Marketing Director Bicycle Tires (F/M)Michelin

Leader de l'industrie pneumatique, la mission de Michelin est de contribuer de manière durable à la mobilité des personnes et des biens.

Le Groupe fabrique et commercialise des pneus pour tous types de véhicules.

Michelin propose également des services numériques d'aide à la mobilité, et édite des guides touristiques, des guides hôtellerie et restauration, des cartes et des atlas routiers.

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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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