Job Description

Director of Merchandising - Beverage Alcohol



Permanent Position



Corporate Office



Competition No. C1197-25 DMER






The Newfoundland and Labrador Liquor Corporation (NLC) is a Crown Corporation of the Government of Newfoundland and Labrador with responsibility through the Liquor Corporation Act, the Liquor Control Act, and the Cannabis Control Act for the importation, sale, distribution and management of beverage alcohol and cannabis. NLC also ensures the delivery of programs that promote safe, responsible consumption.





Reporting to the Vice President of Marketing, Merchandising, Corporate Responsibility and Communications, the Director of Merchandising is responsible for leading a high-performing team, developing and executing category management and product promotional strategies, optimizing product placement and store layouts, and enhancing in-store merchandising opportunities to drive growth and profitability. Key responsibilities include:




Develop and lead the merchandising strategy across all product categories, including Spirits, Wine, Beer and Ready-to-Drink, which includes all sales channels (Over the Counter, Liquor Express and Licensee). Oversee category management, product assortment, promotional programming and planogram development based on customer insights, sales data, and market trends. Collaborate with Marketing, Operations, Finance, Supply Chain, and Regulatory Services teams to ensure cohesive execution of product, promotional and pricing strategies. Manage vendor and supplier relationships to negotiate programs, support, and in-store presence. Drive performance through KPIs, identifying opportunities for sales growth and operational efficiency. Lead and mentor a team of category managers, coordinators, product knowledge consultant and analysts, fostering a culture of innovation, collaboration, accountability, and continuous improvement. Lead strategic planning and development of initiatives to ensure execution of NLC's strategic plan. Promote a healthy, safe and respectful workplace culture.




The successful candidate will ideally possess the following:


A Bachelor of Commerce or Business Administration (MBA an asset). Eight (8) years of progressive experience in merchandising, category management, or retail strategy--ideally within the beverage alcohol or CPG industry. Proven track record in leading cross-functional teams and driving sales through data-driven merchandising decisions. Strong knowledge of Canadian retail regulations and provincial beverage alcohol systems would be an asset. Strong negotiation, communication, interpersonal and conflict management skills. Excellent analytical, problem-solving, and decision-making skills. Ability to work with computer software applications, with emphasis on the following programs, MS Outlook, MS Excel, MS Word. A combination of education and experience may be considered.




NLC values diversity, inclusion and belonging in the workplace and strives to create a workforce that reflects the diversity of the communities we serve. All qualified candidates are encouraged to apply. We welcome and encourage applications from under-represented groups such as Indigenous persons, racially visible persons, persons with a disability, women, and persons of a minority sexual orientation and/or gender identity. If you are a member of an under-represented group, we invite you to self-identify on your cover letter or resume.



Accommodations for job applicants with disabilities (differing abilities) are available on request.





Salary:HL 25: $94,496.81 - $122,844.74





Closing Date: Tuesday, September 2, 2025





Applicants

mustapply via UKG





Please state Competition Number on resume. Proof of education must be provided prior to employment with NLC.



Please note, while we appreciate the interest of all candidates, only those selected for an interview will be contacted.