Vice President, Marketing – Groupe Regal

Our Client

Confiseries Regal is one of Canada’s leading distributors of confectionery and chocolate products. With over six decades of market leadership, Confiseries Regal has evolved to become the exclusive distributor of some of the most prestigious brands in the confectionery industry.

As both importer and manufacturer, Confiseries Regal offers a wide range of regular, seasonal, licensed, and private-label products sold through all major distribution channels across Canada.

Role Summary

Reporting directly to the President, the Vice President, Marketing is responsible for developing, implementing, and monitoring the company’s overall marketing strategy. As a key member of the executive leadership team, this person contributes actively to shaping the organization’s business vision and strategy.

The company manages a diversified portfolio of brands across three key categories: international national brands, gummies, and house chocolate brands. Each category presents distinct marketing realities—some brands operate under international licenses or strategic partnerships, while others are owned and developed internally.

The Vice President leads a team of three brand managers and the in-house creative team (a total of about eight people, including six indirect collaborators). They oversee a multi-million-dollar marketing budget, ensuring strong portfolio performance and maintaining trusted relationships with key business partners and clients.

Responsibilities

Strategic leadership

• Define and execute the national marketing strategy aligned with the company’s strategic objectives;
• Actively contribute to strategic discussions at the executive committee level, influencing decisions related to growth and profitability;
• Represent the marketing function on the executive team and ensure constant alignment with sales, finance, and operations.

Portfolio management

• Oversee the development and performance of three portfolios: National Brands, Gummies, and Chocolate (house brand);
• Act as brand guardian for international brands, ensuring compliance with positioning, visual identity, and global standards while adapting strategies for the Canadian market;
• Build and maintain strategic partnerships with global suppliers, including joint marketing planning, negotiation of investments, and performance tracking;
• For owned brands, lead growth strategy initiatives: positioning, visual identity, media campaigns, product innovation, and market share expansion;
• Assess opportunities for diversification and new product launches within existing or emerging segments.

Team leadership and performance

• Lead, inspire, and develop a team of brand managers and creative professionals;
• Foster collaboration and innovation, maintaining high execution standards and strategic rigor;
• Manage the global marketing budget and ensure optimal allocation of resources aligned with strategic priorities;
• Monitor brand performance metrics, analyze results, and recommend agile, data-driven adjustments.

External relations and business development

• Maintain excellent relationships with key clients, strategic partners, and external agencies;
• Represent the company at corporate events, trade shows, and client meetings in Canada and abroad;
• Ensure consistent brand image and quality across all marketing communications;
• Availability to travel approximately 10–15% of the time.

Knowledge and Skills

• University degree in Marketing, Business Administration, or related field (MBA an asset);
• 10–15 years of marketing experience, including several years in senior leadership within consumer goods or distribution industries;
• Strong brand management experience, including licensed and international brands;
• Proven ability to build and grow proprietary brands (product development, innovation, media campaigns, go-to-market execution);
• Excellent communication, influence, and negotiation skills;
• Demonstrated experience in team leadership and talent development;
• Skilled in managing large budgets and prioritizing within a complex, fast-paced environment.
• Experience in the food or confectionery sector is an asset;
• Bilingualism (French and English), both spoken and written, required;
• Occasional travel required;
• Active participation on the executive committee.

Key Challenges

• Team engagement: Continue implementing the new culture within Groupe Regal;
• Hybrid role management: Balance global brand partnerships with the development of the company’s proprietary brands;
• Innovation program: Design and launch a structured innovation roadmap;
• Portfolio strategy: Build and execute a clear long-term strategy for Groupe Regal’s brand portfolio.

Behavioral Competencies

• Strategic vision and customer orientation;
• Analytical thinking and results focus;
• Inspirational leadership;
• Strategic communication and influence;
• Agility and innovation mindset;
• Emotional intelligence and sound judgment.

Proposed Interview Process

1. First interview with the executive search firm, Glasford International Canada;
2. Second interview with the HR Director, Executive Vice President, Sales and Marketing, and the President & CEO of Regal / Groupe CEO;
3. Third interview with the President & CEO and the Executive Chairman of the Group.