Associate Brand Manager - Fishing

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.  Innovators from the very beginning, we change the way people fish with our breakthrough technology.   Anglers are eager to set their eyes on the newest Humminbird® fish finders, get their feet on Minn Kota® trolling motor foot pedals, and connect it all wirelessly with the iPilot® Link™ – making it easier than ever to get their hands on more fish.  Come join the marketing team for these leading industry brands!

Check us out on Humminbird, Minn Kota, Cannon , or find us on Instagram and Facebook!

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. 

About the Role:

The person in 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. 

What you will be doing:

• 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 on 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.

What you need to succeed:

Bachelor’s degree in marketing, business, sales, or equivalent is required.  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).

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 annual discretionary cash profit sharing program, and eligibility for annual pay increases.


• 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, 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.

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. 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 $663 million global enterprise with around 1,300 employees across 20 countries.