Marketing Manager

Since 1958, Winnebago has been a leader and pioneer in the RV industry known for delivering outstanding innovation, quality, and service across a full range of motorhomes and travel trailers. The Winnebago team seeks a dynamic marketing professional to join the Winnebago Towables division to help drive growth and innovation for this iconic brand.

The Winnebago Towables Marketing Manager will lead marketing for the Towables Division and develop effective marketing programs to drive sales, consumer engagement, and dealer partnerships. This position will be responsible for strengthening Winnebago’s go-to-market approach for travel trailers while working closely with the Winnebago Motorhome team to ensure a seamless customer-facing experience across the Winnebago brand. Responsibilities include consumer product marketing strategy and execution, dealer marketing, and collaborating on consumer research and integrated marketing plans. This position will own product marketing for towables and work collaboratively with cross-functional partners.

Key Responsibilities

Consumer Insights, Brand/Product Strategy, and Positioning

• Build empathy and consumer understanding to represent the voice of towables consumers within the organization
• Capture and synthesize competitor, consumer, industry, and business insights to identify major opportunities and threats
• Define compelling and unique category and sub-brand product positioning in partnership with product managers
• Collaborate with product managers to define product strategy, innovation roadmaps, product value propositions, and key product launches and updates
• Partner with the Winnebago Motorhome marketing team to drive alignment with master brand positioning and campaigns

Marketing Activation & New Product Launch Excellence

• Collaborate with product managers, sales, and other cross-functional team members to develop and execute new product launches and product updates
• Lead cross-channel creative campaigns, content development, and production in partnership with internal stakeholders, the motorhome team, and outside agencies to deliver key messages in a consistent, unique, and compelling way
• Assist with media strategy and creative direction - search, display, video etc.
• Create and execute plans to ensure launch readiness on owned digital platforms (website, social channels, dealer learning management system, etc.)
• Create and execute plans to ensure dealer launch readiness at the showroom/lot and on dealer-owned marketing channels
• Create and execute plans to ensure product launch readiness at national, regional and local consumer and dealer shows and events (e.g. Hershey RV Show, Elkhart Dealer Open House)
• Define influencer/ambassador product integration in partnership with the motorhome team
• Understand omnichannel trends and customer experience needs to craft compelling narratives throughout each step of the customer journey

Analytics / In-Market Optimization

• Develop and monitor marketing KPIs and share them with broader brand and business teams
• Manage marketing budget and allocate funds to drive ROI
• Analyze competitors and stay abreast of key industry trends
• Inform consumer insights learning plan and translate key learnings into actionable initiatives for product development and marketing optimization

Critical Competencies and Skills

• Experience in key marketing areas including brand strategy and planning, budget allocation, digital marketing, communications, competitive analysis, and promotion/advertising
• Strong communication skills, including the ability to engage and collaborate with multiple levels up to and including the Executive Leadership Team
• Take charge mentality with a “roll-up-your-sleeves" orientation and ability to influence others throughout the organization
• Willing and able to handle both executional and strategic tasks and to seamlessly transition between the two as the job demands
• Able to manage through ambiguity within a matrix organization and to partner with cross-functional teams and the motorhome team
• Strong attention to detail and ability to leverage processes to drive efficiency, consistency and successful outcomes
• Demonstrated project management skills
• A learning orientation, with a style of testing new strategies and methods; a record of accomplishment exploring and piloting ideas to generate knowledge and insight
• Experience building and managing budgets

Education & Experience

• Bachelor’s degree in marketing or related field
• Minimum of 5 years of marketing experience (Product Marketing, Digital Marketing, Brand Strategy, Media Marketing, Marketing Operations, etc.)
• Digital marketing experience and the ability to effectively oversee digital marketing across websites, social media, and various digital platforms.
• Experience managing relationships with outside ad agencies and media partners.
• Strong analytical and problem-solving skills
• Excellent verbal and written communication skills
• Excellent organizational skills and attention to detail
• Excellent time management skills with a proven ability to meet deadlines

At Winnebago, we believe ALL people are leaders and hold each other accountable to high expectations.

Leadership Expectations:

• Connect with Purpose
  • Be inclusive; seek out different perspectives.
  • Focus on the Customer; put yourself in the customer's shoes.
  • Communicate Clearly; say what needs to be said and listen.
• Execute with Excellence
  • Explore Possibilities; ask, "What if?" and embrace new ideas.
  • Set Direction; prioritize, plan, and align; balance thinking and action.
  • Drive Results; get the right things done; work with a sense of urgency.
• Build the Future
  • Transform the Road Ahead; anticipate opportunities; seek new opportunities for continuous improvement.
  • Navigate Change; be agile and flexible; take on new challenges.
  • Inspire Growth; help each other improve; commit to personal development.

If you are the right candidate for this position, as a Winnebago Team Member you will be eligible for the following benefits:

• Medical, Dental, Vision, Group Life Insurance, Accidental Injury, Critical Illness, Short & Long-Term Disability
• Health Savings Account (HSA)
• Flexible Spending Account (FSA)
• 401(k) with match
• Employee Stock Purchase Program
• Tuition Reimbursement
• Holiday and Vacation Pay

Winnebago Towables is an Equal Opportunity Employer.