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Brand Director
Cannondale
Wilton, CT, United States
Job Details - this job has expired, please see similar jobs below
Brand Background
Since our founding above a pickle factory across from the Cannondale train station in Wilton, CT in 1971, Cannondale has been on a continuous quest to create the perfect ride. Guided by a System Integration philosophy and a willingness to break convention, Cannondale has consistently led the industry with unconventional, engineering-driven innovation that delivers a true performance advantage for cyclists across the globe. Cannondale pioneered the use of oversized aluminum tubing in the 80’s, introduced the radical HeadShok front suspension system in the 90s and debuted the iconic Lefty single-sided fork in 2000. In more recent years, the Cannondale SuperSix Evo was recognized as the “Best Bike in the World” by the influential German Tour magazine, the groundbreaking Slate was named Eurobike’s “Gold Medal Road Bike” and the Mavaro brought Cannondale legendary performance engineering to the e-bike segment in 2016. Cannondale also has a long history of teams and athletes performing at the highest level across multiple disciplines – and inviting our fans to be part of the action. From the legendary Volvo Cannondale MTB teams – still the winningest MTB team in history - to the Saeco team, where Cannondale was the first American brand to sponsor a European pro-road team, Cannondale has had a passion for delivering elite-level performance. Cannondale currently sponsors nine teams and over 80 athletes globally headlined by the Cannondale Drapac Pro Cycling Team, the Cannondale Factory Racing, athletes such the Enduro World Champ, Jerome Clementz, and brand ambassadors like Cyclocross legend, Tim Johnson.
Our passion for innovation will continue to drive Cannondale to lead the bicycle industry in bold new directions of bicycle design, manufacturing and marketing. If you share our passion for continuously seeking out the perfect ride and building our brand around the globe, we invite you to join our team.
Brand Director, Cannondale
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.
Financial Responsibilities/Scope
• Managing Global Marketing Budget
• Collaborate with the regional marketing teams in the development of annual marketing budgets
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.
Direct Responsibilities
• 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.
Qualifications
• Bachelor’s degree in marketing or related field with 10+ years of related experience in marketing and brand management.
• Previous experience within the bike industry or closely related industry. Preference for experience in action sports industry and consumer package goods
• 5+ years’ experience in directly managing teams as well as influencing in a matrix organization
• Passion for biking or related outdoor activities.
• Must possess good interpersonal/relationship skills – must cooperate and communicate effectively with co-workers, supervisor and/or outside contacts.
• The ability to handle and prioritize multiple projects and to adjust to inevitable changes in timelines, deadlines, and project goals
• Possess natural ability to engage bike dealers both personally and professionally with genuine authenticity and knowledge of performance bikes
• Effectively presents information in both one-on-one and group situations to customers and employees
• Excellent verbal and written communication skills.
• Monthly travel domestic and international
• Able to adapt to a fast pace ever changing environment
Physical Demands
• 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