Director, Marketing

About the Role

Key Responsibilities

• Develop and execute integrated marketing strategies aligned with business goals and compliant with industry regulations.
• Partner with Product Management and Sales to develop go-to-market plans for new firearms and accessories.
• Partner with Sales to drive channel marketing and growth at retail chains and independents.
• Manage annual marketing budgets and track ROI on key campaigns.
• Oversee brand consistency across all channels including digital, print, social, packaging, trade shows, and dealer/distributor support.
• Protect and evolve the brand voice to resonate with core customers such as military, law enforcement, and civilian sport shooters.
• Lead digital marketing initiatives including SEO/SEM, email marketing, social media, paid media, and web development/performance.
• Manage content development (photo/video/copy) for campaigns, product launches, training, and promotions.
• Analyze industry trends, customer insights, and competitor strategies to inform campaigns and product positioning.
• Conduct surveys and gather data from dealers, distributors, and end users.
• Plan and manage company presence at key industry trade shows (e.g., SHOT Show, NRA Annual Meetings, AUSA, etc.).
• Coordinate dealer and media events to showcase products and build brand loyalty.
• Manage, mentor, and develop the marketing team, agencies, and freelancers.
• Collaborate cross-functionally with sales, product development, and operations.

Requirements

• Bachelor's degree in marketing, business, communications, or related field.
• A minimum of eight years of progressive marketing experience, including at least two years in a leadership or supervisory role.
• Strong background in brand development, digital marketing, product launches, retail marketing, and customer engagement.
• Understanding of the unique regulatory, cultural, and business dynamics of the defense and firearms sectors preferred.
• Experience with digital marketing tools and platforms such as CRM systems (e.g., Salesforce), Google Analytics, HubSpot, Meta Ads Manager.
• Ability to develop long-term marketing strategies aligned with business goals and compliance standards.
• Strong market analysis skills, including understanding customer segmentation and competitor strategies.
• Ability to interpret analytics to optimize campaigns and ROI.
• Experience in event planning, vendor management, and cross-functional collaboration.
• Excellent communication, team management, project management, and attention to detail.

Nice to Have

• Previous industry experience in firearms, defense, or outdoor sporting goods.

Qualifications

• Bachelor's degree in marketing, business, communications, or related field.

Benefits & Perks

• Position may require domestic and international travel (30%).
• Participation in a safe and healthy workplace environment.