Senior Manager, Marketing Strategy & Planning at New Brunswick Liquor Co – Fredericton, New Brunswick
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About This Position
ANBL
Senior Manager, Marketing Strategy & Planning
Essential role information
Title: Senior Manager, Marketing Strategy & Planning
Language requirement: Spoken and written competence in English
Location: Remote within New Brunswick
Closing: April 27, 2026
Who we are
As one of Atlantic Canada’s Top Employers for 2025, ANBL is proud of the people-first culture we’ve built together with our team members. Alcool NB Liquor (ANBL) is a provincial Crown corporation responsible for the purchase, importation, distribution, and retail activity for all beverage alcohol in the province.
Our sister company, Cannabis NB (CNB), manages retail cannabis sales for the province, providing safe and legal products while focusing on education, safety and responsible access.
Together, ANBL & CNB return 100% of profits to the Government of New Brunswick to benefit all New Brunswickers while responsibly serving customer and communities across the province.
Corporate Social Responsibility at ANBL
At ANBL, we take our social responsibility seriously. With our Corporate Social Responsibility Strategy to guide us, we are committed to:
- Responsible selling through our CHECK 30 program, which specifies that customers who look younger than 30 will be asked for valid photo identification.
- Food security through our partnership with Feed Nourrir NB to help get more food to the New Brunswickers who need it.
- Helping New Brunswickers get home safely through our Safe Ride program, providing FREE transportation at ANBL-sponsored events.
None of these efforts would be possible without the more than 800 team members who are the lifeblood of our organization and choose ANBL as their employer.
What's in it for you?
Being part of the team at ANBL means working in an organization that values its people and encourages every employee to have a voice. Our team takes pride in contributing to the communities and province we serve.
At ANBL, we also support both personal and professional growth through internal and external development opportunities, including our Leadership Development Program.
About the Senior Manager, Marketing Strategy & Planning role
At Alcool NB Liquor, we look for people whose values align with ours! Integrity, Caring, Trust, Community and Celebration. We value team members who collaborate well, make thoughtful decisions, support others, and take pride in delivering great experiences while celebrating success together.
Reporting to the Director of Marketing and Business Intelligence, the Senior Manager, Marketing Strategy & Planning translates overall marketing direction into clear, coordinated plans and priorities at ANBL, ensuring alignment to defined business goals and success measures.
The Senior Manager leads the marketing planning process, including annual and campaign planning, prioritization and intake across teams. They provide strategic direction and alignment to marketing managers responsible for program delivery and creative services, ensuring work is focused, cohesive and connected across channels.
Working in a highly collaborative environment, the Senior Manager partners with internal teams and external agencies to align on priorities, clarify plans and remove strategic roadblocks. This role connects strategy to execution by enabling teams with clear direction, strong planning, and continuous improvement in how marketing work is prioritized and delivered.
Additional Responsibilities
- Lead the development and operationalization of marketing plans, ensuring alignment with corporate priorities, business objectives, and customer insights.
- Oversee the portfolio of marketing programs and campaigns, providing strategic guidance and ensuring consistency and integration across all channels.
- Translate business goals, market trends and customer insights into clear, actionable marketing priorities and integrated plans.
- Provide leadership to the Marketing Programs and Creative Services Managers and their teams, enabling high-quality execution and fostering a collaborative, high-performing team culture focused on accountability, innovation and continuous improvement.
- Partner with Business Intelligence, internal stakeholders and external agencies to embed data, insights and performance metrics into strategy development and execution.
- Oversee agency relationships to ensure alignment, effectiveness and contribution to marketing objectives.
- Lead the strategic evaluation of campaign and program performance, identifying opportunities to optimize effectiveness and ROI.
- Oversee annual marketing planning and budgeting cycles, enabling prioritization and investment decisions.
- Champion a deep understanding of customer segments, behaviours and the end-to-end customer journey to inform all marketing efforts.
What do you need to be successful?
- Masters or diploma in Business Administration, Marketing or equivalent.
- 10+ years of progressive experience in marketing strategy, planning or integrated marketing leadership roles, including oversight of large-scale campaigns and programs.
- 6+ years of leadership experience, including managing managers and building high-performing teams.
- Strong expertise in marketing strategy, customer segmentation and journey mapping, with the ability to translate strategic direction into actionable plans.
- Proven experience developing and leading digital marketing plans that drive traffic, engagement and performance across owned channels.
- Deep understanding of digital marketing trends, platforms and customer behaviours, with the ability to apply insights to optimize marketing effectiveness.
- Demonstrated ability to leverage data and insights to inform decisions and continuously improve performance.
- Strong stakeholder management and influencing skills across all levels, including experience working with and managing external agency partners.
Would be an asset if you had:
- Experience in Retail, CPG or Food & Beverage industries.
- Experience in enterprise-level strategic planning and budget management.
- Strong understanding of marketing performance frameworks, attribution and ROI measurement.
- Familiarity with the New Brunswick market landscape.
Key Competencies
- Strategic Mindset: Sees ahead to future possibilities and translates them into breakthrough strategies. For example, keeps business strategies up to date to address evolving dynamics in the market and organization. Leverages key differentiators in the market. Aligns the strategies of different business units to address long-term opportunities.
- Business Insight: Applies knowledge of business and the marketplace to advance the organization's goals. For example, maintains ample, up-to-date business and industry knowledge in order to make sound decisions for the organization. Understands the policies and other external factors affecting the organization.
- Plans & Aligns: Plans and prioritizes work to meet commitments aligned with organizational goals. For example, stays focused on plans and improvises in response to changes, including risks and contingencies. Aligns own team's work with other workgroups'. Looks ahead to determine and obtain needed resources to complete plans.
- Drives Results: Consistently achieves results, even under tough circumstances. For example, emphasizes the importance of results; encourages a sense of urgency in others; challenges poor outcomes or unproductive behaviors. Provides assistance or encouragement to help others over obstacles
Language competencies
- Bilingualism in both official languages is an asset, but not required
Work location:
- The Train Station Office is located in Fredericton, New Brunswick.
- The successful candidate must be based in New Brunswick, remote work is possible.
- Semi-regular travel for meetings and project work may be required.
Compensation information:
- $98,981 - $114,815
Benefits information:
- Comprehensive benefits package, including medical, dental coverage and a generous pension plan.
- Access to a Health Spending Account or Wellness Subsidy
- Opportunities to utilize flexible work arrangements, such as remote or hybrid work.
Note
- Only candidates with legal authorization to work in Canada will be considered
How do I join the Team?
Share your resume with us through our online application system.
Alcool NB Liquor (ANBL) is proud to be an equal opportunity employer and is committed to reflecting the diverse communities we serve. We foster an inclusive and accessible workplace, and accommodations may be provided upon request, in all aspects of the selection process.