Associate Brand Manager - Cannon/Minn Kota

Johnson Outdoors Inc.

About Us:

Join the Johnson Outdoors family and help us turn ideas into adventure with innovative, market-leading outdoor recreational products. The Company’s unique network model combines the strength and efficiency of a large organization with the creativity and agility of its entrepreneurial beginnings. 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 $490 million global enterprise with around 1,100 employees across 12 countries.

Position Details

Associate Brand Manager - Cannon/Minn Kota
Southeast Wisconsin
Racine, WI

Cannon is one of Johnson Outdoors’ 8 power brands across 4 key outdoor recreational segments; Fishing (Minn Kota; Humminbird and Cannon), Camping (Eureka! and Jetboil), Watercraft Recreation (Old Town Canoe and Ocean Kayak) and Diving (SCUBAPRO) brands. Cannon delivers the highest quality equipment to locate, entice and catch fish. As the leader in downrigger fishing equipment, Cannon will take your fish-catching potential to the next level with its newest technology innovations. It is driven by the same passion that inspires fishermen. And, it runs deep. Learn more about Cannon here: 

This position is located at our beautiful Headquarters along Lake Michigan in downtown Racine: 555 Main Street, Racine WI.

Reporting tothe Minn Kota/Cannon Brand Manager, 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. Executes marketing plans/campaigns and collaborates with various internal teams on communications, advertising, public relations, digital, social media, product packaging, promotional and point of purchasing marketing.

Key Responsibilities:

  • 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 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.
  • Collaborates, informs 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.
  • Partners with other marketing staff to answer consumer questions and respond to product reviews on social media channels.
  • Performs other duties as assigned.

Experience working in a deadline-oriented environment with a high attention to detail and quality. Qualifications/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 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 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).

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