Corby Spirit and Wine Limited

Hiram Walker and Corby’s portfolio of owned brands include some of the most renowned brands in Canada, including JP Wisers, Canadian Whisky, Lamb’s Rum, and Polar Ice Vodka. Corby distributes leading Pernod Ricard international brands such as ABSOLUT Vodka, Chivas Regal, Glenlivet, Ballantine’s Scotch Whiskies, Jameson Irish Whiskey, Beefeater Gin, Malibu Rum, Kahlua Liqueur, Mumm Champagne, Jacob’s Creek, Wyndham Estate and Stoneleigh wines. An overview of the entire Corby portfolio shows over 5,000,000 cases sold annually, with Corby being a significant importer of wines and having an approximate 21 percent market share of spirit sales in Canada. We were named one of Canada’s Best Workplaces for 7 years by The Great Place to Work® Institute Canada, based on employee survey results and an audit of workplace excellence and people management practices.

Working here is all about igniting conviviality in all that we do. Derived from the French word convivialité, it means human connection, authenticity, friendly, and jovial. We are in the business of creating moments that matter, starting with how we work! Let your ambition lead you toward outstanding opportunities with progressive rewards. For insight on our heritage please click:

Position Summary

The Senior Brand Director is the business leader responsible for driving the growth agenda for the portfolio. As an exceptional and inspirational cross functional leader, this individual will spearhead efforts in strengthening brand equity, growing household penetration & driving profitable growth ahead of the category. To achieve this, the Senior Brand Director will set a compelling vision for each brand and work in close partnership with key stakeholders to bring it to life. Reporting directly to the VP Marketing, the SBD is a key member of the Marketing Leadership team and manages a team of 15 people including 4 direct reports. The successful candidate will bring strategic thought leadership, proven track record of media to shelf planning, and transforming consumer insights to business success. A passion for brand building and business development, fueled by solid influencing skills and strong sense of ownership is critical to success in this role.

Key Responsibilities and Accountabilities

– Global Brand Director for J.P. Wiser’s & Canadian Whiskies:

  • Acting a Brand Guardian for Corby owned brands develop the positioning, communications strategy and assets, innovation pipeline, brand homes strategy that are the core fundamentals for our iconic Canadian brands in the domestic Canadian market and in global export markets.

– Strategic Planning:

  • Lead and guide the team through the annual strategic planning process. Distill the Corby Portfolio Strategy into brand ambitions that unlock growth while continually assessing the broader market and consumer context to identify gaps and opportunities for the portfolio and/or brands.

– Collaboration & Engagement:

  • Partnering with the agencies and cross functional teams to drive media to shelf planning to develop platforms/executions that maximize business results. Identifying the right agency mix needed for the business and brand needs.

– Innovation:

  • Build innovation pipeline across Corby and Pernod Ricard brands by identifying consumer insights, business & other technical opportunities, define innovation strategies and concepts, to transform them into initiatives to achieve their implementation.

– Agency Management:

  • Strong expertise in writing inspiring creative briefs and effectively managing the creative/program development process.

– Insights into Action:

  • Act as consumer champion and develop deep understanding of consumer/ shopper behaviors. Identify, lead, and guide team through performance analysis/consumer research programs and derive implications to ensure marketing programs/expenditures meet KPIs. Consistently seek to improve our efficiency and effectiveness by sharing learnings across the team.

– Business Analysis and Implications:

  • Identify, lead, and guide the team through the development of trends reporting understanding and analysis to identify opportunities/ risks and make recommendations to further drive the business.

– People Development:

  • Manage direct reports and develop them into strong brand experts and leaders while also creating a culture of creativity, learning and experimentation within the broader marketing team.

Key Competencies

– Leadership:

  • Act as mentor and guide to build team to high-performance team and take active role in Corby Marketing Leadership Team to drive culture and performance for the overall Marketing department.

– Entrepreneurial Mindset:

  • Ability to develop, deliver, and iterate plans continuously with a resourceful, obsessive, and fearless mindset with a focus on proving the case for brand expansion.

– Vision:

  • Ability to define compelling brand vision, aligning all stakeholders behind vision to maintain passion, energy & focus.

– Creativity:

  • Ability to generate, inspire and explore new and relevant ideas by thinking out-of-the-box, finding imaginative solutions and fostering a creative spirit within both the organization and external partners.

– Business Acumen:

  • Ability to view the business from a holistic perspective, understand its financial and operational underpinnings and what it takes to make it profitable.

– Relationship Building:

  • Ability to build quality and trusting relationships, to gain credibility at all relevant levels of the organization and with external partners/stakeholders through strong interpersonal skills, integrity, influencing skills and delivery.

Preferred Education/Experience

  • Minimum 10 years of brand management experience, drinks experience is a plus
  • Strong planning, communication, negotiation and budgetary management skills
  • Degree in Marketing, Business or related field
  • Competencies we are particularly interested in Consumer and Brand Focus, Step Change Innovation, Commercial Rigor, Team Building/Influencing & Partnering

In Exchange we say cheers to great perks, Competitive Total Rewards, Hybrid work style, mental fitness coaching, well-being days, product allotment, global career opportunities & annual bonus opportunities and many more.

We welcome and encourage applications from individuals from all groups, including aboriginal, women, visible minorities, and persons with disabilities, regardless of race, ethnicity, sexual orientation, creed, family status, national origin, age, and gender.


Pernod Ricard and its Canadian Affiliates Corby Spirit and Wine Limited, and Hiram Walker & Sons Ltd. are committed to providing accessible employment practices. Should you require accommodation during any phase of the recruitment process or wish to view our accommodation policies, please contact the Human Resources Department at [email protected]. For Ontario Applicants, our practices are in compliance with the Accessibility for Ontarians with Disabilities Act and the Ontario Human Rights Code.

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