REGIONAL MARKETING MANAGER - QUEBEC

Asahi Canada – Regional Marketing Manager – Quebec

Asahi Canada’s vision is to become an International Premium Beer powerhouse.  We will achieve this by leveraging our strengths and existing success models, and by applying a challenger mind-set to everything we do.  Asahi Canada's collection of premium beers each tell their own brand story and share a passion for craftsmanship, authenticity and using only the finest ingredients.  Our iconic premium beers include Peroni Nastro Azzurro, Grolsch Premium Pilsner, Asahi Super Dry, Pilsner Urquell, Fuller’s London Pride, Tyskie, Kozel, Lech and Zubr.

Asahi Group Holdings (our global parent company) is the third largest beer company in the world based on market capitalisation. However, Asahi Canada broadly operates on a stand-alone basis. At Asahi Canada, we have a clear mandate to strengthen our position by establishing a leading premium presence. The expectations are that Asahi Canada is among the leaders in global growth within Asahi Group Holdings.

Asahi Canada has an ambitious, high-performance culture. It seeks people with entrepreneurial mindsets that thrive in fast paced, market facing environments. It offers talented individuals a unique opportunity to work in world-class teams while assuming high levels of personal accountability to deliver on the company’s mission.

KEY PURPOSE STATEMENT

The Regional Marketing Manager will be responsible for local brand development aligned with global and national brand strategies; they will be focused on customer and channel planning, local brand activation and working with cross functional teams to ensure executional execellence in market.  This includes managing the programming calendar, marketing tools development, event activation and communication to local sales teams.

ROLE OVERVIEW

The Regional Marketing Manager will be responsible for the management of local marketing programs and activations ensuring the brand strategy is properly represented in market. The Regional Marketing Manager creates programs and activations for the on-trade in collaboration with the Brand Marketing team, establishing how the programs will be executed and developing the supporting sales materials required to enable effective execution at the point of purchase.  They will also manage all aspects of off-trade and on-trade POSM with global and local partners, including warehouse partners to ensure strong execution in market. The Regional Marketing Manager is also responsible for communicating all local ATL and BTL programming within Asahi Canada with proper lead-times to ensure sales teams have confidence in market.

KEY RESPONSIBILITIES

1. Regional Marketing Plan Development & Management
   • Participate in the building of the annual planning process for Integrated Activity Plan (IAP)
   • Owner of the trade marketing calendar for Quebec, the keystone tool used by stakeholders across the company to plan, budget and evaluate cutomer activities
   • Working with sales teams to learn and build programs and activations that meet our customers needs 
   • Ensure all program elements of the trade marketing calendar are delivered complete and on time
   • Communicating all programs with proper lead-times to ensure stakeholders have sufficient time to deliver in market

2. Trade Marketing On & Off Trade
   • Develop and execute local programs and plans for key off-trade & on-trade priority customers as determined by sales teams
   • Increase premium brand visility in trade by working with sales teams and customers to develop stand-out POSM and visibility tools
   • Demonstrate program efficiency by measuring performance against stated goals and delivering work within budget to improve marketing spend effectiveness

3. POS Development & Management
   • Develops local POS materials for both the off-trade & on-trade and manages bi-annual global ordering window process for their region
   • On-going management of POS warehousing, stock and re-ordering process for local market
   • Manage third party POSM partner partners locally and globally ensuring our quality and pricing requirements are met

4. Event Activation
   • Work with brand marketing team on local events to align to global and national brand objectives
   • Lead the development and execution of brand experiences, sponsorships, and sampling activations at festivals, cultural events, trade shows, and other consumer facing opportunities across the province
   • Collaborate with event agencies, local partners, and venue organizers to manage logistics, staffing, branded assets, and experiential design elements.
   • Track event performance and consumer engagement, compiling post-event reports with KPIs, insights, and ROI analysis.

5. Local Compliance

• Work with legal teams to ensure full compliance with provincial language laws by overseeing that all marketing content, packaging, and advertising materials are available in French and meet provincial language standards.
• Partner with internal and external counsel to interpret and apply Quebec’s regulatory framework related to alcohol advertising and promotion, particularly those set by the Régie des alcools, des courses et des jeux (RACJ)
• Review all Quebec-bound marketing campaigns - including digital, print, point-of-sale, sponsorships, and events
• Adapt national marketing strategies for the Quebec market, ensuring cultural relevance and legal compliance in tone, visuals, and messaging.
• Liaise with Quebec agencies, suppliers, and stakeholders to ensure local executions meet all legal requirements while maintaining brand integrity.
• Stay up to date on changes in provincial marketing regulations and RACJ guidelines, sharing insights and training with internal teams.

KEY CAPABILITIES REQUIRED

• University degree in Marketing or related field
• Experience in the field of CPG/alcoholic beverages in Canada (2 years minimum)
• Experience in field sales / Customer relationship management is an asset
• Commercial business and sales orientation with a strict focus on results, with a proven track record
• Budget development and tracking experience
• Self-sufficient, independently driven and a keen problem solver
• Some evening work and travel required

ASAHI BEHAVIOURS – strong individually, stronger together 

• Committed – we do what we say we will do 
• Cooperative – we are stronger when we work together 
• Curious – we are open minded and discover better ways 
• Bold – we are clear and decisive in whatever we do 
• Empowering – I bring out the best in my people 

We appreciate and review all applications but contact only those applicants who best fit our requirements.

Asahi Canada welcomes applications from people with disabilities and will make accommodations, upon request, for any part of our selection process.