Senior Brand Manager, North America

Crofters is growing and we are seeking an energetic, reliable & flexible team player to join our Team. Here’s your chance to join a highly skilled team of professionals at one of North America’s pioneering brands in the organic food movement! Crofters Food Ltd, known in the grocery aisles as Crofters Organic Fruit Spreads, is the leading manufacturer of organic jams, jellies and fruit spreads in North America. Headquartered in picturesque Parry Sound, Ontario, about two hours north of Toronto, we manufacture a vast array of fruit-based spreads sold in stores across Canada, the United States, and select international markets. From the way we source our fruit, to the way we carefully manufacture our products using forward-thinking sustainable processing techniques, to our innovative, health-conscious formulations, every aspect of our operations receives the care and attention they deserve. A small but mighty team, join us as we look to aggressively scale our business on our mission to become one of the leading organic food brands in North America.

The Senior Brand Manager, North America is responsible for leading the Crofter’s brand across Canada and the United States. This leader will own brand strategy, the innovation pipeline, and the plans that grow awareness, trial and household penetration, working closely with Sales, Finance, Operations, Quality Assurance and Supply Chain. This role is critical to delivering the company OGSM: building the brand foundations in FY27, then scaling what works over the next 3–5 years.

This position will report to the VP, Brand Strategy & Innovation. This is a remote role, with one in-office day per month in Seguin, ON.

Key Responsibilities:

Brand Strategy & Marketing Responsibilities:

• Own brand strategy and positioning for Crofter’s across Canada and the US, delivering against the Category-Leading Brand pillar of the company OGSM.
• Lock and steward one Healthy + Delicious brand proposition and the brand’s signature assets across every consumer and customer touchpoint.
• Build and run integrated marketing plans that grow prompted awareness, trial and household penetration.
• Lead test-and-learn media with clear success criteria, then scale the plays that deliver.
• Own the brand scorecard and report results to the VP, Brand Strategy & Innovation and the ELT each quarter.
• Partner with Finance to connect marketing investment to revenue, gross profit and marketing ROI.
• Manage agency partners for creative, media and consumer research.
• Help shape the 3–5 year brand and innovation plan, starting in H2 FY27.

Innovation Responsibilities:

• Lead the innovation pipeline from idea to launch through the company stage-gate process.
• Build business cases, volume forecasts and launch plans, and lead post-launch reviews against the accretion hurdle.
• Drive price-pack architecture, including new pack and entry price point tests.
• Build the FY28+ innovation pipeline with R&D, Operations, Procurement and Finance.
• Use consumer insight and syndicated data (Circana/Nielsen, SPINS, Numerator, brand tracking) to find and size growth opportunities.

Commercial & Cross-Functional Collaboration:

• Partner with Sales on shared velocity and distribution targets, aligned to the AOP.
• Build retailer stories and category insights that win shelf space, displays and sampling.
• Shift trade investment from price discounts toward programs that drive trial and repeat, such as displays and sampling.
• Partner with Operations and Quality Assurance to protect product quality, and bring consumer complaints and ratings and reviews into product decisions.
• Work with Supply Chain and S&OP to plan forecasts and inventory for launches, displays and sampling.
• Other duties as assigned.

Qualifications:

• 7+ years of CPG brand management experience, food or beverage preferred.
• A track record of building brands in both Canada and the US, across grocery, mass, club and natural channels.
• Hands-on innovation experience, taking products through stage-gate to launch and measuring the results.
• Experience growing awareness and penetration for a challenger or better-for-you brand.
• Strong financial skills: P&L ownership, business cases and marketing ROI.
• Fluency with Circana/Nielsen, SPINS, Numerator and brand tracking data, and the ability to turn data into clear decisions.
• Experience working with Sales on retailer plans, trade investment and in-store programs.
• A builder’s mindset: creates processes and scorecards, not just runs them.
• Strong cross-functional leadership and communication skills.
• Bachelor’s degree in business, marketing or a related field.

Assets:

• Experience in spreads, breakfast or other centre-store categories.
• Organic or low-sugar brand experience, including claims and labelling in Canada and the US.
• Retail media experience (Walmart Connect, Instacart, Loblaw Advance).
• Experience in a growing, mid-sized company.
• MBA.