Responsibilities

• Strategy definition: Collaborates with Marketing Activation and Brand Management leadership to shape content marketing strategies that strengthen brand equity, improve brand perceptions, build loyalty, and drive revenue. Aligns content objectives and initiatives with the broader brand strategy, business goals, and marketing activation plans, ensuring competitive differentiation.
• Creative concept development: Partners closely with internal teams and external agencies to bring brand storytelling to life. Translates strategic direction into compelling creative ideas rooted in consumer insight and ensures concepts are aligned across channels. Provides clear creative guidance and leads collaborative reviews to deliver high quality, on-brand content that drives engagement across all diving initiatives.
• Content planning and development: Develops content plans that support agreed‑upon goals and strategies. Sources, creates and curates content from internal and external partners for use across digital advertising, DTC sites, organic social media, email, PR, and other channels. Collaborates cross‑functionally to gather input and ensure alignment.
• Implements plan by: Developing compelling, differentiated brand stories and bringing them to life through multimedia content, either produced in-house or sourced externally for use across digital advertising, social media, brand DTC sites, email and other relevant channels.
• Overseeing the development and execution of organic social media strategies and plans, delivering year-over-year growth against agreed upon KPIs.
• Representing the company and its brands, ensuring content is relevant, accurate and resonates positively with target audiences.
• Go-to market/activation plans: Partners with Brand Management and Marketing Activation teams to develop and execute go‑to-market and marketing activation plans. Ensures content marketing and organic social initiatives are fully integrated and KPIs and measurement approaches are aligned with Digital Analytics team.
• Influencer Program Management: Partners with Manager to develop the influencer strategy and manages program execution. Identifies and nurtures relationships with key influencers and ambassadors, including the Global Dive Team. Defines deliverables that align with content marketing priorities and tailors assets—such as videos, written content, product/lifestyle imagery, FAQs, and social posts—to individual strengths and market needs. Encourages UGC that converts audiences into brand advocates and monitors performance.
• Social media: Oversees organic social strategy, publishing and performance measurement. Ensures the brand is accurately and consistently represented. Builds relationships with select media partners, consumers, and potential consumers as part of social engagement efforts.

Requirements

• Bachelor’s degree in marketing, business or equivalent.
• Typically requires 5 years of progressive experience in brand and marketing which includes managing content plans, managing influencers/ambassadors and identifying potential influencers to function as brand evangelists that help drive the business to be a category leader.
• Demonstrates a deep belief in the brand, dedication to continuous improvement and meeting performance goals, connection with others, bringing the brand(s) to life through content and community.
• Ability to translate brand concepts and campaigns into relevant content for defined audiences.
• Demonstrates thorough knowledge of and passion for the assigned brand category and its target customers.
• Strong experience in content marketing strategy and plan development, along with familiarity with generative AI tools and digital asset management
• Strong organizational skills to manage multiple projects simultaneously.
• Strong working knowledge of social media marketing on multiple social platforms.
• Experience with a wide range of marketing channels and assets (social, paid media, email, blog, website, videos, events) and understanding of how to use each to achieve marketing goals.
• Excellent listening, written and verbal communication skills to effectively form a deep connection with customers and potential customers and interact with internal teams. Successful experience effectively managing business partnerships.
• Proficiency in use of Microsoft Office suite including MS Word, Excel, Teams, and PowerPoint. Familiarity with Adobe Creative Suite, photography and videography techniques and editing, and social media stacks and tools.

Preferred

• Scuba diving experience a plus

Benefits

• Share in the company’s success with competitive base salary with additional earning potential through participation in the management bonus 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, enjoy a collaborative and casual work environment, participate in fun company events, and take 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.