Marketing Go-To-Market Brand Manager

Shimano - Irvine, CA

Full-time - Manager

Remote - Irvine, CA

Wholesale Trade Agents and Brokers

About the position

The Go-To-Market Brand Manager at Shimano North America Holding, Inc. plays a pivotal role in representing the company's brands within the fishing division, which includes well-known names such as Shimano, G. Loomis, and Power Pro. This position is integral to the marketing team, focusing on both dealer and consumer promotional efforts. The Brand Manager will oversee the product marketing team, driving content creation and strategic marketing communications distribution. The primary goal of this role is to generate demand by collaborating closely with sales, supply chain, product, and eBusiness teams, while also maintaining strong relationships with key retailers. In this role, the Brand Manager will be responsible for executing all consumer-facing marketing efforts and brand messages for the Shimano brands in the U.S. This includes supporting and creating global marketing promotions and fulfilling creative requests from corporate headquarters. The Brand Manager will conceptualize and implement design solutions that align with marketing strategies, manage a content map that highlights content needs by buyer segment and funnel stage, and oversee the creative development process from brief development to production. Additionally, the Brand Manager will manage a rich content/editorial calendar to align with marketing initiatives, deliver new content to support demand generation campaigns, and oversee the development of various marketing materials, including press releases and sales tools. Project management is a key aspect of this role, requiring effective planning and collaboration with cross-functional teams and external partners. The Brand Manager will also be responsible for managing marketing budgets, tracking expenditures, and ensuring that all marketing efforts support SEO and keyword targeting. The position requires a data-driven approach to evaluate marketing channels and mediums, driving effective strategies for content creation and lead generation. The Brand Manager will analyze digital and traditional marketing trends, manage financial resources, and support social media marketing efforts. Team management is also a critical component, as the Brand Manager will lead team members to ensure effective messaging and brand integrity. This role requires a strong understanding of the fishing industry, excellent creative and problem-solving skills, and the ability to work independently and motivate others.

Responsibilities

• Execute all consumer-facing marketing efforts and brand messages of the Shimano brands for the U.S.
• Support and create global marketing promotions and creative requests from corporate headquarters.
• Conceptualize and implement design solutions that meet marketing strategies from concept to completion.
• Develop and manage the content map that displays existing content assets and highlights content needs by buyer segment and funnel stage.
• Implement the creative development process, including brief development, reviews, and production.
• Effectively execute the brands' positioning, identity, and marketing messages.
• Collaborate with product and brand marketing teams and outside vendors to ensure alignment of product positioning and messages.
• Review work performed to ensure consistency across all media channels.
• Manage a rich content/editorial calendar to match marketing initiatives.
• Deliver new content to support demand generation campaigns, including emails, landing pages, and new content assets.
• Oversee additional marketing content development, including PR, press releases, catalog content, and sales tools.
• Assist in the development of Merchandising/Fixture/POP collateral/Event support.
• Plan and lead projects working directly and collaboratively with cross-functional teams and external partners.
• Own and organize the Go To Market marketing campaign plans and calendars.
• Communicate new content initiatives and operating results throughout the organization.
• Interact with other Shimano offices to coordinate all marketing efforts.
• Ensure content marketing efforts support SEO and keyword targeting.
• Manage marketing budgets to maximize exposure while controlling budget to set goals.
• Track monthly budget of all marketing funds and accounts.
• Oversee and record all advertising payments and invoices monthly.
• Coordinate and attend dealer camps and writer events.
• Develop new media relations to expand consumer reach.
• Represent Shimano as the lead contact with all media, online, web, social, and vendor relations.
• Plan social media programs and content yearly for maximum exposure.
• Coordinate website updates, content, and consistent look with other forms of media.
• Manage event selection, planning, and logistics.
• Create event and trip reports for continual process improvement.
• Evaluate different channels and mediums to determine the best opportunities to engage target audiences.
• Drive effective strategies for content creation and lead generation with a focus on data and metrics.
• Exercise a data-centric approach to gather user insights and improve engagement.
• Conduct research to benchmark best practices and understand consumer marketing dynamics.
• Analyze digital and traditional marketing trends and develop marketing plans that meet strategic goals.
• Manage financial resources assigned to all marketing efforts and optimize return on marketing spend.
• Collaborate with leadership to prepare and monitor budget assumptions within each product category.
• Support and enhance social media marketing efforts with focused content management and measure effectiveness.
• Analyze web metrics and dashboards emphasizing measuring demand through content traffic and conversion.
• Effectively manage projects and employees to achieve maximum efficiency and results.
• Lead team members to ensure the effectiveness of messaging and integrity of the brand.

Requirements

• 5 - 7 years prior experience in a marketing position is required.
• Bachelor's degree in Marketing or equivalent experience.
• Detailed knowledge of digital and traditional marketing, advertising, and promotion.
• Strong creative skills, problem-solving skills, and presentation skills.
• Ability to manage others, both internal and contract employees, to accomplish detailed tasks on time and within budget.
• Ability to write technical and engaging articles, press releases, and B2B emails.
• Good understanding of writing style or tone based on the audience you are speaking to.
• Exceptional time management and planning skills.
• Ability to travel, work extended show hours, and be willing to work outside of normal office hours.
• Ability to work without direct supervision.
• Must have a strong 'can do' attitude, leadership skills, and the ability to motivate others.
• Ability to work within various social media platforms.
• Photography and videography experience and skills preferred.
• Event planning and support skills.
• Mid to high-level computer skills.
• Experience using Microsoft Office Suite.

Nice-to-haves

• Industry and fishing knowledge and skills preferred.
• Experience in social media marketing and management.
• Experience in keyword research and SEO.

Benefits

• Wellness program
• Health insurance
• On-site gym
• Dental insurance
• Paid time off
• Vision insurance
• 401(k) matching