Director, Consumer Marketing - Remote
Auto req ID:
9090
Title:
Director, Consumer Marketing - Remote
Location:
Remote:
Chicago, Milwaukee, New England, New York metro
Job Function:
Marketing
Company:
Harley-Davidson Motor Company
Full or Part-Time:
Full Time
Shift:
SHIFT1
At Harley-Davidson, we are building more than machines. It s our passion and commitment to continue the evolution of this storied brand, and heighten the desirability of the Harley-Davidson experience. To keep building our legend and leading our industry through innovation, evolution, and emotion we need the best and brightest talent. We stand for the timeless pursuit of adventure. Freedom for the soul. Are you ready to join us?
This role will have a combination of remote and office time. Ideally, candidates will live in Chicago, Milwaukee, New England or New York metro area.
The Director, Consumer Marketing is accountable for being the primary owner of the Harley-Davidson consumer experience, which includes the ownership of consumer data and profiling, a strong understanding of how to strategically reach consumers, represent the consumer in all Harley-Davidson business planning and oversight of consumer engagement and activations at a global level.
This role is highly matrixed across the organization and requires that the successful individual possess strong communication skills to express conceptual ideas applied business requirements, an ability to collaborate and inspire the team.
Core Focus
Owner of a holistic, balanced and central consumer
Experience:
clearly identifying who the consumer is, mapping their consumer journey and the relevant episodes across digital and offline
Champion of consumer centricity:
Having an informed understanding of consumer types, segments and relevant means to connect the brand to them
Is the advocate for the consumer and helps to inform and collaborate with Brand, Channel, Category Marketing and across the business (Motorcycle Management, BU, Regions, Sales, etc) during planning and annual/seasonal campaign development process
Own the holistic view of the consumer experience across retail, online and brand activation
Develops hypotheses around consumer behaviors and engages with other stakeholders to test those hypotheses and apply the results to drive value for Harley-Davidson and the consumer
Core Accountabilities
Own and develop the HD Consumer Segments and Segmentation Strategy
Identify who the primary consumer segments are and why they are important to our brand and business
Clear understanding of the consumer journey, by segment, product type which can then be used to inform the organization and business in strategic go-to-market plans
Works with marketing teams to translate consumer journey and insights into actionable marketing plans through paid, owned, and earned channels including providing supporting analysis to shape campaign design and proposing initiatives for review based on data analysis and findings
Proposes and leverages investments in technology tools that deliver enhanced or personalized digital experiences
Develop global community and events activation strategy, including the management of HOG
Deliver relevant consumer and community experience across digital and offline ecosystem
Identify global event and engagement opportunities
Lead the activation of the Tier 1 events (Tier 1 events are defined as:
consumer events, when executed, have global impact)
Develop, lead and manage our most important community and loyalty program, the Harley Owners Group (HOG)
Develop and lead the HD Rider Academy Program
Ensure consistent data enrichment in order to develop well informed consumer profiling (CKC/CEP, Media, Social, Experiential) in partnership with Motorcycle Management
Education Requirements
Bachelors Degree Required
Experience Requirements
Typically requires a minimum of 12 years related experience. Minimum of 5 years of management experience.
Firm understanding of business and financial concepts to determine the value of any potential investment in the initiatives pursued.
Requires a broad knowledge of consumer and customer marketing drivers
Possesses an understanding of consumer insights and research methodologies, both qualitative and quantitative, including interpreting data from digital platforms
Possesses a strong internal and external customer focus
Possesses impeccable written and oral communication skills
Demonstrates sound ability to lead and gain results through influence of peers and senior leaders
Embodies a strong sense of urgency in terms of both the prevention of issues and the timely and effective reaction to issues if they do emerge
Effective leadership, collaboration, communication and proven ability to influence and lead teams through change
Ability to travel 20%-30%
#LI-92163613_EL1
We offer an inclusive compensation package for all full-time salaried employees including, but not limited to, annual bonus programs, health insurance benefits, a 401k program, onsite fitness centers and employee stores, employee discounts on products and accessories, and more. We welcome everybody to join our family and be united no matter who you are or where you come from. Learn more about Harley-Davidson here.
Applicants must be currently authorized to work in the United States.
Direct Reports:
Yes
Travel Required:
10 - 25%
Visa Sponsorship:
This position is not eligible for visa sponsorship
Relocation:
This position is eligible for domestic relocation assistance (within posted country)
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