Director, Marketing

Bimbo Canada; Toronto; On-site; CAD 135,000 - 190,000; Full time

Job summary

Bimbo Canada is seeking a Marketing Director, Breakfast & Flatbreads, to set strategic direction for Dempster’s, POM, Stonemill, Bon Matin, Natural Bakery and future growth brands in Canada. This senior leader will build portfolio strategy, lead a high-performing team and collaborate with Sales, Insights, Finance, Operations and the Innovation Centre of Excellence to drive growth.

You should be curious, consumer-obsessed, data-driven and adept at using AI to sharpen decisions, with strong

Qualifications

• Senior marketing leadership in a CPG or similar consumer-led business.
• Ability to translate consumer, culture and category insights into growth.
• Strong brand-building fundamentals across positioning, creative development and integrated activation.
• Excellent communication, storytelling and influencing skills.

Responsibilities

• Set portfolio and brand strategy for Breakfast & Flatbreads.
• Champion consumer understanding and market sensing.
• Lead front end of innovation with product development partners.
• Raise the bar on brand building and creativity.
• Drive integrated activation across media and partnerships.
• Translate strategy into commercial growth with sales and category teams.
• Lead through influence across the organization with global-local alignment.
• Leverage data, AI and emerging tools to improve thinking and productivity.
• Build and develop a high-performing team of 10+ leaders.

Skills

Brand strategy

Leadership

Cross-functional collaboration

Consumer insights

Digital AI awareness

Education

Bachelor’s degree in marketing, Business Administration or related discipline

MBA or Master’s degree (asset)

Tools

AI tools

Job description

About Us !

As part of the largest baking company in the world, Bimbo Canada is a leading producer and distributor of packaged fresh bread, bakery products and snacks. We produce and distribute more than 1,000 products across; 18 brands Canadians know and trust, like Dempster's®, Villaggio®, POM®, Bon Matin®, Stonemill®, Natural Bakery®, Takis®, Thomas'®, Little Bites, Vachon®, Hostess® and more.

In business for more than 110 years, the company operates 15 bakeries and employs approximately 4,000 associates across Canada. Bimbo Canada creates value by being at the forefront of manufacturing and service delivery innovation in the baking industry through the continued improvement and refinement of its supply chain network while serving major grocery chains, retail outlets and foodservice operations across Canada.

At Bimbo Canada, we’re more than just a bakery - we’re a family dedicated to baking delicious moments for millions. Our beliefs are the foundation of our success, and we’re looking for people who share our commitment to excellence.

Hiring Requirements:

The Marketing Director, Breakfast & Flatbreads is responsible for setting the strategic direction and growth agenda for Bimbo Canada’s Breakfast and Flatbread portfolio, including Dempster’s®, POM®, Stonemill®, Bon Matin®, Natural Bakery® and future growth brands within the Canadian marketplace.

This is a senior brand-building leadership role. The Director will be expected to deeply understand where consumers, culture and the category are going; translate that understanding into clear portfolio and brand choices; and create the conditions for breakthrough creativity, innovation and execution that drive both brand equity and commercial performance.

As a member of the Marketing Leadership Team, the Director will lead and develop a high-performing team while partnering closely with Sales, Insights, Finance, Operations, Supply Chain, Product Development and the Innovation Centre of Excellence.

We are looking for a deeply curious, consumer-obsessed and commercially grounded marketing leader who combines strategic clarity with creative courage. Someone who asks great questions, actively seeks out new perspectives, simplifies complexity, makes choices, challenges conventional thinking and uses data, AI and emerging tools to continually improve how they think, work and lead.

Key Responsibilities:

• 1. Set Portfolio & Brand Strategy

  Define the short-, medium- and long-term growth agenda for the portfolio. Identify where growth will come from, make clear choices and trade-offs, and translate complex consumer, category and business dynamics into simple, compelling strategic direction.

• 2. Champion Consumer Understanding & Curiosity

  Build a culture of genuine curiosity about consumers, culture, competitors and the world beyond our immediate categories. Go beyond reports and dashboards—spend time with consumers, in stores and in the market to uncover changing behaviours, tensions and opportunities. Ask great questions, challenge assumptions and continuously seek new sources of learning that can unlock growth.

• 3. Lead the Front End of Innovation

  Own the identification of consumer and category growth opportunities and lead the development of insights, concepts, propositions, positioning and launch strategies. Partner with the Innovation Centre of Excellence, which leads product development and commercialization activities required to bring those ideas to market.

• 4. Raise the Bar on Brand Building & Creativity

  Build distinctive, relevant brands that grow. Develop clear positioning and exceptional briefs, recognize powerful creative ideas, and create the conditions for internal teams and agency partners to produce breakthrough work. Champion bold ideas when grounded in strong consumer and strategic thinking.

• 5. Drive Integrated Activation

  Lead integrated communications, media, partnerships and activation strategies that build mental and physical availability and translate brand strategy into meaningful consumer experiences. Build a strong test-and-learn culture—measuring, evaluating and continuously optimizing activity based on what works.

• 6. Turn Strategy into Commercial Growth

  Partner with Sales and Category Management to translate consumer, brand and portfolio strategy into compelling customer growth stories and commercial priorities. Balance brand-building ambition with a strong understanding of volume, revenue, profitability, market share and customer realities.

• 7. Lead Through Influence

  Build strong partnerships across the organization and create alignment around consumer and business opportunities while constructively challenging thinking when required. Effectively navigate global–local dynamics, leveraging global capabilities while advocating for Canadian consumers and the Canadian business.

• 8. Use Data, AI & Emerging Tools to Work Differently

  Use analytics to sharpen decisions, evaluate performance and identify opportunities—not simply report results. Actively leverage and experiment with AI and emerging technologies to improve strategic thinking, consumer understanding, creativity, productivity and ways of working. Build the same curiosity and experimentation within the team.

• 9. Build, Inspire & Develop an Exceptional Team

  Lead and develop a high-performing team of over 10 leaders and professionals united behind clear goals, shared priorities, and a commitment to delivering results. Provide clear direction, coaching, development opportunities, and timely feedback while fostering a culture of accountability, collaboration, innovation, and continuous improvement. Create an environment where individuals feel empowered to challenge ideas, learn, grow, and do their best work. Maintain high standards of performance and execution while supporting engagement, succession planning, and talent development across the function.

Experience & Education:

• Progressive marketing leadership experience, ideally within CPG or another sophisticated consumer-led organization.
• Demonstrated ability to develop portfolio and brand strategies that make clear choices and translate into growth.
• Intellectual curiosity and a learning mindset—someone who naturally asks why, seeks different perspectives and continuously explores what is changing with consumers, culture and the marketplace.
• Strong consumer orientation and ability to translate understanding into insight, strategy and action.
• Strong brand-building fundamentals across positioning, distinctive brand assets, creative development, communications and innovation.
• Creative judgment and courage—the ability to recognize powerful ideas, improve them and champion them.
• Strong commercial and analytical capability.
• Proven ability to build, inspire and develop high-performing teams, including providing constructive feedback and creating strong engagement.
• High learning agility and comfort operating with ambiguity, experimenting and adapting when evidence warrants it.
• Curiosity and fluency with AI and emerging technologies, with an appetite to continually evolve how marketing work gets done.
• Exceptional communication, storytelling and influencing skills.
• Ability to simplify complexity, prioritize what matters and create clarity for others.
• Strong cross-functional leadership and ability to influence without authority.
• Bachelor’s degree in marketing, Business Administration or related discipline; MBA or Master’s degree considered an asset.

The annual salary range for applicants is: $135,000 - $190,000, which does not include discretionary bonus compensation or our comprehensive benefits package. Actual compensation offered to the successful candidate may vary from posted hiring range based upon geographic location, work experience, education, and/or skill level, among other factors.

Growth Opportunities:

Bimbo Canada is committed to personal and professional growth. We offer training, development, and advancement opportunities both domestically and internationally.

Innovation

Be part of a company that constantly innovates in the food industry. Your work will contribute to creating delicious products loved by millions.

The Bimbo Way:

We believe in the special dignity and value of the human person. We believe that as people we form one community and we believe that this community is focused on getting results. We do this by competing and winning in the market with superior quality in everything we do. We believe in being sharp operators; that is, being very, very good at what we do, and always acting with integrity so that as a company we can transcend and endure for a very long time. That’s the Bimbo Way.

Canada’s Most Admired Cultures by Waterstone Human Capital

We are incredibly proud of our distinction as one of

Canada’s Best Employers for 2026

by Forbes!

We thank all interested applicants, but only those selected will be contacted. Please note all offers of employment at Bimbo Canada (Formerly Canada Bread Company Limited) are conditional upon the successful completion of a pre-hire background check (including but not limited to criminal history, reference, credit and/or physical demands checks) as appropriate for the role and as permitted by law.

Bimbo Canada is an equal opportunity employer that is dedicated to building a diverse workplace that promotes diversity, equity and belonging in the workplace, and encourages applications from qualified people of all genders, visible minorities, aboriginal peoples and persons with disabilities. We welcome applications from all interested individuals; however, only those candidates selected for an interview will be contacted.

Job seekers with disabilities who require accommodation during the recruitment process, or would like more details about accessibility, should contact Bimbo Canada Accessibility at [e-mail].