Commercial & Go-To-Market Director (M/F)
Sport
Moustache Bikes – Thaon-les-Vosges
Founded in 2011 by Emmanuel Antonot and Grégory Sand, Moustache Bikes is a French company based in the heart of the Vosges, the birthplace of its founders and its values. Born from the conviction that electric-assist bikes could transform everyday mobility, the brand has established itself as a leading reference in its field.
True to its philosophy — “To leave the car in the garage” — Moustache designs and assembles premium bikes in France that are high-performing, comfortable and durable alike. Its name, inspired by the famous moustache-shaped handlebar, embodies a strong identity and a resolutely singular spirit.
With more than 180 direct jobs created and a range of over 70 models and versions, Moustache Bikes appeals to every audience: urban riders, athletes and adventurers. The company combines innovation, local craftsmanship and passion, driven by a constant ambition: to promote a gentler, more accessible and joyful mobility.
- 2010 Creation of Moustache Bikes
- 150 Direct Jobs
- 90ME Sales in 2025
- 40K bicycles sold in 2025
Reporting to the General Management, you define and deploy the commercial and distribution strategy of Moustache Bikes to support the ambitions of the 2030 Strategic Plan.
You drive the performance of European markets, develop the commercial organization and strengthen coordination between the Sales, Operational Marketing teams and those of Product – R&D, Supply Chain and Finance. As a true ambassador of the brand, you contribute to the company’s growth, to partner satisfaction and to the influence of Moustache Bikes across all its markets.
Missions
Develop talent and strengthen the commercial organization
- Define a common management framework for the sales managers (France, Germany/Austria and Export), tailored to the challenges of each season and the specificities of the various markets.
- Support managers in their roles, facilitate decision-making, arbitrate priorities and ensure effective performance monitoring.
- Develop a shared sales culture centered on entrepreneurial spirit, closeness to partners and excellence in execution.
- Structure the pan-European commercial organization and ensure resources are aligned with growth ambitions.
- Support the Training, Events and Merchandising Manager and their teams in achieving their objectives and developing their skills.
- Strengthen alignment between operational marketing actions and the company's commercial priorities.
- Implement onboarding, training and skills-development programs for all teams.
- Foster internal mobility and the career progression of employees within the company.
- Participate in recruiting the sales teams and help build diverse, high-performing teams.
- Encourage the sharing of best practices and collaboration across the company's markets and functions.
Define and steer the commercial strategy across all markets
- Define Moustache Bikes' sales and distribution strategy as well as the development priorities by market, product family and distribution channel.
- Build medium and long-term commercial plans and translate them into operational objectives by season, ensuring rigorous management of performance and action plans.
- Drive the commercial seasons and put in place the monitoring rituals needed to reach revenue, volume, margin and profitability targets.
- Propose the actions and levers to improve sell-in, sell-out performance and our partners' inventory turnover.
- Define and bring evolutions to the selective distribution policy to grow the brand's presence while preserving its premium positioning.
- Define and steer the commercial actions and in-store activations aimed at supporting product launches, generating traffic and boosting sales.
- Anticipate range transitions, support collection renewals and implement the destocking plans needed to optimize inventory.
- Strengthen Moustache Bikes' position (marketing in store) at strategic distributors to increase brand visibility, assortment depth and market share in key categories.
Develop the network and accelerate growth opportunities
- Steer the development of the distribution network in line with the brand's standards, ensuring a controlled pace of expansion and high-quality onboarding for new partners.
- Structure and oversee the dealer qualification process to guarantee the brand's premium positioning, while identifying the lowest-performing partners and defining corrective actions.
- Define and steer the distributor strategy in Europe, supporting their commercial performance (B2B and B2C), tracking the set objectives and negotiating commercial terms according to their level of commitment and investment.
- Build and maintain trust-based relationships with European key accounts, ensuring a high level of commercial execution and a lasting collaboration with strategic partners.
- Strengthen closeness with the network's key players to consolidate the brand's foothold and turn them into committed ambassadors.
- Identify and develop new growth opportunities (new territories, new partners, new channels such as leasing, corporate, etc.).
Deploy operational marketing in service of commercial performance
- Co-define and steer the support programs for distribution partners (information, training, technical support, product tests and local events) to strengthen their commitment and performance.
- Support the team in designing and deploying the tools that showcase the brand and its products in store (merchandising, corners, POS/in-store displays), consistent with commercial objectives and the profitability of points of sale.
- Ensure the proper rollout of our in-store commercial activations and the measurement of their impact.
- Co-steer the event marketing strategy (trade shows, consumer events, local activations and the brand's own events), closely integrating the distribution network.
- Evolve and structure the sales-support tools for the commercial teams and retailers (sales pitches, presentation materials, training modules).
- Strengthen the effectiveness of field actions to generate point-of-sale traffic, accelerate conversion into sales and support repeat purchases.
Strengthen alignment between field, product and R&D
- Structure the gathering of field insights (dealers, consumers, market trends) to inform the company's strategic decisions.
- Run groups of expert dealers and key partners to feed, through regular exchanges, the thinking on future collections and the levers to accelerate sales.
- Actively contribute to the 3-year product roadmaps by bringing the market vision and customer expectations.
- Take part in range planning meetings and collection trade-offs (offering, pricing, product prioritization), as well as in defining launch and distribution plans by market.
Contribute to S&OP and inventory management
- Actively take part in the forecast and short- to medium-term supply commitment processes (1 year, 6 months, 4 months).
- Strengthen the reliability of sales forecasts by structuring the gathering of data from the field and retailers.
- Contribute to S&OP decisions by considering commercial, industrial and financial considerations (inventory, capacity, cash).
- Secure collection launches and limit the risks of overstock or stockouts, in close coordination with the Supply teams.
- Steer commercial actions toward the products with the greatest production capacity and, where necessary, lead inventory-optimization actions (promotions, clearance).
Take part in the Executive Committee and champion the market vision
- Actively take part in defining the company's overall strategic objectives and in making strategic decisions to drive the company's development in line with Moustache's values.
- Contribute to coordinating the various services and departments to ensure effective synergy in implementing projects and initiatives, thereby fostering the company's overall success. Be proactive with proposals and take the lead on structuring projects for the company, beyond direct operational responsibilities.
- Take part in trade-offs and cross-functional discussions with General Management and key functions (Finance, Operations, Digital/IT, R&D, HR).
- Represent and champion the markets' vision within the Executive Committee, ensuring the proper flow of information and coordination among CODIR members.
Experiences and skills
- 10 years of commercial experience, ideally in the cycling industry and within/serving a brand, a subsidiary or a distributor.
- Ability to connect commercial strategy, product launches, market activation and operational marketing;
- Knowledge and expertise of the cycling environment: specialist networks, retail, technical products, etc.;
- Deep understanding of distribution models and ability to challenge them to bring improvements;
- Strong managerial skills and the ability to lead managers who are already autonomous;
- Command of commercial performance indicators and a sense of profitability by channel;
- Ability to coordinate activities involving different teams and to lead meetings with multiple stakeholders;
- Ability to thrive in a fast-paced environment and to meet strict deadlines while managing several projects in parallel;
- Ability to operate in an international environment – French essential, English and German are desired;
Soft skills
- Leadership – ability to rally people around objectives and projects
- Strong interpersonal skills and an excellent communicator
- Sense of diplomacy and team spirit in service of the common good
- Analytical and synthesis mindset for a macro/micro view
- Strong entrepreneurial culture and mindset
- Rigor and a sense of organization
- Agility and initiative / proactive in proposals and execution
- Autonomy and appetite for challenges
- Able to travel frequently and to sustain a demanding pace over time
Your contacts
Rémy Colliard
Consultant Sport & Loisirs
Paris
Adrien Tarantelli
Talent Acquisition Specialist
Paris
Are you interested?
