Associate Brand Manager

Johnson Outdoors | Racine, WI

Posted Date 6/08/2024

Associate Brand Manager – Camping

If you like the outdoors, the reward of marketing innovative consumer products, and a passionate team environment, this position is for you. Based in our beautiful Racine headquarters on the shore of Lake Michigan, you will join a best-in-class team of marketers working on premium outdoor brands. If you like hiking and camping, kayaking, fishing or scuba diving, this is marketer’s dream job!

Learn more about our amazing Camping brands on or find us on YouTube, TikTok, Instagram and Facebook!

As our Associate Brand Manager - Camping, you’ll assist with executing brand strategy, marketing plans, and campaigns; with collaborating with internal teams on consumer insights to increase profitable growth as well as a wide-ranging marketing communications channels.

If you’re driven, smart, someone who loves to dig in and figure things out, this is a fantastic opportunity to advance your career in Marketing! If you also love the challenge of working both independently and collaboratively with different levels of employees and business partners, and if you want to bring innovative, versatile and industry-leading products to market, then it may be time for you to join the Johnson Outdoors family!

Get in touch with us today!

What you will do:

  • Under the guidance of the Brand Manager, provide input into the development of brand and marketing strategy. Execute brand initiatives to grow brand equity and brand identity in the market to enhance the consumer experience and loyalty.
  • Strengthen brand equity by executing comprehensive and fully integrated marketing programs that address targeted consumer segment needs.
  • Develop, Collaborate, inform and execute the marketing communication strategy and plan which includes but is not limited to marketing campaigns, graphics, photography, print/TV, advertising, video, packaging, point-of-sale, product catalogs, social media, digital, CRM/DDM and public relations.
  • Evaluate brand and marketing strategy ROI and effectiveness using KPI (key performance Indicator) analysis, metric targets, reporting, testing and tracking, dashboards and related key reporting.
  • Collaborate 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.
  • Serve on a cross-functional team consisting of product development, engineering/R&D, sales and operations to support new product launches based on consumer insight and market research.
  • Manage brand representation through field promotions such as tournament sponsorships, show participation, events, ambassadors, and other grass roots initiatives.


What you need to succeed:

  • Bachelor’s degree in marketing, business administration or equivalent job experience.
  • Typically requires a minimum of 5 years of experience in brand and marketing, which includes developing effective and supportive marketing plans based on consumer needs.
  • Knowledge, skills and experience in branding, marketing strategy development, 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 profitably grow the brand and align with the market.
  • Excellent written and verbal communication skills to collaborate effectively with cross functional internal teams and external vendors.
  • Knowledge of brand and business management basics, product positioning and packaging 

A few pointers about our culture:

  • Entrepreneurial spirit and innovation are in our bones! We authentically innovate trusted equipment that gets people out in the great outdoors.
  • We are laser-focused on our consumers, and passionate about providing superior solutions flexible to meet any event’s needs or mission requirements.
  • We strive to create meaningful, healthy change in the world as individuals and as a family of brands.
  • We value team members who are willing to wear many hats; who take personal initiative, anticipating what needs to be done, and figuring things out to make them happen; but who are also willing to ask help, to assist others and work together.

What you will receive:

  • Share in the company’s success with competitive base salary with additional earning potential through participation in the annual discretionary cash profit sharing program, eligibility for annual pay increases, and employee stock purchase plans.
  • 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, employee stock purchase plan, and more.


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 proud to be an affirmative action and equal opportunity employer.

If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, please contact Human Resources at to let us know the nature of your request and your contact information.


JOHNSON OUTDOORS is a leading global innovator of outdoor recreation equipment and technologies that inspire more people to experience the awe of the great outdoors. The company designs, manufactures and markets a portfolio of winning, consumer-preferred brands across four categories: Watercraft Recreation, Fishing, Diving and Camping.  Johnson Outdoors' iconic brands include: Old Town® canoes and kayaks; Ocean Kayak™; Carlisle® paddles; Minn Kota® fishing motors, batteries and anchors; Cannon® downriggers; Humminbird® marine electronics and charts; SCUBAPRO® dive equipment; Jetboil® outdoor cooking systems; and, Eureka!®camping and hiking equipment. Founded in 1970 by Samuel C. Johnson, the Company has delivered double-digit compound annual growth over its history, evolving from a single brand into a nearly $743 million global enterprise with around 1,400 employees across 20 countries. 

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