Content Marketing Manager- Diving

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. 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.

About the role

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

• 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 to ensure competitive differentiation.
• Partner closely with internal teams and external agencies to bring brand storytelling to life. Translate strategic direction into compelling creative ideas rooted in consumer insight and ensure concepts are aligned across channels. Provide clear creative guidance and lead collaborative reviews to deliver high-quality, on-brand content that drives engagement across all diving initiatives.
• 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. Collaborate cross-functionally to gather input and ensure alignment.
• Develop compelling, differentiated brand stories and bring 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.
• 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.
• 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.
• Partner 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—such as videos, written content, product/lifestyle imagery, FAQs, and social posts—to individual strengths and market needs. Encourage UGC that converts audiences into brand advocates and monitor performance.
• 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.
• Research content marketing best practices and emerging trends, providing recommendations to leadership and integrating 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.
• Provide recommendations to leadership.
• In partnership with human resources, perform human resources responsibilities for staff, including hiring and terminating employees, promotions/pay adjustments, staff development, performance evaluations, resolution of employee concerns, and disciplinary counseling.

Requirements

• Bachelor’s degree in marketing, business, or equivalent.
• Scuba diving experience a plus.
• Typically requires 5 years of progressive experience in brand and marketing, including managing content plans, 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, meeting performance goals, connection with others, and 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 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.

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, assist others, and work together.

Benefits

• Competitive base salary with additional earning potential through participation in the management bonus program and eligibility for annual pay increases.
• Generous Paid Time Off and holiday benefits.
• Full benefits package, including a broad range of employee support and fitness and wellness plans.
• Performance development and training opportunities, including a tuition assistance program.
• Collaborative and casual work environment with fun company events.
• Employee discounts on all our outdoor recreational products.
• 401(k) with company match and deferred retirement contributions.
• Sons & Daughters Scholarship program and college savings program.
• Life and LTD insurance.