Manager, Brand

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!

• 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.

• 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 sponsor ships, 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

• Competitive salary and extended health benefits
• Generous employee appliance discounts
• PPE allowance and recognition programs
• Career development and growth opportunities
• Team events, volunteer programs, and a collaborative culture
• A chance to shape a trusted Canadian brand with real in‑store impact

This is an 18‑month contract with the possibility of extension.