Job Type
Full-time
Description
POSITION OVERVIEW
As the Senior Manager, Brand Strategy & Content, you'll shape how customers experience the Johnson Health Tech, Retail family of brands-including Johnson Fitness & Wellness, Matrix Home Fitness, Vision Home Fitness, and strategic partners like Peloton, Nike Strength, Tonal, and more. You'll develop brand strategies that build long-term equity while creating compelling stories and experiences that inspire customers to move.
This is a unique opportunity to blend strategy with execution. One day you may be developing a long-term vision for a brand or launching a national partnership; the next, you may be capturing content in one of our stores, collaborating with a fitness influencer, or helping bring an exciting product launch to life. You'll have the opportunity to tell stories that come to life everywhere our customers discover us, from nearly 100 Johnson Fitness & Wellness stores and our ecommerce experience to social media, brand partnerships, events, and beyond. If you're energized by building brands, telling stories, and rolling up your sleeves to make great ideas happen, you'll fit right in.
Success in this role includes:
• Strengthening the Johnson Fitness & Wellness brand as the leading specialty fitness retailer in North America.
• Successfully growing Vision Home Fitness and Matrix Home Fitness sales performance and brand awareness across retail, ecommerce and dealer channels.
• Building best-in-class marketing partnerships with brands such as Matrix, Nike Strength, Peloton, Tonal and Stepr.
• Increasing customer awareness, engagement and traffic across owned and partner brands.
• Creating a consistent premium brand experience across stores, ecommerce and digital channels.
RESPONSIBILITIES:
Brand Strategy & Portfolio Leadership
• In partnership with the Senior Director of Marketing, own the strategic direction of the Johnson Health Tech Retail family of brands including Johnson Fitness & Wellness, Matrix Home Fitness, and Vision Home Fitness.
• Develop annual brand strategies that strengthen awareness, consideration, and revenue across retail, ecommerce, and dealer channels.
• Define positioning, messaging, and customer value propositions for each brand.
• Develop brand partnership strategies with Peloton, Nike Strength, Tonal, Stepr, and future strategic partners.
• Identify customer, competitive, and industry trends that influence brand strategy.
• Establish KPIs that measure brand health and business impact across JHTR markets and competitors
• Manage and oversee design and development of brand assets including social and digital content, brand tone and voice, video, store and sales support materials and other assets required across brand channels.
• Be a brand champion internally via clear communications and updates to cross-department teams and stakeholders.
Brand Storytelling & Content
• Develop integrated campaigns and content strategies that bring each brand to life.
• Lead creative development across social, digital, video, retail, PR, and experiential marketing.
• Personally create content when appropriate while directing agencies, designers, photographers, videographers, and freelancers to deliver high-quality creative efficiently.
• Build repeatable content systems that allow the marketing team to produce premium content quickly.
• Establish social media strategies that highlight the retail product portfolio and drive engagement and traffic to websites.
• Stay up to date with industry, customer, and product trends, as well as best practices related to content and brand development.
Brand Experience
• Ensure every customer touchpoint reflects the intended brand experience.
• Partner with Retail Marketing to elevate the in-store experience.
• Partner with Ecommerce to create best-in-class digital brand experiences.
• Support seasonal and ad hoc product launches and merchandising initiatives.
• Develop commercial and retail sales enablement materials that reinforce brand positioning.
• Work with product development teams to ensure internal product launches are aligned with brands vision and design aesthetic.
Cross-Channel Leadership and Influence
• Influence cross-functional teams across merchandising, ecommerce, retail operations, sales, product management, and business development.
• Serve as the internal champion for brand standards.
• Identify various team roles required, as well as outside agencies to implement design and brand content. Partner with outside vendors such as agencies, photographers, videographers, content platforms.
• Identify and manage costs associated with brand and content development.
• Work with media teams to identify optimal channels to promote the brands and offerings to our target customers.
• Drive project management functions for brand management to ensure execution of activities in a timely manner across teams.
Managerial Job Functions:
• This role requires relationship management with multiple agencies and vendor partners.
• Role may be responsible for supervising and mentoring other marketing staff, in which case, the following job duties will be required:
o Responsible for staffing, terminations, disciplinary actions, training, and developing subordinates
o Responsible for completing adequate performance documentation on time.
o Responsible for ensuring accuracy of timecards and approving them in a timely manner.
Requirements
Education:
• Bachelor's degree in marketing, Communications, Advertising or relevant field, or equivalent experience is required
Experience:
• Minimum seven years of cross-functional / multi-channel marketing experience, preferably in a retail environment
• Previous experience managing teams and agency partnerships.
Other Requirements:
• Strong project management skills to implement programs and report results and recommendations.
• Prior experience within marketing, brand, or content functions at a retail brand
• Interest in fitness and wellness industries a plus (but not necessary)
• Strong writing, verbal and presentation skills required.
• Proficiency in Microsoft Office.
Benefits & Perks:
• Medical, dental, and vision insurance
• Company-paid life insurance and AD&D coverage
• 401(k) retirement savings plan
• Paid time off (PTO)
• FSA and HSA options
• Employee product discounts, wellness resources, and employee assistance programs.
