Content Marketing Manager- Diving

Johnson Outdoors is home to some of the world’s most innovative outdoor recreation brands, and they are seeking a Diving Content Marketing Manager to drive content marketing strategies and execution. This role focuses on expanding influencer programs, managing affiliate marketing, and ensuring alignment with business goals and marketing objectives.

Responsibilities:

• 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
• 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
• 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
• Overseeing the development and execution of organic social media strategies and plans, delivering year-over-year growth against agreed upon KPIs
• Partners with Brand Management and Marketing Activation teams to develop and execute go-to-market and marketing activation plans
• 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 to individual strengths and market needs
• Oversees organic social strategy, publishing and performance measurement
• Researches content marketing best practices and emerging trends, providing recommendations to leadership and integrating new approaches into plans
• Conducts competitive analysis to identify opportunities to refine content strategies, influencer initiatives, and processes to optimize performance against KPIs
• Coaches and/or mentors social media specialists contributing to their skill development
• Identifies budgetary needs to meet key deliverables and recommends appropriate spending levels to managers
• Manages allocated budget
• In partnership with human resources, performs human resources responsibilities for staff

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
• Scuba diving experience a plus!