Senior Brand Marketing & Consumer Engagement Lead

As the Senior Brand Marketing & Consumer Engagement Lead for the EMEA region, you will be at the forefront of an exciting journey.

Can-Am is an established leading brand in the off-road market with an extensive line-up of ATVs and Side-By-Side vehicles well recognized for their unique performance and handling capabilities delivering memorable recreational experiences. But they are as well outstanding companions when comes the time to get the job done and deliver all type of heavy-duty tasks. Our mission, make sure that farmers and professionals have the opportunity to try a Can-Am and get on-board!

For this, we are seeking for a passionate marketer with a customer-centric mindset and a solid understanding of what it takes to build and activate 360 regional consumer engagement strategies and tactics across consumer touchpoints.

Reporting to the Director Marketing & Go-To-Market EMEA, the person will have the opportunity to collaborate with a large diversity of stakeholders within the regional organization and the global marketing structure, and will be able to count on the direct support of expert functions to achieve his / her objectives.

YOU’LL HAVE THE OPPORTUNITY TO:

Take the driver seat of the 360 brand marketing for the region from strategy, to execution, insights and reporting.

1. Marketing strategy: build and own the annual 360 consumer engagement plan for the brand supporting the regional business priorities

• Feed the brand strategy with regional business and consumer insights

• Ensure a tight alignment of the regional plan with the global brand strategy

• Manage the regional budget allocation with accuracy

2. Campaigns, Content and Storytelling: influence the definition and implementation of an impactful content strategy for the brand

• Collaborate closely with the Global Brand team to ensure that regional needs are well reflected into campaigns and assets, and adapt as needed

• Build a regional content plan complementing the global framework as required to maximize engagement connecting with audiences on their own terms

• Own the website content ensuring high standards of accuracy and quality

• Work in tight collaboration with Media House to build and activate a regional roster of ambassadors and content creators

3. Media performance and PR: deploy the relevant consumer acquisition tactics to secure business objectives

• Contribute to the media strategy, execution and performance in tight partnership with the Media Performance Specialist EMEA

• Secure effective amplification of brand content on social media platforms

• Develop PR plan and activations to maximize earned media in collaboration with the PR Specialist EMEA

4. Go-To-Market plan: supervise the execution of the tactical initiatives defined in the marketing plan in tight collaboration with the Countries

• Support the execution of Go-To-Market initiatives such as trade shows, demo days, PR or community events ensuring seamless 360 integration

• Deliver impactful yearly new product launches

5. Retail operations and dealer marketing:

• Contribute to the planning and implementation of commercial programs and incentives together with the Retail Operations team

• Mobilize the network around low funnel tactics

6. Strategic initiatives: play an active role in delivering selected strategic regional growth initiatives (if applicable)

• Represent the marketing function in cross-functional task force

• Be accountable for the results and KPIs

YOU’LL THRIVE IN THIS ROLE IF YOU HAVE THE FOLLOWING SKILLS AND QUALITIES:

• Bachelor / Master in Marketing or Business Administration

• Around 8-10 years of experience in Marketing, ideally in brand management

• Affinity with the powersport, automotive or outdoor industries

• Fluent in English, French or other language skills are a plus

• 360 marketing: holistic perspective on marketing, seamlessly integrating various channels and tactics to create a cohesive brand strategy, combining digital savviness (web, media, social, analytics) with experiential knowledge (shows, events, community, PR)

• Business acumen: marketing with purpose connecting the strategy with the operations on the field, sensitivity to retail operations and dealer marketing

• Go-getter attitude: accountable and driven, adaptable to changes in a fast-paced environment, pragmatic approach favoring simplicity and efficiency, deliver with accuracy and impact, measure and learn to constantly improve

• Matrix environment: proven ability to operate in an international matrix organization and collaborating effectively across multifunctional teams

• Collaborative mindset: team player, listening intently, open-minded to opinions and solutions, and communicating with transparency

• Passion for innovation: creative mindset, ability to disrupt, challenge the status quo and integrate latest trends

The role is based in Lausanne (Switzerland) and requires around 10% of travel time (depending on seasonality).

Do you have other qualifications? Tell us what is unique about you that is a great addition to the team.

THE ROAD SHOULD BELONG TO EVERYONE.

We still live in a world where many feel the road is for other people. We believe we can make a difference. Moving people goes beyond making innovative products.

We strive to nurture our people’s aspirations, to exceed our riders’ expectations and stand in solidarity with all the communities that ride with us.

Building a more inclusive BRP with no barriers for those who seek to ride starts from within, and we need everyone's commitment, drive and dedication to make it a reality.

WELCOME TO BRP

We’re a world leader in recreational vehicles and boats, creating innovative ways to move on snow, water, asphalt, dirt and even in the air. Headquartered in the Canadian town of Valcourt, Quebec, our company is rooted in a spirit of ingenuity and intense customer focus. Today, we operate manufacturing facilities in Canada, the United States, Mexico, Finland, Australia and Austria, with a workforce made up of close to 20,000 spirited people, all driven by the deeply held belief that at work, as with life itself, it’s not about the destination; It’s about the journey.