Own brand initiatives and marketing programs to grow equity and consumer loyalty.
Must-have: 2–3 years of consumer research/insights and third-party partner management.
Standout: cross-functional collaboration across eCommerce, product, sales, and operations.

Job Description

Responsibilities

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).

Requirements

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 the market. Ability to use research to effectively build our brand.
Knowledge and skills in effectively assisting with the execution of marketing campaigns and tactics, marketing communications, positioning products, packaging products, and managing a marketing budget.
Experience managing smaller projects from concept, implementation, analysis, and evaluation.
Effective verbal, written and interpersonal communication skills to leverage across various internal and external teams/resources and communicate marketing plans. Ability to work as part of a collaborative team.
Experience working in a deadline-oriented environment with a high attention to detail and quality.
Advanced proficiency in use of Microsoft Office suite including MS Word, Excel, and PowerPoint.
Domestic and/or international travel may be required (requirement varies by business unit).

Benefits

Share in the company’s success with competitive base salary with additional earning potential through participation in the annual discretionary cash profit sharing 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, enjoying a collaborative and casual work environment, participating in fun company events, and taking 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.

Johnson Outdoors

3.6 Glassdoor

At Johnson Outdoors, we believe creating value goes beyond creating great products into innovating the ultimate experiences for outdoor enthusiasts. Our portfolio of market-winning fishing, diving, camping, and watercraft brands are known for delivering on that promise.All of this is possible because of our people. We’re passionate innovators who put people first, and through our purpose-driven culture and talented workforce, we are stronger than ever. We're pleased you're here to learn more about the Johnson Outdoors family of brands as well as our core values.Our Heritage BrandsThe brands that make up the Johnson Outdoors family include well-established names in the outdoor industry. We live up to that history by providing top-quality, innovative products that inspire people to experience the awe of the great outdoors every day.Fishing Brands include:• Minn Kota® motors and accessories• Humminbird® fishfinders, maps and charts• Cannon® downriggersDiving Brand:• SCUBAPRO® dive equipment and computersCamping Brand:• Jetboil® personal cooking systemsWatercraft Brand:• Old Town® canoes, kayaks, paddles and personal flotation devices

Racine, Wisconsin, USA

1.2K employees (140 in marketing)

www.johnsonoutdoors.com

67% recommend to a friend

62% CEO approval

Traffic Signals

Monthly Visitors

1.1M

Monthly Google Ads Budget

$36.3K

Traffic Source Mix

53.3%

Direct

39.7%

Referral

3.4%

Social

2.8%

Paid

0.8%

Headcount Trend

Current headcount: ~1.2K

Marketing Team

Marketing Team Size

100 (8% of company)

Median Career Experience

15 years

Median Tenure

5.4 years

People

Marketing Leadership

Patricia Penman

Chief Marketing Officer

At the company for 12 years 2 months

Andrea Jansen

Director - Content Marketing

At the company for 1 year 1 month

Betsy Radue

Director of Brand - Fishing

At the company for 1 year 5 months

Geoff Golub

Director, Brand Management - Camping

At the company for 4 years 4 months

Recent News

Johnson Outdoors (NASDAQ:JOUT) Has Affirmed Its Dividend Of $0.33

Dec 8, 2025 • simplywall.st

Johnson Outdoors Inc. Plans Quarterly Dividend of $0.33 (NASDAQ:JOUT)

Dec 6, 2025 • MarketBeat

Johnson Outdoors Announces Quarterly Cash Dividend Approval

Dec 5, 2025 • TipRanks

Responsibilities

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).

Requirements

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 the market. Ability to use research to effectively build our brand.
Knowledge and skills in effectively assisting with the execution of marketing campaigns and tactics, marketing communications, positioning products, packaging products, and managing a marketing budget.
Experience managing smaller projects from concept, implementation, analysis, and evaluation.
Effective verbal, written and interpersonal communication skills to leverage across various internal and external teams/resources and communicate marketing plans. Ability to work as part of a collaborative team.
Experience working in a deadline-oriented environment with a high attention to detail and quality.
Advanced proficiency in use of Microsoft Office suite including MS Word, Excel, and PowerPoint.
Domestic and/or international travel may be required (requirement varies by business unit).

Benefits

Share in the company’s success with competitive base salary with additional earning potential through participation in the annual discretionary cash profit sharing 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, enjoying a collaborative and casual work environment, participating in fun company events, and taking 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.