Associate Brand Manager - Fishing

Johnson Outdoors•Racine, WI

27d

About The Position

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 Humminbird® 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. Come join our amazing 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 kayaking, fishing, sailing, hiking 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 assists with the execution of brand strategy and marketing tactics to successfully increase profitability and brand effectiveness based on consumer intimacy and consumer segmentation needs. Performs market insights/consumer intimacy research to identify trends, market best practice and opportunities to increase profitable growth. Under the guidance of a brand manager, provides input into the development of brand and marketing strategy. Executes brand initiatives to grow brand equity and brand identity in the market to enhance the consumer experience and loyalty. Manages and performs marketing insights/analytics, which includes the following: 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. Regularly reports to marketing team on product sales performance and competitor activities including new products and unique marketing activities. Develops, directs, and interprets trade and consumer market research studies to identify trends and market opportunities. Strengthens brand equity by executing comprehensive and fully integrated marketing programs that address targeted consumer segment needs. 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. Performs initial business case development and alignment to demand space. Manages product packaging, design, and communication briefs. Collaborates with Brand Manager to develop consumer positioning. 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, and attend major shows/customer presentations and present new products. Performs other duties as assigned.

Requirements

Bachelor’s degree in marketing, business, sales or equivalent.
Typically requires a minimum of 2 years of experience in brand and marketing, which includes developing effective and supportive marketing plans based on consumer needs.
Must have 2-3 years of consumer research/insights experience including direct experience managing a third-party research partner.
Knowledge, skills, and experience in supporting brand and marketing, 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 assisting with the execution of marketing campaigns and tactics, marketing communications, positioning products, packaging products, and managing a marketing budget.
Experience managing smaller projects from concept, implementation, analysis, and evaluation.
Effective verbal, written and interpersonal communication skills to leverage across various internal and external teams/resources and communicate marketing plans.
Ability to work as part of a collaborative team.
Experience working in a deadline-oriented environment with a high attention to detail and quality.
Advanced proficiency in use of Microsoft Office suite including MS Word, Excel, and PowerPoint.
Domestic and/or international travel may be required (requirement varies by business unit).

Responsibilities

Assists with the execution of brand strategy and marketing tactics to successfully increase profitability and brand effectiveness based on consumer intimacy and consumer segmentation needs.
Performs market insights/consumer intimacy research to identify trends, market best practice and opportunities to increase profitable growth.
Under the guidance of a brand manager, provides input into the development of brand and marketing strategy.
Executes brand initiatives to grow brand equity and brand identity in the market to enhance the consumer experience and loyalty.
Manages and performs marketing insights/analytics, which includes the following: 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.
Regularly reports to marketing team on product sales performance and competitor activities including new products and unique marketing activities.
Develops, directs, and interprets trade and consumer market research studies to identify trends and market opportunities.
Strengthens brand equity by executing comprehensive and fully integrated marketing programs that address targeted consumer segment needs.
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.
Performs initial business case development and alignment to demand space.
Manages product packaging, design, and communication briefs.
Collaborates with Brand Manager to develop consumer positioning.
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, and attend major shows/customer presentations and present new products.
Performs other duties as assigned.

Benefits

Share in the company’s success with competitive base salary with additional earning potential through participation in the annual discretionary cash profit sharing program, and eligibility for annual pay increases.
Find work/life balance with generous Paid Time Off and holiday benefits, a full benefits package, and broad range of employee support and fitness and wellness plans.
Further your career with performance development and training opportunities, including our tuition assistance program.
Have fun at work, enjoying a collaborative and casual work environment, participating in fun company events, and taking advantage of great employee discounts on all our outdoor recreational products.
Plan for your future with our 401(k) with company match and deferred retirement contributions, Sons & Daughters Scholarship program, college savings program, life and LTD insurance, and more.

Stand Out From the Crowd

Upload your resume and get instant feedback on how well it matches this job.

Upload and Match Resume