Senior Web/Digital Marketing Specialist

Johnson Outdoors has 4 key outdoor recreational segments; Fishing, Camping, Watercraft Recreation, and Diving. This role specifically supports the Fishing business, with leading brands Cannon, Minn Kota, andHumminbird. Manages web and social media sites, and executes basic to complex initiatives in the areas of digital marketing, content management, email marketing, search engine optimization, consumer relationship management and web monitoring. Serves as an in house expert and collaborates with others internally to execute the digital ecosystem strategy which supports organizational objectives.

Key Responsibilities:

• Develops and executes basic to complex digital marketing activities including website design and development, website updates and digital asset management. Ensures brand identity and advertising campaigns extend to all digital mediums including social media and websites.
• Manages the website content via the web content management system, and ensures brand websites align with brand identity and meet the highest standards for design, user experience and navigation.
• Develops digital communications including but not limited to website content, graphics, newsletters, interactive catalogs and PDF documents. Develops and implements organic and paid search strategies. Improves search engine optimization.
• Creates and distributes email blasts to consumers and dealers which includes creating templates, campaigns and scheduling.
• Manages and monitors presence in social networking sites including but not limited to Facebook, Twitter, YouTube, Instagram and Pinterest. Creates and schedules posts and analyzes results. Increases followers and consumer engagement.
• Tests, measures and refines digital marketing efforts leveraging analytics to monitor and track digital trends, lead generation efforts and campaign results. Participates in ROI analysis on marketing results and recommend specific modifications for increased effectiveness.
• Performs digital research, trend and competitive analysis to identify consumer need, insights that pinpoint compelling new opportunities and that refine digital positioning and development. Provides ROI analysis on marketing results and recommend specific modifications for increased effectiveness
• Partners with the brand and marketing group to define project objectives and translate those into successful digital marketing strategies. Partners with external agencies to facilitate project management between the agencies and the business units. Oversees the agencies’ performance, and ensures the agency agreement terms and scope of work are adhered to.
• Assists in the creation and management of the budget for digital projects.
• Manages and updates the global CRM, warranty, dealer, content and product databases.
• Performs other duties as assigned.

Education & Experience Requirements:

• Bachelor degree in marketing or equivalent.
• Typically requires a minimum of 5 years of experience in digital marketing in the areas of digital communications, managing web content and managing a global brand’s social media and website(s).

Knowledge & Background Requirements:

• Advanced proficiency and thorough knowledge of Adobe Creative Suite (Photoshop, InDesign); HTML (Hypertext Markup Language); CSS (Cascading Style Sheets), Microsoft Office. Experience with current CMS’s (Content Management Systems) as well as a thorough understanding of HTML and scripting languages. Ability to quickly learn and adapt to new technologies.
• Demonstrated success growing a global brand’s social media presence (including Twitter, Instagram, YouTube and Facebook.)
• Experience developing integrated digital marketing strategies with measurable results.
• Strong paid and organic search knowledge.
• Strong verbal and written communication and interpersonal skills and an ability to write clear, concise copy.
• Ability to create and adapt visual designs for digital content.
• Expertise in managing projects from concept development to implementation and evaluation.
• Demonstrated leadership skills and abilities to effectively lead internal teams and drive results.
• Experience in online advertising and online acquisition campaigns.
• Ability to manage multiple tasks, organize and prioritize.
• Self-motivated, detail oriented, results-driven personality.