Manage sponsorship and branded entertainment for ABI Canada
portfolio at national level to ensure all existing and new partnership are in
line with ABI business objectives and brand strategy, earning consumer
attention through innovative and disruptive collaborations, and delivering
strong return to the business.
A role to represent ABI Canada in negotiating/collaborating
with external properties, and entertainment companies, as well as central point
of contact with all internal stakeholders.
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
Lead sponsorship budget allocation across
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
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
University degree – Business, Management, Marketing or related field, MBA preferred.
Minimum 5 years of experience in sponsorship management on agency or client sideTrack 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.
Who are we looking for:
: people who can act as business owners, who dream big, who want to achieve something higher in life, who are passionate about the future and want to develop themselves. Curious, hungry people.
: people who not only can provide clear, measurable business achievements, but people that go beyond their job duties, street smart, thrive on making a real difference and question the establishment. People that are intrigued in the role that technology will play in the development of companies, brands and business
: gritty people. Driven people. People that made mistakes, but learned from it, dusted themselves off and moved on. People that faced adversity.
As the leading global brewer, Anheuser-Busch InBev is committed to finding innovative ways to continually improve. It's this kind of thinking that creates a unique work environment by rewarding talent, celebrating diversity and encouraging forward thinking. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status or any other characteristic protected by applicable law.