Apply on Employer Site

Johnson Outdoors · 1 day ago

Brand Manager - Diving

Racine, WI

Full-time

Onsite

Senior Level

5+ years exp

Johnson Outdoors is home to some of the world’s most innovative and best-known outdoor recreation brands, specializing in diving products through their Scubapro brand. The Brand Manager will lead and execute brand strategy and marketing tactics to increase profitability and brand effectiveness, while collaborating with cross-functional teams to enhance consumer experience and loyalty.

FitnessSporting GoodsSports

Responsibilities

Leads and executes brand strategy and marketing tactics for a smaller brand/brand segment to successfully increase profitability and brand effectiveness based on consumer intimacy and consumer segmentation needs

Collaborates with senior brand leadership and provides input into the development of brand strategy

Leads and executes brand initiatives to grow brand equity and brand identity in the market and enhance the consumer experience and loyalty

Serves on a cross-functional team consisting of eCommerce, product development, engineering/R&D, sales, and operations to create innovation strategies and briefs, platforms and new product segments based on consumer insight and market research

Strengthens brand equity by developing, leading, and overseeing the execution of a comprehensive and fully integrated marketing programs that address targeted consumer segment needs

The marketing programs include communication strategy, marketing campaigns, advertising, public relations, sales promotions, product packaging and promotional and point of purchasing marketing in support of our brand

Ensures marketing strategies support effective product positioning and messages are aligned with other products, overall organizational strategy, and the brand identity

Performs initial business case development, consumer positioning and alignment to demand space

Manages product packaging, design, and communication briefs

Applies trade and consumer market research findings to identify trends and market opportunities

Manages marketing insights/analytics, which includes the following areas: consumer insights, competitive analysis, market/penetration opportunities, market best practice, shopper and purchase path analysis, sales trends, potential implications, and product range gaps

Briefs and partners with internal and external subject matter experts and resources

Develops, directs, and interprets trade and consumer market research studies to identify trends and market opportunities

Evaluates brand and marketing strategy ROI and effectiveness using KPI (key performance indicator) analysis, metric targets, reporting, testing, and tracking, dashboards, and related key reporting

Collaborates with sales teams on the planning and implementing of sales programs and activities as necessary to support the sales team, develop sales tools, attend major shows/customer presentations and present new products

Serves on a cross-functional team consisting of the eCommerce center of excellence, innovation, product development, engineering/R&D, sales, and operations to create innovation strategies and briefs, platforms and new product segments based on consumer insight and market research

Performs other duties as assigned

Typically performs human resources responsibilities for staff in collaboration with human resources, which includes but is not limited to the following: hiring and terminating employees, promotions/pay adjustments, staff development, performance evaluations, resolution of employee concerns and disciplinary counseling (Varies by location)

Manages department, project, and expense budgets (varies by locations)

Qualification

Brand strategy developmentMarketing communicationsConsumer insightsProject managementDigital marketingMarket researchProduct marketingProfitLoss managementAnalytical skillsInterpersonal communicationTeam collaborationAttention to detailLeadership skillsAdaptabilityCreativityCommunication skillsCollaborationProblem-solvingInitiativeFlexibility

Required

Bachelor's degree in marketing, business, sales or equivalent

Typically requires 5 years' experience in brand, marketing, and product development, which includes successful executing brand initiatives and developing effective and supportive marketing plans based on consumer needs

Proven success in executing brand initiatives and crafting strategic, consumer-driven marketing plans that support our scuba diving apparel line—ensuring alignment with evolving market trends, customer insights, and technical product specifications

Advanced knowledge, skills and experience in branding, marketing strategy development, traditional and digital marketing, social media, sponsorship management and promotion, consumer behavior strategies, consumer segmentation and consumer intimacy and promotional analysis

Experience and success in consumer intimacy and segmentation research to profitability grow the brand and align with the market

Ability to use research to effectively build our brand

Knowledge and skills in effectively developing marketing campaigns and tactics, marketing communications, positioning products, packaging products, and managing a marketing budget

Demonstrated project management skills from concept, implementation, analysis, and evaluation

Demonstrated leadership skills to motivate and guide cross-functional teams

Effective verbal, written and interpersonal communication skills to leverage across various internal and external teams/resources and communicate marketing plans

Experience working in a deadline-oriented environment with a high attention to detail and quality

Experience with profit and loss management and the ability to turn financial data into sound business decisions

Advanced proficiency in use of Microsoft Office suite including MS Word, Excel, and PowerPoint

Demonstrated proficiency in the Adobe Suite of tools, and a general understanding of HTML as well as other web-based applications and PowerPoint

Domestic and/or international travel may be required (requirement varies by business unit)