Content Marketing Manager- Diving
Johnson Outdoors Inc., Racine, WI, United States
Diving Content Marketing Manager
At Johnson Outdoors, we create amazing outdoor experiences for adventurers, by adventurers. The Diving Content Marketing Manager drives content marketing strategies and execution to support agreed upon brand and business goals, bringing the brand to life, strengthening community engagement, differentiating our brand, and meeting key performance indicators. Responsibilities include expanding influencer programs, managing affiliate marketing when applicable, and serving as a brand ambassador.
Key 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 broader brand strategy, business goals, and marketing activation plans, ensuring competitive differentiation.
Creative concept development : Partners 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.
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 producing multimedia content for 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, ensuring content marketing and organic social initiatives are fully integrated and KPIs are aligned with the Digital Analytics team.
Influencer Program Management : Works with the Manager to develop the influencer strategy and manage 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, ensuring the brand is accurately and consistently represented. Builds relationships with media partners, consumers, and potential consumers as part of social engagement efforts.
Continuous improvement (best practice integration and competitive analysis) : 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.
Performs other duties as assigned.
Supervisory / Management Responsibility
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 and provides recommendations to leadership.
In partnership with human resources, performs human resources responsibilities for staff, including hiring and terminating employees, promotions/pay adjustments, staff development, performance evaluations, resolution of employee concerns, and disciplinary counseling.
What you need to succeed
Bachelor’s degree in marketing, business or equivalent. Scuba diving experience a plus.
Typically requires 5 years of progressive experience in brand and marketing, including managing content plans, influencers/ambassadors, and identifying potential influencers to drive the business to category leadership.
Demonstrates a deep belief in the brand, dedication to continuous improvement and meeting performance goals, and a 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, and familiarity with generative AI tools and digital asset management.
Strong organizational skills to manage multiple projects simultaneously.
Strong working knowledge of social media marketing across multiple 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 connect with customers and internal teams; successful experience managing business partnerships.
Proficiency in Microsoft Office suite (Word, Excel, Teams, PowerPoint), familiarity with Adobe Creative Suite, photography and videography techniques and editing, and social media stacks and tools.
What you will receive
Competitive base salary with additional earning potential through participation in the management bonus program.
Paid Time Off and holiday benefits, a full benefits package, and broad employee support and wellness plans.
Career development and training opportunities, including tuition assistance.
Collaborative and casual work environment, company events, and employee discounts on all outdoor recreational products.
Retirement benefits: 401(k) with company match, deferred retirement contributions, scholarship programs, college savings program, life and LTD insurance.
All qualified applicants will receive consideration for employment at Johnson Outdoors (and all subsidiaries) without regard to race, creed, color, religion, national origin, sex, age, disability, sexual orientation, gender identity or expression, genetic predisposition or carrier status, veteran, marital, or citizenship status, or any other status protected by law. Johnson Outdoors is an affirmative action and equal opportunity employer. If a medical condition or disability requires a reasonable accommodation for any part of the application process, please contact Human Resources at HRSpecialAccommodations@johnsonoutdoors.com to let us know the nature of your request and your contact information.
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Key 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 broader brand strategy, business goals, and marketing activation plans, ensuring competitive differentiation.
Creative concept development : Partners 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.
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 producing multimedia content for 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, ensuring content marketing and organic social initiatives are fully integrated and KPIs are aligned with the Digital Analytics team.
Influencer Program Management : Works with the Manager to develop the influencer strategy and manage 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, ensuring the brand is accurately and consistently represented. Builds relationships with media partners, consumers, and potential consumers as part of social engagement efforts.
Continuous improvement (best practice integration and competitive analysis) : 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.
Performs other duties as assigned.
Supervisory / Management Responsibility
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 and provides recommendations to leadership.
In partnership with human resources, performs human resources responsibilities for staff, including hiring and terminating employees, promotions/pay adjustments, staff development, performance evaluations, resolution of employee concerns, and disciplinary counseling.
What you need to succeed
Bachelor’s degree in marketing, business or equivalent. Scuba diving experience a plus.
Typically requires 5 years of progressive experience in brand and marketing, including managing content plans, influencers/ambassadors, and identifying potential influencers to drive the business to category leadership.
Demonstrates a deep belief in the brand, dedication to continuous improvement and meeting performance goals, and a 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, and familiarity with generative AI tools and digital asset management.
Strong organizational skills to manage multiple projects simultaneously.
Strong working knowledge of social media marketing across multiple 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 connect with customers and internal teams; successful experience managing business partnerships.
Proficiency in Microsoft Office suite (Word, Excel, Teams, PowerPoint), familiarity with Adobe Creative Suite, photography and videography techniques and editing, and social media stacks and tools.
What you will receive
Competitive base salary with additional earning potential through participation in the management bonus program.
Paid Time Off and holiday benefits, a full benefits package, and broad employee support and wellness plans.
Career development and training opportunities, including tuition assistance.
Collaborative and casual work environment, company events, and employee discounts on all outdoor recreational products.
Retirement benefits: 401(k) with company match, deferred retirement contributions, scholarship programs, college savings program, life and LTD insurance.
All qualified applicants will receive consideration for employment at Johnson Outdoors (and all subsidiaries) without regard to race, creed, color, religion, national origin, sex, age, disability, sexual orientation, gender identity or expression, genetic predisposition or carrier status, veteran, marital, or citizenship status, or any other status protected by law. Johnson Outdoors is an affirmative action and equal opportunity employer. If a medical condition or disability requires a reasonable accommodation for any part of the application process, please contact Human Resources at HRSpecialAccommodations@johnsonoutdoors.com to let us know the nature of your request and your contact information.
#J-18808-Ljbffr