The Opportunity:

The Director, Brand Development is responsible for revitalizing, growing, and evolving the company’s portfolio of iconic brands, including Maple Leaf, Prime, Natural Selections, Schneiders, Fantino & Mondello, Mina, Greenfield Natural Meat Co. and others. This role drives demand creation and long-term brand strategies, transforming profitable but labouring brands into vibrant, innovative market leaders. The Director leads the strategic development of all brand growth initiatives and works closely with cross-functional partners to deliver integrated, impactful campaigns that engage consumers and retailers alike. This role also manages a high-performing team of Brand Managers and Associates, as well as a network of external agency strategic and creative partners, ensuring seamless collaboration and alignment. The Director will unlock growth through consumer-first strategies, balancing heritage and innovation to build relevance in changing markets and unlock sustainable profitability.

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

Core Accountabilities

• Brand Strategy Development & Execution: Develop and own brand growth strategies via demand spaces, balancing legacy equity with new innovation to drive relevance and market share
• Demand Creation & Campaign Leadership: Lead the design and execution of multi-channel campaigns that generate consumer excitement, increase trial, and foster brand loyalty
• Agency Management & Ecosystem Collaboration: Manage relationships with integrated agencies, driving creative, media, and strategic partners toward impactful outcomes
• Retail & Foodservice Integration: Collaborate with sales and trade marketing teams to ensure brand programs resonate with retail and foodservice partners and are executed flawlessly
• Team Leadership & Development: Lead and develop a team of Managers and Associates, fostering a high-performance culture built on collaboration, accountability, and learning
• Performance Metrics & Reporting: Track and report on key brand health metrics, campaign performance, and P&L impact, ensuring continuous improvement and alignment with business objectives
• Sustainability & Purpose Integration: Ensure each brand strategy aligns with the company’s sustainability agenda, embedding purpose into brand storytelling and innovation

Critical Interaction

• Marketing & Innovation Teams: Collaborate to align on brand growth strategies and product innovation initiatives
• Sales & Shopper Marketing Teams: Partner to develop programs that resonate with retail and foodservice partners and maximize execution in market
• Agency & Creative Partners: Manage relationships with external agencies to deliver integrated campaigns aligned with brand strategies.

Success Measure

• Brand Health & Market Share: Improvement in Net Promoter Score (NPS), brand relevance, and market share across the portfolio.
• Revenue & Profitability Growth: Achievement of revenue growth targets and improved brand profitability through strategic investments
• Campaign Performance & ROI: Strong performance of integrated marketing campaigns, with clear ROI and alignment to business objectives.

Skills & Capabilities

• Strategic Leadership & Vision
• Demand Creation Expertise
• Agency Management & Collaboration
• Innovation & Market Trend Analysis
• Media Acumen

Key Experience

• Brand Ownership​
• Agency Experience or Management​
• Digital Proficiency​
• Negotiation​
• People Leadership​
• Creative Chops​
• Commercial and Enterprising Mindset

What We Offer at Maple Leaf Foods:

• Being part of a high-performance, people-focused company that has an inspiring and unique vision to become the most sustainable protein company on earth, and a deep commitment to sustainable protein across North America.
• An inclusive company culture and a work environment that keeps our people safe, rewards excellence, and empowers everyone to learn and contribute their best.
• A hybrid work model that embraces remote work for eligible roles, helping team members achieve work-life balance—combining the best of both spending time working remotely, benefitting from focus time, and purposeful collaboration in the office setting. 
• Competitive Health and Wellness benefits that offer flexibility to meet your individual or family needs, including programs focused on improving mental health and wellbeing. These benefits start on your first day of employment.
• Defined Contribution Pension Plan with company matching that starts on your first day of employment.
• Learning and development opportunities, including workshops, ‘speaker series’ events, and resources that allow you to develop your skills and progress your career.
• Comprehensive tuition reimbursement program that supports continuous learning and development of our team members through investment in eligible degrees, diplomas, professional certification, or trades programs.
• Supporting our deep commitment to community impact, we offer up to two paid days annually to volunteer at a cause of your choice.

About Us:

We’re a carbon neutral food company on a purposeful journey to Raise the Good in Food through better nutrition, safer food and workplaces, more humane animal care, and environmental sustainability efforts that protect our planet. We care about our communities and commit to reducing food insecurity in Canada. Join us on the journey. Let’s build a better future, together.

We’re passionate about food. For more than 100 years, we’ve made delicious, healthy protein that Canadians love under iconic national and regional brands, like Maple Leaf®, Schneiders®, and Greenfield Natural Meat Co.® We’re on a journey to become the most sustainable protein company – not just in Canada – but on earth.

• We are carbon neutral.
• We are one of the only food companies in Canada to set science-based targets.

We’re a global food company with more than 13,500 team members. We operate sites in 20+ locations across Canada. We also have locations in the U.S. and Mexico, and do business in Asia.

A diverse and inclusive work environment

Championing diversity and inclusion is a critical component to advancing our collective purpose and vision and living the Maple Leaf Leadership Values. We believe in building, investing in, recognizing, and rewarding remarkable people who value an inclusive workplace, embrace all forms of diversity, and commit to including every voice in our collaborative environment. We’re so much stronger when we know we’re accepted and valued for who we are and what we each bring to the workplace.

We embrace a strong, values-based culture

Our eight Leadership Values are our north star. They guide the decisions we make for all our stakeholders: our consumers, our customers, our people, our communities, our shareholders, and the environment.

• Doing What’s Right
• Shared Value
• High Performance
• Diverse and Inclusive Teams
• Disciplined Decision Making
• Our Accountability
• Intense Curiosity
• Transparency and Humility

We thank all applicants for their interest in exploring employment opportunities with Maple Leaf Foods; however, only those selected for an interview will be contacted. Applicants may be subject to a background check and must meet the security criteria designated for the position.

Championing diversity and inclusion is a critical component to advancing our collective purpose and vision, living the Maple Leaf Leadership Values, and delivering winning results. Accommodation is available upon request for applicants with disabilities in the recruitment and assessment process and when hired; please contact our Talent Attraction Team at accommodations@mapleleaf.com.

Disclaimer:  Please note that salaries posted on sites other than the MLF Careers Page are not a reflection of Maple Leaf Foods and are an estimated salary range provided by that particular job board.  Maple Leaf Foods offers competitive wages and an attractive total rewards package, which will be discussed during an interview with our Talent Team.

#LI-Hybrid