Position Summary: Develop and implement innovative Marketing strategy for the Cannondale MTB segment. Collaborating with PMD, R&D, Global Marketing team, Sales, external agencies and other segment managers to execute and deliver consistent product stories for the brand segment, globally.
Lead the development of all Cannondale MTB segment Global Marketing objectives, strategies, and tactics specifically for the annual marketing planning process. Communicate the overall strategic plan and executional elements to all global regions and balance global strategies with local marketing conditions and needs.
Plan and oversee the advertising and promotion activities for the brand product lines including print, electronic, social, sales collateral, etc. Maintain consistent approach across all marketing efforts and upholds brand guidelines.
Develop launch strategies for the new products within the MTB portfolio that incorporates all consumer and dealer touchpoints including: Launch presentations ,videos, social media plans ,ad campaigns, buzz marketing, in-store communication and collateral
Work directly with all the global regions (US, Europe, Japan, China, UK, Brazil) to customize the global marketing plan, and new product launches, to best meet their regional needs
Relay technical stories to retailers and consumers in an easily identifiable format. Portray these stories in our catalog with creative and relevance to market.
This position requires strong collaboration between Creative team, agency, and Product Management, along with other functional groups.
Conduct well-prepared, educational, engaging presentations for sales meetings, MTB shows, and other events with internal and external customers. Support trade shows as needed.
Write clear and compelling new product marketing briefs- positioning, consumer profile, key features and benefits that drive the creation of all Marketing communications and collateral
Utilizing the new product brief - create, develop, and measure the success of comprehensive marketing campaigns by developing marketing plans, tactics and all marketing collateral brochures, microsites, print and digital ads, social media plans, in-store communications etc.
Coordinate the planning of all video Drive the create of all photography and video assets including driving the scripting, shooting and editing of all product marketing videos and photography needs for each model year to provide the storytelling and video and photo assets needed for catalogs, Dealer books and websites.
Leverage consumer insight studies and competitive analysis to identify overall business trends, market opportunities and unique consumer needs to help guide product development and to position the product portfolio.
Create and manage marketing campaigns to support critical product lines in an on-going basis, through paid advertising, social media campaigns, and creating stories and promotions.
Activate the MTB sports marketing teams to drive consumer engagement, dealer engagement and to prove out the performance advantage of Cannondale Bikes
Support Marketing efforts when implementing the launch of new initiatives. Work closely with Creative Director and Marketing Director in ensuring the voice of Cannondale is consistent across all customer touch points.
Create specific and simple Brand/Product communication - Language that clearly and consistently, in all forms of marketing, communicates the positioning, key features and benefits of the Cannondale MTB line.
Develop compelling and breakthrough product and brand storytelling
A Bachelors Degree in Marketing with an emphasis in Business.
Must have 5-8 years of experience in marketing in the outdoor industry - with experience in the cycling, and specifically mountain category.
Must have in-depth technical knowldge of mountain bikes.
Exceptional strategy development skills coupled with very strong execution and project management skills.
Leadership expertise in integrated marketing and communications, marketing, campaign strategy, program management, demand generation marketing strategies, and customer life cycle metrics.
The ability to understand and appropriately apply key fundamental marketing concepts, processes and practices related to driving customer demand and motivation.
An excellent team player with the ability to manage up and across to build, foster and nurture relationships across departments.
A be a high-energy, can-do person who can operate in fast moving environment.
Strong organizational, analytical and problem solving skills.
Proficient in Microsoft Office (Word, PowerPoint, Excel and Project).
Proven public speaking and presentation skills.
Must be willing to travel regularly globally.
Must have experience in the Bicycle Industry and have a strong grasp of the technical elements of MTB cycles and the MTB race scene.
Must be adaptable to unpredictable hours and work schedule.
Must be comfortable with public speaking and on-camera presenting
Must be able to move bicycles, displays and demonstrate product use
Must be a strong mountain bike rider.
Must be able to travel domestically and internationally for extended periods of time
Must be able to sit and stand for extended periods of time
Must be able to use a computer keyboard and view a monitor for extended periods of time
Management of MTB global marketing budget. Build marketing plans, identify vendors, bid jobs to appropriate agencies and vendors, manage the tracking of the work, submit invoices and ensure timely payment upon delivery of work product that meets defining criteria of the project.