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Job: Brand Marketing Manager – Surly Bikes

Posted by on September 1st, 2017 at 7:42 am

Job Title *
Brand Marketing Manager – Surly Bikes

Company/Organization *
Surly Bikes

Job Description *
Surly marketing. Yeah, we know what you’re thinking. Goes together like oil and water, right? Isn’t Surly’s form of marketing tapping a keg? Well, therein lies the conundrum.

Surly is synonymous with anti-marketing. So how do you go about marketing that? The real question is: how does one not only reach, but also engage the skeptics, the critics, the jaded yet passionate, the ones they call “surly loyalists.” Well my friend, you’ve just stumbled on your mission statement.

The Surly idea has been summarized in various ways throughout the years:

“Bike. Parts. Chaos.”

“Serious bikes for people who don’t take themselves too serious”

“When the industry zigs, Surly zags.”

The right candidate for this job is someone who knows how to engage a very passionate audience with the right message, at the right time, in the right place. This marketing ninja should understand how to distill broad concepts into meaningful campaigns, crafting actionable briefs that outline the creation and connection of campaign collateral across a broad array of marketing channels.

We seek less an individual who can rattle off the nuances of Long Haul Trucker wheelbase benefits (we have that covered) and more of an individual who knows how to craft a content calendar using email, social, website content, blogging, video, retailer training, and event activation, to speak of a few.

Sound like something you’re up for? Give us a shout. Despite our name, we’re actually quite enjoyable people.


Increase brand awareness and customer loyalty by crafting brand and product marketing strategies and activation plans that implement unified collateral across all marketing channels. Collaborate with Product, Sales, Engineering and Creative team to coordinate the building of smart, effective, and unified marketing materials. This leader will ensure Surly products and services are powerfully placed in the market to connect customers to the brand and drive sales at retail.

Essential Duties and Responsibilities include the following. Other duties may be assigned.
• Brand Positioning – Collaborate with Brand leadership to develop a 3-year strategic plan that places Surly in a distinct marketplace position.
• Marketing Campaigns – Identify, develop and implement campaigns that deliver on shared goals that are developed and identified with Sales, Product, Creative and QBP Leadership teams.
• Collateral and Detail — Identify and deliver appropriate marketing strategy and materials for each specific audience: Internal, sales reps, retailers, and consumers. Collaborate with Product and Marketing to ensure all marketing touchpoints deliver consistent and complete information, from product specification to compelling creative.
• Insights and Opportunities — Understand and be able to implement qualitative and quantitative methods of research to understand Surly and competitor positioning. Understand digital age tools to segment audiences, A/B test images and content, conduct user surveys and deliver insights that help Surly further refine its marketplace position.

To perform the job successfully, an individual will need the following competencies:

Passion for Knowing the Customer— Demonstrate deep empathy towards the customer. Identify, acknowledge and remediate the pain points in their customer journey by crafting clear content that engages the Surly loyalist and keeps them engaged with the brand. Develop and deliver insights that reinforce the meaning behind the brand and will help it grow.
Content Connector — Craft a content calendar with the creative team to deliver meaningful, engaging, and differentiating content to connect with all potential Surly customers, at the right time and place, using the right channel.
Organized & Analytical – Uses intuition and experience to complement data-driven decisions to deliver on broadly communicated goals.
Team Attitude – Understands that any team is only as strong as its weakest link. Willingness to nurture team members, drive consistent execution, effectively address challenges and lead a team of peers to solutions.

Job Qualifications:

5+ years of brand, marketing, and/or communications experience
4-year college degree in a related field
Expert knowledge of traditional and digital marketing tools & techniques, including Email, Facebook and Google Analytics
Expert knowledge of brand theory, science, and practice
Demonstrated track record of effective team and people leadership
Demonstrated track record of identifying and solving complex problems
Comfortable working with financial metrics, P&L, and balance sheet

All candidates are subject to a pre-employment criminal background check and a drug screen. Some applicants may be subject to a credit check as well

How to Apply *
Apply online at

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