Director B2C, Product Planning

Company Overview

Brother is a leading provider of home and office equipment, sewing and crafting products, and industrial solutions. With a legacy spanning over 115 years, our brand is renowned for producing award-winning printers, sewing machines, P-touch labelers, and more. Brother Canada was established in 1960, marking over 65 years of operations. Brother Canada is headquartered in Dollard-des-Ormeaux, Quebec and is a wholly owned subsidiary of Brother International Corporation (BIC), based in the United States. BIC is in itself a subsidiary of Brother Industries Limited (BIL), which was founded in 1908 in Nagoya, Japan and operates in more than 30 countries worldwide.

Why Work at Brother?

At Brother Canada, we’re more than a team; we’re a community guided by our culture drivers of Accountability, Authenticity, Excellence, and Boldness. We foster collaboration, growth, and work-life balance through flexible hours, hybrid work options, wellness subsidies, learning and development, recognition programs, and employee discounts. With roots in Montreal since 1960, we embrace continuous improvement and a culture of “Challenging Spirit,” offering stability while delivering a superior customer experience.

Role Overview

The Director, B2C Product Planning is a strategic business leader accountable for delivering sales, profitability, and sustainable growth across assigned product categories. Reporting to the Senior Director, Product Planning, this role owns decision-making across the 3 Ps - Product, Pricing, and Placement - while influencing inventory strategy, sales deductions, and Go-To-Market (GTM) execution. The Director ensures category strategies align with corporate objectives by translating strategic direction into actionable GTM plans, driving both long-term growth initiatives and day-to-day operational excellence. Through rigorous performance measurement and cross-functional collaboration with Sales and Marketing, this leader identifies growth opportunities, mitigates barriers, and optimizes category performance across channels.

In addition to strategic ownership, the Director leads, coaches, and develops the Product Planning team, fostering a culture of accountability, ownership, and continuous improvement. This role builds strong stakeholder partnerships to enable transparent, candid dialogue and accelerate results, while championing change management and process enhancements that strengthen execution. By cultivating trust, teamwork, and autonomy, the Director empowers the team to deliver winning outcomes and consistently achieve corporate objectives.

Duties & Responsibilities

Strategic Leadership & Business Ownership

• * Own corporate strategic objectives and translate them into clear, actionable plans. Defining deliverables, execution methods, and accountability to ensure measurable results. Own category P&L performance, driving revenue, unit, and margin achievement in line with growth targets.
• Deliver the BMG sales plan by overseeing category direction, ensuring planning and execution of 4P activities and alignment to growth objectives, using market and business insights to shape both short- and long-term growth initiatives for each category.
• Lead end-to-end GTM strategy across the product lifecycle, aligning Sales, Marketing, Digital, CX, and Operations to ensure successful launches, sustained performance, and effective end-of-life management.
• Proactively communicate performance and progress through structured forums and dashboards. Confidently leading milestone discussions at both strategic and detailed levels, while planning and overseeing the annual budget and providing data-driven recommendations to Senior Management.

Decision Making

• * Provide strategic direction on sales forecasting and inventory allocation, holding teams accountable to plans that align with financial targets.
• Oversee end-to-end category strategy across assortment, pricing, promotions, positioning, placement, and distribution.
• Own Promotional Expense by establishing the overall promo strategy and through the reconciliation and forecasting process.
• Influence decisions on Sales Deductions, Inventory Strategies, and promotional investment to ensure sustainable profitability.

Leadership, People Development & Cross‑Functional Influence

• * Manage and develop Product Managers and Senior Product Managers; foster a high-performance, accountable team environment.
• Model and strengthen culture drivers: Accountability, Boldness, Authenticity, Excellence.
• Influence peers, Directors, and Senior Managers across functions to align strategies and drive initiatives.

Operational & Analytical Excellence

• * Develop and implement a systematic approach to managing the team, category and objective performance by leveraging corporate CI Management Practices such as activity management, resource allocation and KPI tracking.
• Analyze category performance, market trends, competitive landscape, and customer insights to deve