Senior Marketing Director

Mount-Royal, QC, Canada
Full Time

About us

Earth Rated is driven by the knowledge that we can make things better. We are in constant pursuit of improvement and relentlessly challenge the status quo to impact our community positively. 

We’re an international brand, with products in over 40 countries and more than 40,000 stores globally.

Our Mission: Make everyday moments for people and their dogs simpler and better. That includes YOU!

Our Vision: Empower dog owners to positively impact their dogs’ lives and the community around them.

At Earth Rated, we exist to make a difference. 


That’s where you come in.

As a Senior Marketing Director at Earth Rated, you will lead the brand and media department and oversee all branding, campaign development, media & annual planning. You will ensure excellence in execution across all touchpoints, including online, PR, trade, shopper marketing, and content development. This global role is accountable for growing awareness and interest in the Earth Rated brand, and will require combining brand and corporate strategy, analysis, and creativity across all marketing touchpoints and channels.

 The role will collaborate with various departments throughout the organization and will play a key role in the development of brand vision and values, ensuring organizational alignment on customer data that will feed strategic decision-making.


As a Senior Marketing Director at Earth Rated you will be responsible for:


  • Own brand identity and positioning and ensure all executions are aligned.
  • Build a comprehensive understanding of our consumer. Recognize customer segments, market potential and prioritize rigorously.
  • Lead and drive the marketing strategy and plan in support of the development and growth of the business.
  • Lead the development and implementation of a cross-functional brand plan focused on target consumers to achieve business objectives and sales targets.
  • Drive significant increases in awareness and brand opinion
  • Mature our Go-To-Market strategy and socialize within the organization
  • Integrate market, competitive and consumer understanding & analysis

Annual Planning

  • Develop and execute consumer-centric strategies and plans, ensuring alignment and integration across channels
  • Leverage market and consumer insights to reach target audiences with the right message, at the right time, with the right medium. Build consumer & marketing insights into campaigns and annual plans.
  • Lead trade & shopper marketing, delivering shopper-based marketing programs that improve brand presence and visibility in-store. Re-set expectations of what can be accomplished in-store.
  • Integrate shopper marketing strategy and activations into the business, delivering a win/win/win for the consumer/ER/retailers and driving incremental sales growth.
  • Increase brand awareness and opinion via PR and storytelling.
  • Collaborate with Responsibility team to clearly articulate our responsibility positioning across various touchpoints
  • Collaborate with Global Experience team to establish and strengthen community and experience as a strong point of difference for earth rated.
  • Ensure alignment and coordination with sales, eCom, social and global experience teams.
  • Manage marketing budget, ensuring ROI understanding, delivery and constant improvement.
  • Manage all aspects related to the production and implementation of all campaigns. 
  • Regularly plan and execute test & learns 


  • Understand and recommend various advertising mediums that will deliver on our objectives and efficiently reach and convert our target consumers
  • Manage various agency partnerships
  • Lead annual media planning and execution


Everything we do is aligned with our Values:

  •  Be thoughtful
  •  Make Life Easier
  • Dare to Care
  • Celebrate Everything
  • Lead with Integrity


Our ideal candidate has:

  • A bachelor's degree or equivalent professional experience is required
  • 10+ years relevant experience, including at least 6 years in progressive people management
  • Experience managing external agencies (creative, PR, media)
  • Experience within the CPG industry
  • Experience with US marketing/advertising is an asset
  • Excellent people leadership skills, including an ability to coach and develop a high performing team
  • Demonstrated ability to effectively collaborate and build relationships with key partners across the business
  • Ability to learn quickly and motivated to drive results in a fast-paced entrepreneurial environment where change is constant
  • Excellent communication and presentation skills, with demonstrated ability to influence and gain agreement from key stakeholders


Furthermore, in this role your performance will be evaluated and your development will be supported based on the following competencies:

  1. Strategic vision: Capacity to understand issues/challenges, trends, and interrelationships through a broad and long-term perspective.
  2. Team mobilization: Capacity to understand and recognize the needs, talents, and merits of individuals in order to elicit their active involvement in the realization of objectives, missions and values of the organization.
  3. Capacity to influence: Able to communicate complex concepts clearly, concisely, and persuasively across audiences at varying levels of the organization.
  4. Innovative critical thinker: Keen to proactively optimize ways of working and introduce industry best-practices to develop a best-in-class analytical practice.
  5. Accountability: Assumes full responsibility of executing, delivering and build strong programs and confidently takes and owns decision processes with integrity, discipline, and professionalism.
  6. Decision making: Capacity to make good and timely decisions, even the difficult ones, and to assume the consequences of making them.


Some pack perks 

We’re proud to offer competitive benefits and perks, endless learning and growth opportunities, and a collaborative work environment.

More specifically, when you join our team, you benefit from:

  • Virtual health care & consulting services through Consult+ 
  • Every-day catered gourmet lunches, snacks, and hot beverages
  • Company-paid cell phone & plan
  • Flexible schedule and work-from-home options
  • An annual profit-sharing plan for all Earth Rated team members 
  • Paid vacation time-off including an office closure from December 24 to January 1 inclusively
  • Access to a dog trainer & massage therapist
  • 24/7 access to Earth Rated’s very own gym UNLEASHED and daily personal trainers
  • The ability to bring your dog to work!

Want to know more? Visit our Careers Page: 

Earth Rated is committed to diversity, equity, inclusion, & belonging. We value all of our team members and candidates as unique individuals, and we welcome the variety of experiences they bring to our company. As such, we have a strict non-discrimination policy and recruitment strategy that celebrates diversity. We believe that every person should be treated equally regardless of race, sex, gender identification, sexual orientation, national origin, native language, religion, age, disability, marital status, citizenship, genetic information, pregnancy, or any other characteristic protected by law.



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