Senior Brand Manager, fairlife Canada

Reports to: General Manager, fairlife Canada

About fairlife

fairlife, LLC is a Chicago-based nutrition company that creates great-tasting, nutrition-rich and dairy products to nourish consumers.

With over $3B in annual retail sales, fairlife portfolio of delicious, lactose-free, real dairy products includes: fairlife ultra-filtered milk; Core Power High Protein Shakes, a sports nutrition drink to support post-workout recovery; fairlife nutrition plan, a nutrition shake to support the journey to better health.

A wholly owned subsidiary of The Coca-Cola company, fairlife, LLC has been recognized by both Fast Company and Nielsen for its industry leading innovation.

To learn more about fairlife and its complete line of products, please visit fairlife.com.

Role Purpose

The Senior Brand Manager, fairlife Canada is responsible for leading end-to-end brand and business strategy across the fairlife portfolio in Canada. This role owns short- and long-term brand plans that drive trial, accelerate velocity, and build brand love, while also working closely with Bottler and Company Commercial, Sales, Finance, Supply Chain, and fairlife U.S. partners to deliver sustainable growth.

This role goes beyond traditional brand management and requires a well-rounded business leader with strong commercial acumen, system fluency, and the ability to operate effectively within a complex Canada-U.S. structure.

Key Responsibilities

Portfolio & Brand Leadership

• Lead long-term portfolio strategy and annual brand plans for the fairlife portfolio in Canada, aligned to business objectives and growth targets.
• Own end-to-end brand plans, including strategic priorities, investment requirements, and resourcing to deliver results.
• Champion the fairlife growth opportunity in Canada across internal and external stakeholders.

• Partner closely with Canadian and U.S. teams to shape go-to-market strategy, bottler alignment, and execution.
• Collaborate with Supply Chain and Operations to ensure brand plans are executable within the Canadian system.
• Act as the primary Canada brand lead, leveraging U.S. fairlife capabilities while ensuring strong local relevance and impact.

• Own performance management, including KPI tracking, business reviews, and in-year course correction.
• Lead day-to-day management of brand budgets and investment allocation, ensuring strong ROI and delivery against plan.
• Leverage data-driven insights (e.g., Nielsen, internal reporting, consumer research, competitive analysis) to identify and prioritize growth opportunities.

• Lead the development and execution of integrated, 360° marketing campaigns in partnership with agencies and cross-functional teams.
• Foster a test-and-learn mindset across marketing and communications to drive trial, relevance, and brand preference.

• Operate as a senior individual contributor with significant cross-functional leadership responsibility.
• Influence and align senior stakeholders across fairlife, the Coca-Cola system, and agency partners through strong communication and storytelling.

• Bachelor's degree in Marketing, Business, or a related field (MBA an asset).
• 8-10+ years of progressive experience in brand management or general management within CPG.
• Proven experience leading end-to-end brand plans and managing complex, cross-functional initiatives.
• Strong commercial acumen with experience partnering closely with sales, Bottler, and commercial teams.
• Demonstrated ability to operate effectively within a matrixed, cross-border organization.
• Highly analytical, with the ability to translate data and insights into clear strategic direction.
• Strong storytelling, presentation, and stakeholder influence skills.
• Comfortable operating with high ownership, ambiguity, and pace in a growth environment.