Brand & Sales Enablement Manager

Johnson Outdoors•Racine, WI

37d•Hybrid

About The Position

SCUBAPRO, a Johnson Outdoors company, is seeking an innovative Brand & Sales Enablement Manager to lead its global trade show strategy, retail merchandising programs, and brand-facing activations. This role serves as the strategic link between Brand and Sales, ensuring a consistent and compelling brand presence across dealer, distributor, and retail channels while supporting sales growth through impactful customer-facing experiences and marketing activations worldwide. The manager will lead the development and execution of retail brand strategy, including in-store experience, point-of-service (POS), displays, promotions, sell sheets, and customer presentations. They will act as a strategic integrator between Brand and Sales, provide leadership to the Field Marketing Team, oversee trade event planning, and partner cross-functionally with various teams to develop integrated marketing programs. Key responsibilities include developing KPIs, ensuring alignment with brand positioning, and championing the integration of AI and digital technologies into business strategy. The role also involves performing human resources responsibilities for staff and managing project and event budgets.

Requirements

Bachelor’s degree in marketing, business, sales, or equivalent.
Typically requires a minimum of 5 years’ experience in brand marketing, trade marketing, or sales enablement, including experience managing field marketing teams and executing retail activations.
Experience in consumer goods or outdoor/marine industries preferred.
Strong understanding of brand strategy, retail marketing, and sales enablement best practices.
Proven ability to lead cross-functional initiatives and manage field teams.
Experience planning and executing trade events and retail activations.
Excellent communication and collaboration skills across marketing, sales, and creative functions.
Ability to manage multiple projects in a fast-paced, deadline-driven environment.
Proficiency in Microsoft Office Suite; familiarity with CRM and marketing automation tools is a plus.
Domestic & international travel required for trade shows, retail visits, and field team engagement.
Strong understanding of AI capabilities, limitations, business impact, governance, risk, and ethical expectations.
Ability to apply AI-supported insights to strategic decision-making, lead change, set expectations, and model responsible use.

Responsibilities

Leads the development and execution of retail brand strategy, including in-store experience, point-of-service (POS), display, promotions, sell sheets, and customer presentations.
Acts as a strategic integrator between Brand and Sales to ensure alignment on go-to-market plans and retail execution.
Provides leadership and structure to the Field Marketing Team and technical representatives, ensuring brand consistency and strategic focus in the field.
Coaches and supports field marketing execution while also serving as a hands-on contributor to key initiatives.
Oversees the planning and execution of major trade events, collaborating with Sales and Brand teams to ensure alignment and impact.
Partners cross-functionally with Creative, Digital, Brand/Product, and Sales teams to develop and deploy integrated marketing programs.
Develops KPIs and reporting mechanisms to evaluate the effectiveness of sales enablement and field marketing initiatives.
Ensures all retail and trade marketing efforts are aligned with brand positioning and consumer segmentation strategies.
Champions an AI-first mindset and the responsible integration of AI and other digital technologies into business strategy, prioritization, risk management, decision-making, and operations.
Guides organizational adoption while ensuring alignment with company governance, security, privacy, and ethical standards.
Performs other duties as assigned.
In partnership with human resources, performs human resources responsibilities for staff 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.
Manages projects and event budgets related to trade shows, retail activations, and field marketing initiatives.

Benefits

Competitive base salary with additional earning potential through participation in the annual discretionary cash profit sharing program, and eligibility for annual pay increases.
Generous Paid Time Off and holiday benefits.
Full benefits package.
Broad range of employee support and fitness and wellness plans.
Performance development and training opportunities, including our tuition assistance program.
Collaborative and casual work environment.
Fun company events.
Great employee discounts on all our outdoor recreational products.
401(k) with company match and deferred retirement contributions.
Sons & Daughters Scholarship program.
College savings program.
Life and LTD insurance.