Global Social Lead: Can-Am Off-Road

Reporting to the Global Brand Manager (Content & Strategy) for Can-Am Off-Road, this role leads the development and execution of Can-Am Off-Road's global social media strategy, shaping the brand’s presence across social platforms to balance cultural relevance, community connection, and performance while supporting broader brand and retail objectives.

Responsibilities

• Develop and lead Can-Am Off-Road's global social media strategy, ensuring alignment with brand objectives, marketing priorities, product launches, retail, and broader business goals.
• Build social strategies that engage key Can-Am audiences, including utility users, recreational riders, current owners, enthusiasts, prospects, and broader off-road communities.
• Lead a small team of social specialists, providing coaching, guidance, and development while fostering a culture of creativity, collaboration, and accountability.
• Own the social content ecosystem across platforms, shaping content priorities, storytelling frameworks, editorial planning, and channel-specific strategies to drive engagement, audience growth, and advocacy.
• Partner closely with Brand, Content, Retail, Consumer Experience, PR, Product Marketing, Regional teams, and agency partners to deliver integrated social complements to ongoing launches, programs, and campaigns.
• Leverage audience insights, social listening, performance data, and cultural trends to identify opportunities, optimize results, and inform strategic recommendations.
• Shape and evolve Can-Am's creator approach, identifying opportunities to leverage creators, ambassadors, riders, and community voices to maximize authenticity and impact.
• Stay ahead of platform evolution, creator trends, emerging technologies, and changing consumer behaviors to ensure Can-Am remains at the forefront of social innovation.
• Establish and monitor KPIs that measure both social performance and contribution to broader brand and business outcomes.
• Collaborate with international teams to ensure a consistent brand voice while enabling local relevance and market-specific opportunities.
• Collaborate with the BRP Global Social Media Practice team, ensuring connection and compliance with wider BRP standards and practices.

Requirements

• 6+ years of experience in social media, content strategy, community marketing, or related roles, preferably with powersports, outdoor, automotive, agriculture, lifestyle, or other enthusiast-driven brands.
• Experience leading, mentoring, or managing team members, with a demonstrated ability to develop talent and foster high-performing teams.
• Proven success developing and executing social strategies with cross-discipline teams that drive audience engagement, brand growth, measurable business outcomes, and performance against key KPIs.
• Strong understanding of social platforms, content formats, creator ecosystems, emerging technologies, and evolving platform best practices.
• Experience developing integrated social programs that support broader brand, marketing, product, and retail objectives.
• Strong analytical skills with the ability to translate social performance data and audience insights into actionable recommendations.
• Experience building and nurturing engaged communities and fostering brand advocacy across social platforms.
• Experience managing agencies and external partners, including creators, media, and production teams.
• Exceptional communication, storytelling, collaboration, and stakeholder management skills.
• A naturally curious mindset with a passion for social culture, emerging trends, digital behaviors, and the evolving social landscape.
• Comfortable working in a fast-paced, global organization with cross-functional partners and competing priorities.
• Passion for powersports and the outdoors is a significant plus; candidates should be prepared to develop strong product and cultural expertise quickly.

Location

Canada (Montreal, Sherbrooke, or Valcourt, QC) or USA (Dallas/Plano, TX; Sturtevant, WI) preferred. Open to remote for exceptional candidates.

Language Requirement

English (primary); French or Spanish is a plus.

Benefits

• Bonus potential: Discretionary annual bonus.
• Generous paid time off: Competitive vacation package.
• Competitive 401k offering: Dollar-for-dollar match.
• Holiday season shutdown: Facilities close between Christmas and New Year’s.
• Educational resources: Access to learning and development opportunities.
• Discount on BRP products: Priority access to Can-Am Off-Road products.
• Growth opportunities: Investment in employee development and career progression.