The Marketing Director will lead the globally integrated, cross-functional marketing process with the goal of having intentional marketing strategy and execution for the Cannondale brand including product positioning, product messaging, campaign activation/execution, and overall annual marketing plans that integrate brand and product marketing initiatives.
Additionally, this role will lead customer insights to enable our marketing and product teams to make informed decisions.
Managing Global Marketing Budget
Collaborate with the regional marketing teams in the development of annual region marketing budgets
Negotiate vendor contracts, as needed.
Follow internal controls and company policies as set by company and job function.
The management of the Cannondale brand includes the VP of Global Marketing and VP of Creative. This role will be directly responsible for the product marketing team, content and production graphic designers. This role will be supported by his or her peers: Digital Marketing Director, Education Director, Sports Marketing Director, PR Manager and geographical regions who activate the brand through regional business plans.
Marketing Strategy, Process and Insights
Own the complete marketing process from the Briefs through to the execution in partnership with the Regional Marketing teams to deliver best-in-class global marketing campaigns and activations
Lead the communication of global initiatives across all regional marketing teams
With the help of the project manager, ensure all projects are properly mapped out, assigned, communicated and delivered on time
Ensure that our marketing delivers on stated goals and objectives, while promoting the brand initiatives
Ensure and manage Cannondale brand positioning, character and messaging is consistently applied across all marketing elements in all regions.
Owned Media (sales collateral, website, social, email), Earned Media (PR), Paid Media and Events (tradeshows, consumer/sports events
Lead and manage consumer insights projects, surveys and focus groups
Drive thought-leadership in new marketing approaches to drive differential growth in 1) brand equity, 2) driving consumers to purchase.
Global Annual Marketing Planning
With the guidance of marketing and sales leadership, develop the overall annual marketing plan - objectives, strategies, and key initiatives - for the Cannondale brand across all key segments
Drive development of platform-specific annual marketing strategy
Develop the overall global new product campaign calendar and launch plan across all segments
Collaborate with regional marketing teams on their regional annual marketing plan ensuring alignment with global objectives
Drive the planning and execution of annual product marketing collateral materials
Dealer Book, Catalog, Model Cards, Quick Reference Guide
Required Leadership Attributes:
Adept at managing a direct report group while also leading through influence across functions and regions
Highly adaptable and flexible in managing marketing planning in an evolving landscape.
Can flex rapidly between high-level strategy, to mid-level planning, to detailed execution.
Strong project management orientation, timeline management and problem-solving orientation.
Keenly honed communication skills that will drive rational, timely and effective decision-making
Ability to build a stable of reliable and creative agency partners
Possess natural ability to engage bike dealers and distributors with genuine authenticity and knowledge of performance bikes
Effectively presents information in both one-on-one and group situations to customers and employees
Bachelors degree in marketing/related field with 10+ years of experience in marketing and brand management.
5+ years experience in directly managing teams as well as influencing in a matrix organization
Previous experience within the bike industry or action sports industry
Passion for biking or related outdoor activities.
Working conditions are normal for an office environment.
Must be able to sit for extended periods of time
Must be able to use a computer keyboard and view a monitor for extended periods of time
Must be able to travel domestically and internationally for business