Senior Media Strategy Lead - Quebec Growth & Omnichannel

Loblaw Agency; Montreal; On-site; CAD 100,000 - 132,000; Full time

Benefits offered by this job

Competitive benefits

Job summary

Loblaw Agency in Montreal, QC seeks a Senior Manager, Media Strategy to lead Maxi’s media plans across digital, retail, and traditional channels. You will partner with Marketing, Merchandising, and Loyalty teams, shaping Quebec-focused campaigns that reflect local culture and consumer behaviour.

Bring 7–10 years in media planning/strategy, strong leadership, and expertise in MMM and measurement frameworks. Bilingual FR/EN preferred; competitive benefits offered.

Qualifications

• 7–10 years of progressive experience in media planning, media strategy, account management, or campaign leadership.
• Experience supporting retail, grocery, loyalty, CPG, or consumer-focused businesses.
• Proven success leading integrated omnichannel media strategies with measurable business outcomes.
• Strong understanding of media measurement frameworks, including attribution, incrementality, customer analytics, and Marketing Mix Modeling (MMM).
• Experience managing large-scale media budgets and complex stakeholder relationships.
• Demonstrated people leadership experience, including coaching and developing high-performing teams.
• Advanced knowledge of digital media platforms including Meta, Google Ads, DV360, YouTube, Retail Media Networks, and Social Media platforms.
• Strong project management and organizational skills.
• Ability to manage multiple priorities and influence cross-functional teams.
• Experience working within the Quebec market and supporting French-language marketing initiatives.
• Bilingualism (French and English) is strongly preferred.
• Bachelor’s degree or College Diploma in Marketing, Business Administration, Advertising, Communications, or a related field.

Responsibilities

• Lead the development of omnichannel media plans across digital, social, programmatic, retail media, search, video, audio, and traditional channels.
• Establish measurement frameworks and KPIs that align with business objectives and media investment strategies.
• Utilize media performance data, attribution models, incrementality testing, customer analytics, and marketing mix modelling to inform recommendations and optimization strategies.
• Deliver strategic and tactical recommendations that maximize return on media investment and business impact.
• Lead, coach, and develop a team of Media Strategy Managers or Specialists.
• Foster a culture of collaboration, accountability, innovation, and continuous improvement.
• Provide mentorship, constructive feedback, and career development support to team members.
• Identify capability gaps and implement development plans to strengthen team performance.
• Promote knowledge sharing and strategic best practices across the Loblaw Media organization.
• Partner with cross-functional teams to improve campaign planning, execution, optimization, and reporting processes.
• Ensure workflows, documentation, and operating procedures are efficient, scalable, and aligned across teams.
• Support product development, measurement innovation, and go-to-market initiatives through the lens of media strategy and client needs.
• Maintain strong financial stewardship of media budgets and investment allocations.

Skills

Media planning

Media strategy

Account management

Campaign leadership

Retail media

French-language marketing

Bilingual (FR/EN)

Education

Bachelor’s degree or College Diploma in Marketing/Business/Advertising/Communications

Tools

Meta

Google Ads

DV360

YouTube

Retail Media Networks

Social Media platforms

Job description

Loblaw Agency in Montreal, QC seeks a Senior Manager, Media Strategy to lead Maxi’s media plans across digital, retail, and traditional channels. You will partner with Marketing, Merchandising, and Loyalty teams, shaping Quebec-focused campaigns that reflect local culture and consumer behaviour.

Bring 7–10 years in media planning/strategy, strong leadership, and expertise in MMM and measurement frameworks. Bilingual FR/EN preferred; competitive benefits offered.