Content Marketing Manager- Diving

Diving Content Marketing Manager

At Johnson Outdoors, home to some of the world’s most innovative and best-known outdoor recreation brands, we create amazing outdoor experiences - for adventurers, by adventurers. Check out each of the unique Johnson Outdoor brands in Fishing, Watercraft, Camping and Diving!

With 1,300 employees, 19 global facilities and a footprint in over 80 countries, we’re committed to delivering exceptional products that connect people to the outdoors. The Diving Content Marketing Manager drives content marketing strategies and execution to support agreed upon brand and business goals. The role brings 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: 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.

● Creative concept development: 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.

● 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 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.-house or sourced externally, for use across 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. Ensures content marketing and organic social initiatives are fully integrated and KPIs and measurement approaches are aligned with Digital Analytics team.

● Influencer Program Management: 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.

● Social media: 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.

● 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. 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/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 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.

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 for 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 management bonus program, and eligibility for annual pay increases.

• 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, enjoy a collaborative and casual work environment, participate in fun company events, and take 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, 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 [email protected] 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. 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 $663 million global enterprise with around 1,300 employees across 20 countries.