Director Retail and Consumer Marketing

Posted By: Prairie Clean Enterprises

Position Description:

<h3>About the role</h3>
<p>Prairie Clean Enterprises (PCE) turns flax straw from Saskatchewan farms into natural, plant-based cat litter and animal bedding sold through national retail and online. We are hiring a Director, Retail and Consumer Marketing to own everything that happens after the listing: in-store execution, consumer marketing, online and direct-to-consumer sales, the shelter partnership program, retention and brand protection. This is a new position reporting to the Chief Revenue Officer, with a clear mandate to turn listings already won into lasting revenue.</p>
<p><strong>Location:</strong> Anywhere in Canada. Regina, Saskatchewan preferred; Calgary or Toronto also attractive for proximity to retail partners and the pet category. Regular travel to the Weyburn, Saskatchewan plant and to stores.</p>
<p><strong>Reports to:</strong> Chief Revenue Officer</p>
<p><strong>Term:</strong> Full-time, permanent</p>
<h3>About Prairie Clean Enterprises</h3>
<p>PCE turns flax straw, an agricultural residue from Saskatchewan farms, into a natural, plant-based cat litter and animal bedding. Our litter is on shelf through a national retail cooperative network today, with a second national retailer expected, and it is sold online. These products fund our plant, carry our brand, and are the reason a consumer in Toronto or Vancouver will ever know what PCE is. Every dollar of retail and online growth is made from a Saskatchewan agricultural residue that would otherwise be burned or buried.</p>
<h3>Why this role exists</h3>
<p>Getting on shelf is done. Moving off shelf is the job. Retail listings for litter do not come with volume commitments; the retailer orders what sells, so PCE's revenue is set by sell-through, repeat purchase and the strength of the brand in the store and online. Today our Chief Revenue Officer leads this work alongside retail listings, buyer relationships, industrial fibre customers and bulk pellet accounts. A dedicated owner changes what is possible: week-by-week store execution across the network, a real growth plan for online and direct-to-consumer, a shelter partnership extended beyond Regina, and a structured retention program.</p>
<p>This role is that dedicated owner. Reporting to the CRO, you will own retail and online sell-through for litter and bedding, direct our merchandising and marketing agency partners, run the shelter partnership that anchors the brand story, and build the retention engine that turns a first purchase into a habit.</p>
<h3>How the role fits</h3>
<p>The Chief Revenue Officer owns listings, buyer relationships, pricing and trade terms with the retail networks. This role owns everything after the listing: in-store execution, promotions, consumer marketing, online and direct-to-consumer sales, customer service, the shelter program, retention, brand protection, and the data that shows what is working. You direct our merchandising and marketing agency partners day to day, hold the consumer marketing budget with CRO approval, and bring the CRO the numbers and the case for each new channel. Our Chief Product Officer provides the product specifications, technical data and substantiation that packaging, creative and claims are built on.</p>
<h3>Key responsibilities</h3>
<h4>Retail sell-through and in-store execution</h4>
<ul>
<li>Own sell-through targets by retail network, store and SKU for litter and bedding, and report against them monthly.</li>
<li>Direct our merchandising partner on planogram compliance, shelf position, point-of-sale material, in-store demos and store-level relationships across the network.</li>
<li>Build and run the annual promotions calendar with each retail partner's category and marketing teams, coordinated with the CRO.</li>
<li>Support the CRO with sell-through data, category insight and retail marketing plans for listing reviews and new network pitches.</li>
<li>Build a realistic monthly sell-through forecast by retail network and SKU that feeds production planning at Weyburn, and flag changes early.</li>
</ul>
<h4>Brand and consumer marketing</h4>
<ul>
<li>Own the PCE consumer brand for litter and bedding: positioning, brand personality, messaging hierarchy, voice, creative and digital assets, and packaging direction with the CRO, built on product information from the Chief Product Officer.</li>
<li>Direct our marketing agency on campaigns, social (Instagram and Facebook, urban cat owners as the core audience), content, paid media, and point-of-sale and point-of-purchase material, and hold them to results.</li>
<li>Manage the consumer marketing budget: plan, spend, and return, with CRO approval.</li>
</ul>
<h4>Online and direct to consumer</h4>
<ul>
<li>Own PCE's online sales: the company store, marketplace listings, and retail partners' e-commerce pages. Grow orders, conversion and average order value.</li>
<li>Build the direct-to-consumer engine: email list, reviews, referral, and the content that supports it.</li>
<li>Own search visibility for PCE products, including search engine optimization and how PCE appears in AI assistants and answer engines, with the agency handling execution.</li>
<li>Own the consumer customer service journey, from pre-purchase questions to reviews, complaints and returns, in line with PCE's customer-service-first approach.</li>
</ul>
<h4>Shelter partnership program</h4>
<ul>
<li>Own the national shelter litter program: partner selection, program terms, delivery through retail partners, and the storytelling that connects shelters, retailers and consumers.</li>
<li>Run the existing Regina Humane Society partnership as the model and extend it across the country.</li>
</ul>
<h4>Retention</h4>
<ul>
<li>Design and run the keep-them-buying program: subscription or repeat-purchase offers, loyalty, and post-purchase communication.</li>
<li>Track repeat purchase rate and customer lifetime value, and improve them.</li>
</ul>
<h4>Data and reporting</h4>
<ul>
<li>Build and maintain the sell-through, online and retention dashboard the leadership team runs on.</li>
<li>Turn retailer data, online analytics and consumer feedback into decisions on product, packaging, pricing and promotion.</li>
</ul>
<h4>Brand protection and compliance</h4>
<ul>
<li>Working with PCE's legal counsel, keep consumer brand trademarks registered, comprehensive and current in Canada and in any new markets.</li>
<li>Ensure packaging, labelling and marketing claims meet Canadian requirements, including federal bilingual labelling rules, Quebec's French-language requirements, and the Competition Act's rules on environmental and performance claims, coordinating with regulatory advisors.</li>
<li>Keep product benefit claims accurate and substantiated, and recommend to PCE's research team the product research needed to support new claims.</li>
</ul>
<h3>Your first year</h3>
<ul>
<li>Months 1 to 3: build the baseline. Sell-through by store and SKU, online sales, repeat purchase rate and cost per acquisition in a single dashboard the CRO and CEO trust. Complete a retail execution audit, agree the consumer marketing plan, finalize the shelter program design, complete a trademark and labelling review, and share a first sell-through forecast with production.</li>
<li>Months 4 to 6: in-store program running across the current retail network. First direct-to-consumer campaigns live. Shelter program launched with the first group of humane societies.</li>
<li>Months 7 to 12: retention program in place. Case built for new retail networks with sell-through data as the proof. Specialty pet channel plan ready.</li>
</ul>
<h3>What success looks like</h3>
<p>After two years, PCE litter and bedding sell through faster than the category in the stores where they are listed, the brand has a growing base of repeat buyers online and in store, humane societies across the country are a firmly established part of the PCE story, every claim on pack is substantiated and compliant, and the company has a written playbook and the data to enter any new retail network in Canada with confidence.</p>
<h3>Qualifications: required</h3>
<ul>
<li>At least seven years of senior experience in consumer packaged goods, pet products or retail marketing, with direct responsibility for sell-through in Canadian grocery, mass, farm or pet retail.</li>
<li>A track record of building and executing consumer brand strategies, and of growing a brand on shelf and online with a small team and outside agencies, judged on the numbers.</li>
<li>Hands-on experience with retail merchandising programs, trade promotion and category management data from Canadian retailers.</li>
<li>Experience running direct-to-consumer or e-commerce sales, including paid social, email and marketplace channels.</li>
<li>Strong command of consumer data and research: building data-driven marketing strategies, and running primary and secondary consumer research in-house or with an outside research firm.</li>
<li>Able to direct agencies and merchandising partners firmly and fairly, and to get results from people who do not report to you.</li>
<li>Comfortable in a small, fast company where the plant, the farmers and the customers are all part of the story. Willing to spend time in stores, in Weyburn and at head office.</li>
<li>Proven ability to communicate and collaborate across teams in a fast-growing company, keeping sales, production and finance aligned.</li>
<li>A customer-service-first mindset with consumers and retail partners alike.</li>
<li>Eligible to work in Canada and able to travel regularly to Saskatchewan and to retail partners across the country.</li>
</ul>
<h3>Qualifications: strong assets</h3>
<ul>
<li>Pet category experience, especially cat litter, where purchase habits and switching behaviour are specific.</li>
<li>Experience launching a natural, sustainable or challenger brand against established national brands.</li>
<li>Experience with cause partnerships or community programs as part of a brand strategy.</li>
<li>Familiarity with the Canadian co-op, mass and farm retail networks and the specialty pet channel.</li>
<li>Experience with FCL, Walmart Canada, Home Hardware, Peavey Mart or similar retailers.</li>
<li>Working knowledge of Canadian packaging, labelling and environmental claims requirements.</li>
<li>Strong written and spoken French.</li>
</ul>