Marketing Manager - Pocket Knives

$75-80K salary, depending on experience and skill set. Full-time. On-site.

The Company

Knafs creates fun knives for adventures big and small. We’re family owned and operated, and our vision is to create opportunities. We’re a Crew of 10 people, and we’re launching this rocket ship to glory. There’s a healthy dose of “let’s figure this thing out together” in our business that requires problem‑solving and cerebral engagement. We import knives, manufacture knives, and dream about knives.

We sell our products on , Amazon, Whatnot, and to 70-ish wholesale dealers worldwide. We operate on the core values of Dependable, Scrappy, Level Up, Kind, and Humble.

The Job We need a creator. An entertainer. An educator and leader who loves to develop marketing strategies, build relationships, and manage the brand. We need someone who lights up algorithms, evolves with LLMs, and loves the data side of the marketing game. Planning and budgeting is their forte, and collaboration is the frosting on their cake. This person gets tingly toes from big revenue days and goosebumps from email open rates.

A well‑timed meme is oxygen and a clever TL;

DR is gold. Increased web traffic is like Christmas morning and you got the Red Rider BB gun, but didn’t even shoot your eye out. We need an internet native who understands how to use the currency of eyeballs to ring the cash registers of commerce. We need a leader who is confident in management meetings and prepared to hire, mentor, train, and lead a team to the Moon.

You’ll own ~50% of revenue across Shopify DTC sales, Kickstarter campaigns, and trade show marketing. You’ll manage contractors (designers, photographers, videographers), execute multi‑channel campaigns, and drive real revenue growth in a product‑based business.

This role is perfect for someone who:

• Has 3-5 years of marketing experience and wants to level up fast
• Loves data, but also knows how to tell stories that sell
• Wants to work closely with founders and learn the full business
• Is scrappy, resourceful, and figures things out

This role is not for someone who:

• Needs a big budget and team to do their best work.
• Wants remote/hybrid flexibility
• Needs everything clearly defined before taking initiative

• Drive DTC revenue growth through email marketing, social media, content strategy, influencer networking, and Shopify optimization
• Own email marketing strategy and execution (Klaviyo): flows, campaigns, segmentation, A/B testing
• Manage social media content calendar and strategy (Instagram, Tik Tok, Facebook, You Tube)
• Optimize Shopify experience: product pages, SEO and GEO, conversion rate optimization, site merchandising
• Coordinate with contractors on content creation (product photography, lifestyle imagery, video, graphics)
• Execute Kickstarter campaigns from pre‑launch through fulfillment (strategy and mentorship provided by CEO)
• Manage campaign timeline, assets, communications, and backer updates
• Coordinate video production, page design, email sequences, and social promotion
• Track campaign performance and optimize during live campaign

• Own DTC trade show marketing and booth experience, 2-3 shows per year
• Coordinate booth design, signage, product displays, and promotional materials
• Manage show‑related promotions, email campaigns, and social content

• Maintain brand voice across all channels
• Manage marketing team and contractor relationships: specialists, coordinators, graphic designers, photographers, videographers, copywriters
• Leverage AI, virtual team members, and budget to create marketing magic
• Create marketing content calendar and ensure consistent output
• Support dealer marketing initiatives. Work with Marketplace Manager on dealer content packs.
• Build and manage influencer/affiliate relationships
• Stay current on knife/EDC/outdoor community trends and conversations

• Own marketing dashboard and KPI tracking
• Present monthly performance reviews to leadership
• Make data‑driven recommendations for channel optimization
• Manage marketing budget and track ROI by channel
• Test, learn, iterate - always be optimizing

• 3-5 years of marketing experience in…