Manager, Data and Audience

Dreaming big is in our DNA. It's who we are as a company. It's our culture. It's our heritage. And more than ever, it's our future. A future where we're always looking forward. Always serving up new ways to meet life's moments. A future where we keep dreaming bigger. We look for people with passion, talent, and curiosity, and provide them with the teammates, resources and opportunities to unleash their full potential. The power we create together - when we combine your strengths with ours - is unstoppable. Are you ready to join a team that dreams as big as you do?

COMPANY:

Founded over 175 years ago, Labatt is one of Canada's founding businesses and its leading brewer. We are proud of our history and our heritage in Canada, and we remain committed to brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Labatt has created exciting experiences with consumers through iconic brands like Corona, Bud Light, Michelob Ultra, Budweiser, NÜTRL, Stella Artois and many more. Through our broad portfolio, we are truly a national brewer, with over 3,600 employees, a portfolio of more than 60 quality beers and beyond, and 10 breweries from coast-to-coast, we are proud to serve Canada and the communities we call home.

We are currently looking for a Manager, Data and Audience [Strategy] to join Labatt and work directly with our amazing brands. The successful candidate will be responsible for leading the strategy and execution of data and audience segmentation across the marketing organization.

Responsibilities

• Be the champion for all data and audience related matters (behaviours, trends, segmentation, enrichment, utilization and optimization)
• Strategize, create, manage/maintain audiences across the portfolio of brands using Labatt's CDP - you will be the owner of taking audiences from thought to powerpoint to reality
• Collaborate with internal and external team members to identify opportunities to use data (1st, 2nd, 3rd party) and qualified audiences across media channels, and applying learnings and optimizations
• Own creation of audiences in CDP for marketing activations (paid media, CRM)

• Participate in campaign brief process and provide brand teams and agencies with audiences strategy recommendations based on performance and identifying test opportunities
• Lead learning agenda processes internally with brand marketing teams, and externally with media and creative agency partners
• Responsible for executing measurement framework for learning agendas
• Supporting MarTech and media teams with data visualization for campaigns, and collaborate with media agency to recommend and implement media optimizations
• Support 2nd and 3rd party data partnerships through assessment, onboarding process, segmentation and activation of enriched audiences with learning agenda and measurement framework

Qualifications

• A Bachelor's degree or relevant education, preferably in business, marketing or statistics related field, with a sound understanding of audience & data segmentation.
• 4+ years' experience working with digital, media, consumer data and audiences
• Strong understanding of digital marketing channels and media planning and buying on digital platforms (Social, Google, Programmatic, etc.). Experience with performance media is a plus
• Strong analytical skills, ability to distill insights and propose relevant recommendations
• Hands-on experience with audience platforms such as CDP/DMP (e.g. Treasure Data, Salesforce Audience Studio)
• Knowledge on BI & Data Visualization tools (e.g. Datorama, Power BI) and programming/data science languages (SQL, R, Phyton) are a plus;
• The ideal candidate has:
  • Intense curiosity, passion for problem solving, and possesses a self-starter mindset
  • The ability to envision solutions, draw conclusions and deliver a concise data-driven story
  • Strong communication and interpersonal skills
  • Positive can-do and flexible attitude, and comfortable with ambiguity
  • Exceptional organizational, time management and project management skills required

WHY LABATT:
As one of Canada's Top 100 Employers, Labatt is a place where our people can bring out the best in themselves through a collective purpose of creating A Future With More Cheers. We are always looking to serve up new ways to meet life's moments, dream big to move our industry forward, and make a meaningful impact in our communities. We believe in brewing up a future that everyone can celebrate and share.

EQUAL OPPORTUNITY EMPLOYER
At Labatt Breweries of Canada, we are an equal opportunities employer and we are committed to maintaining a welcoming, safe, and inclusive environment for every person - regardless of age, race, ethnicity, nationality, sexual orientation, gender identity and expression, religion, neurodivergence, or disability status.

REQUIRE ADDITIONAL ASSISTANCE?
Labatt Breweries of Canada is committed to fair and equitable recruiting practices. Persons with disabilities are encouraged to come forward at any stage of the recruitment process to request accommodations, if needed. Members of our team will consult and create processes that provide individuals with disabilities the best possible recruitment experience.

Labatt Breweries will never ask you for money or reimbursement of training fees as part of our recruitment process. Any email communication you receive as part of the application or onboarding process will come from a [redacted] email address. If you have any questions or concerns, please email the recruitment team at [redacted]

CONTACT US
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LinkedIn @ Labatt Breweries of Canada

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