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Senior Director Brand Management

Company: Johnson Outdoors Inc.,
Location: Racine
Posted on: January 27, 2023

Job Description:

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 functions.
  • 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 opportunities.
  • 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 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.What you need to succeed:
    • Bachelor's Degree in Marketing, Communications, Business or equivalent.
    • 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 market demand.
    • 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, set the strategic direction and drive the strategy into action.
    • 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 business partners.
    • 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 our culture:
      • 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 mission requirements.
      • 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 receive:
        • 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 recreational products.
        • 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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