Associate Director, Brand Marketing

Position Summary:

Set to be the brand´s face and voice, internally and externally, in the Canadian market. Develop and steer the Go-to Market (“GTM”) plan for Canada in accordance with global guidelines. Implement global brand strategy on a regional level driving the commercial goals of the business. Doing this with the aim of connecting with golfers, creating excitement and awareness that convert to sales. Lead and inspire a high-performing Marketing & Merchandising team to deliver innovative and impactful plans that elevate the brand and consumer experience. Leverage of deep understanding of the Canadia golf consumer, market dynamics and industry trends to maximize brand relevance, business performance and market leadership.

Essential Functions and Key Responsibilities:

• Drive the TaylorMade Brand’s strategic business plan for Canada to ensure alignment between financial targets and GTM strategies.
• Oversee all aspects of brand and product communications, including marketing communications, retail and trade marketing, merchandise planning, experiential activations, and sports marketing initiatives.
• Develop and steer GTM plans (marcom, retail, consumer & sports marketing) for the TaylorMade brand and each of our product lines. Partner with Sales leadership to develop account-specific strategies that maximize market share performance
• Manage the Canadian marketing budget and investment strategy, ensuring resources are allocated effectively to deliver objectives and maximize return on investment
• Drive operational excellence throughout the GTM cycle. Recommending marketing mix, including regional advertising, promotional campaigns, trade shows and co-op programs to achieve regional goals.
• Monitor the team to ensure Canada’s has the proper tools to implement the GTM strategies successfully and has the correct level of support during the implementation.
• Lead the execution of global and local brand, product and sports marketing initiatives GTM strategies successfully.
• Represent the commercial & product needs of Canada working with headquarters in Carlsbad.
• Continuously analyze market conditions, consumer trends, and business performance to identify opportunities and implement actions that improve sales, margin, profitability, and brand performance.
• Lead the product assortment and range planning for Canada, balancing local market requirements with global product strategies to optimize range productivity and inventory efficiency.
• Oversee regional forecasting processes in partnership with Sales and Finance to support accurate demand planning and inventory management.
• Champion best-in-class consumer and brand experiences across retail, fitting, experiential activations, training programs, events and digital platforms.
• Leverage consumer, market and competitive insights to identify buying behaviours and inform strategic decision making in the Canadian golf market.
• Actively contribute as a member of the Canadian Senior Leadership Team, supporting the overall business strategy and organizational objectives.
• Build, lead and develop a high-performing marketing team through coaching, performance management, succession planning, talent development and ongoing feedback.
• Foster strong cross-functional collaborations to ensure accurate and timely sharing of information related to brand & product marketing within the region.
• Ensure all marketing activities, processes, and programs comply with Company policies, internal controls, audit requirement, operating procedures.

Knowledge and Skills Requirements:

• Exceptional and engaging leadership & management skills.
• Strong communication skills with direct/indirect reports, but more importantly, with all the counterparts in other areas of the company’s operations (Sales, Finance, HR, Product Creation, Operations, etc.).
• Strong in the areas of brand marketing with proven cross functional experience in merchandising, forecasting, budgeting.
• Strong industry knowledge, across divisions— golf equipment, golf ball and accessories.
• Expert understanding of Canadian market its consumers, accounts, economic environment, and commercial needs.
• Ability to develop and implement marketing strategies to promote a company's products or services.
• Change Agent mindset focused on identifying opportunities to transform the business, optimize resources, and capitalize on global capabilities to accelerate growth within the Canadian market.
• Strong commercial acumen with a proven ability to translate business strategy into profitable growth and market share gains.

Education, Work Experience, and Professional Certifications:

• 10 years of cross functional experience in marketing communications, product marketing and sales.
• Bachelors in a related field required, MBA preferred.
• Previous experience managing in a global matrix organization required.
• Industry experience, preferably in Canadian market or similar region.

Work Environment / Physical Requirements:

• Normal office conditions with extensive computer and phone usage.
• Light physical effort equal to frequent lifting or moving of lightweight materials.
• Typically works normal workweek but as workload increases due to product launches, campaigns, or other marketing initiatives, which could lead to longer hours during those periods.
• Frequent travel is required to include attending industry events, conferences, client meetings, or visiting other company locations.

The above description is intended to show in general terms, the responsibilities for which the position exists and the type, level and work which must be satisfactorily performed in order to be successful in the position. However, this description is not intended to be an all-inclusive listing of work requirements nor an all-inclusive list of skills and abilities required to do the job. The salary range for this position is $140,000-$160,000 CAD. As applicable: Actual salary within the salary range will be based on a variety of factors including relevant experience, knowledge, and skills. A range of medical, dental, RRSP, paid time off, and/or other benefits also are available to all permanent employees. While this is intended to be an accurate reflection of the current position, employees are expected to remain flexible in the type of work they are prepared to undertake and management reserves the right to add, modify, change or rescind the duties, responsibilities and activities at its sole discretion, or to make reasonable accommodations so that qualified employees can perform the essential functions at any time with or without notice in appropriate circumstances.

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