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/pa

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