Brand Manager - Fishing (Cannon)

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

Brand Manager - Fishing (Cannon)
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.

This position leads and executes brand strategy and marketing tactics for Cannon to successfully increase profitability and brand effectiveness based on consumer intimacy and consumer segmentation needs. Responsibilities include but are not limited to managing marketing plans and campaigns, communication strategy and materials, advertising, public relations, digital, social media, consumer intimacy/research, consumer segmentation, product packaging, promotional and point of purchasing marketing. In addition, this position will be responsible for work related to researching, identifying and presenting new growth segments for the Fishing group.

Key Responsibilities:

  • Partners closely 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 ultimately enhance the consumer experience and loyalty.
  • Strengthens brand equity by developing, leading, and 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, consumer positioning and alignment to demand space. Manages product packaging, design and communication briefs.
  • Owns, leads 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.
  • Develops, directs and interprets trade and consumer market research studies to identify trends, market opportunities, and new growth segments for Fishing.
  • Manages and drives 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. Leads projects and work plans using internal and external resources.
  • 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.
  • Performs other duties as assigned.


  • A Bachelor’s degree in Marketing, Business, Sales or equivalent. Typically requires 7 years of progressive brand experience.
  • 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.
  • Expertise in managing projects 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.
  • Domestic and/or international travel may be required (requirement varies by business unit).

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