Product Marketing Manager, PFG
ABOUT THE POSITION
Our mission at Columbia Sportswear is to unlock the outdoors for everyone.
We are looking for a passionate and strategically minded Product Marketing Manager, PFG (Performance Fishing Gear)to lead category and product marketing initiatives for one of Columbia's most iconic businesses. This role is ideal for someone with a strong track recordof success in consumer and product marketing, a deep passion for fishing culture, and an authentic understanding of the communities, consumers, and industry that make fishing a way of life.
More than a marketer, this individual will serve asan expert on the fishing consumer. They will understand the unique motivations, behaviors, media habits, and cultural influences that drive engagement across both serious and recreational anglers. This person should live and breathe the fishing industry, maintaininga pulse on emerging trends, key influencers, tournament circuits, guide networks, conservation efforts, specialty retailers, and the broader cultural moments shaping the category.
This role will reflect the voice of the angler throughout the seasonal planning process, shaping category strategies that authentically resonate with target audiences, further establishingColumbia PFG as a trusted brand in fishing appareland footwear.
HOW YOU’LL MAKE A DIFFERENCE
Fishing Consumer Expertise & Advocacy: Serve as Columbia's marketing expert on fishing consumers, championing the voice of anglers throughout the seasonal and long-term planning process. Develop a deep understanding of consumer needs, motivations, participation trends, and lifestyle behaviors across freshwater, saltwater, inshore, offshore, tournament, and recreational fishing communities.
Category Marketing Strategy: Develop category-specific marketing strategies and seasonal recommendations that support business objectives, brand priorities, and commercial opportunities across the Performance Fishing Gear business.
Fishing-Focused Product Positioning: Craft compelling product narratives that highlight performance, protection, innovation, functionality, and style for fishing consumers. Translate technical product benefits into meaningful consumer stories that reinforce Columbia's credibility on and off the water.
Consumer & Cultural Insights: Continuously monitorfishing participation trends, consumer behaviors, cultural shifts, media consumption habits, regional dynamics, and competitive activity to inform strategy and decision-making. Maintain a strong understanding of the Southeastern fishing consumer and the evolving fishing landscape across North Americaand the globe.
Go-to-Market Leadership:Drive seasonal GTM strategies for PFG, ensuring alignment across product, brand, commercial, and channel teams. Help identifykey storytelling opportunities, product priorities, athlete and ambassador moments, retail activations, and marketing investments.
Community & IndustryConnectivity:Cultivate strong relationships across fishing communities, athletes, tournament organizations, guides, content creators, conservation groups, specialty retailers, and industry partners. Leverage these relationships to strengthen consumer understanding and category credibility.
Cross-Functional Collaboration:Work closely with Consumer Insights, Product Creation, Partnerships, Product Line Managers, Designers, Merchants, and Digital Marketing to ensure cohesive and authentic marketing.
Campaign Guidance: Provide strategic direction and category expertisethat informs campaign briefs, storytelling development, channel strategies, and consumer engagement efforts.
Performance Analysis:Track product and campaign performance, consumer feedback, and sell-through data to refine future strategies.
YOUARE
A passionate angler who authentically participatesin and deeply understands fishing culture
Deeply connected to fishing communities and knowledgeable about the consumers, trends, brands, athletes, creators, and influencers shaping the industry
A strategic marketer who translates consumer understanding into actionable business and marketing recommendations
A strong storyteller who can connect product benefits, consumer motivations, and brand opportunities into compelling narratives
A collaborative leader who can influence cross-functional teams and stakeholders
Comfortable balancing consumer insights, data, marketplace trends, and intuition to make informed recommendations
Naturally curious and culturally connected, always seekingto understand what'snext in the fishing industry and where consumers are spending their time
An effective communicator and presenter capable of influencing stakeholders at multiple levels of the organization
YOU HAVE
Deep knowledge of fishing culture, communities, events, tournaments, athletes, industry leaders, and influential brands
Strong understanding of the fishing consumer, particularly within the Southeastern United States
Bachelor's degree in Marketing, Business, Communications, or related field
8+ years of professional experience in consumer marketing and/or product marketing, preferably in outdoor, sporting goods, fishing, hunting, apparel, footwear, equipment, or adjacent industries
Experience developing consumer-centric marketing strategies informed by marketplace trends, consumer insights, and category expertise
Experience with technical product storytelling and performance-focused marketing
Knowledge of fishing retail channels, including specialty fishing retailers, sporting goods retailers, and direct-to-consumer business models
Experience working with athletes, ambassadors, creators, sponsorships, partnerships, and community-based marketing programs
Excellent communication and presentation abilities
Data-driven with experience using analytics, data, and presentation tools (e.g., Excel, PowerPoint, consumer insightsplatforms, etc.)
Knowledge of product development, merchandising, and insight-driven marketing
This job description is not meant to be an all-inclusive list of duties and responsibilities, but constitutes a general definition of the position's scope and function in the company.
Columbia Sportswear Company is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected Veteran status, age, or any other characteristic protected by law. Columbia Sportswear is committed to working with and providing reasonable accommodation for individuals with disabilities. https://www.eeoc.gov/sites/default/files/2023-06/22-088_EEOC_KnowYourRights6.12.pdf. If you need reasonable accommodation because of a disability for any part of the employment process, please notify your recruiter.At Columbia Sportswear Company, we’re proud to offer regular full-time employees a benefits package that includes a variety of services and products to help make your life and work more rewarding. Our benefit programs contribute to overall employee well-being by aligning those programs with the fundamental elements of well-being: physical, social/emotional, financial, career and community. Benefits that can protect your family’s financial future and help you save money through our 401k plan plus a generous company match. Columbia offers medical, dental, vision, life Insurance, disability, flexible spending accounts, health savings account, and an assortment of voluntary benefit offerings (accident, critical illness, hospital indemnity, and legal services). In addition, Columbia offers EAP + which is free and confidential 24/7/365 counseling services. We have extensive wellness benefits, employee discounts and a generous time off program available.If you need an accommodation/adjustment to successfully complete and submit your application, please reach out to [email protected] with the Subject: Applicant Assistance Requested.