and profit growth across the US and Canada by owning the end-to-end path-to-purchase growth engine across physical retail and digital commerce. You will translate brand strategy into measurable conversion in the moments that matter: search, shelf, PDP, promo, cart, checkout, and repeat. This role evolves shopper marketing into a unified omnichannel capability that connects brand building, performance, and retail execution to deliver sustainable, profitable growth.

Omnichannel transformation—on both the consumer and retailer side—is driving the need for this role: Shopping decisions increasingly happen before the store (search, social, retailer apps, ratings & reviews, “what’s on deal,” subscriptions/auto-refill) and will increasingly be influenced by algorithms and agents, not only traditional marketing levers. Retailers are now media networks. Winning requires best-in-class content, data, and always-on optimization, not just flyers and displays. Legacy shopper models are often campaign-based and in-store centric. Omnichannel requires full-funnel, continuous, measurable work that delivers ROI—beyond the store. Both still matter at Maple Leaf.

Any MLF team member interested in being considered for this role are encouraged to apply online by March 09. Applications received beyond that date are not guaranteed consideration.

Reason for vacancy: Existing Headcount

Snapshot of a Day-in-the-Life:

1) Omnichannel Strategy & Planning (North American leadership)

• Lead and develop the Omnichannel Marketing team to deliver industry-leading programs across in-store and digital channels, spanning grocery and mass formats, ensuring every major brand initiative is translated into a cohesive retail conversion plan across physical and digital touchpoints
• Own execution of the US and Canada retail marketing strategy, partnering with Brand, Category, Sales/Customer teams, and external partners to deliver insight-driven programs aligned to consumer and customer strategies, with clear activation blueprints by retailer and channel
• Build annual omnichannel plans by brand/category/customer, including channel roles, consumer missions, and conversion barriers
• Define the activation architecture—hero moments + always-on fundamentals—ensuring cohesive execution without losing brand clarity

2) Digital Commerce & eRetail Excellence

• Own the digital shelf: PDP quality, content compliance, imagery, claims, nutrition, FAQs, and comparison content
• Lead search and browse optimization: onsite search, category taxonomy alignment, and keyword strategy (where permitted)
• Drive ratings and reviews strategy (sampling, advocacy, and issue management) in partnership with Communications, Legal, and Consumer Engagement
• Build scalable playbooks for pure-play and omni-channel retailers and platforms

3) Retailer Media & Performance Activation

• Lead retailer media strategy: objectives, targeting approach, measurement, and test-and-learn roadmap
• Orchestrate closed-loop plans tying media investment to commercial outcomes, including ROI/ROAS, profit-aware attributed sales, new-to-brand sales, share, household penetration, and incrementality (where possible)
• Ensure creative and content are fit-for-format across sponsored products, display, video, shoppable, and offsite

4) In-store Shopper Marketing (Integrated with digital)

• Own shopper platforms: POS, merchandising, displays, promo storytelling, and seasonal programs. Integrate in-store activation with digital and retail media channels: QR where useful, app offers, loyalty ecosystems, and click-and-collect moments

5) Measurement, Insights & Optimization

• Establish the omnichannel scorecard and operating rhythm, tracking share of search, PDP conversion, ROI/ROAS, incrementality, distribution, promo effectiveness, repeat, and reduction of non-working cost/waste/fees. Deliver a single source of truth for performance reporting and post-mortems in partnership with Finance, Sales, and Category, turning learning into action and raising the return on omnichannel investment

6) Leadership & Organizational Impact

• Lead and develop a high-performing Omnichannel Marketing team across the US and Canada, setting clear priorities, raising the performance bar, and building deep functional expertise in digital shelf, retail media, and integrated shopper activation
• Serve as a unifying leader across Brand, Sales, Category, Finance, and agency partners, aligning diverse stakeholders around shared growth objectives, simplifying complexity, and fostering a culture of accountability, experimentation, and data-driven decision-making
• Coach and develop talent, creating clear growth paths and succession depth within the omnichannel function

What You’ll Bring:

• Strong foundation in shopper marketing, with modern capability in eCommerce, retailer media, quick commerce, and effective use of AI-enabled tools
• Proven ability to design strategy (not just execute) and lead change—grounded in the 3Cs and 4Ps—and translate it into retailer-ready activation
• High-impact people leader with experience building, inspiring, and developing world-class executors across disciplines
• Commercially fluent: comfortable with data, dashboards, testing, and trade-offs; able to connect decisions to incremental revenue and profit
• Exceptional communicator (written and verbal) with the ability to influence and align senior stakeholders
• Experience operating across Canadian shopper/retail environments (USA experience is an additional asset)
• Highly organized, able to manage multiple priorities and thrive in a fast-paced environment
• Strong craft and conversion instincts; able to make a message sell in each environment, digital and physical

What We Offer at Maple Leaf Foods:

• Being part of a high-performance, people-focused company that has an inspiring and unique vision to become the most sustainable protein company on earth, and a deep commitment to sustainable protein across North America.
• An inclusive company culture and a work environment that keeps our people safe, rewards excellence, and empowers everyone to learn and contribute their best.
• Competitive Health and Wellness benefits that offer flexibility to meet your individual or family needs, including programs focused on improving mental health and wellbeing. These benefits start on your first day of employment.
• Defined Contribution Pension Plan with company matching that starts on your first day of employment.
• Learning and development opportunities, including workshops, ‘speaker series’ events, and resources that allow you to develop your skills and progress your career.
• Comprehensive tuition reimbursement program that supports continuous learning and development of our team members through investment in eligible degrees, diplomas, professional certification, or trades programs.
• Supporting our deep commitment to community impact, we offer up to two paid days annually to volunteer at a cause of your choice.