Brand Manager

Description:

Johnson Outdoors, a global leader in outdoor recreation equipment and technologies, is seeking a Brand Manager – Fishing to join its Brand Marketing Team in Racine, WI. Johnson Outdoors is home to iconic brands such as Minn Kota®, Humminbird®, Cannon®, Old Town®, Ocean Kayak™, Jetboil®, and SCUBAPRO®, inspiring adventurers worldwide. This role will lead and execute brand strategies for the Fishing segment, driving profitability, brand equity, and consumer engagement by leveraging data-driven insights and consumer segmentation.

Based at the company’s headquarters on the shores of Lake Michigan, the position offers a vibrant work environment close to both Milwaukee and Chicago, with abundant opportunities for outdoor activities year-round.

The Brand Manager will be responsible for strengthening brand presence, developing integrated marketing programs, driving product positioning, and collaborating with cross-functional teams across product development, eCommerce, engineering, sales, and operations to create innovation strategies that resonate with consumers.

Key Responsibilities:

• Lead and execute brand strategy and marketing tactics to strengthen brand equity, awareness, and profitability.

• Manage brand positioning, market insights, product marketing, and business case development.

• Collaborate with senior brand leadership to align with organizational strategy and consumer segmentation needs.

• Oversee integrated marketing programs including campaigns, communication strategies, advertising, PR, digital marketing, packaging, promotions, and point-of-purchase marketing.

• Partner with cross-functional teams (eCommerce, product development, engineering/R&D, sales, operations) to create innovation briefs and product platforms.

• Develop and implement marketing communications to ensure effective product positioning and consistent brand identity.

• Conduct and interpret market research and consumer insights to identify trends, opportunities, and market gaps.

• Manage marketing analytics including consumer behavior analysis, competitive insights, purchase path analysis, and KPI reporting.

• Collaborate with sales teams on planning, execution of sales programs, creation of sales tools, and presentations for major trade shows and clients.

• Manage product packaging, design briefs, and communication strategies to align with brand identity.

• Evaluate ROI of brand initiatives using KPI analysis, dashboards, testing, and reporting.

• Perform supervisory responsibilities, including staff management, hiring, training, performance evaluation, and department budget oversight.

Key Requirements:

• Bachelor’s degree in Marketing, Business, Sales, or related field.

• Minimum 5 years of experience in brand management, marketing, and product development.

• Advanced expertise in branding, marketing strategy, digital and traditional marketing, sponsorship management, consumer segmentation, and promotional analysis.

• Demonstrated experience in leveraging consumer intimacy and segmentation research to drive brand growth and market alignment.

• Strong background in developing marketing campaigns, communication strategies, product positioning, and packaging.

• Project management and leadership skills with proven ability to guide cross-functional teams.

• Strong communication skills (verbal, written, interpersonal).

• Experience with P&L management and using financial data to drive business decisions.

• Advanced proficiency in Microsoft Office (Word, Excel, PowerPoint), Adobe Suite, and working knowledge of HTML/web-based tools.

• Ability to thrive in a deadline-oriented, detail-focused environment.

• Domestic and/or international travel may be required.

Company Culture:

• Entrepreneurial and innovative environment that fosters creativity and authenticity.

• Consumer-focused, delivering trusted equipment for outdoor enthusiasts.

• Encourages teamwork, collaboration, and personal initiative.

• Committed to meaningful, healthy change in the world as a family of brands.

Compensation & Benefits:

• Competitive base salary with annual pay increase opportunities.

• Additional earning potential through discretionary cash profit-sharing program.

• Comprehensive benefits including generous Paid Time Off, holiday benefits, wellness and fitness programs, and full employee support packages.

• Career development opportunities with performance training and tuition assistance programs.

• Collaborative, fun, and casual work environment with engaging company events.

• Employee discounts on Johnson Outdoors’ outdoor recreation products.

• Retirement planning support including 401(k) with company match, deferred retirement contributions, and scholarship programs for dependents.

  Johnson Outdoors, a global leader in outdoor recreation equipment and technologies, is seeking a Brand Manager – Fishing to join its Brand Marketing Team in Racine, WI. Johnson Outdoors is home to iconic brands such as Minn Kota®, Humminbird®, Cannon®, Old Town®, Ocean Kayak™, Jetboil®, and SCUBAPRO®, inspiring adventurers worldwide. This role will lead and execute brand strategies for the Fishing segment, driving profitability, brand equity, and consumer engagement by leveraging data-driven insights and consumer segmentation.

  Based at the company’s headquarters on the shores of Lake Michigan, the position offers a vibrant work environment close to both Milwaukee and Chicago, with abundant opportunities for outdoor activities year-round.

  The Brand Manager will be responsible for strengthening brand presence, developing integrated marketing programs, driving product positioning, and collaborating with cross-functional teams across product development, eCommerce, engineering, sales, and operations to create innovation strategies that resonate with consumers.

  Key Responsibilities:

• Lead and execute brand strategy and marketing tactics to strengthen brand equity, awareness, and profitability.

• Manage brand positioning, market insights, product marketing, and business case development.

• Collaborate with senior brand leadership to align with organizational strategy and consumer segmentation needs.

• Oversee integrated marketing programs including campaigns, communication strategies, advertising, PR, digital marketing, packaging, promotions, and point-of-purchase marketing.

• Partner with cross-functional teams (eCommerce, product development, engineering/R&D, sales, operations) to create innovation briefs and product platforms.

• Develop and implement marketing communications to ensure effective product positioning and consistent brand identity.

• Key Requirements:

• Bachelor’s degree in Marketing, Business, Sales, or related field.

• Minimum 5 years of experience in brand management, marketing, and product development.

• Advanced expertise in branding, marketing strategy, digital and traditional marketing, sponsorship management, consumer segmentation, and promotional analysis.

• Demonstrated experience in leveraging consumer intimacy and segmentation research to drive brand growth and market alignment.

• Strong background in developing marketing campaigns, communication strategies, product positioning, and packaging.

• Project management and leadership skills with proven ability to guide cross-functional teams.

• Strong communication skills (verbal, written, interpersonal).

• Experience with P&L management and using financial data to drive business decisions.

• Advanced proficiency in Microsoft Office (Word, Excel, PowerPoint), Adobe Suite, and working knowledge of HTML/web-based tools.

• Ability to thrive in a deadline-oriented, detail-focused environment.

• Domestic and/or international travel may be required.

• Company Culture:

• Entrepreneurial and innovative environment that fosters creativity and authenticity.

• Consumer-focused, delivering trusted equipment for outdoor enthusiasts.

• Encourages teamwork, collaboration, and personal initiative.

• Committed to meaningful, healthy change in the world as a family of brands.

• Compensation & Benefits:

• Competitive base salary with annual pay increase opportunities.

• Additional earning potential through discretionary cash profit-sharing program.

• Comprehensive benefits including generous Paid Time Off, holiday benefits, wellness and fitness programs, and full employee support packages.

• Career development opportunities with performance training and tuition assistance programs.

• Collaborative, fun, and casual work environment with engaging company events.

• Employee discounts on Johnson Outdoors’ outdoor recreation products.

• Retirement planning support including 401(k) with company match, deferred retirement contributions, and scholarship programs for dependents.

  Johnson Outdoors, a global leader in outdoor recreation equipment and technologies, is seeking a Brand Manager – Fishing to join its Brand Marketing Team in Racine, WI. Johnson Outdoors is home to iconic brands such as Minn Kota®, Humminbird®, Cannon®, Old Town®, Ocean Kayak™, Jetboil®, and SCUBAPRO®, inspiring adventurers worldwide. This role will lead and execute brand strategies for the Fishing segment, driving profitability, brand equity, and consumer engagement by leveraging data-driven insights and consumer segmentation.

  Based at the company’s headquarters on the shores of Lake Michigan, the position offers a vibrant work environment close to both Milwaukee and Chicago, with abundant opportunities for outdoor activities year-round.

  The Brand Manager will be responsible for strengthening brand presence, developing integrated marketing programs, driving product positioning, and collaborating with cross-functional teams across product development, eCommerce, engineering, sales, and operations to create innovation strategies that resonate with consumers.

  Key Responsibilities:

• Lead and execute brand strategy and marketing tactics to strengthen brand equity, awareness, and profitability.

• Manage brand positioning, market insights, product marketing, and business case development.

• Collaborate with senior brand leadership to align with organizational strategy and consumer segmentation needs.

• Oversee integrated marketing programs including campaigns, communication strategies, advertising, PR, digital marketing, packaging, promotions, and point-of-purchase marketing.

• Partner with cross-functional teams (eCommerce, product development, engineering/R&D, sales, operations) to create innovation briefs and product platforms.

• Develop and implement marketing communications to ensure effective product positioning and consistent brand identity.

• Key Requirements:

• Bachelor’s degree in Marketing, Business, Sales, or related field.

• Minimum 5 years of experience in brand management, marketing, and product development.

• Advanced expertise in branding, marketing strategy, digital and traditional marketing, sponsorship management, consumer segmentation, and promotional analysis.

• Demonstrated experience in leveraging consumer intimacy and segmentation research to drive brand growth and market alignment.

• Strong background in developing marketing campaigns, communication strategies, product positioning, and packaging.

• Project management and leadership skills with proven ability to guide cross-functional teams.

• Strong communication skills (verbal, written, interpersonal).

• Experience with P&L management and using financial data to drive business decisions.

• Advanced proficiency in Microsoft Office (Word, Excel, PowerPoint), Adobe Suite, and working knowledge of HTML/web-based tools.

• Ability to thrive in a deadline-oriented, detail-focused environment.

• Domestic and/or international travel may be required.

• Company Culture:

• Entrepreneurial and innovative environment that fosters creativity and authenticity.

• Consumer-focused, delivering trusted equipment for outdoor enthusiasts.

• Encourages teamwork, collaboration, and personal initiative.

• Committed to meaningful, healthy change in the world as a family of brands.

• Compensation & Benefits:

• Competitive base salary with annual pay increase opportunities.

• Additional earning potential through discretionary cash profit-sharing program.

• Comprehensive benefits including generous Paid Time Off, holiday benefits, wellness and fitness programs, and full employee support packages.

• Career development opportunities with performance training and tuition assistance programs.

• Collaborative, fun, and casual work environment with engaging company events.

• Employee discounts on Johnson Outdoors’ outdoor recreation products.

• Retirement planning support including 401(k) with company match, deferred retirement contributions, and scholarship programs for dependents.

  Johnson Outdoors, a global leader in outdoor recreation equipment and technologies, is seeking a Brand Manager – Fishing to join its Brand Marketing Team in Racine, WI. Johnson Outdoors is home to iconic brands such as Minn Kota®, Humminbird®, Cannon®, Old Town®, Ocean Kayak™, Jetboil®, and SCUBAPRO®, inspiring adventurers worldwide. This role will lead and execute brand strategies for the Fishing segment, driving profitability, brand equity, and consumer engagement by leveraging data-driven insights and consumer segmentation.

  Based at the company’s headquarters on the shores of Lake Michigan, the position offers a vibrant work environment close to both Milwaukee and Chicago, with abundant opportunities for outdoor activities year-round.

  The Brand Manager will be responsible for strengthening brand presence, developing integrated marketing programs, driving product positioning, and collaborating with cross-functional teams across product development, eCommerce, engineering, sales, and operations to create innovation strategies that resonate with consumers.

  Key Responsibilities:

• Lead and execute brand strategy and marketing tactics to strengthen brand equity, awareness, and profitability.

• Manage brand positioning, market insights, product marketing, and business case development.

• Collaborate with senior brand leadership to align with organizational strategy and consumer segmentation needs.

• Oversee integrated marketing programs including campaigns, communication strategies, advertising, PR, digital marketing, packaging, promotions, and point-of-purchase marketing.

• Partner with cross-functional teams (eCommerce, product development, engineering/R&D, sales, operations) to create innovation briefs and product platforms.

• Develop and implement marketing communications to ensure effective product positioning and consistent brand identity.

• Key Requirements:

• Bachelor’s degree in Marketing, Business, Sales, or related field.

• Minimum 5 years of experience in brand management, marketing, and product development.

• Advanced expertise in branding, marketing strategy, digital and traditional marketing, sponsorship management, consumer segmentation, and promotional analysis.

• Demonstrated experience in leveraging consumer intimacy and segmentation research to drive brand growth and market alignment.

• Strong background in developing marketing campaigns, communication strategies, product positioning, and packaging.

• Project management and leadership skills with proven ability to guide cross-functional teams.

• Strong communication skills (verbal, written, interpersonal).

• Experience with P&L management and using financial data to drive business decisions.

• Advanced proficiency in Microsoft Office (Word, Excel, PowerPoint), Adobe Suite, and working knowledge of HTML/web-based tools.

• Ability to thrive in a deadline-oriented, detail-focused environment.

• Domestic and/or international travel may be required.

• Company Culture:

• Entrepreneurial and innovative environment that fosters creativity and authenticity.

• Consumer-focused, delivering trusted equipment for outdoor enthusiasts.

• Encourages teamwork, collaboration, and personal initiative.

• Committed to meaningful, healthy change in the world as a family of brands.

• Compensation & Benefits:

• Competitive base salary with annual pay increase opportunities.

• Additional earning potential through discretionary cash profit-sharing program.

• Comprehensive benefits including generous Paid Time Off, holiday benefits, wellness and fitness programs, and full employee support packages.

• Career development opportunities with performance training and tuition assistance programs.

• Collaborative, fun, and casual work environment with engaging company events.

• Employee discounts on Johnson Outdoors’ outdoor recreation products.

• Retirement planning support including 401(k) with company match, deferred retirement contributions, and scholarship programs for dependents.

  Johnson Outdoors, a global leader in outdoor recreation equipment and technologies, is seeking a Brand Manager – Fishing to join its Brand Marketing Team in Racine, WI. Johnson Outdoors is home to iconic brands such as Minn Kota®, Humminbird®, Cannon®, Old Town®, Ocean Kayak™, Jetboil®, and SCUBAPRO®, inspiring adventurers worldwide. This role will lead and execute brand strategies for the Fishing segment, driving profitability, brand equity, and consumer engagement by leveraging data-driven insights and consumer segmentation.

  Based at the company’s headquarters on the shores of Lake Michigan, the position offers a vibrant work environment close to both Milwaukee and Chicago, with abundant opportunities for outdoor activities year-round.

  The Brand Manager will be responsible for strengthening brand presence, developing integrated marketing programs, driving product positioning, and collaborating with cross-functional teams across product development, eCommerce, engineering, sales, and operations to create innovation strategies that resonate with consumers.

  Key Responsibilities:

• Lead and execute brand strategy and marketing tactics to strengthen brand equity, awareness, and profitability.

• Manage brand positioning, market insights, product marketing, and business case development.

• Collaborate with senior brand leadership to align with organizational strategy and consumer segmentation needs.

• Oversee integrated marketing programs including campaigns, communication strategies, advertising, PR, digital marketing, packaging, promotions, and point-of-purchase marketing.

• Partner with cross-functional teams (eCommerce, product development, engineering/R&D, sales, operations) to create innovation briefs and product platforms.

• Develop and implement marketing communications to ensure effective product positioning and consistent brand identity.

• Key Requirements:

• Bachelor’s degree in Marketing, Business, Sales, or related field.

• Minimum 5 years of experience in brand management, marketing, and product development.

• Advanced expertise in branding, marketing strategy, digital and traditional marketing, sponsorship management, consumer segmentation, and promotional analysis.

• Demonstrated experience in leveraging consumer intimacy and segmentation research to drive brand growth and market alignment.

• Strong background in developing marketing campaigns, communication strategies, product positioning, and packaging.

• Project management and leadership skills with proven ability to guide cross-functional teams.

• Strong communication skills (verbal, written, interpersonal).

• Experience with P&L management and using financial data to drive business decisions.

• Advanced proficiency in Microsoft Office (Word, Excel, PowerPoint), Adobe Suite, and working knowledge of HTML/web-based tools.

• Ability to thrive in a deadline-oriented, detail-focused environment.

• Domestic and/or international travel may be required.

• Company Culture:

• Entrepreneurial and innovative environment that fosters creativity and authenticity.

• Consumer-focused, delivering trusted equipment for outdoor enthusiasts.

• Encourages teamwork, collaboration, and personal initiative.

• Committed to meaningful, healthy change in the world as a family of brands.

• Compensation & Benefits:

• Competitive base salary with annual pay increase opportunities.

• Additional earning potential through discretionary cash profit-sharing program.

• Comprehensive benefits including generous Paid Time Off, holiday benefits, wellness and fitness programs, and full employee support packages.

• Career development opportunities with performance training and tuition assistance programs.

• Collaborative, fun, and casual work environment with engaging company events.

• Employee discounts on Johnson Outdoors’ outdoor recreation products.

• Retirement planning support including 401(k) with company match, deferred retirement contributions, and scholarship programs for dependents.

  Johnson Outdoors, a global leader in outdoor recreation equipment and technologies, is seeking a Brand Manager – Fishing to join its Brand Marketing Team in Racine, WI. Johnson Outdoors is home to iconic brands such as Minn Kota®, Humminbird®, Cannon®, Old Town®, Ocean Kayak™, Jetboil®, and SCUBAPRO®, inspiring adventurers worldwide. This role will lead and execute brand strategies for the Fishing segment, driving profitability, brand equity, and consumer engagement by leveraging data-driven insights and consumer segmentation.

  Based at the company’s headquarters on the shores of Lake Michigan, the position offers a vibrant work environment close to both Milwaukee and Chicago, with abundant opportunities for outdoor activities year-round.

  The Brand Manager will be responsible for strengthening brand presence, developing integrated marketing programs, driving product positioning, and collaborating with cross-functional teams across product development, eCommerce, engineering, sales, and operations to create innovation strategies that resonate with consumers.

  Key Responsibilities:

• Lead and execute brand strategy and marketing tactics to strengthen brand equity, awareness, and profitability.

• Manage brand positioning, market insights, product marketing, and business case development.

• Collaborate with senior brand leadership to align with organizational strategy and consumer segmentation needs.

• Oversee integrated marketing programs including campaigns, communication strategies, advertising, PR, digital marketing, packaging, promotions, and point-of-purchase marketing.

• Partner with cross-functional teams (eCommerce, product development, engineering/R&D, sales, operations) to create innovation briefs and product platforms.

• Develop and implement marketing communications to ensure effective product positioning and consistent brand identity.

• Key Requirements:

• Bachelor’s degree in Marketing, Business, Sales, or related field.

• Minimum 5 years of experience in brand management, marketing, and product development.

• Advanced expertise in branding, marketing strategy, digital and traditional marketing, sponsorship management, consumer segmentation, and promotional analysis.

• Demonstrated experience in leveraging consumer intimacy and segmentation research to drive brand growth and market alignment.

• Strong background in developing marketing campaigns, communication strategies, product positioning, and packaging.

• Project management and leadership skills with proven ability to guide cross-functional teams.

• Strong communication skills (verbal, written, interpersonal).

• Experience with P&L management and using financial data to drive business decisions.

• Advanced proficiency in Microsoft Office (Word, Excel, PowerPoint), Adobe Suite, and working knowledge of HTML/web-based tools.

• Ability to thrive in a deadline-oriented, detail-focused environment.

• Domestic and/or international travel may be required.

• Company Culture:

• Entrepreneurial and innovative environment that fosters creativity and authenticity.

• Consumer-focused, delivering trusted equipment for outdoor enthusiasts.

• Encourages teamwork, collaboration, and personal initiative.

• Committed to meaningful, healthy change in the world as a family of brands.

• Compensation & Benefits:

• Competitive base salary with annual pay increase opportunities.

• Additional earning potential through discretionary cash profit-sharing program.

• Comprehensive benefits including generous Paid Time Off, holiday benefits, wellness and fitness programs, and full employee support packages.

• Career development opportunities with performance training and tuition assistance programs.

• Collaborative, fun, and casual work environment with engaging company events.

• Employee discounts on Johnson Outdoors’ outdoor recreation products.

• Retirement planning support including 401(k) with company match, deferred retirement contributions, and scholarship programs for dependents.

•  

• Conduct and interpret market research and consumer insights to identify trends, opportunities, and market gaps.

• Manage marketing analytics including consumer behavior analysis, competitive insights, purchase path analysis, and KPI reporting.

• Collaborate with sales teams on planning, execution of sales programs, creation of sales tools, and presentations for major trade shows and clients.

• Manage product packaging, design briefs, and communication strategies to align with brand identity.

• Evaluate ROI of brand initiatives using KPI analysis, dashboards, testing, and reporting.

• Perform supervisory responsibilities, including staff management, hiring, training, performance evaluation, and department budget oversight.

•  

• Conduct and interpret market research and consumer insights to identify trends, opportunities, and market gaps.

• Manage marketing analytics including consumer behavior analysis, competitive insights, purchase path analysis, and KPI reporting.

• Collaborate with sales teams on planning, execution of sales programs, creation of sales tools, and presentations for major trade shows and clients.

• Manage product packaging, design briefs, and communication strategies to align with brand identity.

• Evaluate ROI of brand initiatives using KPI analysis, dashboards, testing, and reporting.

• Perform supervisory responsibilities, including staff management, hiring, training, performance evaluation, and department budget oversight.

•  

• Conduct and interpret market research and consumer insights to identify trends, opportunities, and market gaps.

• Manage marketing analytics including consumer behavior analysis, competitive insights, purchase path analysis, and KPI reporting.

• Collaborate with sales teams on planning, execution of sales programs, creation of sales tools, and presentations for major trade shows and clients.

• Manage product packaging, design briefs, and communication strategies to align with brand identity.

• Evaluate ROI of brand initiatives using KPI analysis, dashboards, testing, and reporting.

• Perform supervisory responsibilities, including staff management, hiring, training, performance evaluation, and department budget oversight.

•  

• Conduct and interpret market research and consumer insights to identify trends, opportunities, and market gaps.

• Manage marketing analytics including consumer behavior analysis, competitive insights, purchase path analysis, and KPI reporting.

• Collaborate with sales teams on planning, execution of sales programs, creation of sales tools, and presentations for major trade shows and clients.

• Manage product packaging, design briefs, and communication strategies to align with brand identity.

• Evaluate ROI of brand initiatives using KPI analysis, dashboards, testing, and reporting.

• Perform supervisory responsibilities, including staff management, hiring, training, performance evaluation, and department budget oversight.

•  

• Conduct and interpret market research and consumer insights to identify trends, opportunities, and market gaps.

• Manage marketing analytics including consumer behavior analysis, competitive insights, purchase path analysis, and KPI reporting.

• Collaborate with sales teams on planning, execution of sales programs, creation of sales tools, and presentations for major trade shows and clients.

• Manage product packaging, design briefs, and communication strategies to align with brand identity.

• Evaluate ROI of brand initiatives using KPI analysis, dashboards, testing, and reporting.

• Perform supervisory responsibilities, including staff management, hiring, training, performance evaluation, and department budget oversight.