What are the responsibilities and job description for the Director Brand Management position at Johnson Outdoors?

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Director Brand Management – Fishi ng

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 . Innovators from the very beginning, we change the way people fish with our breakthrough technology. Anglers are eager to set their eyes on the newest Humminbird® fish finders, get their feet on Minn Kota® trolling motor foot pedals, and connect it all wirelessly with the iPilot® Link™ – making it easier than ever to get their hands on more fish. But it is the people at Johnson Outdoors that make the company the success it is today! Come be a part of that success by joining the Brand Marketing team for these leading industry brands!

Check us out on , , and , or find us on and !

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 hiking, sailing, fishing, kayaking 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.

What you will do :

The person in this role partners closely with senior brand leadership to develop the brand / marketing strategy for the business unit and to drive team go-to-market execution. Provides direction and leadership for some or all of the global brand and marketing functions, which may include including brand positioning, brand awareness, business case development, marketing communications, digital marketing, e-commerce, social media, market insights / analytics, product marketing / positioning / pricing. Leads cross-functional teams to execute and evaluate brand initiatives and innovation strategies.

Partners with senior leadership in developing and driving the brand strategy to grow brand equity and brand identity and ultimately enhance consumer experience and loyalty. Leads cross-functional teams consisting of product development, engineering / R&D, sales, operations and other internal teams to execute brand and marketing initiatives.
Leads the innovation process with an emphasis on front-end market research, consumer insights and voice of customer demand space identification. Leads a cross functional team throughout a phase-gate process for all strategic products.
Provides leadership and direction over product marketing and communications to support brand development, product sales, long-term growth and annual revenue / profitability goals / initiatives.
Provides leadership and direction for consumer / customer and marketing insights / analytics, including competitive trends, support brand initiatives and position the company for growth and profitability. Continually identifies and assesses new markets, product needs and opportunities.
Supports and provides input into e-commerce strategies and plans. Partners across the business unit, with shared services marketing and with outside agencies to develop executional strategies to deliver key plan KPI’s including : site traffic, conversion rates, average order values and sales revenue.
Oversees business case development, go to market strategy / plans and the launch plans for new products, product positioning, pricing strategy, product packaging / design and communication briefs.
Evaluates brand equity and marketing performance, competitiveness and return on investment results against business plan. Monitors business metrics and marketing strategy to deliver budgeted revenues, profitability, market share, and product performance.
Ensures business profitability and attainment of business case and budget results. Responsible for delivering revenue line and profit targets for new products, and for delivering ROI on marketing spend while ensuring achievement of revenue and gross margin targets on business.
Manages and partners with external marketing agencies and consultants to enable marketing strategies, plans and executions.
Performs other duties as assigned.

Supervisory / Management Responsibilities :

Typically performs human resources responsibilities for staff in collaboration with human resources, which includes but is not limited to the following : hiring and terminating employees, promotions / pay adjustments, staff development, performance evaluations, resolution of employee concerns and disciplinary counseling (Varies by location).

Develops and manages the marketing budget in conjunction with senior leadership for the business unit.

Develops and approves departmental policies, procedures and guidelines to meet business needs.

What you need to succeed :

Bachelor’s degree in marketing, business, communications or equivalent.

Typically requires 10 years of experience in brand management and marketing which includes managing, developing and executing global consumer goods marketing and brand strategies for multiple brands and products.

Proven experience leading and executing brand / marketing strategies that successfully increase brand strength, product sales, growth and profitability.

Demonstrated expertise in successfully driving and executing global go-to-market strategies.

Proven experience using marketing insights and analytics to penetrate markets, generate product ideas and create a successful product portfolio, which directly increases profitability and market demand.

Advanced knowledge and experience in using digital marketing, social media and other forms of marketing communications to grow the brand, sales, profits and market demand and accessibility.

Expert level knowledge of leading industry practices and approaches. Ability to integrate innovative design into the development of successful products and businesses using market / consumer insights.

Strong financial acumen, including developing and managing budgets, developing business plans for new products and turning data analytics into business insights and P&L.

Strong leadership skills and experience to manage multiple diverse teams.

Experience functioning on cross-functional teams to create product development plans and innovation platforms. Demonstrated success driving, influencing, and being a member of cross-functional teams.

Excellent verbal and written communication skills and ability to effectively communicate with colleagues, senior management and business partners.

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).

About Us :

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 participation in the annual discretionary cash profit sharing program, and eligibility for annual pay increases.

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, and more.

All qualified applicants will receive consideration for employment at Johnson Outdoors (and all subsidiaries) without regard to race; creed; color; religion; national origin; sex; age; disability; sexual orientation; gender identity or expression; genetic predisposition or carrier status; veteran, marital, or citizenship status; or any other status protected by law. Johnson Outdoors is proud to be an affirmative action and equal opportunity employer.

If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, please contact Human Resources at to let us know the nature of your request and your contact information.

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. 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 $663 million global enterprise with around 1,300 employees across 18 countries.

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