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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€ + bonus depending on profile and experience.

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