Moana Moo-Caille recently joined Carlota Pico to discuss his role as EMEA brand marketing lead for BRP, a recreational vehicles company. Moana, a former professional BMX athlete who made it all the way to the Olympic Games, discussed his transition from BMX to BRP, the skills he acquired during his athletic career that he now uses in his current role, and the importance of building strong relationships with local people in order to spread brand awareness.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • After finishing his athletic career, Moana made the transition to working for BRP: a diverse company that “[creates] ways to move people on water, snow, dirt and asphalt.” BRP has many product lines with their own distinct identities, including Lynx snowmobiles, Sea-Doo watercrafts, and Can-Am on-road and off-road vehicles.
  • When your company has a large brand portfolio, you have to think about the go-to-market strategies for each one and consider their unique identities, complexities and objectives.You must be versatile and able to quickly switch from brand to brand and task to task.
  • When expanding a brand and working to create brand awareness in new markets, increasing visibility and credibility is paramount—as is taking into consideration the established loyalty that your potential audience already has with other companies.
  • BRP has to keep its marketing strategy relatively traditional, including specific initiatives like trade shows, in order to give consumers the opportunity to physically interact with and test its products and convince them of their value.
  • Although the market is traditional, BRP is finding modern ways to promote their products through young brand ambassadors on social media. Specifically, Can-Am has started working with young farmers who create content about their day-to-day activities on platforms like YouTube and Instagram.

We’re forward-thinking when it comes to creating brand awareness; we want to connect with even our youngest audiences, because at some point they’ll be potential customers.

Rapid-fire recs

What’s an app or tool that you can’t work without?

As a marketer but also just a regular person, I’d have to say Instagram. I follow some influencers like surfers, riders and athletes, as well as various brands. I love flicking through my feed and seeing an image that can take you somewhere else mentally. From a marketing perspective, we have our ambassadors on Instagram as well. And I love checking out the content that other brands are publishing, sharing and leveraging.

A marketing influencer who you follow?

Honestly, I don’t have a professional role model who’s really famous or well known. However, I’d say my managers, both past and present, definitely inspire me. They’re passionate people and I’ve learned so much from them.

A valuable resource, event or group?

I follow some websites and university pages that publish articles and surveys about marketing, and I’m a big fan of publications with that type of content. I guess you could say that I’m more into articles than “marketing guru” books.

Additionally, last year I was lucky enough to attend a three-day course at Cambridge University on marketing. Their business school’s blog is full of great content, including articles with up-to-date information based on surveys done by professors, which I find very interesting. I also recommend Les Echos and the Stratégies Festival

Connect with Moana and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

For more insights into EMEA brand marketing

To see the full transcript, click on page number 2 below.