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Sr. Director, Global Brand Equity & Portfolio Architecture
Position Title: Sr. Director, Global Brand Equity & Portfolio Architecture
Position Type: Regular - Full-Time
Requisition ID: 39939
In every role, McCainers are ambitious, curious, and passionate about creating exceptional work experiences - together. With a customer-first mindset, we make doing business with McCain easy.
About the role.
Reporting to the VP, Global Marketing, the Sr. Director, Global Brand Equity & Portfolio Architecture is accountable for defining, building and embedding McCain’s brand equity and portfolio strategy globally, ensuring every market and category consistently reflects the brand’s purpose, positioning, and values. This role will set the brand equity guidelines and KPIs for all of McCain, providing the framework for how the brand shows up in every touchpoint, from product innovation to content creation to sponsorships and experiential marketing.
The Sr. Director will lead a small, diverse team with direct reports in different countries, the role partners closely with regional marketing leaders, Sustainability, and External Affairs to adapt global strategies to local contexts while ensuring a consistent, compelling global brand presence. This is an exisiting vacancy for McCain which is actively seeking to be hired.
What you’ll be doing.
- Set and steward global brand equity guidelines for all of McCain, defining brand purpose, positioning, and visual/verbal identity to ensure consistency across categories, regions, and consumer touchpoints.
- Lead global portfolio architecture, developing and maintaining the framework for brand hierarchy, sub-brand roles, and innovation/renovation alignment across the portfolio.
- Establish a comms strategy for the McCain brand globally that levearages best practice for equity, sustainability and product communication balancing experiential and a partnership approach to deliver long-term equity and ROI.
- Integrate regenerative agriculture storytelling into McCain’s brand narratives in partnership with Sustainability and External Affairs, ensuring messages are authentic, relevant, and resonate with consumers.
- Drive a shift toward content creation, building a scalable global approach to creating, curating, and sharing brand assets that enable regional teams to deliver high-impact, on-brand campaigns.
- Partner with regional marketing leaders to enable local execution of global brand and portfolio strategies, ensuring adaptation for market realities without compromising brand integrity.
- Leverage consumer insights, category trends, and competitive intelligence to inform brand positioning, portfolio priorities, and content strategy.
- Lead global brand governance, establishing standards, tools, and processes that guide decision-making on brand and portfolio matters across the business.
- Collaborate cross-functionally with R&D, Consumer Insights, Digital Technology, Sustainability, and External Affairs to ensure brand and portfolio strategies are embedded in business planning and activation.
- Lead, coach, and develop a high-performing global team, fostering collaboration across geographies, building marketing capability, and encouraging innovation in brand building.
Scope, Influence, Impact:
- Scope: Global leadership for McCain’s brand equity and portfolio architecture across all markets and categories, with responsibility for setting and maintaining the brand’s global identity. Leads a geographically dispersed team and partners closely with regional and functional leaders.
- Influence: Shapes McCain’s consumer-facing brand presence worldwide, influencing innovation, marketing investment, and creative direction. Works directly with Regional Presidents, marketing leaders, and functional partners to align on global brand priorities.
- Impact: Builds long-term brand value as measured by KPIs and ROI by ensuring consistency, clarity, and relevance in McCain’s portfolio and brand expression. Supports business growth by enabling regions to execute effectively against global brand strategies.
What you’ll need to be successful.
- Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.
- 15+ years of marketing experience, with significant brand strategy and portfolio management expertise in a global or regional role.
- Proven track record of building and sustaining strong consumer brands across diverse markets and categories.
- Deep expertise in brand architecture, equity building, and brand governance.
- Experience integrating sustainability storytelling into brand positioning.
- Strong commercial acumen with the ability to link brand strategy to business performance.
- Excellent influencing skills and ability to work across cultures and geographies in a matrixed organization.
- Experience managing and developing geographically dispersed teams.
About McCain.
Click Here to learn more about McCain and how we provide you with opportunities to make an impact that matters.
Leadership principles.
At McCain, our leadership principles guide how we engage with customers, collaborate as a team, and achieve success. We focus on understanding customer needs, driving innovation, empowering people, and taking ownership to clear obstacles and deliver results.
The McCain experience.
We are McCain. This statement is a testament to our collective strength and our individual value. Your contributions play a vital role in our success. Our winning culture is rooted in authenticity and trust, empowering us to bring out the best in one another. Here, you’ll find opportunities to learn, grow, and thrive. Join us and experience why we’re better together.
Compensation Package: $146,200.00 - $195,000.00 . CAD annually + Bonus eligibility + Long-term incentive eligibility
The above reflects the target compensation range for the position at the time of posting. Hiring compensation will be determined based on experience, skill set, education and training, and other organizational needs.
Benefits: At McCain, we’re on a mission to create a winning culture that puts employee safety and well-being at the heart of what we do, every day. We understand and appreciate that each person’s needs are unique and ensure our benefits & well-being programs reflect that. Employees are eligible for the following benefits: health coverage (medical, dental, vision, prescription drug), retirement savings benefits, and leave support including medical, family and bereavement. Well-being programs include vacation and holidays, company-supported volunteering time, and mental health resources. Coverages are aligned with country, provincial and state governing plans and can vary by work level, location and nature of the role. Additional benefit detail available during the application process.
Your well-being matters to us, and we’re here to provide you with the necessary resources to support you in being your best self at work - and at home.
McCain Foods is an equal opportunity employer. As a global family-owned company, we strive to be the employer of choice in the diverse communities around the world in which we live and work. We recognize that inclusion drives our creativity, resilience, and success and makes our business stronger. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, sex, age, veteran status, disability, or any other protected characteristic under applicable law.
McCain is an accessible employer. If you require an accommodation throughout the recruitment process (including alternate formats of materials or accessible meeting rooms), please let us know, and we will work with you to find appropriate solutions.
Your privacy is important to us. By submitting personal data or information to us, you agree that this will be handled in accordance with McCain’s Global Privacy Policy and Global Employee Privacy Policy, as applicable. You can understand how your personal information is being handled here.
Job Family: Marketing
Location(s): CA - Canada : Ontario : Toronto || CA - Canada : New Brunswick : Florenceville-Bristol
Company: McCain Foods (Canada)
