Brand Marketing Planner – Recreational Boats Job Description
POSITION SUMMARY:
The primary purpose of this position is to develop and implement strategic brand marketing plans for the company’s Recreational Boat portfolio, including Sun Tracker, Tahoe, Regency, and Ranger Pontoons. The Brand Marketing Planner is responsible for shaping and executing brand strategy and strategic priorities that drive awareness, engagement, and demand across both OEM and retail channels.
This role will lead the development of integrated marketing initiatives that strengthen brand positioning, elevate the customer experience, and differentiate each brand within the recreational boating segment. The Brand Marketing Planner serves as a key liaison between Brand/Product teams and Marketing, while driving cross-functional collaboration to align product innovation, brand storytelling, and go-to-market execution.
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ESSENTIAL FUNCTIONS:
- Lead the development and execution of brand-specific marketing strategies, product launches, and campaigns for Sun Tracker, Tahoe, Regency, and Ranger Pontoons
- Define and communicate brand vision, positioning, and strategic direction to ensure consistent execution across all marketing channels and touchpoints
- Partner closely with Brand/Product Managers to develop compelling brand narratives, messaging frameworks, and go-to-market plans that align with product roadmaps
- Serve as the primary marketing liaison for assigned boat brands, ensuring alignment between brand strategy, marketing execution, and business objectives
- Collaborate with cross-functional teams to develop and execute integrated marketing initiatives that enhance brand equity and customer engagement
- Identify and lead cross-functional subject matter expert teams to support campaign development, creative execution, and channel optimization
- Establish clear brand objectives, KPIs, and performance metrics; monitor and evaluate campaign effectiveness and brand health
- Manage marketing budgets for assigned brands and partner with analytics teams to measure ROI, campaign performance, and consumer insights
- Leverage data, market research, and customer insights to refine brand strategies and continuously improve marketing effectiveness
- Analyze sales, margin, and market trends to inform brand and campaign strategies, ensuring responsiveness to market conditions and competitive dynamics
- Collaborate with Product Development to integrate consumer insights and brand strategy into future product innovation and lifecycle planning
- Ensure brand consistency and excellence across all marketing materials, campaigns, and customer touchpoints
- Partner with retail and dealer teams to translate brand strategies into effective retail marketing tools, promotions, and experiences
- ALL OTHER DUTIES AS ASSIGNED
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EXPERIENCE/QUALIFICATIONS:
- Minimum Degree Required: Bachelor’s Degree
- Preferred Degree: Bachelor’s Degree in Marketing, Business, Communications, or related field
- Experience: 4–6 years of marketing experience, preferably in brand marketing, product marketing, or within marine/recreational or outdoor industries
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KNOWLEDGE, SKILLS AND ABILITY:
- Experience in brand marketing, product launches, and integrated campaign development
- Marine, boating, or powersports industry experience strongly preferred
- Strong understanding of brand positioning, storytelling, and customer engagement strategies
- Passion for the outdoors and recreational lifestyle markets
- Excellent communication (verbal and written) and cross-functional collaboration skills
- Strong analytical mindset with the ability to translate insights into strategic action
- Self-starter with high ownership, initiative, and accountability
- Strong organizational and project management skills in a fast-paced environment
- Proficient in Microsoft Office Suite
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TRAVEL REQUIREMENTS:
0–10% (includes occasional brand events, dealer meetings, or product launches)
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PHYSICAL REQUIREMENTS:
- Regularly performs computer work and sits
- Occasionally walks and stands
- Seldom/never lifts up to 50 lbs
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INDEPENDENT JUDGEMENT:
Develops brand marketing strategies, objectives, and guidelines within the framework of organizational goals. Operates with a high degree of autonomy in managing brand initiatives and day-to-day responsibilities. Decisions are guided by brand strategy, market insights, and business objectives, with results reviewed by leadership.
Full Time Benefits Summary:
Enjoy discounts on retail merchandise, our restaurants, world-class resorts and conservation attractions!
- Medical
- Dental
- Vision
- Health Savings Account
- Flexible Spending Account
- Voluntary benefits
- 401k Retirement Savings
- Paid holidays
- Paid vacation
- Paid sick time
- Bass Pro Cares Fund
- And more!
Bass Pro Shops is an equal opportunity employer. Hiring decisions are administered without regard to race, color, creed, religion, sex, pregnancy, sexual orientation, gender identity, age, national origin, ancestry, citizenship status, disability, veteran status, genetic information, or any other basis protected by applicable federal, state or local law.
Reasonable Accommodations
Qualified individuals with known disabilities may be entitled to reasonable accommodation under the Americans with Disabilities Act and certain state or local laws.
If you need a reasonable accommodation for any part of the application process, please visit your nearest location or contact us athrcompliancebasspro.com.
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