Brand Manager - Fishing
Company: Johnson Outdoors Inc.
Location: Racine
Posted on: October 18, 2024
Job Description:
DescriptionBrand Manager - Fishing
At Johnson Outdoors, home to some of the world's most innovative
and best-known outdoor recreation brands, we create amazing outdoor
experiences - for adventurers, by adventurers. Innovators from the
very beginning, we change the way people fish with our breakthrough
technology. Anglers are eager to set their eyes on the newest
Hummin bird fish finders, get their feet on Minn Kota trolling
motor foot pedals, and connect it all wirelessly with the iPilot
Link - making it easier than ever to get their hands on more fish.
But it is the people at Johnson Outdoors that make the company the
success it is today! Come be a part of that success by joining the
Brand Marketing team for these leading industry brands!
Check us out on Cannon, Minn Kota, and Humminbird, or find us on
Instagram and Facebook!
Based in beautiful and affordable Racine, Wisconsin, at our
Headquarters on the shore of Lake Michigan, you'll have incredible
access to a variety of outdoor activities whether skiing and
snowmobiling in winter, or hiking, sailing, fishing, kayaking or
more in summer. Close to both Milwaukee and Chicago, the area
boasts a wide variety of amenities including a vibrant arts and
culture scene and a host of unique, creative dining options.
What you will do:
The person in this role leads and executes brand strategy and
marketing tactics to successfully increase profitability and brand
effectiveness based on consumer intimacy and consumer segmentation
needs. Responsibilities include but are not limited to managing
marketing plans and campaigns, communication strategy and
materials, advertising, public relations, digital, social media,
consumer intimacy/research, consumer segmentation, product
packaging, promotional and point of purchasing marketing.
- Partners closely 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 ultimately enhance the consumer experience and
loyalty.
- Strengthens brand equity by developing, leading, and executing
comprehensive and fully integrated marketing programs that address
targeted consumer segment needs.
- Serves on a cross-functional team consisting of 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 initial business case development, consumer
positioning and alignment to demand space. Manages product
packaging, design and communication briefs.
- Owns, leads and executes the marketing communication strategy
and plan which includes but is not limited to marketing campaigns,
graphics, photography, print/TV, advertising, video, packaging,
point-of-sale, product catalogs, social media, digital, CRM/DDM and
public relations.
- Manages brand representation through field promotions such as
tournament sponsorships, show participation, events, ambassadors
and other grass root initiatives.
- Develops, directs and interprets trade and consumer market
research studies to identify trends and market
opportunities.
- Manages and drives 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. Leads projects and work plans using internal
and external resources.
- 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.
- Performs other duties as assigned.
Supervisory/Management Responsibilities:
- 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).
What you need to succeed:
- Bachelor's degree in marketing, business, sales or
equivalent.
- Typically requires 5 years of experience in brand management
and marketing which includes successful executing brand initiatives
and developing effective and supportive marketing plans based on
consumer needs.
- 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.
- Expertise in managing projects 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.
- Domestic and/or international travel may be required
(requirement varies by business unit).
About Us:
A few pointers about our culture:
- Entrepreneurial spirit and innovation are in our bones! We
authentically innovate trusted equipment that gets people out
there.
- We are laser-focused on our consumers, and passionate about
inspiring people to actively engage with the amazing awe of the
outdoors again and again.
- We strive to create meaningful, healthy change in the world as
individuals and as a family of brands.
- We value team members who are willing to wear many hats; who
take personal initiative, anticipating what needs to be done, and
figuring things out to make them happen; but who are also willing
to ask for help, to assist others and work together.
What you will receive:
- Share in the company's success - Competitive base salary, with
additional earning potential through participation in the annual
discretionary cash profit sharing program, eligibility for annual
pay increases, and employee stock purchase plans.
- Find your work/life balance with generous paid time off and
holiday benefits, health insurance and wellness plans.
- Further your career with training opportunities including our
tuition assistance program.
- Plan for your future with our 401k with company match and
deferred retirement contributions, Sons & Daughters Scholarship
program, life and LTD insurance, employee stock purchase plan, and
more.
All qualified applicants will receive consideration for employment
at Johnson Outdoors (and all subsidiaries) without regard to race;
creed; color; religion; national origin; sex; age; disability;
sexual orientation; gender identity or expression; genetic
predisposition or carrier status; veteran, marital, or citizenship
status; or any other status protected by law. Johnson Outdoors is
proud to be an affirmative action and equal opportunity
employer.
If, because of a medical condition or disability, you need a
reasonable accommodation for any part of the application process,
please contact Human Resources at
HRSpecialAccommodations@johnsonoutdoors.com to let us know the
nature of your request and your contact information.
JOHNSON OUTDOORS is a leading global innovator of outdoor
recreation equipment and technologies that inspire more people to
experience the awe of the great outdoors. The company designs,
manufactures and markets a portfolio of winning, consumer-preferred
brands across four categories: Watercraft Recreation, Fishing,
Diving and Camping. Johnson Outdoors' iconic brands include: Old
Town canoes and kayaks; Ocean Kayak; Carlisle paddles; Minn Kota
fishing motors, batteries and anchors; Cannon downriggers;
Humminbird marine electronics and charts; SCUBAPRO dive equipment;
Jetboil outdoor cooking systems. Founded in 1970 by Samuel C.
Johnson, the Company has delivered double-digit compound annual
growth over its history, evolving from a single brand into a nearly
$663 million global enterprise with around 1,300 employees across
18 countries.
Equal Opportunity Employer/Protected Veterans/Individuals with
Disabilities
The contractor will not discharge or in any other manner
discriminate against employees or applicants because they have
inquired about, discussed, or disclosed their own pay or the pay of
another employee or applicant. However, employees who have access
to the compensation information of other employees or applicants as
a part of their essential job functions cannot disclose the pay of
other employees or applicants to individuals who do not otherwise
have access to compensation information, unless the disclosure is
(a) in response to a formal complaint or charge, (b) in furtherance
of an investigation, proceeding, hearing, or action, including an
investigation conducted by the employer, or (c) consistent with the
contractor's legal duty to furnish information. 41 CFR
60-1.35(c)
Keywords: Johnson Outdoors Inc., Joliet , Brand Manager - Fishing, Executive , Racine, Illinois
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