Brand Manager - Nature Valley

General Mills Operations, LLC; Mississauga; On-site; CAD 99,000 - 148,000; Full time

Job summary

General Mills Canada is seeking a Brand Manager for Nature Valley to lead growth strategies, manage the P&L, and drive profitability across the Canadian market. You will oversee both core business and innovation, collaborating with Marketing, Sales, Product, and Finance to deliver strong market performance.

You’ll shape the brand plan, translate consumer insights into opportunities, and lead cross-functional teams through launches and renovations in a fast-moving environment.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field.
• 3+ years of relevant experience.
• Experience in CPG brand management, P&L ownership, General Management, or similar roles.
• Ability to navigate complexity and connect ideas across cross-functional teams.
• Financial acumen and understanding of pricing, promotions, mix, and margins.

Responsibilities

• Set consumer-driven growth strategies for the Nature Valley portfolio.
• Build long-term brand strategies and an innovation pipeline.
• Lead innovation projects from concept through launch with timelines and milestones.
• Own the brand’s top- and bottom-line performance with clear P&L drivers.
• Lead cross-functional partners across Marketing, Sales, Product, Finance, and Supply Chain.
• Develop the annual brand plan and ensure effective market delivery.
• Translate insights into clear growth opportunities and portfolio priorities.
• Communicate plans clearly and build alignment across teams.

Skills

Brand management

P&L ownership

Cross-functional leadership

Financial acumen

Strategic mindset

Influence without authority

Change agility

Learning mindset

Education

Bachelor’s degree in Marketing/Business

MBA

Job description

COMPANY OVERVIEW

We exist to make food the world loves. But we do more than that. Our company is a place that prioritizes being a force for good, a place to expand learning, explore new perspectives and reimagine new possibilities, every day. We look for people who want to bring their best — bold thinkers with big hearts who challenge one another and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what’s next.

About the Role

Ready to help shape the future of an iconic Canadian brand?

Nature Valley is the biggest granola bar brand in Canada, reaching one in four Canadian households. As Brand Manager, you’ll lead the growth strategy for a brand that consumers know and love.

You’ll own the brand’s P&L and help drive growth, profitability, market share, and category performance. You’ll manage both the established core business and the innovation pipeline.

This is a high-visibility General Management opportunity within General Mills Canada. You’ll build experience in running a business, building brands, navigating a complex organization, and leading through change.

What You’ll Do

• Set consumer-driven growth strategies that strengthen the Nature Valley portfolio and deliver financial plans for net sales and profit.
• Build long-term brand strategies and an innovation pipeline that respond to changing consumer needs, business transformation, and market disruption.
• Lead innovation and renovation projects from concept through launch, managing timelines, milestones, and cross-functional teams.
• Own the brand’s top- and bottom-line performance, with a clear understanding of revenue, costs, and P&L drivers.
• Lead cross-functional partners across Marketing, Sales, Product, Strategic Revenue Management, Finance, Supply Chain, and Insights.
• Develop the annual brand plan and ensure it is effectively delivered in market.
• Translate consumer, category, customer, and Nielsen point-of-sale insights into clear growth opportunities.
• Shape portfolio priorities across innovation, renovation, health and wellness, distribution, trade, pricing, promotions, and communications.
• Identify and develop Canada-specific innovation opportunities.
• Manage the consumer marketing budget and prioritize investments that support annual targets and long-term brand health.
• Partner directly with agencies and the brand experience team to develop briefs and bring campaigns to life.
• Communicate plans clearly, build alignment, and create accountability across teams.
• Build strong relationships with Canadian and U.S. partners to navigate the organization and make progress across functions, levels, and markets.
• Make timely, well-informed decisions in a fast-moving environment with a high degree of independence.

Minimum Qualifications

• Bachelor’s degree in Marketing, Business, or a related field.
• 3+ years of relevant experience.
• Experience in CPG brand management, P&L ownership, General Management, or other progressive consumer-focused roles.
• Ability to navigate complexity and connect ideas, processes, and cross-functional teams.
• Financial acumen and the ability to understand the P&L impact of pricing, promotion, mix, investment, Strategic Revenue Management, and Holistic Margin Management actions.
• Strategic mindset with the ability to build a vision and pipeline of ideas.
• Ability to influence without authority and build buy-in with people you do not directly manage.
• Change agility and comfort adapting to shifting priorities and unforeseen challenges.
• Curious, action-oriented, highly motivated, and committed to continuous learning.
• Strength in strategy, financial analysis, leadership, and commercial decision-making.

Preferred Qualifications

• MBA.
• Strong analytical skills, with the ability to turn data into meaningful insights and action.
• Experience developing commercialization or consumer marketing briefs.
• Experience working directly with agencies or creative partners to bring campaigns to life.
• Ability to influence strategically and turn insights into clear, compelling stories.
• Ability to read and interpret media plans across digital, traditional, and e-commerce channels.
• Solution-oriented, organized, and comfortable challenging the status quo.
• Ability to influence and inspire cross-functional partners.
• Ability to balance near-term commitments with long-term brand health.
• Ability to identify and evaluate brand opportunities and make connections across a portfolio.
• Strong understanding of P&L mechanics and the drivers of top- and bottom-line performance.
• Comfort presenting brand plans to internal and external customer stakeholders.
• Experience managing multiple projects, stakeholders, and timelines simultaneously.

The salary range for this position is $98,500 - $147,850 / Annually. At General Mills we strive for each employee’s pay at any point in their career to reflect their experiences, performance, and skills for their current role. The salary range for this role represents the numerous factors considered in the hiring decisions including, but not limited to, education, skills, work experience, certifications, etc. As such, pay for the successful candidate(s) could fall anywhere within the stated range. Beyond base salary, General Mills offers a competitive Total Rewards package focusing on your overall well-being. We are proud to offer a foundation of health benefits, financial wellbeing, time off programs, wellbeing support and perks. You may also be eligible to participate in an annual incentive program. An incentive award, if any, depends on various factors, including, individual and organizational performance.

The posting for this position is to fill an existing vacancy within the organization.

SALARY RANGE

The salary range for this position is:
$98,500 - $147,900 Annual
At General Mills we strive for each employee’s pay at any point in their career to reflect their experiences, performance, and skills for their current role. The salary range for this role represents the numerous factors considered in the hiring decisions including, but not limited to expertise, skills, and relevant work experience. As such, pay for the successful candidate(s) could fall anywhere within the stated range.

ELIGIBILITY

Applicants must meet minimum age qualifications in the country in which the job is located.