Job description

The Senior Marketing Manager is responsible for developing and executing integrated marketing strategies that strengthen brand awareness, drive customer acquisition, support sales growth, and achieve the company’s business objectives. This role leads the planning, execution, and optimization of marketing initiatives across digital, retail, ecommerce, and trade channels while ensuring consistent brand messaging and regulatory compliance.

Working cross-functionally with Sales, Product Development, Education, Regulatory, and Operations, the Marketing Manager translates business priorities into impactful marketing programs, product launches, and customer engagement initiatives. The role also oversees external agencies and vendors, analyzes marketing performance to maximize return on investment, and continuously identifies opportunities to improve processes, adopt new technologies, and drive innovation.

The ideal candidate is a strategic thinker with strong project management skills, a data-driven mindset, and a passion for building brands, leading cross-functional initiatives, and delivering measurable business results.

Primary Objective: Grow the Living Alchemy brand by developing and executing marketing strategies that increase brand awareness, generate demand, support retail and ecommerce sales, and strengthen customer loyalty while maintaining the company’s commitment to science, education, and natural health innovation.

Senior Marketing Manager Responsibilities

• Develop and execute integrated marketing strategies that support company growth, revenue, and brand objectives.
• Collaborate with Sales, Product Development, Education, Regulatory, and Operations to align marketing initiatives with business priorities and sales pipeline goals.
• Lead annual marketing planning, budgeting, resource allocation, and performance management.
• Own the marketing calendar, ensuring coordinated execution of campaigns, product launches, promotions, and seasonal initiatives.
• Develop and execute go-to-market strategies for new product launches, including positioning, messaging, sales enablement, and commercialization plans.
• Lead content strategy in partnership with the Visual Brand Manager, Education, and Sales teams to deliver compelling, scientifically credible, and customer-focused content across all channels.
• Oversee integrated marketing campaigns across digital, retail, ecommerce, and partner channels, ensuring projects are delivered on time, within budget, and meet performance objectives.
• Manage digital marketing initiatives including website content, SEO, email marketing, social media, paid advertising, and marketing automation in collaboration with internal teams and external agencies.
• Partner with ecommerce and marketplace teams to optimize online merchandising, conversion rates, customer experience, and digital sales performance.
• Develop customer acquisition, lifecycle, retention, and loyalty marketing programs to maximize customer lifetime value.
• Support retail partners through promotional programs, merchandising materials, sales tools, and marketing initiatives that drive sell-through.
• Plan and execute trade shows, industry events, sponsorships, educational programs, and community engagement activities.
• Lead affiliate, practitioner, clinician, influencer, and ambassador programs, including recruitment, relationship management, campaign execution, and performance reporting.
• Conduct market research, competitive analysis, and consumer insight gathering to identify market opportunities, emerging trends, and unmet customer needs.
• Monitor industry developments and recommend innovative marketing approaches, products, and growth opportunities.
• Establish marketing KPIs and regularly analyze campaign performance, customer acquisition, engagement, conversion, and return on investment to drive continuous improvement.
• Prepare regular reports and present marketing performance, insights, and recommendations to senior leadership.
• Ensure consistent brand positioning, messaging, and visual identity across all customer touchpoints and communication channels.
• Collaborate with the Regulatory team to ensure all marketing materials comply with applicable Natural Health Product regulations and advertising guidelines.
• Translate scientific research and product benefits into clear, engaging, and compliant marketing communications for consumers, practitioners, and retail partners.
• Manage relationships with external agencies, creative partners, vendors, freelancers, and other marketing service providers.
• Evaluate and implement marketing technologies and AI-powered tools to improve productivity, campaign effectiveness, customer engagement, and reporting.
• Identify opportunities to improve marketing processes, workflows, and cross-functional collaboration.
• Coach, mentor, and develop members of the marketing team while fostering a collaborative, innovative, and high-performance culture.
• Stay current with marketing best practices, consumer trends, and emerging technologies to ensure the company remains competitive and innovative.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field. An MBA is considered an asset.
• Minimum 5–7 years of progressive marketing experience within the Consumer Packaged Goods (CPG) industry is required. Experience in natural health products, dietary supplements, food and beverage, or wellness brands is highly preferred.
• Proven track record of developing and executing integrated marketing strategies that drive brand growth, customer acquisition, and revenue.
• Experience managing new product launches and go-to-market strategies from concept through commercialization.
• Strong understanding of retail, ecommerce, and digital marketing, including email marketing, social media, paid advertising, SEO, and marketing automation.
• Experience working closely with sales teams to support retail partners, distributors, and key accounts.
• Demonstrated ability to analyze marketing performance, interpret data, and make data-driven decisions to improve campaign effectiveness and return on investment.
• Experience managing external agencies, creative partners, influencers, and other marketing vendors.
• Excellent project management skills with the ability to manage multiple priorities in a fast-paced environment.
• Exceptional written and verbal communication skills with the ability to develop compelling brand and product messaging.
• Strong leadership, collaboration, and relationship-building skills with experience working across cross-functional teams.
• Highly organized, proactive, and results-oriented with strong attention to detail and follow-through.
• Comfortable leveraging AI tools and emerging marketing technologies to improve productivity, content development, campaign execution, and customer engagement.
• Knowledge of Canadian and/or U.S. regulatory requirements for natural health products, dietary supplements, or food products is considered a strong asset.
• Passion for health, wellness, and building purpose-driven consumer brands.