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Sr. Director, Marketing North America

Canada Goose inc.

This is a Full-time position in Toronto, ON posted October 26, 2017.

Position Overview:

Reporting to the Chief Marketing Officer, the Sr. Director- Marketing, North America will be responsible for leading the Canada Goose Global omni-channel strategy to the American and Canadian marketplace. The Director will be responsible for the creation of a North American marketing strategy and detailed activation plan ensuring relevance and localisation on a “market by market” basis. In-line with Global direction they will drive, inspire and innovate the North American business.

Key Responsibilities:

  • Develop specific strategic marketing plans for each North American focus market
  • Partner with wholesale businesses to guide the strategic direction and execution of marketing partnerships within our wholesale accounts
  • Lead the Canada Goose owned-retail marketing strategies to provide our guests with stories and experiences that enhance the Canada Goose brand
  • Drive an integrated multi-channel approach to include advertising, media, digital, social, guerilla, CRM, PR, Retail Marketing and Research     
  • Work alongside the North American teams as a trusted partner to deliver upon the agreed cross functional business objectives
  • Oversee agencies including the PR network ensuring strategic alliance and tight relationships whilst sustaining maximum return 
  • Be brand guardian for Canada Goose towards the North American business working with Canada Goose marketing teams to drive consistent and relevant messaging
  • Effectively manage relationships and work collaboratively with marketing agencies, (e.g. PR agencies, consulting firms, production houses, research companies, etc.) to achieve the marketing objectives
  • Provide project briefs to agencies with clearly defined objectives, scope of work, budgets and timelines
  • Oversee the project development process; provides timely and constructive feedback to agencies
  • Demonstrate strong creative thinking, a disciplined approach, and great intuition in identifying and selecting the best option or approach recommended by agencies
  • Gather, assess and analyze data to identify the relevant market developments, consumer insights and competitive trends; provide logical conclusions to support operational and strategic decision-making
  • Develop and promote branding initiatives consistent with corporate business goals and objectives
  • Build industry relationships and draw on external best in class to inspire internal improvement   
  • Develop annual marketing plans within budget requirements. Identify priorities and makes commitment to execute the marketing plans effectively
  • Develop annual marketing programs and tactics that support the brand strategy and overall marketing objectives
  • Prepare and deliver reports on the status of all marketing programs and initiatives to CMO
  • Engage, inspire and educate regards the nuances and insights of the local markets  
  • Communicate and negotiate with promotional partners as needed for joint marketing activities
  • Proactively work cross-functionally to provide any marketing related support and recommendations; build credibility as the marketing specialist

Experience, Education, and Designations:

  • 10 years + of direct work experience in a marketing management capacity
  • University degree in Business, Communications or Marketing required; MBA considered an asset
  • Experience in a field such as fashion, outdoor apparel, or retail is considered a strong asset

Knowledge, Skills and Attributes

  • A working and strategic understanding of communications both on and off line, including public relations
  • Excellent understanding and working knowledge of brand building and brand management
  • Demonstrates a solid understanding and ability to apply marketing terminology, tools, tactics, principles and practices, as relevant to the successful delivery of his/her role
  • Demonstrates a wide range of marketing skills, including planning and implementation, research and analysis, product launch, public relations, advertising, sponsorships, product placements, partnerships, event planning, digital strategy and execution, marketing material production (POP, POS), etc.
  • Exhibits the ability to apply appropriate analysis to draw meaningful insights and conclusions
  • Highly effective project management, prioritization, multi-tasking, and time management skills to meet deadlines
  • Proven team player who is both flexible and adaptable
  • Continuous Learner who works diligently to improve his her marketing knowledge on an on-going basis
  • A well-defined sense of diplomacy, including solid negotiation, conflict resolution, and people management skills
  • Regularly provides others with helpful guidance, advice, and tips on their performance and professional development
  • Inspires others to perform by setting a good example for hard work and a willingness to go the extra mile to meet objectives
  • Regularly shares positive yet realistic feedback with others, genuinely cares about their growth and improvement
  • Provides constructive feedback to reinforce strengths and identify areas for improvement

We truly thank all applicants for their interest in joining the Goose Team, but only those candidates considered for an initial interview will be contacted.

Canada Goose Inc. is committed to delivering and improving accessibility in employment for all persons with disabilities. Accommodation is available, upon request, in the application and interview process and in the course of all other methods of selection of employees. Successful candidates for employment will be introduced to and trained in respect of all of Canada Goose Inc.’s human rights, accommodation and accessibility polices.

Skills Required

  • Education level: None
  • Work experience (years): None


Salary: N/D

How to Apply

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