CONTEXT

On March 25, 2022, BRP announced that the iconic Can-Am brand is returning to its motorcycle roots with an all-electric family, the first EV models in BRP’s electric line-up to be confirmed to consumers.

This family of electric 2-wheel motorcycles has been developed with many different riders in mind, more specifically for those who want to liven up the city streets, crave adventure, seek the thrill of the open road or long for a quiet ride in the country.

Our ambition is nothing short than inspiring and impressing a new generation of motorcyclists and electric vehicle enthusiasts.

Your Key Responsibilities

At Can-Am, we are not stuck in our ways… we learn, we debate, we discuss, we grow! Not only is our thinking progressive but so are our innovative brand and content storytelling strategies.

You will have a unique opportunity to play a leading role in building a new category and shaping the future of innovative ways to commute and enjoy the open-road!

Your playground will be the EMEA region with a special focus on 6 priority markets.

You will work in close collaboration with the global Can-Am brand team in Canada to define and implement a cohesive and disruptive brand strategy across all customer journey touch points.

You will drive engagement and deepen our connection with our diverse consumers through a compelling brand storytelling strategy.

Your Main Tasks Will BeLead the pre-launch phase for the region towards the official line-up introduction:
Design the consumer journey mapping and implement the identified touchpoints.
Engage with early adopters through authentic and relatable stories.
Start creating the online community and build ambassadorship.
Refine our knowledge with fact-based understanding of consumers’ profiles, usages and needs.
Actively influence and contribute to the global campaign creation and roll-out bringing European perspective and experience.
Build the regional GTM plan and lead the implementation (i.e. trade shows, demo events, pop-up stores, PR stunts …) with end-to-end accountability of the local extension of GTM, brand and product campaigns for the priority markets
Build Can-Am brand equity allowing to democratize the open road experiences to everyone
Unleash the power of Can-Am brand through a compelling storytelling supported by memorable brand content and moments
Manage, analyze, improve and scale mechanics to drive engagement and ROI across all customer touchpoints
Ensure brand and story is consistently messaged across all channels
Prepare and manage annual budget for the product line
Participate to regional cross-functional governance to coordinate all the aspects of the launch
Represent the EMEA region within the global marketing governance and actively voice the needs and expectations from the region

YOUR STORY
8+ years of proven marketing experience in B2C brand and marketing roles within the EMEA market
Strong understanding and passion for compelling storytelling and equity-building brand development
Successful track record of developing creative methods of growing brands through storytelling
Thorough understanding of brand positioning elements and development process
Ability to comprehensively understand and convert consumer, category, competitor, and channel insights into brand strategy and communication plans
Being both a strategic thinker and a tactical executor, with a roll-up-your-sleeves bias for action
Innovative entrepreneurial attitude able to disrupt and take educated risks
Strong interpersonal and communication skills with the ability to influence and collaborate across a global matrixed organization with multiple internal and external stakeholders to accomplish goals
At ease with ambiguity and fast-moving environment requiring agility and flexibility
Ability to influence and work effectively across functions and geographies
Affinity with adventure and outdoor life, interest in powersport is a plus
Fluent in English
Travel 10 to 20% of the time

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 of over 14,500 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. Yours.

This position is based in Lausanne, Switzerland.

This position is eligible to the BRP Employee Referral Program.