Director, Omni-channel Marketing (North America)

Director, Omni-channel Marketing (North America) - Maple Leaf Foods Inc Location: Mississauga, Ontario, Canada Employment Type: Full-time The Opportunity As one of Canada's few CPG headquarters, Maple Leaf Foods offers distinctive marketing advantages. This role leads North American omni-channel strategy with the latitude to design growth strategy, mobilize cross-functional leaders, and build executive teams. The position owns profitable growth strategies grounded in a sound understanding of the 3Cs (Consumer/Customer, Competitors, Company) and the 4Ps. You'll partner with Category, Revenue Growth Management, and Brand experts across US and Canada markets. You are accountable for accelerating revenue and profit through the complete path-to-purchase across physical retail and digital commerce. The role translates brand strategy into measurable conversion across search, shelf, PDP, promotions, cart, checkout, and repeat purchases. Key Responsibilities Omnichannel Strategy & Planning - Lead North American omnichannel marketing function. - Develop teams delivering industry-leading programs across in-store and digital channels. - Own US and Canada retail marketing strategy execution. - Build annual omnichannel plans by brand, category, and customer. - Define activation architecture balancing hero moments and foundational fundamentals. Digital Commerce & eRetail Excellence - Own the digital shelf: product descriptions, imagery, claims, nutrition information, FAQs, comparison content. - Lead search and browse optimization including onsite search and keyword strategy. - Drive ratings and reviews strategy partnering with Communications, Legal, and Consumer Engagement. - Build scalable playbooks for retailers and platforms. Retailer Media & Performance Activation - Lead retailer media strategy with objectives, targeting, measurement, and testing roadmaps. - Orchestrate closed-loop plans connecting media investment to commercial outcomes. - Track ROI/ROAS, profit-aware attributed sales, new-to-brand sales, share, household penetration, and incrementality. - Ensure creative content fits across sponsored products, display, video, shoppable, and offsite formats. In-store Shopper Marketing - Own shopper platforms: POS, merchandising, displays, promotional storytelling, seasonal programs. - Integrate in-store activation with digital and retail media channels. - Coordinate QR codes, app offers, loyalty ecosystems, and click-and-collect moments. Measurement, Insights & Optimization - Establish omnichannel scorecards and operating rhythms. - Track share of search, PDP conversion, ROI/ROAS, incrementality, distribution, promo effectiveness, repeat, and cost reduction. - Deliver single source of truth for performance reporting with Finance, Sales, and Category teams. Leadership & Organizational Impact - Lead and develop high-performing omnichannel teams across US and Canada. - Set clear priorities and raise performance standards. - Serve as unifying leader across Brand, Sales, Category, Finance, and agencies. Required Qualifications - Strong shopper marketing foundation with modern eCommerce and retailer media capabilities. - Proven ability to design strategy and lead change grounded in 3Cs and 4Ps frameworks. - High-impact people leadership experience. - Commercial fluency with data, dashboards, testing, and trade-offs. - Exceptional written and verbal communication with senior stakeholder influence. - Canadian shopper/retail environment experience. - Experience with AI-enabled tools. What Maple Leaf Foods Offers - Competitive health and wellness benefits starting first day. - Defined Contribution Pension Plan with company matching. - Learning and development including workshops, speaker series, and skill development resources. - Comprehensive tuition reimbursement. - Two paid volunteer days annually. About Maple Leaf Foods Operating 100+ years, the company produces protein under brands including Maple Leaf, Schneiders, and Greenfield Natural Meat Co. Carbon neutral with approximately 10,000 team members and 20+ locations across Canada plus US and Mexico facilities.