The Opportunity :
The Director, Brand Development is responsible for revitalizing, growing, and evolving the company’s portfolio of iconic brands, including Maple Leaf, Prime, Natural Selections, Schneiders, Fantino & Mondello, Mina, Greenfield Natural Meat Co. and others. This role drives demand creation and long-term brand strategies, transforming profitable but labouring brands into vibrant, innovative market leaders. The Director leads the strategic development of all brand growth initiatives and works closely with cross-functional partners to deliver integrated, impactful campaigns that engage consumers and retailers alike. This role also manages a high-performing team of Brand Managers and Associates, as well as a network of external agency strategic and creative partners, ensuring seamless collaboration and alignment. The Director will unlock growth through consumer-first strategies, balancing heritage and innovation to build relevance in changing markets and unlock sustainable profitability.
Any MLF team member interested in being considered for this role are encouraged to apply online by
- Applications received beyond that date are not guaranteed consideration.
Core Accountabilities
Brand Strategy Development & Execution : Develop and own brand growth strategies via demand spaces, balancing legacy equity with new innovation to drive relevance and market shareDemand Creation & Campaign Leadership : Lead the design and execution of multi-channel campaigns that generate consumer excitement, increase trial, and foster brand loyaltyAgency Management & Ecosystem Collaboration : Manage relationships with integrated agencies, driving creative, media, and strategic partners toward impactful outcomesRetail & Foodservice Integration : Collaborate with sales and trade marketing teams to ensure brand programs resonate with retail and foodservice partners and are executed flawlesslyTeam Leadership & Development : Lead and develop a team of Managers and Associates, fostering a high-performance culture built on collaboration, accountability, and learningPerformance Metrics & Reporting : Track and report on key brand health metrics, campaign performance, and P&L impact, ensuring continuous improvement and alignment with business objectivesSustainability & Purpose Integration : Ensure each brand strategy aligns with the company’s sustainability agenda, embedding purpose into brand storytelling and innovationCritical Interaction
Marketing & Innovation Teams : Collaborate to align on brand growth strategies and product innovation initiativesSales & Shopper Marketing Teams : Partner to develop programs that resonate with retail and foodservice partners and maximize execution in marketAgency & Creative Partners : Manage relationships with external agencies to deliver integrated campaigns aligned with brand strategies.Success Measure
Brand Health & Market Share : Improvement in Net Promoter Score (NPS), brand relevance, and market share across the portfolio.Revenue & Profitability Growth : Achievement of revenue growth targets and improved brand profitability through strategic investmentsCampaign Performance & ROI : Strong performance of integrated marketing campaigns, with clear ROI and alignment to business objectives.Skills & Capabilities
Strategic Leadership & VisionDemand Creation ExpertiseAgency Management & CollaborationInnovation & Market Trend AnalysisMedia AcumenKey Experience
Brand OwnershipAgency Experience or ManagementDigital ProficiencyNegotiationPeople LeadershipCreative ChopsCommercial and Enterprising MindsetWhat 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.A hybrid work model that embraces remote work for eligible roles, helping team members achieve work-life balance—combining the best of both spending time working remotely, benefitting from focus time, and purposeful collaboration in the office setting.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.