Sr. Director, Brand & Marketing

POSITION SUMMARY

We are seeking a dynamic and strategic Sr. Director, Brand and Marketing to lead our brand development efforts in the U.S. market. This leader will develop and implement innovative brand strategies that elevate our presence in the market, drive customer engagement, and increase brand equity. As a member of the US core executive team, the Sr. Director, Brand and Marketing will oversee key areas including brand strategy development and all aspects of strategic execution including event management, sports marketing, content marketing, sports marketing, and product. Taking an integrated approach, they will collaborate closely with cross-functional teams, including Customer Experience, Digital, and Sales, to ensure seamless execution of marketing campaigns and cohesive brand communication across all channels.

The ideal candidate will have proven experience in developing brand identity and engagement for nationally or globally relevant companies in the outdoor, leisure, or consumer goods markets 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.

KEY RESPONSIBILITIES

Brand Strategy Development and Execution

• Lead the creation and execution of a comprehensive brand strategy tailored to the U.S. market.
• Define and drive brand positioning, messaging, and identity in alignment with the global company’s goals and vision
• Stay attuned to consumer insights, competitive landscape, and market trends to inform strategic decisions.

Marketing Campaign Development and Execution:

• Develop and oversee the execution of multi-channel brand campaigns, ensuring consistency across all platforms including physical and digital.
• Manage large-scale brand events and activations that resonate with target audiences.
• Lead sports marketing efforts, building relationships with athletes, teams, and organizations to strengthen the brand's presence across the competitive cycling landscape.
• Oversee ambassador marketing initiatives, identifying key partners and driving authentic, impactful collaborations.
• Develop content marketing strategies that increase brand awareness and drive consumer engagement.

Cross-Functional Collaboration:

• Partner with the Digital team to integrate brand campaigns into paid media, SEO, email, and social strategies, ensuring consistency and impact across digital channels.
• Work closely with the Commercial/Sales team to align marketing campaigns with commercial objectives, providing brand support for retail and e-commerce channels.
• Ensure that all channel communication aligns with brand guidelines and reinforces brand messaging including consistent alignment with global counterparts.
• Manage external relationships with agencies, influencers, and brand partners.

Leadership and Team Management:

• Build, mentor, and lead a high-performing brand marketing team.
• Set clear goals and KPIs, track performance, and continuously optimize efforts for maximum impact.
• Foster a culture of creativity, collaboration, and innovation within the marketing team.

Budget and Administrative Management:

• Develop and manage the brand marketing budget, ensuring effective allocation of resources to maximize ROI.
• Monitor expenditures and analyze performance against the budget to ensure financial targets are met.

Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or a related field; master’s degree preferred.
• 7-10+ years of experience in brand management, marketing, or a related field, with a focus on direct-to-consumer, e-commerce, and/or sports manufacturing preferred.
• Proven track record of developing and executing successful brand strategies that drive growth and customer engagement.
• Strong understanding of digital marketing tools and strategies, with experience in e-commerce environments.
• Exceptional leadership and team management skills, with the ability to inspire and motivate cross-functional teams.
• Excellent analytical and problem-solving abilities, with a data-driven approach to decision-making.
• Passion for sports and an understanding of the sports manufacturing industry is a plus.

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 full-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.

What We Offer:

• Competitive salary and performance-based bonuses.
• Comprehensive benefits package, including health, dental, and retirement plans.
• Opportunities for professional development and career advancement.
• A dynamic and collaborative work environment that values creativity and innovation.

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.