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Partnerships Manager

Labatt Breweries of Canada

Labatt Breweries is one of Canada’s most iconic beverage companies, as well as one of its top 100 employers.

About the Company

Budweiser, Bud Light, Stella Artois, Corona, Michelob Ultra, NURL, Palm Bay, Shock Top, and many more. Sound familiar? This. Is. LABATT.
What We Believe In

  • We DREAM BIG because we believe that through hard work and the strength of our teams, we can achieve anything.
  • We are fanatic owners. OWNERSHIP is at the foundation of everything we do.
  • We believe in collaboration and candor, and that means an INCLUSIVE and INFORMAL workplace
  • Above all, we believe in our PEOPLE – our team and dynamic is unlike any other

What We Offer You

  • WELL-BEING: We partner with you to prioritize your emotional, physical, and financial well-being through our flexible benefits plan, our ability to arrange attractive savings opportunities for you, and by engaging you throughout the year with info and activities aimed at strengthening your well-being.
  • LEADERSHIP: You’ll lead from day one. We’ll give you the opportunity to leave a legacy

What We Ask You

  • Be CURIOUS! See challenges as opportunities and get excited by the possibilities they offer.
  • Be RESILIENT! Welcome the challenges that you face head-on, and always find a way to achieve your goals.
  • Be AMBITIOUS! Be hungry to make a difference and succeed for not only yourself, but your team as well.

Job Description

As a the Partnerships Manager, you will manage sponsorship and branded entertainment for Labatt portfolio at national level to ensure all existing and new partnership are in line with Labatt business objectives and brand strategy, earning consumer attention through innovative and disruptive collaborations, and delivering strong return to the business.
A role to represent Labatt in negotiating/collaborating with external properties, and entertainment companies, as well as central point of contact with all internal stakeholders
Job responsibilities
Sponsorship Strategy (35%)

  • Ensure all sponsorship (existing & new) is in line with business objectives and brand strategy/priority through on-going evaluation and assessment
  • Proactively provide strategy review and competitive landscape study or upon request
  • Manage day to day relationship with rights-holders, properties. e.g. Hockey teams, Live Nation and others
  • Consult on property selection, renewal and negotiations as needed
  • Consult on, track and manage all contractual assets on behalf of Labatt
  • Source, draft and/or share periodic industry research and trends
  • Provide regular intelligence on key happenings and opportunities on the global sports, music landscape and emerging passion points including new platform / property opportunities or category activity

Sponsorship Governance (35%)

  • Manage and coordinate approvals for all contracts, ensure contract compliance
  • Facilitate top to top negotiation and follow up with required action items
  • Review contract with Legal department and relevant internal stakeholders
  • Manage and maintain contract database on Salesforce, and deliver accurate and insightful reports
  • Develop game plan for expiring properties at least 4-6 months in advance
  • Implement global XM best practices and playbook for Canada
  • Lead sponsorship budget allocation across stakeholders
  • Track and facilitate partnership payments are on-time and accurate
  • Develop KPI and scorecard for each property, track result post activation/season
  • Work with GHQ and Nielsen on sponsorship ROI and ROE measurement to understand impact on brand and business, evaluate different drivers for return and recommend optimization actions

Experiential Centre of Excellence (15%)

  • Support brands on development of experiential activation concepts and programming
  • Advise, “sense-check” to brand teams and agencies on viability of activation ideas
  • Provide guardrails for/guide brand teams and agencies in terms of contractual rights and obligations for various sports marketing agreements
  • Collect activation learning and results from Labatt brand team, regions, and other ABI markets
  • Create best practice case studies to share with marketing team and Global Connections community

Branded Entertainment (15%)

  • Establish relationship with strategic publishers, entertainment and production organizations
  • Source, and evaluate potential branded content & entertainment opportunities
  • Provide subject matter expertise or source experts’ recommendation on branded content distribution plan
  • Support on measurement of brand impact, return of investment of selected opportunities

Job Qualifications

  • University degree – Business, Management, Marketing or related field, MBA preferred
  • Minimum 5 years of experience in sponsorship management on agency or client side
  • Track record of successful deal negotiation over $1M and above
  • Deep understanding of Canadian sports and entertainment property landscape
  • Demonstrated success of property management at portfolio level
  • Excellent communication, presentation and negotiation skills
  • Ability to think strategically, critically and connect sponsorship with business objective and brand strategy
  • Ability to prioritize and manage a wide range of projects in parallel
  • Strong quantitative and analytical skills, able to synthesize insights from data
  • Some understanding of Marketing Mix Modeling, ideally has track record of ROI measurement experience
  • Must bring a focused, detailed and disciplined approach to sponsorship; able to manage contract, data, asset, financial details accurately
  • Bonus if familiar or proficient with Salesforce Sales Cloud

To apply for the job click here

Partnerships Manager

To apply for the job click here

Contact us

Labatt Breweries of Canada

Labatt Breweries is one of Canada’s most iconic beverage companies, as well as one of its top 100 employers.

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