Web Designer/Digital Marketing Specialist (Fishing)

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

Web Designer/Digital Marketing Specialist (Fishing)
Southeast Wisconsin
Racine, WI

Johnson Outdoors has 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.

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

Partners with the brand and marketing group to help define project objectives and translate those into successful digital marketing strategies. Reporting to the Marketing Manager, this position performs digital and social media marketing, and collaborates with other internal teams to execute the digital ecosystem strategy which supports organizational objectives. This position also acts as an advocate and resource for interactive communications throughout the organization to enhance the digital footprint.

Key Responsibilities:

  • Executes 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.
  • Creates and distributes email blasts to consumers and dealers which includes creating templates, campaigns and scheduling.
  • 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.
  • Partners with the brand and marketing group to help define project objectives and translate those into successful digital marketing strategies.
  • Participates in the project coordination between external agencies and internal teams.
  • 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.
  • Assists in developing and implementing organic and paid search strategies.
  • Provides recommendations for annual digital projects and budgets.
  • Manages and updates the global CRM, warranty, dealer, content and product databases.
  • Performs other duties as assigned.


  • Requires a bachelor’s degree in marketing or equivalent.
  • Requires a minimum of 2 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).
  • Demonstrated 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.)
  • 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.
  • Ability and skills to coordinating projects successfully.
  • Experience in online advertising and online acquisition campaigns
  • Ability to manage multiple tasks, organize and prioritize.
  • Self-motivated, detail oriented, results-driven personality.

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