Sr. Manager, Go-To-Market (GTM)

Job Description

About Canyon

Canyon is a German-engineered, direct-to-consumer bicycle brand headquartered in Koblenz, Germany, and the first bike brand to sell online, directly to riders. Canyon Bicycles USA, established in 2017 in Carlsbad, California, brings road, gravel, mountain and e-bikes to riders across North America.

Position Summary

The Sr. Manager, Go-to-Market (GTM) runs the system that turns the marketing plan into delivered work and a seamless rider journey, from awareness to conversion to retention, across every digital and physical touchpoint. Working with the Sr. Director, Brand & Marketing, this person owns the single campaign intake, the go-to-market calendar, and the weekly operating rhythm the marketing and Commercial teams work from.

The role maps dependencies across teams and partners, protects capacity for the work that matters most, and surfaces risks and tradeoffs early enough for leadership to decide. The ideal candidate has already run a cross-functional marketing program, not just a single campaign, and builds processes that teams adopt because they make the work easier.

This Role Is Not

•     A campaign or channel role. Creative comes from partners; channel teams execute your briefs.

•     The owner of overall marketing strategy. The Sr. Director sets direction; you own the GTM plan that delivers it.

Summary of Role and Responsibilities

The responsibilities described below are the essential functions of this position.

Intake, Planning and Process

•    Own a single intake for every campaign request (global, regional, category, brand, commercial and retail); brief and tier each request so effort matches impact and place it on one calendar.

•    Turn leadership priorities into the go-to-market calendar and one brief per campaign; run quarterly planning, monthly intake and weekly status.

•    Know each team’s capacity and bring evidence-based tradeoffs to leadership when requests exceed it.

•    Make intake the only way in, run templates and timelines in Jira and SharePoint, and track on time launch rate and slips to improve the process.

Program Delivery

•    Run the launch and lifecycle calendar (launches, second-year pushes, key sales, promotions), MTB and gravel category campaigns, and retail campaigns.

•    Own campaign KPIs under the Canyon campaign framework, including conversion rate, customer acquisition cost and customer lifetime value, and adjust tactics mid-campaign with the data and channel teams.

•    Build the GTM launch playbook (tiering criteria, readiness checklists, launch timelines), own the launch readiness sign-off, and run post-campaign reviews.

•    Integrate brand direction, the product portfolio and creative from Canyon Studios into each brief, and brief Brand Activation, Acquisition & Retention and Marketing Operations with clear objectives, timing, deliverables and KPIs.

•    Map dependencies for every major campaign, manage the critical path to launch, align timing with Commercial and digital product teams, and communicate risks such as start-of-sale changes early.

Global Partnership, Budget and Team

•    Serve as the North American counterpart to the global GTM-CX managers for each category (Road & Gravel, MTB, Gear, Urban and cross-category): secure early access to global launch plans, adapt global campaign blueprints for North America, share results back, and resolve timing conflicts early.

•    Own the external partner budget (approximately $487.5K): scope work, manage agency and freelance partners, confirm work meets the brief and brand standards, and report spend against plan.

•    Lead and develop the GTM Coordinator, who backs up the calendar and campaign status.

Minimum Qualifications

Candidates must meet all of the following to be considered:

Experience

•    6+ years of marketing experience, including 3+ years running a cross-functional program or portfolio of campaigns, not a single campaign or channel.

•    Demonstrated ownership of a campaign calendar and intake process across multiple teams, delivered on time and on budget.

•    Experience managing external agencies, a marketing budget in the hundreds of thousands of dollars, and direct reports.

•    Experience coordinating digital campaigns with field or event activation in a global or matrixed organization.

Education

•    Bachelor’s degree in Marketing, Business, Communications or a related field, or an equivalent combination of education and experience.

Knowledge, Skills and Abilities

•    Knowledge of go-to-market, product lifecycle and e-commerce funnel marketing, including launch planning, promotional calendars, and KPIs such as conversion rate, CAC and CLV.

•    Knowledge of program management methods (critical path, dependencies, risk) and tools such as Jira, SharePoint, Asana or Smartsheet.

•    Skill in writing clear briefs, managing budgets, and presenting risks and tradeoffs to leadership.

•    Ability to drive accountability without direct authority, manage multiple launches under deadline pressure, and collaborate across time zones.

Preferred Qualifications

•    Experience at a direct-to-consumer, cycling or outdoor brand, an understanding of cycling categories and rider needs, and a passion for cycling.

•    PMP, Agile or similar program management certification, and experience adapting global campaigns for a regional market.

Work Environment and Physical Factors

This on-site office role is based in Carlsbad, CA, with occasional events, evenings or weekends, early meetings for global time zones, and up to 15% domestic and international travel (including Koblenz, Germany).

This role is primarily sedentary and computer based. Occasional event support may require extended standing and lifting up to 25 pounds. In rare cases, the role may need to lift or move an e-bike weighing up to approximately 60 pounds, with team-lift assistance or equipment available.

Equal Opportunity and Accommodation

Canyon Bicycles USA is an equal opportunity employer. We consider all qualified applicants without regard to race, color, religion, creed, sex, sexual orientation, gender identity or expression, pregnancy, national origin, ancestry, age, physical or mental disability, medical condition, genetic information, marital status, military or veteran status, or any other characteristic protected by applicable federal, state, or local law. Qualified applicants with arrest or conviction records will be considered in accordance with the California Fair Chance Act. Reasonable accommodations are available to qualified individuals with disabilities.

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed. Employment with Canyon Bicycles USA is at-will.

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