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Associate Brand Manager (Scubapro)

Company: Johnson Outdoors
Location: Racine
Posted on: December 2, 2019

Job Description:

About the Role: Reporting to the Brand Manager, this role assists with the execution of brand strategy and marketing tactics to successfully increase profitability and brand effectiveness based on consumer intimacy and consumer segmentation needs. Performs market insights/consumer intimacy research to identify trends, market best practice and opportunities to increase profitable growth. Executes marketing plans/campaigns and collaborates with various internal teams on communications, advertising, public relations, digital, social media, product packaging, promotional and point of purchasing marketing.
Key Responsibilities:
  • Under the guidance of a brand manager, provides input into the development of brand and marketing strategy. Executes brand initiatives to grow brand equity and brand identity in the market to enhance the consumer experience and loyalty.
  • Manages and performs marketing insights/analytics, which includes the following: consumer insights, competitive analysis, market/penetration opportunities, market best practice, shopper and purchase path analysis, sales trends, potential implications and product range gaps. Leads projects and work plans using internal and external resources. Regularly reports to marketing team on product sales performance and competitor activities including new products and unique marketing activities.
  • Develops, directs and interprets trade and consumer market research studies to identify trends and market opportunities.
  • Strengthens brand equity by executing comprehensive and fully integrated marketing programs that address targeted consumer segment needs.
  • Serves on a cross-functional team consisting of product development, engineering/R&D, sales and operations to create innovation strategies and briefs, platforms and new product segments based on consumer insight and market research.
  • Performs initial business case development and alignment to demand space. Manages product packaging, design and communication briefs. Collaborates with Brand Manager to develop consumer positioning.
  • Collaborates, informs and executes the marketing communication strategy and plan which includes but is not limited to marketing campaigns, graphics, photography, print/TV, advertising, video, packaging, point-of-sale, product catalogs, social media, digital, CRM/DDM and public relations.
  • Manages brand representation through field promotions such as tournament sponsorships, show participation, events, ambassadors and other grass root initiatives.
    • Evaluates brand and marketing strategy ROI and effectiveness using KPI (key performance Indicator) analysis, metric targets, reporting, testing and tracking, dashboards and related key reporting.
    • Collaborates with sales teams on the planning and implementing of sales programs and activities as necessary to support the sales team, develop sales tools, and attend major shows/customer presentations and present new products.
    • Partners with other marketing staff to answer consumer questions and respond to product reviews on social media channels.
    • Performs other duties as assigned.
      Knowledge & Background Requirements:
      • Bachelor's degree in marketing, business, sales, or equivalent.
      • Typically requires a minimum of 2 years of experience in brand and marketing, which includes developing effective and supportive marketing plans based on consumer needs. Must have 2-3 years of consumer research/insights experience including direct experience managing a third party research partner.
      • Knowledge, skills and experience in branding, marketing strategy development, traditional and digital marketing, social media, sponsorship management and promotion, consumer behavior strategies, consumer segmentation and consumer intimacy and promotional analysis.
      • Experience and success in consumer intimacy and segmentation research to profitability grow the brand and align with the market. Ability to use research to effectively build our brand.
      • Knowledge and skills in effectively assisting with the execution of marketing campaigns and tactics, marketing communications, positioning products, packaging products and managing a marketing budget.
      • Experience managing smaller projects from concept, implementation, analysis and evaluation.
      • Effective verbal, written and interpersonal communication skills to leverage across various internal and external teams/resources and communicate marketing plans. Ability to work as part of a collaborative team.
      • Experience working in a deadline-oriented environment with a high attention to detail and quality.
      • Advanced proficiency in use of Microsoft Office suite including MS Word, Excel and PowerPoint.
      • Domestic and/or international travel may be required (requirement varies by business unit).

Keywords: Johnson Outdoors, Racine , Associate Brand Manager (Scubapro), Executive , Racine, Wisconsin

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