Brand & Sales Enablement Manager

Johnson Outdoors Inc.; Racine (WI); On-site; USD 90,000 - 130,000; Full time

Benefits offered by this job

Competitive base salary

Annual discretionary cash profit share

Paid time off

Tuition assistance

Employee discounts

401(k) with company match

Job summary

SCUBAPRO, a Johnson Outdoors brand, is seeking an innovative Brand & Sales Enablement Manager to lead global trade show strategy, retail merchandising, and brand activations that bring the SCUBAPRO story to life for retailers, dealers, distributors and consumers worldwide.

You will align Brand and Sales, manage field marketing teams, plan major trade events, and drive data-driven programs across international markets, while embracing an AI-first mindset and ensuring governance and ethical

Qualifications

• Bachelor's degree in marketing, business, sales, or equivalent.
• Typically requires at least 5 years' experience in brand marketing, trade marketing, or sales enablement, including managing field marketing teams and retail activations.
• Experience in consumer goods or outdoor/marine industries preferred.
• Strong understanding of brand strategy, retail marketing, and sales enablement best practices.
• Proven ability to lead cross-functional initiatives and manage field teams.
• Experience planning and executing trade events and retail activations.
• Excellent communication and collaboration skills across marketing, sales, and creative functions.
• Ability to manage multiple projects in a fast-paced, deadline-driven environment.
• Proficiency in Microsoft Office Suite; familiarity with CRM and marketing automation tools is a plus.
• Domestic and international travel required for trade shows, retail visits, and field team engagement.
• Strong understanding of AI capabilities, governance, risk, and ethical expectations; apply AI-supported insights to strategic decisions.

Responsibilities

• Lead the planning and execution of global trade shows and customer events.
• Direct retail merchandising programs, POP/POS displays, and in-store experience.
• Align Brand and Sales via go-to-market plans and retail execution.
• Coach and shape Field Marketing leadership and field teams.
• Oversee major trade events with cross-functional collaboration.
• Develop integrated marketing programs with Creative, Digital, Brand/Product, and Sales teams.
• Establish KPIs and reporting to measure effectiveness of sales enablement and field marketing.

Skills

Brand marketing

Trade marketing

Sales enablement

Cross-functional leadership

Communication

Education

Bachelor's degree in marketing, business, sales, or equivalent

Tools

CRM

Marketing automation tools

Job description

Brand & Sales Enablement Manager - Diving

SCUBAPRO, a Johnson Outdoors company, is one of the most respected and recognized brands in the global diving industry, trusted by recreational and professional divers for more than 60 years. We are seeking an innovative Brand & Sales Enablement Manager to lead our global trade show strategy, retail merchandising programs and brand facing activations that bring the SCUBAPRO brand to life for retailers, dealers, distributors and consumers around the world.

Johnson Outdoors operates globally with 1,300 employees across 18 facilities and a portfolio of market-leading brands in fishing, watercraft, camping, and diving. Together, we create amazing outdoor experiences for adventurers around the world in more than 80 countries.

Help Shape the Future of Diving

What you will do:

The person in this role serves as the strategic link between Brand and Sales, leading the planning and execution of global trade shows, customer events, retail merchandising programs, and point-of-purchase (POP/POS) displays. The successful candidate will ensure a consistent and compelling brand presence across dealer, distributor, and retail channels while supporting sales growth through impactful customer-facing experiences and marketing activations worldwide.

• Leads the development and execution of retail brand strategy, including in-store experience, point-of service (POS), display, promotions, sell sheets, and customer presentations.
• Acts as a strategic integrator between Brand and Sales to ensure alignment on go-to-market plans and retail execution.
• Provides leadership and structure to the Field Marketing Team and technical representatives, ensuring brand consistency and strategic focus in the field. Coaches and supports field marketing execution while also serving as a hands‑on contributor to key initiatives.
• Oversees the planning and execution of major trade events, collaborating with Sales and Brand teams to ensure alignment and impact.
• Partners cross-functionally with Creative, Digital, Brand/Product, and Sales teams to develop and deploy integrated marketing programs.
• Develops KPIs and reporting mechanisms to evaluate the effectiveness of sales enablement and field marketing initiatives.
• Ensures all retail and trade marketing efforts are aligned with brand positioning and consumer segmentation strategies.
• Champions an AI-first mindset and the responsible integration of AI and other digital technologies into business strategy, prioritization, risk management, decision-making, and operations. Guides organizational adoption while ensuring alignment with company governance, security, privacy, and ethical standards.
• Performs other duties as assigned.

Supervisory/Management Responsibilities:

• 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. (Note: direct supervisory responsibility for field marketing teams may vary by business unit)
• Manages projects and event budgets related to trade shows, retail activations, and field marketing initiatives.

What you need to succeed:

• Bachelor's degree in marketing, business, sales, or equivalent.
• Typically requires a minimum of 5 years' experience in brand marketing, trade marketing, or sales enablement, including experience managing field marketing teams and executing retail activations. Experience in consumer goods or outdoor/marine industries preferred.
• Strong understanding of brand strategy, retail marketing, and sales enablement best practices.
• Proven ability to lead cross-functional initiatives and manage field teams.
• Experience planning and executing trade events and retail activations.
• Excellent communication and collaboration skills across marketing, sales, and creative functions.
• Ability to manage multiple projects in a fast-paced, deadline-driven environment.
• Proficiency in Microsoft Office Suite; familiarity with CRM and marketing automation tools is a plus.
• Domestic & international travel required for trade shows, retail visits, and field team engagement.
• Strong understanding of AI capabilities, limitations, business impact, governance, risk, and ethical expectations. Ability to apply AI-supported insights to strategic decision-making, lead change, set expectations, and model responsible use.

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 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 annual discretionary cash profit sharing 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, enjoying a collaborative and casual work environment, participating in fun company events, and taking 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.

Business & Brand Snapshot

* Industry: Outdoor Recreation & Consumer Products
* Business Unit: Diving
* Brands: SCUBAPRO
* Products: Dive Computers, Regulators, BCDs, Dive Instruments, Underwater Equipment and Accessories
* Key Skills: Global Trade Show Management, Retail Merchandising, POP/POS Display Development, Sales Enablement, Dealer Marketing, Brand Activation, Sales Enablement, Field Marketing Leadership, Cross-Functional Collaboration, Go-to-Market Strategy, Marketing Analytics, Event Marketing
* Technology Focus: Dive Computers, Wearable Technology, Underwater Electronics, Pressure Systems, Life-Support Equipment, Connected Devices

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 [e-mail] 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 $592.8 million global enterprise with around 1,300 employees across 20 countries.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

This employer is required to notify all applicants of their rights pursuant to federal employment laws.

For further information, please review the Know Your Rights notice from the Department of Labor.