Brand Manager, Michelob Ultra
Labatt Brewing Company LimitedDreaming big is in our DNA. It’s who we are as a company. It’s our culture. It’s our heritage. And more than ever, it’s our future. A future where we’re always looking forward. Always serving up new ways to meet life’s moments. A future where we keep dreaming bigger. We look for people with passion, talent, and curiosity, and provide them with the teammates, resources and opportunities to unleash their full potential. The power we create together – when we combine your strengths with ours – is unstoppable. Are you ready to join a team that dreams as big as you do?
Our Company
About Michelob Ultra
Michelob Ultra is Canada’s fastest-growing beer brand, brewed locally by Labatt. With just 90 calories and 3g of carbs per 355ml serving, it’s recognized for its superior light beer credentials and crisp, refreshing taste. The brand exists champions an active and social lifestyle—connecting with consumers who live life to the fullest. As a global brand, Michelob Ultra proudly partners with premier sports platforms including the NBA, PGA, and the upcoming FIFA World Cup 2026. Join us as we gear up for our biggest year yet—and help shape the future of a brand that’s just getting started.
*We want to learn more about you — optionally include a campaign that captured your boldest brand move and reflects your style, impact, or ingenuity.
The Role
We’re looking for a strategic, driven, and creative Brand Manager to help lead Michelob Ultra’s next chapter in Canada. This is a high-impact role with ownership over national campaigns, global sports partnerships, and innovation launches. You’ll work cross-functionally and globally to bring bold ideas to life and drive sustained brand growth.
Key Responsibilities
- Lead Brand Growth: Deliver national volume and share targets through strategic planning and flawless execution of brand initiatives.
- FIFA World Cup Activation: Play a key role in activating Michelob Ultra’s global partnership with FIFA—both above and below the line—across Canada.
- Innovation Stewardship: Champion brand extensions that reinforce our leadership in the balanced choice segment.
- Global Platform Localization: Collaborate with Global and US teams to adapt campaigns for the Canadian market, ensuring legal compliance and cultural relevance.
- Agency & Stakeholder Management: Lead external partners (creative, PR, experiential) and internal teams (insights, trade, legal) to deliver integrated programs.
- Budget & Compliance: Own the marketing budget and ensure all programs meet regulatory and industry standards.
- Promotions & Communications: Develop and track national and regional promotions, influencer programs, and experiential activations.
Must-Haves
- University degree in Business, Communications or a related field
- 5+ years of brand marketing experience in CPG, beverage, alcohol, or high-growth consumer brands (e.g., tech, apparel)
- Strong analytical skills with experience using tools like PowerBI, Kantar, as well as P&L management
- Excellent communication and presentation skills, with the ability to sell ideas internally and externally
- Self-starter who thrives in ambiguity and can create clarity from complexity
- Experience working cross-functionally and managing dotted-line reports
- Comfortable with periodic domestic travel
Nice-to-Haves
- Proven success in managing sports or lifestyle partnerships and demonstrating ROI
- Experience working within a global brand structure and adapting campaigns for local markets
- Familiarity with Canadian alcohol marketing regulations and compliance standards
- Prior experience in a matrixed organization or navigating complex stakeholder environments
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