Global Social Lead: Can-Am Off-Road

BRP•Plano, TX

About The Position

The Global Social Lead for Can-Am Off-Road reports to the Global Brand Manager (Content & Strategy) and leads the development and execution of the brand’s global social media strategy. The role shapes Can-Am Off-Road’s presence across social platforms, balancing cultural relevance, community connection, and social performance while supporting brand and retail objectives. The position combines strategic planning with hands-on social media expertise. It involves building engaged audiences and communities, leveraging creators and original content, translating trends into opportunities, and using insights and data to guide decisions. The Global Social Lead develops long-term strategies, manages day-to-day priorities, collaborates across functions and regions, and helps the brand keep pace with social and digital culture.

Requirements

At least 6 years of experience in social media, content strategy, community marketing, or related roles.
Experience leading, mentoring, or managing team members, developing talent, and fostering high-performing teams.
Demonstrated success developing and executing social strategies with cross-disciplinary teams that drive audience engagement, brand growth, measurable business outcomes, and KPI performance.
Strong understanding of social platforms, content formats, creator ecosystems, emerging technologies, and evolving platform best practices.
Experience developing integrated social programs that support brand, marketing, product, and retail objectives.
Strong analytical skills and 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.
Excellent communication, storytelling, collaboration, and stakeholder management skills.
Curiosity and passion for social culture, emerging trends, digital behaviors, and the future of the social landscape.
Ability to work in a fast-paced, global organization with cross-functional partners and competing priorities.
Current work authorization is required; sponsorship is not provided now or in the future.
Candidates must be willing and able to relocate at their own expense if relocation is needed; relocation support is not provided.
English proficiency is required as the primary language.

Nice To Haves

Experience with powersports, outdoor, automotive, agriculture, lifestyle, or other enthusiast-driven brands.
Passion for powersports and the outdoors; candidates should be prepared to develop strong product and cultural expertise quickly.
French or Spanish language skills.

Responsibilities

Develop and lead Can-Am Off-Road’s global social media strategy, aligning it with brand objectives, marketing priorities, product launches, retail, and broader business goals.
Build strategies to engage Utility users, recreational riders, current owners, enthusiasts, prospects, and broader off-road communities.
Lead, coach, guide, and develop a small team of social specialists, fostering creativity, collaboration, and accountability.
Own the social content ecosystem across platforms, including content priorities, storytelling frameworks, editorial planning, and channel-specific strategies to drive engagement, audience growth, and advocacy.
Partner with Brand, Content, Retail, Consumer Experience, PR, Product Marketing, regional teams, and agency partners on integrated social support for launches, programs, and campaigns.
Use audience insights, social listening, performance data, and cultural trends to identify opportunities, optimize results, and make strategic recommendations.
Shape and evolve Can-Am’s creator approach, identifying opportunities to work with creators, ambassadors, riders, and community voices.
Monitor platform developments, creator trends, emerging technologies, and changing consumer behaviors to keep Can-Am at the forefront of social innovation.
Establish and monitor KPIs for social performance and contribution to broader brand and business outcomes.
Collaborate with international teams to maintain a consistent brand voice while enabling local relevance and market-specific opportunities.
Collaborate with the BRP Global Social Media Practice team and ensure alignment with wider BRP standards and practices.