Cycling Sports Group:
Brand Director, Cannondale Job in Wilton, VT

Position Summary

The Brand Director will be responsible for driving the Cannondale global brand marketing strategy, brand positioning, integrated product marketing campaigns and overall annual marketing plans. This position will work with the CSG Directors of Sports Marketing and Digital Marketing to develop the strategies and tactics for the annual marketing plans and the new product campaigns. In addition, they will work directly with the Regional Marketing Directors to plan and implement the global marketing strategy across all points of engagements including advertising, promotion, events, sponsorship, social media and community engagement. Strong understanding of the principles of consumer and retail marketing, combined with a deep understanding of the unique nature of the Independent Bike Dealer channel is required.

Direct Responsibilities

The management of the Cannondale brand is through a matrix organization structure that includes the direct brand team (segment specific marketing managers and art director) a team of shared services (Education, Sports Marketing, Digital Marketing, and Photography Studio) and geographical regions who activate the brand through regional business plans.

Brand Stewardship
- Develop and maintain the overall brand foundational positioning and the positioning for each of the key product lines
- Serve as the steward and gatekeeper for the “Cannondale” brand, ensuring its positioning, brand character and messaging are consistent in all marketing communications and activations. Critical stakeholder includes the regional sales and marketing leaders, the shared services team, our IBD partners and the rider
- Collaborate with internal colleagues and external agency resources to ensure all touch points and media vehicles – Owned Media (sales collateral, website, social, email), Earned Media (PR, word-of-mouth, buzz, viral), and paid media (display ads, magazines, paid search, trade shows, athlete and event sponsorships) - embrace and reflect the essence of the Cannondale brand.
- Responsible for developing an overall integrated Cannondale brand campaign, based on the brand’s positioning, defined organizational objectives, the competitive situation, and a deep understanding of key stakeholder needs and expectations.

Global Brand Strategy & Planning
- Drive the overall global brand strategy (collaborating with product management) that defines the long-term growth plan for Cannondale
- Collaborate with the Product Management team on the product growth plan and define and drive forward the long-term marketing initiatives that are required to deliver against the growth strategy
- Identify the consumer insights that are required to advance both the growth plan, and the annual marketing plan. Write the consumer research briefs required and collaborate with the VP Marketing in driving the insights work with external agency
- Drive thought-leadership across the regional marketing directors to ultimately drive sales of Cannondale through the sharing of best practices and the development of global programs that can drive multiple regional initiatives

Global Annual Marketing Planning
- Develop the overall annual marketing plan for Cannondale - including global objectives, strategies, and key initiatives.
- Plan and oversee the advertising and promotion activities for the brand product lines including print and digital ad creative, sales materials and overall event and tradeshow branding
- Provide Marketing planning direction to CSG Marketing services teams to drive the development of integrated annual plans for Sports Marketing, Digital Marketing (web, social and CRM) and PR
- Drive the communication of the key benefits of all Cannondale bike platforms and models.
- An orientation towards crisp and precise selling copywriting that communicates specific ride benefits, and the key technical features, is essential
- Drive the creation and delivery of the annual marketing materials supporting each model year
- Dealer Book, Catalog, Model Cards, Quick Reference Guide
- Drive the global alignment on the direction/content/structure of the annual marketing materials for future MYs

New Product Launches and On-Going Campaigns
- Develop fully integrated launch strategies, tactical plans, and all marketing materials for each new product launch annually.
- Comprehensive project overviews and one-page communication brief
- The creation of launch marketing plans with a campaignable idea that drives the visual look, feel and copy direction for all key marketing elements including: launch brochure, microsite, in-store POP, print and digital ads, social media and email campaigns.
- Collaborate with the segment Marketing Manager and the external ad agency in all aspects of the creative process to deliver the launch campaign and all subsequent marketing materials
- Drive the effective project management of the entire launch campaign and ensure timely global communication to the key regions who are responsible for activating the campaigns in their markets.
- Drive the creation of brand promotions and marketing campaigns that energize the Cannondale brand and drive meaningful differentiation (and rider preference) for the brand

Direction setting and guidance for CSG Marketing Services Teams
- Global Public Relations Communications for all bike platforms, models and new products
NA non-endemic public relations
- Sports Marketing – teams, athletes and activation– in coordination with CSG Director of Sports Marketing
- Digital marketing – content, activation, CRM - in coordination with CSG Digital Marketing Director
- Regional Marketing Plans & Activities – advise CSG Regional Marketing Directors

Required Leadership Attributes
- Strong EQ. Must be equally adept at managing a direct report group while also leading through influence the marketing services teams and the regional marketing leadership team
- Highly adaptable and flexible in managing marketing planning in an ever-evolving competitive landscape.
- Can flex rapidly and frequently between high-level strategy, to mid-level planning, to detailed specifications, brief writing and project planning.
- Strong project management orientation - this role drives the marketing timelines and deliverables across all areas of responsibility and across the broader cross-functional teams.
- Keenly honed communication skills that will drive exceptionally fast and effective decision-making – while also keeping the regional teams engaged and involved.
- Manage current agency partners and build a stable of reliable and creative partners who possess the skills and capability of their specific marketing expertise but are versed in the unique needs of the bike industry

Financial / Budgeting
- Works closely with the VP, external agencies, geographic regions, and finance teams to plan and effectively manage budgets and deliver on corporate marketing objectives.
- Negotiate vendor contracts, as needed.