Experiential Marketing is a key component of Indian Motorcycle's go to market strategy, driven by the lifestyle nature of the motorcycle category. In this role the Associate Manager will lead planning and execution of key experiential programs throughout the year for Indian Motorcycle. Primary responsibilities include planning and execution of consumer events, briefing and management of agency partners, day to day management of an event field team, management of the marketing fleet, and onsite management during key consumer events, shows and rallies. This individual will partner with brand and sales teams, external agency partners and cross-functional groups within Polaris to execute the responsibilities and drive connection in all applicable marketing channels.
ESSENTIAL DUTIES & RESPONSIBILITIES:
Lead & Execute Planning and Annual Management for Indian Motorcycle Demo Truck & Indian Motorcycle on Tour Programs
Specific areas of responsibility:
Lead a 4-6 person event field team
Guidance and approval of over 250+ annual events
Manage to 7 figure program budget
Facilitate event awareness and collaboration with Field Sales, Dealers, and Indian owners
Responsible for results and communication of event KPI metrics, including monthly countermeasures as needed
Lead collaboration across teams (e.g. PG&A, digital, apparel, etc.) to maximize program impact
Work with agency team to develop creative and collateral to maximize impact of event activations
Attend events on occasion
Management of dealer & consumer demo app
Lead & Execute Planning and Management of Indian Motorcycle events:
Specific events will include both consumer and dealer network facing activations, including (but not limited to) motorcycle rallies, trade shows, dealer events & owner rides/events.
Specific areas of responsibility:
Assist in event strategy, including event calendar, investment, and rationale
Display layouts, contents and logistics
Event budgets
Develop event communications and communication calendar; communicate to internal team, web, social, field sales, agency partners, PR, dealers, and consumers. Work with cross-functional team to promote events to consumers across paid, owned, and earned media properties. Ensure execution.
Lead and develop a unified plan acrosswholegoods, accessories & apparel
Event staff strategy, plan and on-site execution
Formulate ROI for expenditures inclusive of budget & retail goals
Responsible for results and communication of event KPI metrics
Lead Management & Tracking of Indian Motorcycle's Marketing Fleet
Specific areas of responsibility:
Manage fleet of 130-200 bikes at a time
Maintain inventory management process, including fleet tracking & replenishment.
Coordinate shipping of all motorcycles in fleet, responsible for 6 figure logistics budget
Bachelor's degree is required
3-5 years of relevant marketing experience, experiential marketing preferred
Proven track record of organizational and project management skills
Self-motivated, proactive problem solver, focused high-achiever who consistently delivers results and has the ability to multi-task and work in a fast paced environment
Highly collaborative, with strong creativity in approach to work and problem solving
Excellent written, analytical, influence skills
25%-40% travel required to events, often on evenings and weekends. Travel spans the year, but peak travel season is May - September