Global Social Lead, Can-Am Off-Road

Reporting to the Global Brand Manager (Content and Strategy) for Can-Am Off-Road, you will lead the development and execution of Can-Am Off-Road’s global social media strategy. This role is responsible for shaping how Can-Am Off-Road shows up across social platforms, balancing cultural relevance, community connection, and social performance while supporting broader organizational brand and retail objectives.

The ideal candidate combines strategic thinking with hands-on social expertise. They understand how to build engaged audiences and communities, leverage creators and original content effectively, translate trends into actionable opportunities, and use insights and data to inform decisions. This person is equally comfortable developing long-term social strategies, managing day-to-day priorities, collaborating cross-functionally, and helping the brand stay ahead of where social and digital culture are heading.

YOU’LL HAVE THE OPPORTUNITY TO:

• Develop and lead Can-Am Off-Road’s global social media strategy, ensuring alignment with brand objectives, marketing priorities, product launches, retail and broader business goals. You will build social strategies that engage key Can-Am audiences, including utility users, recreational riders, current owners, enthusiasts, prospects, and broader off-road communities.

• Lead a small team of social specialists, providing coaching, guidance, and development while fostering a culture of creativity, collaboration, and accountability.

• Own the social content ecosystem across platforms, shaping content priorities, storytelling frameworks, editorial planning, and channel-specific strategies that drive engagement, audience growth, and advocacy.

• Partner closely with Brand, Content, Retail, Consumer Experience, PR, Product Marketing, Regional teams, and agency partners to deliver integrated social complements to ongoing launches, programs and campaigns.

• Leverage audience insights, social listening, performance data, and cultural trends to identify opportunities, optimize results, and inform strategic recommendations

• Help shape and evolve Can-Am’s creator approach, identifying opportunities to leverage creators, ambassadors, riders, and community voices to maximize authenticity and impact.

• Stay ahead of platform evolution, creator trends, emerging technologies, and changing consumer behaviours to ensure Can-Am remains at the forefront of social innovation.

• Establish and monitor KPIs that measure both social performance and contribution to broader brand and business outcomes.

• Collaborate with international teams to ensure a consistent brand voice while enabling local relevance and market-specific opportunities.

• Collaboration with the BRP Global Social Media Practice team, ensuring connection and compliance with wider BRP standards and practices.
  
  

YOU’LL THRIVE IN THIS ROLE IF YOU HAVE THE FOLLOWING SKILLS AND QUALITIES:

• 6+ years of experience in social media, content strategy, community marketing, or related roles, preferably with powersports, outdoor, automotive, agriculture, lifestyle, or other enthusiast-driven brands.

• Experience leading, mentoring, or managing team members, with a demonstrated ability to develop talent and foster high-performing teams.

• Proven success developing and executing social strategies with cross-discipline teams that drive audience engagement, brand growth, measurable business outcomes, and performance against key KPIs.

• Strong understanding of social platforms, content formats, creator ecosystems, emerging technologies, and evolving platform best practices.

• Experience developing integrated social programs that support broader brand, marketing, product, and retail objectives.

• Strong analytical skills with the ability to translate social performance data and audience insights into actionable recommendations.

• Experience building and nurturing engaged communities and fostering brand advocacy across social platforms.

• Experience managing agencies and external partners, including creators, media, and production teams.

• Exceptional communication, storytelling, collaboration, and stakeholder management skills.

• A naturally curious mindset with a passion for social culture, emerging trends, digital behaviours, and where the social landscape is heading next.

• Comfortable working in a fast-paced, global organization with cross-functional partners and competing priorities.

• Passion for powersports and the outdoors is a significant plus; candidates should be prepared to develop strong product and cultural expertise quickly.

ACKNOWLEDGING THE POWER OF DIVERSITY

BRP is dedicated to nurturing a culture that invites, connects, and propels the ambitions of people of all backgrounds, profiles, beliefs and experiences. Ultimately, the diversity and uniqueness of our people fuel our ingenuity and set the course for the path ahead!

For this reason, we value diversity and we strive to always push each other forward to build an inclusive workplace where every employee feels like they belong, where they can grow and find meaning.

AT BRP, WHEN WE TALK ABOUT BENEFITS, WE GO ALL IN.

Let’s start with a strong foundation - You want it, we have it:

• Annual bonus based on the company’s financial results

• Generous paid time away

• Pension plan

• Collective saving opportunities

• Industry leading healthcare fully paid by BRP

What about some feel good perks:

• Flexible work schedule

• A summer schedule that varies by department and location

• Holiday season shutdown

• Educational resources

• Discount on BRP products

WELCOME TO BRP

We’re a world leader in recreational vehicles and boats, creating innovative ways to move on snow, water, asphalt, dirt and even in the air. Headquartered in the Canadian town of Valcourt, Quebec, our company is rooted in a spirit of ingenuity and intense customer focus. Today, we operate manufacturing facilities in Canada, the United States, Mexico, Finland, Australia and Austria, with a workforce made up of close to 17,000 spirited people, all driven by the deeply held belief that at work, as with life itself, it’s not about the destination: It’s about the journey.

#LI-Hybrid #LI-EF1