Director, Omni-channel Marketing; North America Financial Dr

Position: Director, Omni-channel Marketing (North America Financial Dr., ON 02-23-2026

The Opportunity

As one of the only CPG companies headquartered in Canada, Maple Leaf Foods offers a rare marketing career advantage: the chance to shape strategy at the centre, not execute from a satellite office. This role is our North American Omni-channel leader, a visible, high-impact mandate with the latitude to design growth strategy, mobilize cross-functional leaders, and build a team of world-class executors.

You will own the development and execution of profitable growth strategies grounded in a sound understanding of the 3

Cs (Consumer/Customer, Competitors, Company) and the 4

Ps (Product, Price, Promotion, Placement). You’ll partner closely with experts in Category, Revenue Growth Management, and Brand to lead our growth agenda across the US and Canada.

Accountable for accelerating incremental revenue and profit growth across the US and Canada by owning the end-to-end path-to-purchase growth engine across physical retail and digital commerce. You will translate brand strategy into measurable conversion in the moments that matter: search, shelf, PDP, promo, cart, checkout, and repeat. This role evolves shopper marketing into a unified omnichannel capability that connects brand building, performance, and retail execution to deliver sustainable, profitable growth.

Omnichannel transformation—on both the consumer and retailer side—is driving the need for this role:

Shopping decisions increasingly happen before the store (search, social, retailer apps, ratings & reviews, “what’s on deal,” subscriptions/auto-refill) and will increasingly be influenced by algorithms and agents, not only traditional marketing levers. Retailers are now media networks. Winning requires best-in-class content, data, and always-on optimization, not just flyers and displays. Legacy shopper models are often campaign-based and in-store centric. Omnichannel requires full-funnel, continuous, measurable work that delivers ROI—beyond the store.

Both still matter at Maple Leaf.

Any MLF team member interested in being considered for this role are encouraged to apply online by March 09. Applications received beyond that date are not guaranteed consideration.

Reason for vacancy: Existing Headcount

Snapshot of a Day-in-the-Life

1) Omnichannel Strategy & Planning (North American leadership)

• Lead and develop the Omnichannel Marketing team to deliver industry-leading programs across in-store and digital channels, spanning grocery and mass formats, ensuring every major brand initiative is translated into a cohesive retail conversion plan across physical and digital touchpoints
• Own execution of the US and Canada retail marketing strategy, partnering with Brand, Category, Sales/Customer teams, and external partners to deliver insight-driven programs aligned to consumer and customer strategies, with clear activation blueprints by retailer and channel
• Build annual omnichannel plans by brand/category/customer, including channel roles, consumer missions, and conversion barriers
• Define the activation architecture—hero moments + always-on fundamentals—ensuring cohesive execution without losing brand clarity

2) Digital Commerce & eRetail Excellence

• Own the digital shelf: PDP quality, content compliance, imagery, claims, nutrition, FAQs, and comparison content
• Lead search and browse optimization: onsite search, category taxonomy alignment, and keyword strategy (where permitted)
• Drive ratings and reviews strategy (sampling, advocacy, and issue management) in partnership with Communications, Legal, and Consumer Engagement
• Build scalable playbooks for pure-play and omni-channel retailers and platforms

3) Retailer Media & Performance Activation

• Lead retailer media strategy: objectives, targeting approach, measurement, and test-and-learn roadmap
• Orchestrate closed-loop plans tying media investment to commercial outcomes, including ROI/ROAS, profit-aware attributed sales, new-to-brand sales, share, household penetration, and incrementality (where possible)
• Ensure creative and content are fit-for-format across sponsored products, display, video, shoppable, and offsite

4) In-store Shopper Marketing (Integrated with digital)

• Own shopper platforms: POS,…