Senior Marketing Manager

AFTCO is a fishing and outdoor apparel company with a legacy of USA-made hardgoods, operating three divisions: AFTCO Clothing, AFTCO Tackle, and Marsh Wear. Now in our 67th year, we are a third-generation, family-owned business focused on long-term growth through independent retailers and direct-to-consumer channels. In an industry increasingly driven by private equity and cheaply built products, we pride ourselves on being the opposite. The AFTCO brand delivers products built for extreme conditions - from the freezing temperatures of Michigan’s Upper Peninsula to the humid summers of Costa Rica. We focus on durability, performance-driven fabrics, and lasting construction, prioritizing function and subtle technical design.

Overview

The Senior Marketing Manager is responsible for the execution of AFTCO’s marketing programs and campaigns that define the AFTCO brand. You will collaborate with AFTCO’s creative director, community manager, sales team, creative marketing team, and ecommerce team to execute go-to-market strategies for new stories and campaigns, ensuring alignment across all teams. You will be responsible for planning, partnerships, and marketing operations to strengthen brand identity.

Responsibilities

Marketing Operations – Calendars, Planning, Processes, Budget

• Own a 12-month marketing calendar that aligns internal teams and ensures timely execution across product cycles, retail seasons, events, and promotions.
• Build processes to ensure deadlines and standards are consistently met.
• Own the marketing budget planning and execution to ensure company priorities are met.

Go To Market and Campaign Execution

• Execute go-to-market strategy for new products, campaigns, and category stories, partnering with Creative, Product, Operations, Sales, and E-Commerce teams to align marketing initiatives with business objectives across digital, social, retail, and partner channels. Ensure marketing delivers the right assets for each channel and meets critical deadlines.
• Lead the planning of on-brand events & tournaments that build community and drive customer engagement. Work with the creative director, sales team, and community manager to align and execute event strategies with broader marketing campaigns and business objectives to ensure a unified brand message.
• Work with key staff on the activation of AFTCO partnerships including paid pros, field pro staff, media groups, paid placements, and in-store integrations. Ensure brand alignment and delivery of contractual deliverables.

Storytelling & Campaign Ideation

• Leverage fishing expertise across marketing initiatives and campaign ideation to reinforce AFTCO’s brand promise and market positioning in a way that resonates authentically with anglers.
• Collaborate with the creative, sales, and ecommerce teams to execute clear value stories that communicate why AFTCO products matter and what makes them uniquely effective, ensuring alignment with the key stories document and broader brand and marketing initiatives.
• Authentically integrate AFTCO’s conservation and sustainability messaging into marketing campaigns and activations.

Job Requirements

• Deep technical knowledge of fishing, and a genuine passion for the outdoors. An understanding of the fishing industry and knowledge the angler’s mindset.
• 5 years of experience in brand marketing, calendar discipline, storytelling, or integrated marketing roles.
• Proven ability to execute brand strategy, go-to-market plans, and multi-channel campaigns
• Self-starter with strong ownership mentality, follow-through, and sense of urgency; must be deadline-driven
• Highly organized with the ability to manage multiple initiatives, timelines, and stakeholders simultaneously
• Experience working with marketing calendars, budgets, and performance tracking tools
• Ability to travel to major tradeshows and events