Client
Jobe Sports International
Role
Marketing Manager
Year
2021 to 2023
Scope
Brand strategy, positioning, team
/01 Context
Jobe has been getting people on the water for decades, with a wide range of categories from wakeboards to SUPs and life vests. Plenty of activity, plenty of channels. What it needed was a sharper answer to one question: what do we stand for, and for whom?
/02 Challenge
Lots of tactics, not enough strategy behind them. Campaigns were busy but not always pointed in the same direction. To grow, the brand needed a clear frame, and a team that executes against it.
/03 Approach
As Marketing Manager I set up the strategic frame of the brand and sharpened the positioning, the north star for everything we put out. With that in place, I sat down with the team to rethink our tactics: fewer, better choices, executed with more focus. Along the way we built a new marketing vision and grew the team to match it.
/04 Result
4 → 8
Marketing team, built around the new vision
7 figure
Marketing budget under my responsibility
1
Brand frame the whole team works from
Credits: Jobe Sports International marketing team
