Senior Director Brand Management
Company: Johnson Outdoors Inc.,
Posted on: January 27, 2023
If you are a job seeker with a disability and require a
reasonable accommodation to apply for one of our jobs, you will
find the contact information to request the appropriate
accommodation by visiting the following page:Do you want a chance
to market exceptional outdoor brands that transform consumers'
fishing experience? Then join our team!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. We want people to get out and
experience the great outdoors, and we create awesome equipment to
make sure people have the best experience possible when
fishing.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. -What
you will do:Delivers profitable growth by designing strategy and
driving team go-to-market execution. Provides the overall strategic
direction and leadership for the business unit's global brand and
marketing functions including brand positioning, brand awareness,
product marketing, e-commerce and market insights/analytics. Leads
cross-functional teams in the development of innovation strategies
and platforms and go-to-market plans informed by consumer insights.
Oversees the product positioning, business case development,
product packaging and pricing strategy.Key Responsibilities
- Develops, drives and owns the brand strategy to grow brand
equity and brand identity in the market and ultimately enhance
consumer experience and loyalty.
- Provides strategy and direction over product marketing and
communications to support brand development, product sales,
long-term growth, annual revenue/profitability goals/initiatives
and Johnson Outdoors vision. Manages marketing communications,
promotions, social media, digital ecosystem and e-commerce
- Ensures the consumer 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
- Responsible for the development of 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.
- Leads cross-functional teams consisting of product development,
engineering/R&D, sales, operations and other internal teams to
create innovation strategies and briefs, platforms and new product
segments based on consumer insight and market research.
- 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.
- Responsible for 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
- 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.What you need to succeed:
- Bachelor's Degree in Marketing, Communications, Business or
- Typically requires 10 years of experience as a marketing
leader, which includes directing, developing and
executing global consumer goods marketing and brand strategies for
multiple brands and products.
- Ability to understand an organization's strategic objectives,
financial performance and operations to incorporate into
brand/marketing strategies, which effectively support the
organization's vision and direction.
- Proven experience developing and implementing brand and
marketing strategies that successfully increase brand strength,
product sales, growth and profitability. Comprehensive
understanding of brand management and how to link brand strategy to
its target market and the organization's vision.
- Proven experience using marketing insights and analytics to
penetrate markets, generate product ideas and create a successful
product portfolio, which directly increases profitability and
- Expert level knowledge of leading industry practices and
approaches. Ability to integrate innovative design into the
development of successful products and businesses using
- 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, set the strategic direction and drive the strategy
- Experience functioning on cross-functional teams to create
product development plans and innovation platforms.
- Advanced knowledge and experience in using digital, social
media and e-commerce strategies to grow the brand, sales, profits
and market demand and accessibility.
- Excellent verbal and written communication skills and ability
to effectively communicate with colleagues, senior management and
- Advanced proficiency in use of Microsoft Office suite including
MS Word, Excel and PowerPoint.
- Domestic and international travel required.
- Develops and approves departmental policies, procedures and
guidelines to meet business needs.
- Develops and manages the marketing budget in conjunction with
senior leadership for the business unit.
- Performs human resources responsibilities for staff , 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.A few pointers about
- Entrepreneurial spirit and innovation are in our bones! We
authentically innovate trusted equipment that gets people out in
the great outdoors.
- We are laser-focused on our consumers, and passionate about
providing superior solutions flexible to meet any event's needs or
- 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 help, to assist others and work together.What you will
- Share in the company's success with competitive base salary
with additional earning potential through participation in the
management bonus program, eligibility for annual pay increases, and
employee stock purchase plans.
- Find work/life balance with generous Paid Time Off and holiday
benefits, a full benefits package, and broad range of employee
support and fitness and wellness plans.
- Further your career with performance development and training
opportunities, including our tuition assistance program.
- Have fun at work, enjoying a collaborative and casual work
environment, participating in fun company events, and taking
advantage of great employee discounts on all our outdoor
- Plan for your future with our 401(k) with company match and
deferred retirement contributions, Sons & Daughters Scholarship
program, college savings program, life and LTD insurance, employee
stock purchase plan, 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 HRSpecialAccommodations@johnsonoutdoors.com to let us know the
nature of your request and your contact information.About
Us: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; and Eureka! -camping
and hiking equipment. 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 $600 million
global enterprise with around 1,200 employees across 20
countries.Equal Opportunity Employer/Protected Veterans/Individuals
with DisabilitiesThe contractor will not discharge or in any other
manner discriminate against employees or applicants because they
have inquired about, discussed, or disclosed their own pay or the
pay of another employee or applicant. However, employees who have
access to the compensation information of other employees or
applicants as a part of their essential job functions cannot
disclose the pay of other employees or applicants to individuals
who do not otherwise have access to compensation information,
unless the disclosure is (a) in response to a formal complaint or
charge, (b) in furtherance of an investigation, proceeding,
hearing, or action, including an investigation conducted by the
employer, or (c) consistent with the contractor's legal duty to
furnish information. 41 CFR 60-1.35(c)
Keywords: Johnson Outdoors Inc.,, Racine , Senior Director Brand Management, Executive , Racine, Wisconsin
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