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About the Role

We are seeking a strategic and customer-obsessed Director, Product Marketing to lead the commercialization and growth of media and advertising solutions at Loblaw Advance™. In this highly visible leadership role, you will connect customer needs, product strategy, and business objectives to bring innovative retail media solutions to market.

Responsibilities

• Lead Product Strategy & Commercialization
• Translate product vision, customer insights, and business priorities into clear go-to-market strategies and commercialization plans.
• Develop differentiated product positioning, messaging, and value propositions that resonate with advertisers, agencies, and strategic partners.
• Partner closely with Product Management to influence roadmap priorities through customer feedback, market intelligence, and competitive insights.
• Own product market fit for the advertising product portfolio by defining target audiences, customer segments, value propositions, and growth opportunities informed by customer and market insights.
• Drive Product Go-to-Market Excellence
• Lead end-to-end launch planning and execution for new products, capabilities, and enhancements.
• Build integrated go-to-market frameworks that align product, sales, account management, analytics, and marketing teams around shared objectives.
• Establish product adoption strategies that accelerate customer engagement, utilization, and revenue growth.
• Partner with Revenue Management to create pricing, packaging, and commercialization recommendations to maximize market opportunity and competitive advantage.
• Build Best-in-Class Sales Enablement
• Create compelling product narratives, playbooks, presentations, and customer-facing materials that help commercial teams win and grow business.
• Partner with sales and sales strategy leadership to identify market opportunities and improve conversion rates across the pipeline.
• Deliver product training and enablement programs that increase seller confidence and effectiveness.
• Generate Market and Customer Insights
• Lead market research initiatives to understand customer needs, industry trends, and competitive dynamics.
• Monitor industry developments across retail media, advertising technology, measurement, and consumer behavior.
• Champion a customer-first mindset across the product organization.
• Lead and Develop a High-Performing Team
• Build, mentor, and inspire a team of product marketers focused on excellence, innovation, and business impact.
• Foster strong cross-functional collaboration across all domain functions.
• Establish clear goals, operating rhythms, and performance measures that drive accountability and results.
• Create an environment that encourages strategic thinking, creativity, continuous learning, and leadership growth.
• Measure & Optimize
• Define and track KPIs related to product adoption, revenue growth, pipeline contribution, customer engagement, and commercial performance.
• Evaluate launch effectiveness and go-to-market performance to identify opportunities for optimization.
• Use data, insights, and customer feedback to continuously improve product marketing effectiveness and business outcomes.

Requirements

• Proven track record as a strategic product marketing leader with experience building and scaling high-performing teams.
• 8–12+ years of progressive experience across product marketing, go-to-market strategy, commercialization, or related disciplines.
• Deep expertise in developing positioning, messaging, and growth strategies for complex products and solutions.
• Strong understanding of media, advertising technology, retail media, data, analytics, or consumer packaged goods industries.
• Exceptional storytelling and communication skills with the ability to simplify complex concepts into compelling customer value propositions.
• Experience influencing senior leaders and aligning cross-functional stakeholders around strategic priorities.
• Strong analytical and strategic thinking capabilities with a demonstrated ability to turn insights into action.
• Experience leading product launches, sales enablement programs, and adoption strategies at scale.
• Ability to balance long-term strategic planning with executional excellence in a fast-paced environment.
• Candidates who are 18 years or older are required to complete a criminal background check.

Skills

• Product Marketing
• Go-to-Market Strategy
• Commercialization
• Positioning
• Messaging
• Growth Strategies
• Media
• Advertising Technology
• Retail Media
• Data
• Analytics
• Consumer Packaged Goods
• Storytelling
• Communication
• Strategic Thinking
• Sales Enablement
• Product Launches
• Salesforce
• Coda
• Jira
• Product Marketing Tools

Location

• Canada

Work Type

• Full-time

Experience Level

• 8-12+ years

Salary/Compensations

• $128,000.00 - $176,000.00 per year

Benefits

• Progressive careers
• Comprehensive training
• Flexibility

About the Company

• Loblaw Companies Limited is one of Canada's largest employers, committed to positively impacting the lives of all Canadians and shaping the future of Canadian retail.
• Loblaw Advance™ drives brands forward by leveraging exclusive purchase pattern data, customer intelligence, and daily connections with shoppers.
• We are backed by Canada's leading grocery and pharma retailer and the PC Optimum™ loyalty program.
• Our dynamic team integrates loyalty, media, product, analytics, insights, and strategy disciplines.
• We are always innovating to stay on the leading edge of a fast-evolving industry.
• We seek great people who share our principles of authenticity, curiosity, trust, and collaboration.
• You will get to work with some of the best minds in the industry and have the support of in-house world-class technologies.
• Our colleagues are passionate about their work and excited about the future of retail and media.
• Our commitment to Sustainability and Social Impact is an essential part of the way we do business.
• Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community.
• Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture.
• We are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.

Equal Opportunity

• We are looking for varied perspectives which include diverse experiences that we can add to our team.
• We have a long-standing focus on diversity, equity and inclusion because we know it will make our company a better place to work and shop.
• We are committed to creating accessible environments for our colleagues, candidates and customers.
• Requests for accommodation due to a disability (which may be visible or invisible, temporary or permanent) can be made at any stage of application and employment.
• We encourage candidates to make their accommodation needs known so that we can provide equitable opportunities.