Come make your difference in communities across Canada, where authenticity, trust and making connections is valued – as we shape the future of Canadian retail, together. Our unique position as one of the country's largest employers, coupled with our commitment to positively impact the lives of all Canadians, provides our colleagues a range of opportunities and experiences to help Canadians Live Life Well®.
At Loblaw Companies Limited, we succeed through collaboration and commitment and set a high bar for ourselves and those around us. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong.
About Loblaw Media
Loblaw Media™, part of Loblaw Companies Limited, helps brands connect with customers through data-driven media solutions powered by Canada’s largest retailer. By combining customer insights, retail expertise, and innovative media capabilities, we deliver relevant and measurable marketing solutions that drive business outcomes for our partners.
As Loblaw Media continues to evolve, we are building a team of strategic media leaders who can help our businesses maximize the value of their media investments while advancing our measurement capabilities and customer-first approach.
We are committed to fostering an inclusive, collaborative, and high-performing culture grounded in Loblaw’s CORE values: Care, Ownership, Respect, and Excellence.
Why is this role important?
The Senior Manager, Media Strategy – Maxi Business serves as the primary strategic media partner for Maxi and key Quebec-based business stakeholders. This role is responsible for developing and leading media strategies that support Maxi’s growth objectives, strengthen customer engagement, and drive measurable business outcomes across Quebec.
As a trusted advisor to Marketing, Merchandising, Loyalty, and Category teams, this individual leverages customer insights, business performance data, and media expertise to identify growth opportunities and optimize media investments.
The successful candidate will bring a strong understanding of the Quebec market, consumer behaviour, and media landscape, ensuring campaigns are culturally relevant, locally informed, and aligned with Maxi’s brand positioning.
This role also leads and develops a new team of Media Strategy Managers or Specialists, fostering a culture of strategic thinking, accountability, innovation, and continuous learning.
Accountabilities
Strategic Leadership & Business Partnership
- Serve as the lead media strategy partner for Maxi business stakeholders.
- Develop annual and campaign-specific media strategies aligned with Maxi’s business priorities, customer objectives, and growth targets.
- Act as a trusted advisor to senior marketing and business leaders, providing strategic recommendations grounded in customer insights, media performance, and business results.
- Translate marketing objectives into integrated media strategies that drive awareness, consideration, acquisition, retention, and sales.
- Identify opportunities to leverage Loblaw Media capabilities, first-party data, and retail media solutions to accelerate business growth.
- Quebec Market Expertise
- Champion media strategies that reflect Quebec consumer behaviour, cultural nuances, and French-language communication requirements.
- Provide expertise on Quebec media consumption trends, market dynamics, and competitive activity.
- Build strong relationships with Quebec-focused media partners, publishers, agencies, and industry stakeholders.
- Ensure media plans are optimized for French-speaking audiences while maintaining alignment with broader enterprise objectives.
Media Planning & Performance
- Lead the development of omnichannel media plans across digital, social, programmatic, retail media, search, video, audio, and traditional channels.
- Establish measurement frameworks and KPIs that align with business objectives and media investment strategies.
- Utilize media performance data, attribution models, incrementality testing, customer analytics, and marketing mix modelling to inform recommendations and optimization strategies.
- Deliver strategic and tactical recommendations that maximize return on media investment and business impact.
- Team Leadership & Development
- Lead, coach, and develop a team of Media Strategy Managers or Specialists.
- Foster a culture of collaboration, accountability, innovation, and continuous improvement.
- Provide mentorship, constructive feedback, and career development support to team members.
- Identify capability gaps and implement development plans to strengthen team performance.
- Promote knowledge sharing and strategic best practices across the Loblaw Media organization.
- Operational Excellence
- Partner with cross-functional teams to improve campaign planning, execution, optimization, and reporting processes.
- Ensure workflows, documentation, and operating procedures are efficient, scalable, and aligned across teams.
- Support product development, measurement innovation, and go-to-market initiatives through the lens of media strategy and client needs.
- Maintain strong financial stewardship of media budgets and investment allocations.
Core Competencies
- Deep understanding of media strategy, planning, execution, and measurement across digital and traditional channels.
- Strong knowledge of the Quebec market, media ecosystem, and consumer behaviour.
- Expertise in developing integrated media strategies that deliver measurable business outcomes.
- Strong business acumen with the ability to connect media investments to commercial results.
- Exceptional analytical and problem-solving skills.
- Ability to simplify complex data and media concepts for senior stakeholders.
- Strong leadership, coaching, and people development capabilities.
- Excellent communication, presentation, and relationship management skills.
- Results-oriented mindset with the ability to thrive in a fast-paced environment.
- Demonstrated ability to influence and collaborate across multiple functions and levels of the organization.
- Passion for innovation, continuous learning, and strategic thinking.
Skills & Requirements
- 7–10 years of progressive experience in media planning, media strategy, account management, or campaign leadership.
- Experience supporting retail, grocery, loyalty, CPG, or consumer-focused businesses.
- Proven success leading integrated omnichannel media strategies with measurable business outcomes.
- Strong understanding of media measurement frameworks, including attribution, incrementality, customer analytics, and Marketing Mix Modeling (MMM).
- Experience managing large-scale media budgets and complex stakeholder relationships.
- Demonstrated people leadership experience, including coaching and developing high-performing teams.
- Advanced knowledge of digital media platforms including Meta, Google Ads, DV360, YouTube, Retail Media Networks, and Social Media platforms.
- Strong project management and organizational skills.
- Ability to manage multiple priorities and influence cross-functional teams.
- Experience working within the Quebec market and supporting French-language marketing initiatives.
- Bilingualism (French and English) is strongly preferred.
- Bachelor’s degree or College Diploma in Marketing, Business
- Administration, Advertising, Communications, or a related field.
Preferred Qualifications
- Experience within Retail Media, Retail Marketing, or Grocery Retail.
- Familiarity with Loblaw’s loyalty ecosystem, customer data capabilities, and retail media solutions.
- Existing relationships within the Quebec media and marketing community.
- Experience leading strategic business planning with senior executive stakeholders.
Please note that contractors engaged through the Loblaw Agency work varying hours each week and are compensated on an hourly basis. The pay rate for this position is $60 per hour.
Please disregard the salary range displayed below, as it does not apply to this contract opportunity. The hourly rate of $60 per hour will remain in effect for the duration of the contract.
Candidates are welcome to discuss any compensation-related questions during their screening interview.
Our commitment to Sustainability and Social Impact is an essential part of the way we do business, and we focus our attention on areas where we can have the greatest impact. Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community – and we are constantly looking for ways to demonstrate leadership in these important areas. Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer our colleagues progressive careers, comprehensive training, flexibility, and other competitive benefits – these are some of the many reasons why we are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.
If you are unsure whether your experience matches every requirement above, we encourage you to apply anyway. 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.
Please Note:
Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.
Hiring Range / Échelle salariale à l’embauche :
$100,000.00 - $132,000.00 / 100.000,00$ - 132.000,00$ (per year / par an)
A candidate’s experience and knowledge as well as the geographical region in which the position is located may be factored into the pay a candidate receives for this position. This posting is for a newly created position. The Company uses artificial intelligence for the purpose of screening, assessing and/or selecting applicants for this position. / L’expérience et les connaissances d’un candidat ainsi que la région géographique dans laquelle le poste est situé peuvent être prises en compte dans la rémunération qu’un candidat reçoit pour ce poste. Cette offre d’emploi concerne un poste nouvellement créé. L’entreprise utilise l’intelligence artificielle dans le but de filtrer, d’évaluer et/ou de sélectionner les candidats à ce poste.
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