Trailappliances14d ago

Manager, Brand & Experience 18 month Contract (426)

Canada·Richmond,RichmondContractmid

OtherManager

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Overview

Working at Trail Appliances means joining an entrepreneurial-minded, driven team dedicated to delivering an exceptional customer experience.

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OtherManager

Working at Trail Appliances means joining an entrepreneurial-minded, driven team dedicated to delivering an exceptional customer experience. Trail Appliances is the leading independent appliance retailer in Western Canada. We’re a fast-growing company with over 500 employees in British Columbia, spread out over 10 showrooms, 3 Outlet Centres, 3 distribution centres, and 4 offices in BC's major markets. Join our team of trailblazers!

Our core values:

Integrity – We do what’s right, even when no one is looking.

Improvement – We do it well. Then we do it better.

Caring – We put ourselves in others’ shoes.

Authenticity – We like people, not pretense.

Determination – We kick down walls.

As Manager, Brand & Experience, you will own how the Trail brand comes to life everywhere our customers interact with us: in our showrooms, across media channels, through supplier partnerships, and in the moments that matter most during their buying journey. This is a senior, highly visible role that blends strategic brand leadership with hands‑on execution, commercial thinking, and cross‑functional collaboration.

Reporting into Marketing Leadership, you’ll help shape Trail’s brand strategy, lead integrated sales and promotional campaigns, and ensure every touchpoint reflects the quality, trust, and expertise Trail is known for.

Co‑develop and evolve Trail Appliances’ brand strategy alongside Digital Growth & Performance and Creative & Content leadership.
Act as Trail’s brand guardian, ensuring consistency and integrity across marketing, showrooms, media, and customer experience.
Translate big brand ideas into clear, actionable plans that drive awareness, acquisition, and loyalty.
Lead, coach, and develop a high‑performing team of marketing specialists.

Plan, execute, and optimize always‑on and promotional campaigns across all channels.
Coordinate seamlessly across Marketing, Purchasing, Retail Sales, and eCommerce to ensure campaigns land on time and deliver results.
Track performance and continuously refine tactics to maximize traffic, revenue, and customer acquisition.

Own supplier COOP programs end‑to‑end—from planning and negotiation to execution and reporting.
Unlock incremental revenue through innovative supplier‑funded opportunities (in‑store, showroom, trucks, displays, and media).
Lead sponsorships, partnerships, referral programs, and brand integrations that extend Trail’s reach and relevance.

Oversee omni‑channel media planning and buying across TV, CTV, radio, OOH, print, digital display, social, retargeting, and conquesting.
Ensure media investments are fully aligned to brand, sales, and promotional goals.
Analyze performance and optimize channel mix, messaging, and placements using data and insight.

Own the in‑store and showroom brand experience—from signage and digital displays to events and experiential activations.
Partner closely with retail teams to ensure every showroom reflects Trail’s brand promise.
Support local market needs through thoughtful, brand‑appropriate community engagement, events, and localization.

Plan and execute events, contests, and experiential activations through traditional media and partnerships.
Build strong relationships with media and event partners to unlock value‑added opportunities.
Oversee brand reputation and customer feedback channels, turning insight into experience improvements.

Define and track KPIs and ROI across campaigns, media, events, and experiences.
Translate performance data into clear insights and recommendations for leadership.
Use consumer, market, and performance insights to continuously refine brand and media strategy.

Lead forecasting, annual planning, approvals, and ongoing budget management.
Monitor and reconcile spend to ensure investments align with business priorities.
Identify efficiencies and revenue‑generating opportunities through media, partnerships, and suppliers.

5+ years of progressive experience in brand, integrated marketing, or campaign management.
Proven leadership experience managing teams and complex cross‑functional initiatives.
Hands‑on expertise planning and executing omni‑channel campaigns (traditional + digital).
Strong commercial mindset with experience managing meaningful budgets.
Comfort using data, performance metrics, and insights to guide decisions.
Excellent communication, project management, and stakeholder‑influence skills.
Experience in retail, consumer goods, or multi‑location businesses is a strong asset.