Marketing Manager - Canada

Role summary

The Marketing Manager for Canada owns the planning and delivery of marketing work that grows awareness, encourages first-time purchase, strengthens loyalty, and supports revenue growth in the Canadian market. This position is an important guardian of the Cove brand in Canada and ensures local marketing remains relevant to the market, effective commercially, and consistent with the wider brand direction.

This is a practical, hands-on role for a marketer who can think strategically while also driving day-to-day execution. The role involves coordinating campaigns, managing agency and vendor relationships, supporting retail and field marketing, working closely with sales and operations, and using performance data to improve results.

Location and reporting

Location: Canada. The role is based in Halifax with a hybrid schedule or in Montreal with a remote schedule. It reports to the VP of Marketing and is a full-time position.

Key responsibilities

The role covers brand strategy, campaign execution, retail and shopper marketing, digital and social programming, budget management, reporting, and cross-functional coordination across teams in Canada and the US.

Brand and marketing strategy

• Lead the delivery of Cove’s Canadian marketing strategy and make sure it stays aligned with brand positioning and business goals.
• Turn broader company priorities into localized Canadian marketing plans and campaigns.
• Contribute to annual and quarterly marketing calendars tied to product launches, promotions, retail focus areas, and seasonal opportunities.
• Act as a key source of insight on the Canadian shopper, the competitive set, and market trends.

Campaign development and execution

• Design and run integrated campaigns across digital, social, influencer, retail, experiential, and trade channels.
• Own campaign schedules, creative coordination, production requirements, and launch readiness.
• Support new product introductions and innovation launches with clear go-to-market planning for Canada.
• Ensure campaign messaging, creative, and activations stay on brand while still connecting with Canadian audiences.

Retail, shopper, and trade marketing

• Work closely with the sales team to support national accounts, major retail partners, and distributor relationships in Canada.
• Create shopper marketing assets, sell-in tools, in-store activation ideas, promotional programs, and retailer-specific materials.
• Identify and activate sampling, event, and field marketing opportunities that build trial and awareness.
• Assist with trade shows, customer presentations, and account-specific marketing initiatives as required.

Digital and social marketing

• Partner with internal and external teams to deliver digital campaigns across paid, owned, and earned media.
• Support Canadian social content, community engagement, local content development, and influencer activations.
• Coordinate with agencies, freelancers, and content creators to produce high-quality on-brand assets and programs.
• Track digital performance and recommend improvements based on engagement, reach, conversion, and return on investment.

Budget and vendor management

• Manage the Canadian marketing budget with a focus on efficiency, accountability, and business impact.
• Monitor program spend, reconcile invoices, and help direct resources to the most valuable initiatives.
• Oversee relationships with agencies, designers, printers, event suppliers, and other marketing partners.

Analytics and reporting

• Measure and report on marketing performance, including campaign results, promotional ROI, consumer engagement, and retail support outcomes.
• Use market data, consumer insights, and sales results to guide recommendations and improve future programs.
• Provide regular updates on major initiatives to leadership.

Cross-functional collaboration

• Partner with sales, operations, finance, product, and leadership teams to drive strong execution.
• Support communication and alignment as Cove continues to expand in Canada.
• Work closely with the US marketing team to keep brand execution consistent and support North American growth.
• Help create processes, tools, and workflows that improve efficiency and consistency in marketing delivery.

Qualifications

Applicants should hold a bachelor’s degree in Marketing, Business, Communications, or a related discipline. The ideal candidate brings at least 5 years of progressive marketing experience, preferably in CPG, beverage, wellness, food, or lifestyle brands. Experience with Canadian retail and consumer marketing programs is important. Strong project management, communication, presentation, and analytical skills are essential, along with comfort working in a fast-moving, entrepreneurial environment. Familiarity with Microsoft Office or Google Workspace is required, and experience with marketing analytics or project management tools is an advantage. The role also requires willingness to travel as needed for activations and meetings.

Preferred experience

Additional value will be given to candidates with experience in beverage, functional wellness, or other high-growth consumer brands, as well as those familiar with major Canadian retailers, distributors, and regional market dynamics. Experience with product launches, sampling, ambassador or influencer campaigns, and grassroots marketing is also useful. Bilingual English and French capability is mentioned as a plus, though the role’s core language requirement is English and French.

Key competencies

• Strategic thinking with a strong bias toward execution
• Strong instincts for brand building
• Commercial awareness
• Highly organized and detail-focused approach
• Collaborative style with low ego
• Creative problem-solving mindset
• Comfort operating amid ambiguity and change in a growth-stage business
• Action-oriented and accountable work style

What success looks like

• Cove gains stronger brand awareness and consumer engagement across Canada.
• Marketing programs effectively contribute to retail growth and sell-through.
• Canadian campaigns are delivered well, remain on budget, and stay aligned to brand priorities.
• Product launches and promotions are executed smoothly and create measurable impact.
• Sales and marketing collaborate closely to accelerate market growth.

Equal opportunity statement

Cove Drinks Inc. is an equal opportunity employer and values diversity. The company is committed to maintaining an inclusive workplace where all qualified candidates are considered fairly, regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.