Brand Marketing Manager II

Quality Bicycle Products

Advancing bike communities and our industry so everyone can win.

Position Details

Brand Marketing Manager II
Twin Cities Metro
Bloomington, MN


This position will lead, develop and implement marketing strategies for our proprietary bike brand, Surly. This position will also execute flawless go-to-market plans effectively reaching and engaging our customers. This position will help bring product and brand stories to life, driving customer engagement while building brand loyalty, ultimately generating consumer and retailer demand. This position will work very closely with Product and Sales teams, digital marketing, ecommerce, communications, and creative teams to collaborate on strategies and execute marketing campaigns.

Brand Management * [40%]

  • Manage the Surly brand vision and positioning, ensuring strategies and tactics are aligned and supportive of the direction of the brand. 
  • Develops strategic marketing plans, rooted in measurable objectives, to inspire, inform and shape the direction and execution of work with cross-functional teams. 
  • Partners closely with creative teams to develop content that fulfills brief objectives, brand positioning, and consumer and channel insights. 
  • Bring competitive and consumer / retailer insights to key business strategy and planning meetings; contribute to the future roadmap and identifies key opportunities and risks. 
  • Lead and participate in GTM process proving brand feedback and guidance and develop marketing GTM annual strategy. 
  • Partner with Marketing Director to develop brand’s annual operating plan, inclusive of strategic planning and prioritization of initiatives to deliver on brand business goals.

Campaign Strategy & Execution * [30%]

  • Develop campaign briefs that educate and enroll Creative Team to enable creativity and collaboration while efficiently driving work output that meets goals. 
  • Manages pre- and post- campaign reporting and tracking finished campaigns to evaluate and review successes and failures. 
  • Supports and helps inform/execute paid media and earned, including: PR, paid social, display, affiliate, search, and others.

Content & Planning * [20%]

  • Creates and maintains a rolling content calendar that delivers content in alignment with brand go-to market timelines including product launches, campaigns, events, PR and athlete sponsorships.

Financial Management * [10%]

  • Responsible for managing budgets needed to reach objectives in conjunction with leadership. Accountable for tracking brand marketing spends throughout the year.

Other tasks and responsibilities as assigned.

* Represents essential duties.



  • Bachelors degree in marketing or related field 
  • 5 years in cycling, outdoor, or related consumer product brand/organization 
  • Brand Marketing: Brand positioning and management, product marketing 
  • Extensive knowledge of developing, evaluating, and executing go-to market strategy. 
  • Experience leveraging digital channels (social/search/display/e-mail, etc.) and marketing technology to connect with customers with the right message at the right time throughout the sales funnel. 
  • Ability to thrive in a dynamic, fast-paced, matrixed environment. 
  • Ability to build partnerships and effectively establish and maintain relationships with internal and external partners. 
  • Excellent verbal, written and presentation skills. 
  • Willingness to take initiative and work effectively without close supervision, maintain accuracy and hold self-accountable for deadlines. 
  • Willingness to learn new skills and try new executions to learn and grow


  • Experience directly in the cycling industry and familiarity with Surly brand and Surly consumers 
  • Proficiency in Microsoft Office programs such as Word, Excel, and PowerPoint 
  • Digital marketing skills (any of the following): social media management, email strategy or management, website management 
  • Experience or working knowledge of marketing analytics


Domestic and International Travel

  • Ability to travel domestically and internationally 2 or more times a year which includes flying by plane and driving a motor vehicle. 
  • Must possess a valid US Passport and driver’s license and fulfill the requirements of being a QBP Approved Driver.

Physical Requirements

  • Ability to perform work on a phone and computer extensively.

Model QBP Core Values:

  • Act with integrity 
  • Be a true partner 
  • Create something special 
  • Deliver greatness 
  • Keep the customer first

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