Diving Content Marketing Manager

About the Role

Diving Content Marketing Manager at Johnson Outdoors. The manager drives content marketing strategies and execution to support agreed‑upon brand and business goals, bringing the brand to life in ways that resonate with current and prospective audiences, strengthen community engagement, differentiate the brand, and meet key performance indicators. Responsibilities include expanding influencer programs, managing affiliate marketing programs when applicable, and serving as a brand ambassador. The manager ensures all programs align with business unit and marketing objectives and support Johnson Outdoors’ content marketing maturity.

Key Responsibilities

• Strategy definition: Collaborate with Marketing Activation and Brand Management leadership to shape content marketing strategies that strengthen brand equity, improve brand perceptions, build loyalty, and drive revenue. Align content objectives and initiatives with the broader brand strategy, business goals, and marketing activation plans.
• Creative concept development: Partner with internal teams and external agencies to translate strategic direction into compelling creative ideas rooted in consumer insight. Provide clear creative guidance and lead collaborative reviews to deliver high‑quality, on‑brand content that drives engagement across all diving initiatives.
• Content planning and development:
  • Develop content plans that support agreed‑upon goals and strategies.
  • Source, create, and curate content from internal and external partners for use across digital advertising, DTC sites, organic social media, email, PR, and other channels.
  • Oversee the development and execution of organic social media strategies and plans, delivering year‑over‑year growth against agreed‑upon KPIs.
  • Represent the company and its brands, ensuring content is relevant, accurate, and resonates positively with target audiences.
• Go‑to‑market/activation plans: Partner with Brand Management and Marketing Activation teams to develop and execute go‑to‑market and marketing activation plans. Ensure content marketing and organic social initiatives are fully integrated and KPIs and measurement approaches are aligned with the Digital Analytics team.
• Influencer Program Management: Work with the Manager to develop the influencer strategy and manage program execution. Identify and nurture relationships with key influencers and ambassadors, including the Global Dive Team. Define deliverables that align with content marketing priorities and tailor assets (videos, written content, product/lifestyle imagery, FAQs, social posts) to individual strengths and market needs. Encourage UGC that converts audiences into brand advocates and monitor performance.
• Social media: Oversee organic social strategy, publishing, and performance measurement. Ensure the brand is accurately and consistently represented. Build relationships with select media partners, consumers, and potential consumers as part of social engagement efforts.
• Continuous improvement: Research content marketing best practices and emerging trends, provide recommendations to leadership, and integrate new approaches into plans. Conduct competitive analysis to identify opportunities to refine content strategies, influencer initiatives, and processes to optimize performance against KPIs.
• Perform other duties as assigned.

Supervisory / Management Responsibility

• Coach and/or mentor social media specialists, contributing to their skill development.
• Identify budgetary needs to meet key deliverables and recommend appropriate spending levels to managers. Manage allocated budget and provide recommendations to leadership.
• In partnership with Human Resources, perform HR responsibilities for staff, including hiring, terminating, promotions, and related functions