About the position
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. Old Town Watercraft brings over 100 years of passion and authentic understanding in kayaks, canoes and the new EPDL-power assist pedal kayaks to drive the next generation innovation on the water. We want people to get out and experience the great outdoors, and we create awesome gear to make sure people have the best experience possible from launch to landing. 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 kayaking, fishing, sailing, hiking 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.
Responsibilities
- Leads and executes brand strategy and marketing tactics to successfully increase profitability and brand effectiveness based on consumer intimacy and consumer segmentation needs.
- Provides direction and leadership for the brand functions, which may include brand positioning, brand awareness, business case development, marketing communications, market insights/analytics, product marketing/positioning/pricing.
- Collaborates with senior leadership to develop the brand direction and strategy.
- Drives and leads the execution of brand initiatives to grow brand equity and brand identity in the market.
- Serves on a cross-functional team consisting of product development, engineering/R&D, sales and operations to create innovation strategies and briefs.
- Strengthens brand equity by developing, leading, and overseeing the execution of comprehensive and fully integrated marketing programs.
- Performs initial business case development, consumer positioning and alignment to demand space.
- Manages product packaging, design, and communication briefs.
- Applies trade and consumer market research findings to identify trends and market opportunities.
- Manages and drives marketing insights/analytics, including consumer insights, competitive analysis, and market best practices.
- Evaluates brand and marketing strategy ROI and effectiveness using KPI analysis.
- Collaborates with sales teams on the planning and implementing of sales programs and activities.
- Performs other duties as assigned.
Requirements
- Bachelor's degree in marketing, business, sales or equivalent.
- Typically requires 7 years of progressively experience in brand, marketing and product development.
- Advanced knowledge, skills and experience in branding, marketing strategy development, traditional and digital marketing.
- Experience and success in consumer intimacy and segmentation research.
- Knowledge and skills in effectively developing marketing campaigns and tactics.
- Expertise in managing projects from concept to evaluation.
- Effective verbal, written and interpersonal communication skills.
- Experience working in a deadline-oriented environment with a high attention to detail.
- Experience with profit and loss management.
- Advanced proficiency in Microsoft Office suite and Adobe Suite of tools.
Nice-to-haves
- Experience in a global consumer goods environment.
- General understanding of HTML and other web-based applications.
- Domestic and/or international travel experience.
Benefits
- Competitive base salary with additional earning potential through participation in the annual discretionary cash profit sharing program.
- Generous paid time off and holiday benefits.
- Health insurance and wellness plans.
- Training opportunities including tuition assistance program.
- 401k with company match and deferred retirement contributions.
- Life and LTD insurance.
