Brand Manager - Diving

Johnson Outdoors • Racine, WI

4d

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. For 60 years, our Scubapro brand has been a global leader in innovative diving products to give people the opportunity to explore the amazing underwater world. Check us out at SCUBAPRO or find us on Instagram, Twitter, Facebook or YouTube! 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 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. Responsibilities include but are not limited to managing brand positioning, brand awareness, business case development, marketing communications, market insights/analytics, product marketing/positioning/pricing. Leads cross-functional teams to execute and evaluate brand initiatives and innovation strategies. 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. 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).

Requirements

• 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
• 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
• 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)

Nice To Haves

• Experience within the clothing industry, with a focus on performance or outdoor apparel is preferred
• 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

Responsibilities

• managing brand positioning
• brand awareness
• business case development
• marketing communications
• market insights/analytics
• product marketing/positioning/pricing
• Leads cross-functional teams to execute and evaluate brand initiatives and innovation strategies
• 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
• 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)

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.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 1,001-5,000 employees