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 ManagerLocation: Onsite at Headquarters in Bend, OregonReports to: VP of Product and BrandEmployment 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.