Senior Marketing Manager, Brand Communications (MadeGood)

Join Riverside Natural Foods Ltd., a $300 million+ Canadian-based, family-owned, and globally operating business, committed to leaving the world better than we found it. As a B-Corp certified, Triple-Bottom Line company, we proudly manufacture nutritious, 'better-for-you' snacks such as MadeGood and GOOD TO GO. We value teamwork, humility, respect, ownership, adaptability, grit, and fun.

We’re on an ambitious mission to double our business by 2027, and we need talented individuals like you to help us reach new heights. At Riverside, you’ll have the opportunity to chart your own path to success while contributing to ours. We believe anything worth doing is worth doing right, and our values will guide us through the rugged terrain – and yes, it will get rough. But that’s what makes the journey worthwhile.

So, lace up your boots and let’s tackle the climb together.

You can learn more about us at www.riversidenaturalfoods.com.

About the Role

We’re hiring a Senior Marketing Manager, Brand Communications to help fuel the next phase of MadeGood’s growth in the U.S. This role will lead our integrated brand communications ecosystem—spanning PR, partnerships, events, social, and influencer—with a clear mandate: build MadeGood into a beloved household brand through culture-first, earned-led storytelling.

MadeGood has grown on the strength of products people genuinely love to eat. Now, we’re ready to turn that love into broader brand momentum—shaping narratives, creating buzz, and showing up in meaningful moments that drive awareness, trial, and long-term brand affinity. This is a dream role for a seasoned brand builder who knows how to grow brands beyond traditional advertising by connecting creativity, culture, and execution.

You’ll own how MadeGood shows up day to day and in our biggest moments—from earned media and influencer partnerships to events, pop-ups, and cultural collaborations. Working closely with Brand, Creative, Media, Digital, and CX—and reporting directly to the Senior Brand Director of Integrated Marketing—you’ll lead brand communications that drive cultural relevance and growth in the U.S. This role blends big-picture leadership with hands-on execution, ideal for someone who loves building, shaping, and shipping work, not just overseeing it. You’re equal parts strategic leader and strong project owner—able to set direction, drive work forward, and ensure ideas get delivered with excellence.

How You’ll Make an Impact

Brand Communications Strategy & Planning

• Lead the integrated brand communications strategy across PR, social, influencer, partnerships, and events.
• Translate brand and business priorities into earned-led, culture-forward plans.
• Evolve the model from one-off campaigns to always-on storytelling with test-and-learn moments.
• Lead the development of integrated agency and internal briefs grounded in consumer insights and cultural signals.
• Own annual and quarterly communications planning, ensuring all channels operate as one cohesive system.
• Partner closely with Brand, Creative, Media, Digital, and CX to deliver consistent, modern brand communications.
• Serve as a strategic partner to regional marketing and brand leads across the EU and Canada, aligning strategy, sharing best practices, and elevating execution.

PR Strategy & Execution

• Define and evolve MadeGood’s earned media narrative across consumer, lifestyle, food, wellness, culture, and trade.
• Lead end-to-end PR strategy, including product seeding, pitching, tentpole moments, and trend-driven or reactive storytelling.
• Oversee crisis communications and issues management as needed.
• Lead PR agency partners with a high bar for creativity, relevance, and results.

Experiential & Partnerships Strategy and Execution

• Own the strategy for experiential and IRL brand moments—from sampling and pop-ups to community activations and tentpole experiences.
• Lead agency partners and internal teams to deliver high-impact, on-brand experiences that drive awareness and trial.
• Own the brand partnerships strategy, identifying and securing partners that align with MadeGood’s mission, values, and audience.
• Concept and pitch partnership ideas that translate consumer insights and cultural trends into compelling, earned-worthy collaborations.
• Lead partnerships end to end—from negotiation through execution—ensuring high-quality storytelling and brand consistency.
• Partner cross-functionally to deliver seamless execution and measure partnership impact.

Social & Influencer Leadership (Strategic Oversight)

• Set the strategic vision, priorities, and success metrics for social and influencer as core brand communications channels.
• Lead and empower social, influencer, and community teams to own day-to-day planning, posting, creator management, and community engagement, while providing clear direction, guardrails, and accountability.
• Define the long-term approach to TikTok and TikTok Shop (future state), aligning creators, culture, and commerce to brand and business goals.
• Ensure all social and creator work is platform-native, culturally relevant, and on-brand through strategic guidance, reviews, and standards—not hands-on execution.
• This role focuses on strategy and integration—not day-to-day channel, agency, or community management.

Performance, Measurement & Optimization

• Set clear objectives, success metrics, and learning agendas across experiential and
• earned media, social, influencer, partnerships, and events.
• Partner with Media and CX to connect brand communications to the full consumer journey.
• Use insights, performance data, and cultural signals to continuously optimize strategy and execution.

Team & Partner Leadership

• Lead and develop a high-performing, multidisciplinary brand communications team.
• Own agency relationships, setting clear direction, accountability, and success metrics.
• Manage budgets, scopes, timelines, and approvals across brand communications workstreams.
• Build and lead a team with two direct reports, hiring and developing talent to support the function’s growth.

What You’ll Bring

• 10+ years of experience across integrated brand communications, including PR, social, influencer, partnerships, and events.
• Proven experience leading end-to-end PR strategy and execution.
• Experience developing 2–3 strategic partners in your current role, demonstrating a proven ability to identify, secure, and grow high-impact collaborations
• A strong track record building modern, culturally relevant brands through earned-first strategies.
• Deep understanding of influencers, social platforms, communities, and cultural moments.
• Experience leading teams and agency partners with clarity and high standards.
• Strong strategic instincts with an entrepreneurial, roll-up-your-sleeves mindset and a bias toward action.
• Collaborative, decisive, and comfortable operating in a fast-moving, test-and-learn environment.
• Passion for building brands that show up meaningfully in real life—not just on feeds.

 

At Riverside, we are committed to transparency and fairness in our compensation and job posting practices. The range above reflects the target compensation for the position at the time of posting. Exact compensation will be determined based on experience, skill set, education, and training, as well as other organizational needs, while balancing internal equity.

What we expect:

• Values-led: You’ll be a member of a thoughtful and compassionate team that prioritizes respect, teamwork and resourcefulness along with a good dash of fun. Sometimes, even making granola bars is hard, and life’s too short to take ourselves so seriously that we don’t enjoy the journey.
• Unparalleled experiences and opportunities: We’re still determining who we are and what we can be. Help us shape what this organization will look like and what we’ll offer the world, into the future. This means rolling up your sleeves and sometimes building the process – fast! – while employing it. At Riverside, progress occasionally means proceeding imperfectly, and we’re okay with that, as long as we’re staying true to our values and learning and improving along the way.
• Access to everyone: We’re a flat organization with few silos which means you’ll have full access to everyone from our founders to our production staff. Even when employees dress up, they wear steel-toed shoes. So don’t be shy. Speak up, share your ideas and go places you normally wouldn’t – like the plant, or the boardroom.
• Personal development: We’ll support and empower you to chart your own path and reach any heights you set for yourself. Career paths at Riverside are carved by the people walking on them, not dictated by leaders. Count on us to give you the training and tools to grow and progress.
• Gratitude: As a growing business, we can’t always offer formal recognition like awards programs, but we do show our true gratitude and appreciation. At Riverside, we’re all in this together and we value you.

What We Offer:

• Values-led: We don’t cut corners or step on anyone or anything on our way to our summit. There is no winning at all costs here. Every step you take must align with our values, no compromises.
• Courageous determination: As a family-run, rapidly growing business, we are often challenged to find ways to deliver that aren’t obvious or easy. You must be willing to try, ask and answer challenging questions, test and learn, turn over every stone, keep moving forward and help us find a way through. Resourcefulness and grit will be your constant companions at Riverside and will serve you well.
• Humility: We’re a small (but growing) fish in a sea of whales and sharks. We know the products we offer are some of the healthiest and most sustainable, but we don’t brag about it, and know we have a steep path ahead. We pride ourselves in being respectful and supportive of others while shining brightly through our innovative, high-quality products. There isn’t one superstar at Riverside. We take turns leading the way as we climb to the summit.
• Continuous improvement: As a learn-as-we-go organization, we rely on each other to continuously improve everything we touch to make it better, more efficient, more sustainable, and more endearing to customers, consumers, employees, vendors, partners and the community. We own our mistakes and learn from them as we wind our way to the top.

Wait! There’s more!

• Immerse yourself in our comprehensive benefits program, with Riverside taking care of the costs!
• RRSP matching or 401k matching for an empowered financial journey
• Eligibility to participate in Riverside's Profit Sharing Plan
• Join Employee-Led Resource Groups (ERGs) championing mental health, sustainability, diversity, women, and LGBTQ+ rights
• Develop your career further through our Riverside University program and with our Tuition Reimbursement Program
• An open concept work environment that embodies our Values

How to Apply:

If you have the commitment to excellence, the energy, the attitude and experience we need, then please submit your resume to careers(AT)riversidenaturals.com with the job title you are applying for in the subject line or click the apply button!

Riverside Natural Foods Ltd. is committed to providing an inclusive and accessible environment for everyone. If you have a disability and require accommodation in the interview process, please let us know when you apply. We thank all applicants for their interest; however, due to volume, please note that only candidates selected for an interview will be contacted.

Disclaimer: As part of our recruitment process, we may use technology-assisted tools, including automated systems, to support the review and assessment of applications. These tools do not make final hiring decisions. All decisions related to screening, interviewing, and selection are made by our Talent Acquisition and hiring teams.