Brand Communications Manager

XML International; Calgary; Hybrid; CAD 70,000 - 95,000; Full time

Job summary

XML International is seeking an experienced Brand & Communications / BTL Marketing Manager for a 12-month contract in Calgary, Alberta with a hybrid working arrangement. You will lead end-to-end BTL activations across forecourt and in-store touchpoints, supporting fuels, EV and non-fuel retail propositions, and work closely with Brand, Product and agency partners to turn strategy into campaigns.

The role requires strong experience delivering BTL campaigns, managing agencies and budgets, and

Qualifications

• 4+ years’ experience in Brand Marketing
• Experience delivering end-to-end BTL campaigns
• Experience managing creative or integrated marketing agencies
• Exposure to retail, in-store, POS/POSM or shopper marketing
• Experience managing marketing budgets and agency spend
• Strong data-driven mindset to optimize campaigns
• Excellent project and stakeholder management
• Cross-functional collaboration with Product, Finance, Legal, Procurement
• Ability to manage multiple campaigns in a fast-paced environment
• Strong written and verbal communication skills

Responsibilities

• Lead end-to-end delivery of BTL campaigns and activations
• Develop clear briefs with Brand and Product teams
• Coordinate creative and agency partners to deliver on time and on brand
• Manage in-store, retail and forecourt marketing communications
• Monitor campaign performance and derive actionable optimization insights
• Own marketing budgets including forecasting and invoicing
• Collaborate across Marketing, Product, Procurement, Finance, Legal and Insights
• Ensure activity meets brand, legal and regulatory requirements
• Translate brand strategies into locally relevant communications

Skills

Brand marketing

Integrated marketing

Retail marketing

BTL marketing

Agency management

Budget management

Data-driven optimization

Stakeholder management

Cross-functional collaboration

Multitasking

Communication skills

Job description

Brand & Communications – BTL Marketing Manager

Consumer / Retail / Mobility Marketing

We’re looking for an experienced Brand & Communications / BTL Marketing professional to join a leading global organisation within its Mobility Marketing team on a 12-month contract.

This is a highly visible role responsible for delivering end-to-end below-the-line (BTL) marketing activations across forecourt and in-store customer touchpoints, supporting fuels, EV and non-fuel retail propositions.

You’ll work closely with Brand, Product and Customer Value Proposition teams, alongside creative and integrated agency partners, to turn marketing strategy into high-quality, commercially effective campaigns.

What You’ll Be Doing

• Lead the end-to-end delivery of BTL campaigns and activations, from briefing through execution, optimisation and performance review
• Develop clear, insight-led briefs in partnership with Brand and Product teams
• Coordinate creative and agency partners to ensure campaigns are delivered on time, on brand and to a high standard
• Manage in-store, retail and forecourt marketing communications across multiple customer touchpoints
• Monitor campaign performance and translate results into actionable recommendations to improve effectiveness and ROI
• Manage agency relationships, scopes of work, contracts and performance reviewsOwn marketing budgets, including forecasting, invoicing, phasing and variance reporting
• Partner across Marketing, Product, Procurement, Finance, Legal and Insights
• Ensure marketing activity meets brand, legal and regulatory requirements
• Translate broader brand strategies into effective, locally relevant customer communications

What We’re Looking For

• 4+ years’ experience in Brand Marketing, Integrated Marketing Communications, Retail Marketing, Shopper Marketing or BTL Marketing
• Strong experience delivering end-to-end BTL campaigns or marketing activations
• Experience managing creative, advertising or integrated marketing agencies
• Exposure to retail, in-store, POS/POSM, shopper or customer marketing
• Experience managing significant marketing budgets and agency spend
• Strong commercial mindset with the ability to use data and insights to optimise campaign performance
• Excellent project and stakeholder management skills
• Experience working cross-functionally with teams such as Product, Finance, Legal and Procurement
• Ability to manage multiple campaigns and priorities in a fast-paced environment
• Strong written and verbal communication skills

The Opportunity

This is a 12-month contract based in Calgary, Alberta, with a hybrid working arrangement, offering the opportunity to work within a major international consumer-facing business and influence how customers experience the brand across physical retail environments.

If you have experience across BTL, shopper marketing, retail marketing, brand activation or integrated marketing communications, we’d love to hear from you.