Diving Content Marketing Manager

Responsibilities

• Drives content marketing strategies and execution to support agreed upon brand and business goals.
• Expands influencer programs, manages affiliate marketing programs when applicable, and serves as a brand ambassador.
• Ensures all programs align with business unit and marketing objectives and support Johnson Outdoors’ content marketing maturity.
• 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 the broader brand strategy, business goals, and marketing activation plans, ensuring competitive differentiation.
• 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.
• Provides clear creative guidance and leads collaborative reviews to deliver high quality, on-brand content that drives engagement across all diving initiatives.
• 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.
• Develops compelling, differentiated brand stories and bringing them to life through multimedia content, either produced in-house or sourced externally for use across digital advertising, social media, brand DTC sites, email and other relevant channels.
• Oversees the development and execution of organic social media strategies and plans, delivering year-over-year growth against agreed upon KPIs.
• Represents the company and its brands, ensuring content is relevant, accurate and resonates positively with target audiences.
• Partners with Brand Management and Marketing Activation teams to develop and execute go‑to‑market and marketing activation plans.
• Ensures content marketing and organic social initiatives are fully integrated and KPIs and measurement approaches are aligned with Digital Analytics team.
• 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—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.
• Oversees organic social strategy, publishing and performance measurement.
• Ensures the brand is accurately and consistently represented.
• Builds relationships with select media partners, consumers, and potential consumers as part of social engagement efforts.
• 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.
• 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.
• Provides recommendations to leadership.
• In partnership with human resources, performs human resources responsibilities for staff, which includes but is not limited to the following: hiring and terminating employees, promotions/pa

Skills