Senior Manager, Brand and Marketing

Position Title

Sr. Manager, Brand & Marketing

Business Unit

Canyon US

Location

Carlsbad, CA

Position Grade

M2/13

Direct Reports

5

Travel %

Up to 25%

Supervisor Title:

Vice President of Sales & Marketing

POSITION SUMMARY

Canyon Bicycles is seeking a highly skilled and experienced Senior Manager, Brand & Marketing, to join our dynamic Brand & Activation team under the Sales & Marketing Department. This role is critical in enhancing and building the Canyon brand across the US market. The Senior Brand & Marketing Manager will be responsible for developing and executing marketing strategies that resonate with the US audience, fostering brand loyalty, and driving customer engagement. This position requires a strategic thinker with a deep understanding of the cycling industry, consumer behavior, and market trends.

The ideal candidate will have a proven track record in creative campaign development, events marketing, product marketing, ambassador & influencer management, and marketing administration. They will have experience working in the direct-to-consumer space with a specific focus on ecommerce. The ideal candidate will have global experience and be familiar with team collaboration across time zones and different markets. The primary goal of this position is to increase brand awareness and customer engagement across a full range of cycling categories including road, mountain, gravel, triathlon, and urban. Success will be measured through market share development, brand sentiment, and commercial category growth.

This role involves a blend of strategic planning, creative development, and hands-on execution, ensuring that all marketing efforts are aligned with the brand's overall vision and goals.

This position offers a unique opportunity to play a pivotal role in shaping the brand presence of Canyon Bicycles in the US. If you are passionate about cycling and have a knack for innovative marketing, with a history of strong leadership, we would love to hear from you. Join us and be a part of our journey to revolutionize the cycling experience for enthusiasts across the nation.

ESSENTIAL JOB FUNCTIONS

Brand Strategy Development:

• Develop and implement a US-tailored brand and marketing strategy that aligns with Canyon's global vision and goals.
• Collaborate with the Global Brand and Marketing team to build and enhance the overall brand image.
• Define and communicate the brand's value proposition and positioning within the US market.

Campaign Alignment and Activation:

• Ensure all marketing campaigns are consistent with the brand's identity and activation strategies.
• Align national and regional campaigns with global initiatives to maintain a cohesive brand message.
• Oversee the execution of marketing campaigns, ensuring they are delivered on time and within budget.

Product Marketing:

• Dive deep into product specifics to understand unique selling points and competitive advantages.
• Develop tailored marketing strategies that highlight these aspects to resonate with the US market.
• Work with the product development team to provide insights and feedback from the market.

Creative Innovation:

• Generate and execute bold ideas for marketing campaigns that effectively promote the brand.
• Stay ahead of industry trends and apply innovative techniques to enhance brand engagement.
• Collaborate with creative agencies, designers, and content creators to produce high-quality marketing materials.

Cross-Functional Collaboration:

• Work closely with various departments, including sales, product development, and customer service, to ensure brand consistency across all customer touchpoints.
• Act as the primary liaison between the US marketing team and the global brand team, ensuring open communication and alignment of strategies.

Market Analysis and Insights:

• Leverage thorough market research and analysis to identify trends, customer behaviors, and competitive landscape (in alignment with Global team).
• Use insights to inform marketing strategies and drive continuous improvement.
• Monitor and analyze the effectiveness of marketing campaigns and adjust strategies as needed.

Budget Management:

• Manage the marketing budget effectively to maximize ROI.
• Allocate resources strategically across different campaigns and initiatives to achieve the best outcomes.
• Provide regular financial reports and forecasts to senior leadership.

Performance Tracking and Reporting:

• Establish KPIs and track the performance of marketing campaigns.
• Provide regular reports and insights to senior leadership on the effectiveness of brand strategies and initiatives.
• Use data-driven decision-making to optimize marketing efforts and improve results.

Team Leadership:

• Lead and mentor a team of marketing professionals, fostering a collaborative and high-performing environment.
• Encourage professional growth and development within the team.
• Set clear goals and expectations, providing regular feedback and performance evaluations.

MINIMUM EDUCATION & JOB REQUIREMENTS

• BA degree in business, marketing, and communications or relatable field
• Minimum of 5-7 years of relevant experience through education and on the job training
• Strong written and verbal skills
• Collaborative and interpersonal skills – work across teams, especially with Germany

APPLICATIONS USED IN THE POSITION

• Microsoft Office Suite

ADDITIONAL PREFERENCES // IDEAL CANDIDATE

• Familiarity with marketing in the cycling, outdoors, consumer goods or adjacent spaces
• Brand awareness: A clear understanding of brand development and marketing principles
• Customer Experience (CX) Management: Understand the customer journey and target expectations and experience.
• Business & Financial Acumen: A high level of business knowledge especially related to Direct to Consumer & Ecommerce business.
• Communication: Strong written and verbal communication skills
• Brand Storytelling & Content Creation: The ability to produce original ideas and compelling brand stories from inception through production and distribution.
• Consumer Insights and Behavioral Analysis: Using data to inform strategies, understand markets, and measure outcomes
• Leadership: Ability to effectively lead a driven team of brand and marketing professionals
• Project management: The ability to manage multiple projects simultaneously, prioritize tasks, and meet deadlines
• Relationship building: Excellent interpersonal skills and the ability to build professional relationships
• Tech and social media savvy: Being comfortable with technology and social media
• Budget management: Experience managing a comprehensive marketing budget against projects and campaigns

WORK ENVIRONMENT

We offer a professional, upbeat, and fun work environment at the Canyon Bicycles US Headquarters in Carlsbad. It is a world-class office space with a Canyon Showroom for displaying our professional team and athlete bikes. This part time role is an opportunity to be a part of the cycling and sports industry, work alongside an awesome team, and contribute to a growing company.

PHYSICAL FACTORS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this Job, the employee is regularly required to sit for extended periods of time; use hands to finger, handle, or feel the computer; reach with hands and arms and talk or hear. The employee must occasionally lift and/or move up to 50 pounds.

DISCLAIMER

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.