Associate Brand Manager - Diving

Johnson Outdoors

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; and, Eureka!®camping and hiking equipment. 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 $600 million global enterprise with around 1,200 employees across 20 countries.

Position Details

Associate Brand Manager - Diving
Southeast Wisconsin
Racine, WI

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.

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. Johnson Outdoors Diving markets a complete line of underwater diving and snorkeling equipment, including regulators, buoyancy compensators, dive computers and gauges, wetsuits, masks, fins, snorkels and accessories. Our diving equipment is marketed to the premium segment and high-performance technical diving market and our SCUBAPRO brand is known as the industry’s quality and innovation leader.

Check us out on 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.

As our Associate Brand Manager for our Diving brand, you will support Johnson Outdoors objectives through developing and executing product plans that successfully conceptualize and launch products to market in a timely and profitable manner.

If you’re driven, smart, someone who figures things out, this is a fantastic opportunity to advance your career in Marketing! If you also love the challenge of working both independently and collaboratively with different levels of employees and business partners, and if you want to support a business in bringing innovative, versatile and industry-leading products to market, then you might just have what it takes to join the Johnson Outdoors family!

Get in touch with us today!

What you will do:

  • 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.
  • Manages brand representation through field promotions such as tournament sponsorships, show participation, events, ambassadors and other grass root initiatives.
  • 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.
  • Partners with other marketing staff to answer consumer questions and respond to product reviews on social media channels.
  • Performs other duties as assigned.

What you need to succeed:

  • 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).

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 our cash profit sharing plan.
  • 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.

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