Associate Director, Brand Marketing

About the Role

The role serves as the brand’s face and voice in the Canadian market, developing and steering the go-to-market plan for Canada in line with global guidelines. It implements global brand strategy at a regional level to drive commercial goals, connecting with golfers and converting awareness into sales.

The position leads and inspires a high-performing Marketing & Merchandising team to deliver innovative and impactful plans that elevate the brand and consumer experience. It leverages deep understanding of the Canadian golf consumer, market dynamics, and industry trends to maximise brand relevance, business performance, and market leadership.

Key Responsibilities

• Drive the TaylorMade brand’s strategic business plan for Canada, ensuring alignment between financial targets and go-to-market strategies, represent Canada’s commercial and product needs with headquarters in Carlsbad
• And contribute as a member of the Canadian Senior Leadership Team to support overall business strategy and organisational objectives.
• Oversee all aspects of brand and product communications, including marketing communications, retail and trade marketing, merchandise planning, experiential activations, and sports marketing initiatives.
• Develop and steer go-to-market plans for the TaylorMade brand and each product line, partnering with Sales leadership on account-specific strategies to maximise market share.
• Manage the Canadian marketing budget and investment strategy, allocating resources effectively to deliver objectives and maximise return on investment.
• Drive operational excellence throughout the go-to-market cycle, recommending the marketing mix, including regional advertising, promotional campaigns, trade shows, and co-op programmes, and ensuring marketing activities, processes, and programmes comply with company policies, internal controls
• Audit requirements, and operating procedures.
• Lead the execution of global and local brand, product, and sports marketing initiatives, ensuring the team has the tools and support required to implement go-to-market strategies successfully.
• Analyse market conditions, consumer trends, business performance, and consumer, market, and competitive insights to identify opportunities, buying behaviours, and actions that improve sales, margin, profitability, and brand performance.
• Lead product assortment and range planning for Canada, balancing local market requirements with global product strategies to optimise range productivity and inventory efficiency
• And oversee regional forecasting processes with Sales and Finance to support accurate demand planning and inventory management.
• Champion best-in-class consumer and brand experiences across retail, fitting, experiential activations, training programmes, events, and digital platforms.
• Build, lead, and develop a high-performing marketing team through coaching, performance management, succession planning, talent development, and ongoing feedback
• And foster strong cross-functional collaboration to ensure accurate and timely sharing of information related to brand and product marketing within the region.

Required Experience & Qualifications

• Exceptional and engaging leadership and management skills.
• Strong communication skills with direct and indirect reports and with counterparts across company operations, including Sales, Finance, HR, Product Creation, and Operations.
• Strong brand marketing expertise with proven cross-functional experience in merchandising, forecasting, and budgeting.
• Strong industry knowledge across divisions, including golf equipment, golf ball, and accessories.
• Expert understanding of the Canadian market, its consumers, accounts, economic environment, and commercial needs.
• Ability to develop and implement marketing strategies to promote a company's products or services.
• Change agent mindset focused on identifying opportunities to transform the business, optimise resources, and capitalise on global capabilities to accelerate growth within the Canadian market.
• Strong commercial acumen with a proven ability to translate business strategy into profitable growth and market share gains.
• 10 years of cross-functional experience in marketing communications, product marketing, and sales.
• Bachelor's degree in a related field.
• Previous experience managing in a global matrix organisation.
• Industry experience.

Preferred Skills

• MBA.
• Experience in the Canadian market or a similar region.

Workplace

• Normal office conditions with extensive computer and phone usage.
• Light physical effort equal to frequent lifting or moving of lightweight materials.
• Typically works a normal workweek, but workload may increase due to product launches, campaigns, or other marketing initiatives, which could lead to longer hours during those periods.
• Frequent travel is required, including attending industry events, conferences, client meetings, or visiting other company locations.
• Hybrid working arrangement.

Benefits & Perks

• A range of medical, dental, RRSP, paid time off, and/or other benefits are available to all permanent employees.