CONSUMER PRODUCTS
INSTITUTE OF CANADA

SM
own a brand. lEAD THE BUSINESS. EARN THE CREDENTIAL

Brand Management

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The Brand Management programme is a pathway designed for marketing and brand professionals who are ready to move beyond task execution and start operating like genuine brand owners.

In the first two weeks, participants build the commercial literacy, strategic frameworks, and executional discipline to run a brand like a business. In weeks three and four, the focus shifts to portfolio leadership, cross-functional influence, and the judgment required to make and defend difficult decisions in complex environments. In the final four weeks, participants develop the enterprise thinking, change leadership capability, and executive presence required to operate at the VP and board level.

This programme teaches not just what great brand management looks like, but develops professionals who can make their capability visible in the language that earns trust, credibility, and advancement inside real organizations.

Overview

What You'll Learn

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Diagnose and
Plan

How to assess brand and business health using consumer, competitive, and financial inputs, and translate that diagnosis into a Brand Situation and Opportunity Assessment and a clear Go-to-Market Plan that connects strategy to execution.

Prioritize and
Defend

How to build and manage a brand portfolio, making explicit trade-offs across brands, initiatives, and resources and capturing your choices in a Portfolio Growth and Prioritization Plan.

Lead
Without Authority 

How to drive cross-functional execution without formal power, using Stakeholder Mapping to understand and influence how decisions are made. building alignment that turns a strategy into coordinated action.

Decide
With Confidence

How to use analytics to make and defend decisions under ambiguity, producing Executive Decision Memos that frame the problem, present options, state a clear recommendation, and name the risks, rather than simply reporting what the data shows.

Mobilize and
Execute

How to move people and functions around a decision once it is made - developing Change Plans and an Integrated Brand Leadership Plan that captures your portfolio view, key decisions, team and stakeholder strategy, and execution cadence, then defending it live in a leadership forum.

Advance
With Intent

How to position yourself for the next level by understanding how organizations decide who is ready to lead and building the habits, professional artifacts, and professional presence that make that case without you having to make it yourself.

Capstone Project

The capstone project is the culminating demonstration of enterprise brand leadership readiness. Building on the strategic and commercial foundations established across the full programme, participants develop and defend a comprehensive Board-Ready Brand & Growth Leadership Thesis before a panel of senior practitioners.

The thesis integrates an enterprise brand and portfolio strategy with explicit where-to-play and how-to-win choices, investment priorities, and governance framework; a marketing transformation and change plan that addresses how the organization will align, adapt, and execute that strategy across functions and channels; and a board-level narrative that presents the investment logic, risk profile, and trade-offs with the clarity and composure expected at VP and C-suite level. 


This is the moment where leadership readiness stops being theoretical. 

You do not leave with a certificate of completion. You leave with evidence.

Who This Programme is For

This programme is designed for marketing and brand professionals who are already delivering real commercial impact and are ready for more. This programme is not an introductory marketing course. It assumes you are working in the field and ready to build on real experience. You will get the most from this programme if you are:

Brand Managers or Associate Brand Managers

who want a rigorous framework to replace the fragmented on-the-job learning that got you here

Marketing Professionals

stepping into brand ownership for the first time and determined to do it with confidence and commercial discipline

Strong Individual Contributors

who are consistently trusted to execute but not yet consistently included in the conversations where strategy is set

High-Potential Professionals

who know the work is good and wants to develop the presence and communication skills that make that obvious to the people who decide what comes next

Meet Your Faccilitator

Gerry has spent more than three decades at the intersection of sales, marketing, strategy, and product innovation in Canada's consumer products industry. His career spans senior executive leadership roles across go-to-market strategy, brand development, and new product launches with Canada's top vendors, retailers, and distributors. He built his reputation turning complex commercial strategy into clear, executable plans. He knows the Canadian market not from a textbook, but from the room where decisions get made. For over a decade, Gerry has channelled that experience into professional development and leadership coaching, including engagements with Schulich Executive Education and the Center for Consumer Products. As a facilitator, he doesn't teach theory. He translates real leadership experience into the kind of clarity that helps professionals build confidence, navigate complexity, and own their trajectory.