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?

SALARY: Starting Salary Opportunity: $96,000+

Actual base pay will depend and vary based on factors such as individual experience and skills of the applicant.

BONUS: Bonus at Target $24,000

This role may also be eligible for discretionary long-term incentive awards.

Variable Compensation opportunities are contingent on individual performance and overall business results, pursuant to the Bonus Plan; listed amount are targeted values and not guarantees

VACANCY TYPE: This posting reflects a vacant position.

LOCATION: Toronto Office, 5 days/week in office.

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 Budweiser, Bud Light, NÜTRL, Michelob Ultra, Corona, 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.

ROLE SUMMARY:

The Media Manager will lead the end-to-end execution and performance of media strategy across Labatt’s brand portfolio, owning agency output, campaign delivery, and investment effectiveness. Acting as the day-to-day lead across agency and internal teams, this role ensure high-quality plans, strong in-market performance, and clear alignment across stakeholders, translating strategy into execution that drive measurable business impact.

JOB RESPONSIBILITIES:

Connections Strategy

Lead the media agency in developing annual Connections strategies and campaign-level media plans across all brands in Canada, incorporating scenario planning and optimization to deliver against business objectives and ROI targets.
Parter with global teams and agency to apply and refine media principles across brand, acting as the internal media expert and advisor to brand teams on ongoing communications and in-market planning.
Own end-to-end budget management across annual planning for the portfolio, including allocation, phasing, forecasting, and alignment to business and ROI objectives.

Digital Media Capabilities and Partnership

Manage Joint Business Plan with key digital partners (Meta, Google, TikTok, Netflix, Spotify), driving learning agendas, planning alignment, innovation pilots, and measurement to deliver performance and business outcomes.
Identify, evaluate, and recommend new platforms, partners, and innovations, leading pilot programs to test, learn, and scale opportunities that improve media effectiveness.
Lead platform partnerships to unlock best practices, betas, and emerging capabilities, while holding partners accountable to performance benchmarks and agreed deliverables to maximize value and competitive advantage across investments.

Measurement & Reporting

Demonstrate a strong understanding of media metrics and their business implications, establishing benchmarks and KPIs to guide performance.
Own the delivery of campaign results, leading in-flight optimization to ensure performance against targets.
Translate campaign performance into clear, actionable recommendations across channels, formats, creative, and audience strategies, optimizing across full-funnel objectives (reach, engagement, conversion).
Partner with global measurement teams to execute ROI measurement and reporting, synthesizing insights and translating them into actionable optimizations.
Lead monthly performance reviews analyzing Labatt and competitive media spend to identify trends, opportunities, and areas of improvement.

Media Thought Leadership

Act as the internal media expert, guiding best practices across traditional and digital channels to deliver strong foundational execution, while driving continuous testing and learning to improve planning and performance.
Support the development of media capability across the marketing team by sharing learnings, best practices, and practice tools in partnership with ABI Global, agency and partners.
Challenge teams and agency partners to think creatively and push beyond standard approaches, leveraging data, formats, and partnerships to drive innovation and effective media solutions.

Budget Management

Own full accountability for the media budget across the portfolio, including allocation, phasing, forecasting, and actualization.
Lead detailed budget tracking and reconciliation monthly, ensuring accuracy and alignment to plan, with support from the Assistant Media Manager.
Oversee agency delivery against cost benchmarks (CPM), ensuring adherence to contractual guarantees and identifying opportunities for efficiency.

Agency Management

Lead day-to-day media agency relationship, owning planning output, execution quality, and performance delivery across the portfolio.
Hold agency partners accountable to agreed service levels, cost benchmarks, and performance standards, driving continuous improvement.
Partner with agency leadership to maintain appropriate team structure, staffing, and operating models to support portfolio needs.
Oversee campaign briefing, execution, pacing, and performance reporting, ensuring clarity and alignment with internal stakeholders.
Drive clear communication across marketing teams and business leaders, translating objectives into actionable media direction and ensuring alignment throughout campaign delivery.

JOB QUALIFICATIONS:

A University Degree in Marketing, Media, Business or related field
Minimum 6-8 years experience in media on the agency or client side; related packaged goods, beverage goods, or beverage alcohol experience preferred but not required.
Must have experience planning and activating consumer facing marketing campaigns.
Must have a strong technical knowledge of digital media and digital advertising strategy.
Deep understanding of media landscape and able to stay up to speed with the platform changes.
Ability to build insightful and impactful plans to address brand opportunities in all channels.
Ability to drive change and innovation on brand initiatives to ensure it drives the business toward growth while maximizing effectiveness and efficiency.
Strong analytical skills, experience with Marketing Mix Model is preferred, and strong problem solving skill.
Must bring a focused, detailed and disciplined approach to project management and budget management.
Must be a team player with a strong ability for stakeholder management.
Excellent communication, presentation, and negotiation skills.
Ability to prioritize and manage a wide range of projects.
Must be curious, ambitious, and hungry for constant growth.

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.  

BENEFITS: 

Health benefits plan, including competitive coverage for medical, dental, mental health, life, and disability insurance, that can be flexed to fit your needs.

Additional flex credits for healthcare or wellness spending accounts

Retirement plan with a generous company-matching contribution, and low-fee RRSP & TFSA savings opportunities to help you secure your financial future.

Personalized support through an inclusive family-forming benefit, and generous financial support/top-ups for parental leave

Access to many wellbeing resources, including Employee & Family Assistance Program support, Webinars, and more.

An annual allotment of Beer and Beyond-Beer products for employees!

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 @Labatt.com email address. If you have any questions or concerns, please email the recruitment team at recruitment@labatt.com

AI DISCLOSURE:

We may use artificial intelligence tools to assist with scheduling interviews and managing screening times. We do not use AI to evaluate applicants or make decisions during the interview process. All candidate assessments and hiring decisions are made by our recruitment and leadership teams.

Follow us: 

Instagram @ labattbreweries 

LinkedIn @ Labatt Breweries of Canada

Media Manager

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