Canyon Bicycles
POSITION SUMMARY
We are seeking a dynamic and strategic
Sr. Director
of
Marketing
to lead our brand development and growth effort for the US and Canada markets. This leader will develop and implement innovative
brand and performance marketing strategies A successful candidate is expected to be both a results-oriented leader who can drive significant growth by growing and optimizing marketing channels, as well as a sophisticated brand strategist who can elevate our presence in the market, increase customer engagement and add to our brand equity.
As a member of the US core executive team, the
Sr. Director, Marketing
will oversee all marketing efforts, including
performance marketing (
such as
paid digital, SEO, and CRM) , event management, sports marketing, content marketing, and product campaigns. This role will require taking an integrated approach, collaborating closely with cross-functional teams such as Customer Experience, Digital, and Sales to ensure seamless execution of marketing campaigns, optimized channel performance, and cohesive brand communication.
The ideal candidate will have proven experience in driving growth through channel optimization, identifying and growing new marketing channels, and developing brand engagement strategies for nationally or globally relevant companies in the outdoor, leisure, or consumer goods markets. They should also have a strong track record in
performance marketing , driving profitable growth through data insights, customer acquisition strategies, retention optimization, and ROI-driven campaigns. Familiarity with team collaboration across time zones and markets is essential.
The primary goal of this position is to increase commercial growth across a full range of cycling categories, including road, mountain, gravel, triathlon, and urban. That growth will come through improved
brand awareness
and
customer engagement,
and optimizing marketing expenses.
Success will be measured through market share growth, brand sentiment, and
performance marketing ROI.
KEY RESPONSIBILITIES
Growth Strategy Development and Execution Lead the creation and execution of a comprehensive growth-oriented marketing strategy tailored to the U.S. market. Define and adapt brand positioning and messaging in alignment with the global company's goals and vision. Stay attuned to consumer insights, competitive landscape, and market trends to inform strategic decisions and uncover growth opportunities. Identify and prioritize performance-driven opportunities to optimize customer acquisition, retention, and brand equity. Performance Marketing and Campaign Development
Develop and oversee the execution of multi-channel marketing campaigns, including brand and yield-focused marketing initiatives, ensuring consistency across physical and digital platforms. Drive ROI-focused growth strategies, leveraging paid media, CRM, SEO, SEM, and email marketing to attract, engage, and retain customers. Monitor and optimize campaign performance based on data-driven insights, continuously refining efforts to maximize reach, engagement, and revenue. Manage large-scale events and activations that resonate with target audiences and align with performance goals. Oversee ambassador and influencer marketing initiatives, identifying key partners and driving authentic, impactful collaborations that enhance brand awareness and drive measurable outcomes. Develop content marketing strategies that fuel brand awareness, increase customer engagement, and drive conversation. Cross-Functional Collaboration:
Partner with the Digital team to integrate campaigns into paid media, email, SEO, and social strategies, ensuring consistency and growth impact across channels. Collaborate with the Commercial/Sales team to align marketing campaigns with commercial objectives, driving both brand engagement and measurable sales growth across retail and e-commerce channels. Ensure all channel communications align with brand guidelines and performance goals, maintaining consistent alignment with global counterparts. Manage external relationships with agencies, influencers, and brand partners to amplify both brand and growth initiatives. Leadership and Team Management:
Build, mentor, and lead a high-performing marketing team focused on both brand-building and performance marketing efforts. Set clear goals and KPIs for campaigns, track outcomes, and continuously optimize efforts for maximum growth and impact. Foster a culture of creativity, collaboration, data-driven decision-making, and innovation within the marketing team. Budget and Administrative Management:
Develop and manage the marketing budget, ensuring effective allocation of resources to maximize ROI and support growth goals. Monitor expenditures and analyze performance, adjusting strategies as needed to meet financial targets and ensure campaign efficiency. Qualifications:
Bachelor's degree in Marketing, Business, Communications, or a related field; Master's degree preferred. 7-10+ years of experience in brand management, marketing, or a related field, with a focus on direct-to-consumer, e-commerce, and/or sports manufacturing preferred. Proven track record of developing and executing successful marketing strategies that drive growth and customer engagement. Strong understanding of digital marketing tools and strategies, with experience in e-commerce environments. Exceptional leadership and team management skills, with the ability to inspire and motivate cross-functional teams. Excellent analytical and problem-solving abilities, with a data-driven approach to decision-making. Passion for sports and an understanding of the sports manufacturing industry is a plus. Work Environment
We offer a professional, upbeat, and fun work environment at the Canyon Bicycles US Headquarters in Carlsbad. It is a world-class office space with a Canyon Showroom for displaying our professional team and athlete bikes. This full-time role is an opportunity to be a part of the cycling and sports industry, work alongside an awesome team, and contribute to a growing company.
What We Offer:
Competitive salary and performance-based bonuses. Comprehensive benefits package, including health, dental, and retirement plans. Opportunities for professional development and career advancement. A dynamic and collaborative work environment that values creativity and innovation.
Physical Factors
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this Job, the employee is regularly required to sit for extended periods of time; use hands to finger, handle, or feel the computer; reach with hands and arms and talk or hear. The employee must occasionally lift and/or move up to 50 pounds.
Disclaimer
The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.
We are seeking a dynamic and strategic
Sr. Director
of
Marketing
to lead our brand development and growth effort for the US and Canada markets. This leader will develop and implement innovative
brand and performance marketing strategies A successful candidate is expected to be both a results-oriented leader who can drive significant growth by growing and optimizing marketing channels, as well as a sophisticated brand strategist who can elevate our presence in the market, increase customer engagement and add to our brand equity.
As a member of the US core executive team, the
Sr. Director, Marketing
will oversee all marketing efforts, including
performance marketing (
such as
paid digital, SEO, and CRM) , event management, sports marketing, content marketing, and product campaigns. This role will require taking an integrated approach, collaborating closely with cross-functional teams such as Customer Experience, Digital, and Sales to ensure seamless execution of marketing campaigns, optimized channel performance, and cohesive brand communication.
The ideal candidate will have proven experience in driving growth through channel optimization, identifying and growing new marketing channels, and developing brand engagement strategies for nationally or globally relevant companies in the outdoor, leisure, or consumer goods markets. They should also have a strong track record in
performance marketing , driving profitable growth through data insights, customer acquisition strategies, retention optimization, and ROI-driven campaigns. Familiarity with team collaboration across time zones and markets is essential.
The primary goal of this position is to increase commercial growth across a full range of cycling categories, including road, mountain, gravel, triathlon, and urban. That growth will come through improved
brand awareness
and
customer engagement,
and optimizing marketing expenses.
Success will be measured through market share growth, brand sentiment, and
performance marketing ROI.
KEY RESPONSIBILITIES
Growth Strategy Development and Execution Lead the creation and execution of a comprehensive growth-oriented marketing strategy tailored to the U.S. market. Define and adapt brand positioning and messaging in alignment with the global company's goals and vision. Stay attuned to consumer insights, competitive landscape, and market trends to inform strategic decisions and uncover growth opportunities. Identify and prioritize performance-driven opportunities to optimize customer acquisition, retention, and brand equity. Performance Marketing and Campaign Development
Develop and oversee the execution of multi-channel marketing campaigns, including brand and yield-focused marketing initiatives, ensuring consistency across physical and digital platforms. Drive ROI-focused growth strategies, leveraging paid media, CRM, SEO, SEM, and email marketing to attract, engage, and retain customers. Monitor and optimize campaign performance based on data-driven insights, continuously refining efforts to maximize reach, engagement, and revenue. Manage large-scale events and activations that resonate with target audiences and align with performance goals. Oversee ambassador and influencer marketing initiatives, identifying key partners and driving authentic, impactful collaborations that enhance brand awareness and drive measurable outcomes. Develop content marketing strategies that fuel brand awareness, increase customer engagement, and drive conversation. Cross-Functional Collaboration:
Partner with the Digital team to integrate campaigns into paid media, email, SEO, and social strategies, ensuring consistency and growth impact across channels. Collaborate with the Commercial/Sales team to align marketing campaigns with commercial objectives, driving both brand engagement and measurable sales growth across retail and e-commerce channels. Ensure all channel communications align with brand guidelines and performance goals, maintaining consistent alignment with global counterparts. Manage external relationships with agencies, influencers, and brand partners to amplify both brand and growth initiatives. Leadership and Team Management:
Build, mentor, and lead a high-performing marketing team focused on both brand-building and performance marketing efforts. Set clear goals and KPIs for campaigns, track outcomes, and continuously optimize efforts for maximum growth and impact. Foster a culture of creativity, collaboration, data-driven decision-making, and innovation within the marketing team. Budget and Administrative Management:
Develop and manage the marketing budget, ensuring effective allocation of resources to maximize ROI and support growth goals. Monitor expenditures and analyze performance, adjusting strategies as needed to meet financial targets and ensure campaign efficiency. Qualifications:
Bachelor's degree in Marketing, Business, Communications, or a related field; Master's degree preferred. 7-10+ years of experience in brand management, marketing, or a related field, with a focus on direct-to-consumer, e-commerce, and/or sports manufacturing preferred. Proven track record of developing and executing successful marketing strategies that drive growth and customer engagement. Strong understanding of digital marketing tools and strategies, with experience in e-commerce environments. Exceptional leadership and team management skills, with the ability to inspire and motivate cross-functional teams. Excellent analytical and problem-solving abilities, with a data-driven approach to decision-making. Passion for sports and an understanding of the sports manufacturing industry is a plus. Work Environment
We offer a professional, upbeat, and fun work environment at the Canyon Bicycles US Headquarters in Carlsbad. It is a world-class office space with a Canyon Showroom for displaying our professional team and athlete bikes. This full-time role is an opportunity to be a part of the cycling and sports industry, work alongside an awesome team, and contribute to a growing company.
What We Offer:
Competitive salary and performance-based bonuses. Comprehensive benefits package, including health, dental, and retirement plans. Opportunities for professional development and career advancement. A dynamic and collaborative work environment that values creativity and innovation.
Physical Factors
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this Job, the employee is regularly required to sit for extended periods of time; use hands to finger, handle, or feel the computer; reach with hands and arms and talk or hear. The employee must occasionally lift and/or move up to 50 pounds.
Disclaimer
The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.