Director Content Marketing

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

Racine - HQ
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.

Come help shape the growth of Johnson Outdoors by leading the global content strategies for our iconic outdoor brands in Fishing , Watercraft , Camping and Diving !

The person is this role leads global content strategy and oversees plan development and execution to drive both brand and business performance goals, including content development and acquisition approaches. They will drive content marketing maturity by establishing best-in-class practices for content, influencer, and affiliate marketing and developing and nurturing a community of practice among the content team. The Director will ensure programs align with Business Unit and eCommerce goals and drive Johnson Outdoors content marketing maturity.

Key Responsibilities:

Content Marketing

• Develops and drives comprehensive global content marketing strategies, focused on reaching and engaging current and new audiences for all brands to improve brand equities and perceptions and generate revenue.
• Collaborates with Integrated Marketing and Performance Media Teams to align the global strategy with business and marketing goals and campaign plans.
• Planning: Oversees the development and implementation of content marketing plans including content distribution, to meet aligned on goals. Seeks input cross-functionally.
• Brand Alignment: Ensures all content is consistent with the brand voice for all Johnson Outdoors' brands across different channels.
• Influencer Management: Drives and leads the global, cross-business strategy, oversees plan development and implementation, and monitors performance. May include management of affiliate marketing programs.
• Social media: Sets and drives the global social media strategy, and performance management against aligned-on KPIs.
• Community of Practice:
  Develops and facilitates a Community of Practice among team of content marketers focused on sharing success metrics, best practices, highlighting key wins, and fostering discussion on specific issues and solutions.
• Best practice integration: Provides thought leadership and establishes best-in-class practices; oversees and ensures adherence to these practices including external partnership management, execution (creation, distribution, etc.) and optimization.
• Tool management: Owns tools used for content development and distribution (e.g., organic social publishing, monitoring).
• Measurement and alignment: Collaborates with Digital Analytics team to develop processes for measuring impact of and testing all forms of content produced, learning from analysis, and optimizing content approaches. Ensures effective measurement and testing across all businesses and brands.
• Performs other duties as assigned.
• Performs human resources responsibilities for staff, which includes but is not limited to the following: hiring and terminating employees, promotions/pay adjustments, staff development, performance evaluations, resolution of employee concerns, and disciplinary counseling.
• Develops and approves the budget in conjunction with senior leadership.
• Develops and approves departmental processes, and guidelines to meet business needs.
• Typically requires a bachelor’s degree in marketing, business, or equivalent.

Typically requires a minimum of 10 years of progressively responsible content marketing experience with at least 5 years of overseeing content marketing for multiple global brands across different businesses. Affiliate marketing experience a plus.

• Strong leadership experience and skills to manage, guide/coach, and successfully lead teams and processes.
• Experience overseeing and driving the full content development process (brief writing to concept creation to content creation to measurement and optimization); deep understanding of advanced marketing concepts that lead to improved brand measures and sales KPIs.
• Demonstrated experience and success in identifying and integrating best practice and trends into global content marketing practices and ensuring alignment with overall business and brand strategy.
• Excellent written and verbal communication skills to partner across the businesses, lead strategy and guide practices.
• Strong organizational skills to oversee team delivery of multiple projects simultaneously across business units and multiple brands.
• Successful experience effectively managing business partnerships across multiple business units.
• Proficiency in using the Microsoft Office Suite (Word, Excel, PowerPoint, Teams, and Outlook), Proficiency with Adobe Creative Suite, photography and videography techniques and editing, and social media stacks and tools.

A few pointers about our culture:

• Entrepreneurial spirit and innovation are in our bones! We authentically innovate trusted equipment that gets people out there.
• We are laser-focused on our…