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Senior Brand and Marketing Strategist

2 months ago

Carlsbad, United States Canyon Bicycles Full time
Position Title

Senior Brand and Marketing Strategist

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 on the lookout for a talented and seasoned Senior Brand and Marketing Strategist to become a vital member of our innovative Brand & Activation team within the Sales & Marketing Department. This role is essential for elevating and cultivating the Canyon brand within the US marketplace. The Senior Brand and Marketing Strategist will take charge of crafting and implementing marketing strategies that connect with the US audience, nurturing brand loyalty, and enhancing customer engagement. This position demands a strategic visionary with a profound understanding of the cycling sector, consumer dynamics, and market developments.

The ideal candidate will possess a solid history in creative campaign execution, event marketing, product promotion, ambassador and influencer management, as well as marketing operations. Experience in the direct-to-consumer domain, particularly in ecommerce, is essential. A global perspective and familiarity with cross-time zone collaboration are highly desirable. The primary objective of this role is to amplify brand visibility and customer interaction across a diverse range of cycling categories, including road, mountain, gravel, triathlon, and urban cycling. Success will be evaluated through market share growth, brand perception, and commercial category expansion.

This position encompasses a combination of strategic planning, creative execution, and hands-on management, ensuring that all marketing initiatives align with the overarching vision and objectives of the brand.

This role presents a unique opportunity to significantly influence the brand identity of Canyon Bicycles in the US. If you are enthusiastic about cycling and possess a flair for innovative marketing, along with a proven leadership background, we would be eager to connect with you. Join us in our mission to transform the cycling experience for enthusiasts nationwide.

ESSENTIAL JOB FUNCTIONS

Brand Strategy Development:
  • Formulate and execute a brand and marketing strategy tailored for the US that aligns with Canyon's global objectives.
  • Collaborate with the Global Brand and Marketing team to enhance the overall brand image.
  • Articulate and communicate the brand's value proposition and positioning within the US market.
Campaign Alignment and Activation:
  • Ensure all marketing initiatives are in harmony with the brand's identity and activation strategies.
  • Synchronize national and regional campaigns with global efforts to maintain a unified brand message.
  • Oversee the implementation of marketing campaigns, ensuring timely and budget-compliant delivery.
Product Marketing:
  • Delve into product specifics to grasp unique selling points and competitive advantages.
  • Craft tailored marketing strategies that emphasize these aspects to resonate with the US market.
  • Collaborate with the product development team to provide market insights and feedback.
Creative Innovation:
  • Conceive and execute bold marketing campaign ideas that effectively promote the brand.
  • Stay ahead of industry trends and apply innovative techniques to enhance brand engagement.
  • Partner 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:
  • Utilize comprehensive market research and analysis to identify trends, customer behaviors, and the competitive landscape (in alignment with the Global team).
  • Leverage insights to inform marketing strategies and drive continuous improvement.
  • Monitor and analyze the effectiveness of marketing campaigns and adjust strategies as necessary.
Budget Management:
  • Effectively manage the marketing budget to maximize ROI.
  • Strategically allocate resources across various campaigns and initiatives to achieve optimal outcomes.
  • Provide regular financial reports and forecasts to senior leadership.
Performance Tracking and Reporting:
  • Establish KPIs and monitor the performance of marketing campaigns.
  • Deliver regular reports and insights to senior leadership on the effectiveness of brand strategies and initiatives.
  • Utilize data-driven decision-making to optimize marketing efforts and enhance 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, communications, or a related field.
  • Minimum of 5-7 years of relevant experience through education and on-the-job training.
  • Strong written and verbal communication skills.
  • Collaborative and interpersonal skills – ability to work across teams, especially with international counterparts.
APPLICATIONS USED IN THE POSITION
  • Microsoft Office Suite.
ADDITIONAL PREFERENCES // IDEAL CANDIDATE
  • Familiarity with marketing in the cycling, outdoor, consumer goods, or adjacent sectors.
  • Brand awareness: A clear understanding of brand development and marketing principles.
  • Customer Experience (CX) Management: Understanding the customer journey and targeting expectations and experiences.
  • Business & Financial Acumen: A high level of business knowledge, especially related to Direct to Consumer & Ecommerce.
  • Communication: Strong written and verbal communication skills.
  • Brand Storytelling & Content Creation: The ability to produce original ideas and compelling brand narratives from inception through production and distribution.
  • Consumer Insights and Behavioral Analysis: Utilizing 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: Comfort with technology and social media.
  • Budget Management: Experience managing a comprehensive marketing budget against projects and campaigns.
WORK ENVIRONMENT

We provide a professional, upbeat, and enjoyable work atmosphere at the Canyon Bicycles US Headquarters in Carlsbad. It is a world-class office space featuring a Canyon Showroom for showcasing our professional team and athlete bikes. This role is an opportunity to engage with the cycling and sports industry, collaborate with a fantastic team, and contribute to a growing organization.

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; 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 individuals 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.