Senior Marketing Manager

BlackStrap Industries (BlackStrap®) is a Bend, Oregon-based outdoor apparel brand founded in 2008. We design and manufacture premium, technically advanced mountain lifestyle gear—balaclavas, base layers, neck gaiters, hoods, and protective activewear—for skiing, snowboarding, and year-round outdoor pursuits. Committed to innovation, performance, and reliability, we empower adventurers through a balanced approach: thriving DTC e-commerce and strong partnerships with specialty retailers nationwide.

We are seeking a strategic, versatile Senior Marketing Manager to lead our marketing function, driving integrated growth across wholesale and DTC channels, strengthening retail partnerships while scaling direct consumer engagement, and positioning BlackStrap® as a top technical outdoor brand.

Position: Senior Marketing Manager

Location: Onsite at Headquarters in Bend, Oregon

Reports to: VP of Product and Brand

Employment Type: Full-time 

Key Responsibilities

• Develop and execute multi-year marketing strategies that balance and accelerate growth in both wholesale (dealer network expansion, sell-in/sell-through) and DTC (e-commerce revenue, customer acquisition/retention) channels, ensuring synergy between the two for overall brand health.

• Own marketing for wholesale: create sales enablement tools (sell sheets, line sheets, merchandising guides, co-op programs), support dealer activations, and drive targeted campaigns to increase orders, visibility, and loyalty among specialty retailers, ski shops, and outdoor accounts.

• Lead DTC marketing excellence: optimize owned channels (Shopify e-commerce, social media: Instagram, TikTok, YouTube, Facebook; email/SMS via Klaviyo) with high-performance content, paid acquisition, loyalty programs (e.g., rewards/cashback), and personalized campaigns to boost direct sales, lifetime value, and community engagement.

• Integrate wholesale and DTC efforts: develop cross-channel storytelling, ambassador/influencer content usable by both retail partners and direct consumers, store locator promotions to drive in-store traffic from online discovery, and unified seasonal launches that support buyer previews and consumer hype.

• Plan and execute trade shows and events with dual focus: dealer acquisition/retention for wholesale growth and brand-building/experiential activations that feed DTC momentum.

• Build, mentor, and lead the marketing team while partnering closely with sales leadership to align strategies with revenue targets across channels, including forecasting, account management, and performance tracking.

• Collaborate with product development on positioning, merchandising, product packaging, go-to-market strategies, product launches and lifecycle marketing.

• Translate technical product innovation into compelling, customer-facing storytelling narratives that resonate with our customers and support product adoption and sales.

• Develop strategic partnerships with athletes, resorts, and events. Engage in community programs to represent the brand in key industry activations.

• Lead customer research, feedback programs, monitor market trends, competitor activity, and category shifts to inform strategy.

• Experience managing and directing external creative partners, photographers, agencies and freelancers.

• Strong project management and prioritization skills.

• Own and manage the annual marketing budget across wholesale and DTC channels, ensuring strong ROI and alignment with revenue goals. Develop business cases for major campaigns, partnerships, and technology investments.

• Analyze and optimize metrics holistically: wholesale (dealer acquisition, sell-through rates, trade show ROI, co-op effectiveness) alongside DTC (CAC, conversion rates, AOV, retention, email/SMS performance) to inform budget allocation and iterative improvements.

• Champion brand evolution in technical innovation, sustainability, and mountain culture, tailoring messaging to resonate with retail buyers, end-consumers, and the broader outdoor community.

• Represent marketing at the management level: deliver insights on channel opportunities, competitive dynamics in specialty retail and online spaces, and recommendations for balanced, sustainable growth.

Qualifications & Requirements

• 8 years of progressive marketing leadership, with substantial experience in brands balancing wholesale and DTC (ideally 3 years in senior roles within outdoor, action sports, apparel, or performance consumer goods).

• Proven success driving measurable growth in both channels: e.g., expanding dealer networks/sell-through for wholesale and scaling e-commerce revenue/customer base for DTC.

• Expertise in wholesale/B2B marketing (sales collateral, co-op, trade shows, retailer incentives) and DTC/performance marketing (paid social/SEM, email/SMS, content/SEO, loyalty programs).

• Experience leading teams and collaborating cross-functionally, particularly with sales teams handling independent retailers and DTC operations.

• Proficiency with tools: Shopify, Klaviyo/Flow, Google Analytics/Tag Manager, Meta Ads, Adobe Creative Suite, and any wholesale/CRM platforms for dealer management.

• Genuine passion for outdoor adventure sports (skiing, snowboarding, etc.) and authentic connection to BlackStrap®'s mountain lifestyle ethos; familiarity with specialty retail and DTC outdoor trends a strong plus.

• Strategic, data-driven mindset with creative vision, strong communication/negotiation skills, and comfort presenting to executives, buyers, and partners.

• Bachelor's degree (or equivalent) in Marketing, Business, Communications, or related field; advanced credentials preferred.

Why Join BlackStrap®?

• Lead balanced channel growth for a respected, independent Bend brand manufacturing high-performance gear.

• Shape the future of an adventure-focused company in Central Oregon's outdoor hub.

• Collaborate with a passionate team that prioritizes innovation, quality, and lifestyle balance.

• Competitive compensation, benefits, product discounts, and industry perks.

To apply, submit your resume, cover letter, salary expectations, and examples of integrated wholesale/DTC impact (e.g., channel growth metrics, cross-channel campaigns, retail partnership wins, e-commerce scaling results) to [careers@blackstrap.com] or via blackstrap.com.

Share your vision for elevating BlackStrap® through balanced wholesale strength and direct consumer connection!

BlackStrap Industries is an equal opportunity employer committed to diversity and inclusion.