Private Brand Engagement Manager developing Giant Tiger’s product stories and activation plans. Improving customer awareness, Team Tiger engagement, and store-level performance across Canadian retail.
Responsibilities
Develop and manage Private Brand activation plans aligned with product priorities and the Go-to-Market blueprint
Define engagement activities and execution requirements to drive customer awareness and product engagement
Develop and maintain Private Brand foundational product stories
Translate product attributes, benefits, claims, and supporting evidence into propositions and proof points
Inform Go-to-Market and Marketing/Creative planning
Develop and coordinate internal Private Brand engagement initiatives
Strengthen Team Tiger understanding of Giant Value products, positioning, and everyday-low-price principles
Monitor activation effectiveness using customer engagement, behaviour, and store-level participation insights
Identify performance gaps and improve activation plans
Conduct occasional domestic store and competition visits
Requirements
Post-secondary education in Business, Marketing, Communications, Retail Management, or a related field
5+ years of experience in brand management, commercial planning, product marketing, retail merchandising, or a related field
Experience translating product attributes, customer insights, and commercial priorities into clear brand messaging, plans, and guidelines
Strong understanding of retail merchandising, customer behaviour, and factors influencing product selection and purchase decisions
Strong analytical skills and ability to interpret sales, customer, and market insights
Strong communication and organizational skills
Some domestic travel may be required
Must be legally authorized to work in Canada and maintain authorization for the duration of employment
Education or additional coursework in Psychology, Consumer Behaviour, or a related field is an asset
Experience in retail, grocery, discount retail, or CPG environments is an asset
Experience supporting private brand, owned brand, or category marketing programs is an asset
Knowledge of hard discount retail principles and value-focused customer propositions is an asset
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