Marketing Manager – Hunting & Shooting

Responsibilities

• Category GTM plans: Drive go-to-market and lifecycle marketing plans for both brands. Define target audiences, reasons to buy, USPs, positioning, and use-case storytelling for each audience and brand; produce market-introduction materials and seasonal campaign briefs; and sustain demand across the full product lifecycle.
• Audience insights: Maintain a differentiated understanding of hunting & shooting audiences, decision drivers, channels, and emerging trends; translate insights into marketing priorities.
• Category steward: Apply the appropriate brand promise, voice, identity, and channel strategy to every initiative; resolve overlap between SWAROVSKI OPTIK and KAHLES.
• Product specialist: Act as subject-matter lead for positioning, applications, and technical accuracy. Review and approve category content for accuracy and brand fit.
• Earned media coverage: Develop and support earned-media coverage for both brands, including media relationships, press releases, press kits, product reviews, field testing, story placement, and audience-appropriate brand storytelling.
• Earned media relations: Build and manage distinct networks of journalists, editors, producers, podcasters, content creators, influencers, key opinion leaders, professional users, and relevant organizations across hunting & shooting; maintain current media, influencer, and stakeholder databases.
• Copywriting: Write and verify audience and brand-specific copy across web, campaign, PR, social, print, product-review, and training channels, ensuring technical accuracy, appropriate tone, and brand consistency.
• Content Creation: Ensure a steady supply of content for both brands. Independently produce event and lower-production-value content; direct larger productions.
• Printed materials: Help with concepts on printed collateral as needed, from brief through proofing and delivery.
• Events: Plan and coordinate participation at trade, consumer, community, range, field, and professional events. Coordinate media appointments, product reviews, demonstrations, and experiential consumer activations; select and deploy Field Techs; and participate personally in major events.

Requirements

• Bachelor’s degree from a four-year college or university in Marketing, Communications, Public Relations, Journalism, Business, or a related field; five plus years of related experience in category marketing and/or media relations/PR; or an equivalent combination of education and experience. Equivalent technical/industry experience may be considered.
• Strong understanding of and active connection to the hunting and sport shooting markets. Familiarity with law enforcement users, procurement environments, and professional standards a plus. Strong optics, riflescope, reticle, and ballistics knowledge required or demonstrable ability to acquire it quickly.
• Demonstrated ability to segment distinct audiences and translate technical product capabilities into audience-specific positioning, reasons to buy, messaging, content, training materials, and earned-media narratives while maintaining clear differentiation between two premium brands.
• Proven capability in go-to-market planning, content development, and earned media across trade, outdoor, shooting-sports, lifestyle, professional, and digital channels; established hunting, shooting, and relevant professional contacts preferred.
• Strong copywriting, editing, and presentation skills across digital and print; knowledge of media-relations best practices and sound judgment in sensitive or reputation-related matters.
• Experience managing partnerships, sponsorships, pro-staff or ambassador programs, events, and contract deliverables across multiple audience communities preferred.
• Strong presentation, training-facilitation, content-creation, and strategic storytelling skills; able to develop structured learning content and credible technical, consumer, and professional materials.
• Excellent organization and project-management skills; attention to detail; able to manage multiple projects and deadlines.
• Computer proficiency includes Outlook, Excel, Word, and PowerPoint, plus familiarity with marketing, analytics, media-monitoring, content-production, and AI tools.
• Domestic travel, including some weekends, for training, events, events, events, media, range, field, and professional activities required.

Preferred

• Experience managing partnerships, sponsorships, pro-staff or ambassador programs, events, and contract deliverables across multiple audience communities preferred.
• Established hunting, shooting, and relevant professional contacts preferred.
• Knowledge of AI tools for marketing and emerging technologies in marketing is a plus.