Marketing Director Bicycle Tires (F/M)

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🚴‍♀️ Job Title: Marketing Director Bicycle Tires  

📍 Location: Clermont-Ferrand (with travel across key markets and headquarters) 

🧑‍💼 Reports to: VP Marketing 2 Wheels Business Line 

🗣️ Language Requirement: Fluent in English 

📝 Role Overview 

As part of the agile 2 Wheels Business Line organization, the Marketing Director for the Bicycle Division leads the strategic, operational, and cross-functional marketing efforts for the Bicycle business to achieve accelerated growth. This role is central to generating demand and driving brand growth, market intimacy, and team agility across regions. 

🎯 Key Responsibilities 

🧭 Marketing Strategy & Leadership 

• Define and execute the global marketing strategy for the Bicycle business, aligned with 2 Wheels Business Line ambitions across the SAVE  ; this includes content creation, digital media, press relations, and racing strategy. 

• Lead Go-to-Market planning, product positioning, and campaign development across regions and oversee its implementation.  

• Validate product strategy feasibility, pricing corridors, and e-retail programs. 

• Develop B2B marketing strategies to support retailer partnerships and product launches and oversee their activation. 

• Work with CEM director to approve top-of-funnel advertising messages and brand proofs aligned with Michelin brand. 

• Oversee market intelligence on bicycle including market forecast, insights research and analytics. 
• Oversee key message for engagement, press and customers. 

• Monitor and manage performance across channels and regions. 
• Manage Bicycle budget. 

🧑‍🤝‍🧑 Team & Talent Development 

• Build and manage a dedicated Bicycle marketing team with deep bicycle industry expertise. 

• Foster agile ways of working and cross-functional collaboration. 

• Drive upskilling and accountability across marketing roles. 

🧑‍💼 Cross-Functional Collaboration 

• Be part of the bicycle steering team including all functional areas. 

• Work closely with Sales, Supply Chain, Finance, and Regional Directors. 

• Propose budget allocation and validate major investments. 

• Support integration of regional marketing structures into Business Line. 

• Ensure product storytelling and technical messaging are aligned with commercial goals. 

🧠 Required Skills & Experience 

• 8 years of marketing leadership experience in the bicycle industry. 

• 3 years people management. 

• Proven track record in marketing strategy, product marketing, and team management. 

• Strong understanding of cycling culture, product categories, and consumer behavior. 

• Excellent communication, negotiation, and stakeholder management skills. 

• Fluent in English; other languages are a plus. 

• Willingness to travel and work across time zones. 

Location : Clermont-Ferrand, Michelin Headquarter.

Package : 100k€ - depending on profile and experience. 

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