Brand Marketing Associate - Mina

The Opportunity:

Join a dynamic team representing the #1 Halal brand in Canada: Mina as well as new up and coming South Asian brand, where respect, collaboration, and growth are at the core of everything we do. This role offers a unique opportunity to celebrate and elevate the rich cultural heritage of South Asian traditions while driving the growth of an authentic Halal brand. As a Brand Marketing Associate, you will play a critical role in shaping the brand's narrative and future. You'll bring a passion for storytelling and consumer-focused marketing, paired with a strategic, results-driven mindset to deliver meaningful, profitable growth. This is your chance to work on culturally significant and leading these brands blending authenticity with innovation. Your work will focus on brand stewardship, strategy development, impactful communications, and leveraging analytics to make data-informed decisions, all while championing the values of Halal and South Asian communities.

Any MLF team member interested in being considered for this role are encouraged to apply online by December 23. Applications received beyond that date are not guaranteed consideration.

Snapshot of a Day-in-the-Life:

• Brand stewardship
• Brand communications
• Digital and social content creation
• Shopper marketing
• Packaging design
• Brand analytics and measurement (Nielsen, shipments, communication KPIs)
• Brand development progression (share/sales/profit) across multiple categories and channels
• Brand planning rhythms
• Collaboration with category marketing teams
• Budget management

More details about the role:

• Proudly act as brand steward for brands, ensuring all articulations (360 communication, media, products, packaging) always remain true to clearly defined brand manifesto, principles, and standards.
• Lead our Community Outreach Program, fostering meaningful connections with new Canadians and introducing them to our Halal and South Asian brand. You'll design impactful initiatives, host engaging events, and build partnerships that celebrate cultural diversity and create a sense of belonging.
• Work with various leading agency teams to develop breakthrough consumer communications and media plans from ideation to launch, while collaborating with all key internal and external stakeholders to achieve alignment.
• Lead, develop and manage digital and social content creation & approvals for your brands online channels, along with scheduling and analytics.
• Co-creation of shopper marketing programs (both national and ASPs) to ensure your brand is executed with excellence, balancing brand authenticity and ability to plug-in to customer strategies.
• Own the briefing and execution of all packaging design projects for existing & new products, ensuring brand consistency, with design and claims optimization across multiple categories and/or sub-brands.
• Understand brand analytics and measurement (Nielsen, shipments, communications KPIs) to gather insights to drive recommendations for the brand moving forward, inclusive of brand campaign post-mortems.
• Support brand development share/sales/profit progression across multiple categories and channels, inclusive of supporting annual brand planning rhythms (i.e., Key Issues, Key Strategies, annual brand priorities).
• Liaise with Maple Leaf Foods Category Marketing teams to ensure clear understanding of category issues/needs to deliver plans that answer the brief.
• Ongoing planning and budget management and strategy to ensure timely spend with optimized ROI.

What You’ll Bring:

• The ideal candidate brings a deep understanding of the diverse cultural, culinary, and community traditions connected to halal products and South Asian cuisine. You have lived experience or meaningful exposure to the values, practices, and preferences of the communities we serve, enabling you to authentically connect with our target audiences and elevate both our halal and South Asian brands.
• 2+ years in Brand Marketing role, or related agency experience in marketing and/or shopper marketing.
• A passion for brands, communication, strategy, consumer insights and storytelling.
• Post-secondary education.
• Proven creativity coupled with sound business judgement and an entrepreneurial spirit.
• Outstanding communication (written & oral).
• Proven ability to build productive internal and external relationships.
• Exceptional project management skills and highly detailed oriented.
• Appetite for continuous learning.
• Ability to understand and interpret data to build insights.

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.

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.

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