Vice President Marketing

Company Overview:

Made Better isn’t just a claim; it’s our Dare promise.

Dare has been a proudly Canadian, family-owned company since 1889. Throughout our long history, we’ve created some of the most loved brands in the country including Bear Paws cookies, REALFRUIT gummies, Breton crackers, Melba Toast and many more. For over 130 years we had been located in the Kitchener area since the family’s original store opened in 1892. We are now head quartered in Cambridge Ontario and we’ve expanded our roots far beyond. With eight manufacturing plants and over 1400 employees, Dare is part of the fabric of Canada.

At Dare our dedicated team works passionately to uphold our tradition of excellence, innovation and quality in every aspect of our operations. Our state-of-the-art facilities utilize advanced technology to ensure consistency and quality while meeting the evolving needs of our consumers and customers.

About the role:

The Vice President, Marketing and Innovation R&D is a key member of the Dare Executive Team and is accountable for brand portfolio strategy and end to end commercial impact - from consumer insight and innovation through demand creation, retail activation, and P&L delivery. You will shape the long term vision and strategic vision for our North American brand portfolio, build a future ready marketing organization, and partner with Sales, Finance, and Supply Chain, to deliver sustainable, profitable growth in a swift and nimble fashion.

Responsibilities:

Strategy, P&L Ownership & Portfolio Leadership

Own brand portfolio strategy and the marketing P&L; align investment choices to growth bets across categories, cohorts, and channels.

Build a multi year roadmap focused on category growth drivers, brand health, and penetration; transform the org to be digitally enabled and data driven.

Lead annual and long range planning (AOP/LRP), portfolio pricing, mix management, and budget stewardship (A&M and retail media).

Consumer, Insights & Analytics

Champion a consumer centric culture; elevate the role of syndicated data, brand health tracking, consumer research and ROI on media investment into decisions.

Establish a performance dashboard cadence across brand, performance marketing, and creative; translate insight into sharp briefs and test and learn.

Innovation & Renovation

Lead R&D and partner with Operations to deliver stage gate innovation and value accretive renovation; build a 3-year innovation calendar for North American shoppers and customers.

Shape portfolio architecture (price/pack/channel) and claims strategy; ensure regulatory/label compliance and feasibility with Supply Chain and Quality.

Integrated Marketing, Media & Creative Excellence

Set the integrated communications strategy (TV/video, digital, social, PR/influencer, experiential); raise creative ambition and effectiveness.

Lead agency management (creative, media, shopper, PR); drive world class brand storytelling and full funnel performance plans.

Commercialization, Category & Shopper Marketing

Co own commercialization with Sales: promo strategy, assortment/pack, and customer back plans for key retailers.

Lead shopper marketing and category leadership with compelling insights, and packaging that stands out at shelf.

Digital & eCommerce

Strengthen our Digital Marketing approach and data collection approach as appropriate by market and by brand

Leverage Retailer Media partnerships as applicable and ensure that content on Retailers eCommerce site is compelling and SEO enabled

Leadership, Talent & Ways of Working

Continue to build on Dare’s culture of collaboration, respect, performance and winning together cross functionally. Build and mentor, a diverse, high performing team; set bold goals and create a culture of curiosity, creativity, and accountability.

Strengthen cross functional partnership with Sales, Finance and Supply; improve decision speed and operating rituals.

Key Deliverables

Growth & Share: Deliver net revenue and share growth vs. plan; expand household penetration and buy rate; improve distribution and velocity in priority banners.

Profitability: Improve gross margin mix and A&M ROI; optimize trade/marketing investments; deliver portfolio pricing & pack architecture that supports margin and value.

Brand Health: Lift aided awareness, consideration, preference, and equity scores; achieve top tier creative effectiveness (e.g., breakthrough and brand linkage measures).

Innovation: Launch a consumer backed innovation pipeline that delivers ~XX-YY% of annual sales with >XX% year two survival, on time and on budget.

Omnichannel: Grow eCommerce share and retail media ROI with winning content, search, and retail activation; improve digital/social engagement rates.

People & Culture: Build a high performing team; increase engagement, succession depth, and cross functional ways of working.

What we are looking for:

Post secondary education (Bachelor’s degree or diploma) preference will be given to those with MBA or relevant graduate degree.

15+ years progressive experience in CPG/FMCG marketing with proven P&L ownership

A proven track record of working successfully cross functionally with Sales and Supply Chain to both push and support each other to be better. A focus on we, not me, highly driven to win share against larger, multinational competitors.

Proven success in market making brand building, commercial acumen, and innovation delivery in Canada; global or North America matrix experience is an asset.

Depth in portfolio management, omni-channel brand building, and performance marketing; fluency with different data types and research.

Strong hands on experience of leveraging AI and digital marketing at a top CPG company in North America.

Strength in customer back planning and category leadership with major Canadian retailers; comfort shaping price/pack/promotions and demand plans with Sales.

Leadership experience, specifically in leading large teams and agency ecosystems.

Strong communication skills

Bilingual (English/French) is an asset

Additional Notes:

Hybrid role with travel to head office, plants, and key customer locations across Canada/North America (~15–25%).

Applicant must be eligible to work in Canada

Total Rewards Package

Our Total Rewards package reflects the investment we make in our employees to help them and their families achieve their well-being goals. Total Rewards at Dare Foods includes a competitive base salary, comprehensive health and wellness benefits and retirement programs. In addition, we offer paid time off, career development opportunities as well as reward and recognition programs.

At Dare Foods Limited, we are dedicated to creating an inclusive, accessible, equal-opportunity environment that welcomes all individuals from all backgrounds because we know it will make our company a better place to work. Requests for accommodation due to a disability (visible or invisible, temporary or permanent) can be made at any stage of application and employment.

Qualified candidates can submit their resume, in confidence, to Lori Hansford or Charles M. Lennox, Mandrake Management Consultants via email: or

We want to thank all candidates in advance for their interest; only those candidates selected for an interview will be contacted. #J-18808-Ljbffr