Associate Brand Manager

Racine - JOMEHB
555 Main St
Racine, WI 53403, USA

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 our amazing Brand Marketing Team for these leading industry brands!

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.

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.

• 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 eCommerce, 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.
• 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.
• Performs other duties as assigned.
• Manages project and expense budgets (varies by locations).

• 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 supporting brand and marketing, 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…