Director of Marketing and Branding

Company Overview

Fishe, a female-owned apparel brand founded in Anchorage, Alaska, is redefining the fishing and fly-fishing apparel market by offering stylish, functional, and flattering designs specifically for women. Since its inception in 2015, Fishe has been a trailblazer in empowering women to embrace their love for fishing while feeling confident and comfortable. As we celebrate our 10th anniversary in 2025, we are poised for significant growth and are ready to expand our market share in key fishing-centric states, including Florida, California, Texas, and the Great Lakes region.

Job Overview

Fishe is seeking an experienced and dynamic Director of Marketing to lead and execute our marketing and branding initiatives as we grow our presence across key markets. The ideal candidate will have a passion for the outdoors, a proven record of scaling brands in the outdoor industry, and the ability to craft compelling go-to-market strategies that amplify brand awareness and tell the authentic Fishe story. This role will oversee all aspects of marketing, ensuring a consistent brand narrative across all channels and consumer touchpoints.

Key Responsibilities

Strategic Planning and Brand Growth

• Develop and execute comprehensive go-to-market strategies to grow Fishe’s market share in Florida, California, Texas, the Great Lakes region, and beyond, while maintaining our core values and authentic background of being an Alaska-born and bred brand that offers proven, high-quality products for women who love to fish and spend time outdoors.
• Drive brand awareness and storytelling initiatives that resonate with Fishe’s target audience and highlight the company’s mission and values.
• Develop and manage a cohesive annual marketing calendar, ensuring alignment with product launches, seasonal promotions, retail events, and wholesale initiatives.
• Assist in the management of the Brand Ambassador Program, ensuring that it aligns with brand goals, communicates the brand story, and generates user-generated content consistent with brand messaging.

Digital Marketing and E-Commerce

• Manage and optimize Fishe’s Shopify website to enhance a premium brand look, user experience (UX and UI), site functionality, and drive online sales.
• Own the website homepage, making changes on a weekly basis that are consistent with promotions, sales, events, and product launches.
• Lead email and SMS marketing campaigns on Klaviyo, focusing on list growth, customer engagement, retention, and conversion.
• Assist with overseeing Fishe’s pay-per-click (PPC) ad agency, ensuring campaigns align with brand goals and deliver strong ROI.
• Analyze and report on digital marketing performance, using insights to refine strategies and improve outcomes.
• Create and maintain website analytics using Shopify reports, Clarity, and GA4 and other platforms.

Content Creation and Storytelling

• Create and manage compelling content, including images, website creatives, and videos, to highlight Fishe’s brand story, products, and lifestyle.
• Collaborate with the Social Media Coordinator to create and maintain an engaging social media presence that reflects Fishe’s values and resonates with its audience, as well as developing growth and engagement strategies for all social platforms.

Team Leadership and Collaboration

• Manage and mentor the Social Media Coordinator, fostering a collaborative and creative environment.
• Work closely with leadership, operations, retail, and wholesale teams to ensure seamless alignment of marketing strategies across all divisions.
• Collaborate with external partners and agencies to execute marketing campaigns and initiatives.
• Ensure brand consistency across all consumer touchpoints, including retail stores, e-commerce, and wholesale channels.

Retail and Event Marketing

• Oversee in-store marketing efforts for Fishe’s retail locations, ensuring a consistent and engaging customer experience.
• Support and promote retail and community events that elevate brand visibility and strengthen customer relationships.

Qualifications

• Minimum of 5 years of marketing and branding experience, preferably in the fishing, outdoor, or lifestyle industry.
• Proven expertise in go-to-market strategy development and execution.
• Strong knowledge of Shopify, email marketing platforms, SMS marketing, PPC advertising, and social media management.
• Experience creating content, including photography, graphic design, and video production.
• Demonstrated ability to develop and manage marketing calendars and campaigns.
• Leadership experience, with a proven ability to manage teams and collaborate cross-functionally with all stakeholders and departments.
• Passion for outdoor activities, especially fishing, is highly preferred.
• Strong analytical skills and ability to interpret marketing performance data.
• Exceptional communication and storytelling skills.
• Experience leveraging AI tools to enhance digital marketing, customer engagement, and operational efficiency. Key AI-related uses should include: Digital Marketing & Automation, Predictive Analytics Tools, as well as Social Media, Content Creation, SEO and PPC Advertising AI tools.

Why Join Fishe?

• Be part of a growing and authentic brand led by a passionate, female founder.
• Work in a creative, collaborative, and mission-driven environment.
• Help shape the future of a brand that’s empowering women in the fishing and outdoor communities.

Location

• This position is remote or can be based in Anchorage, AK
• Salary $75,000.00 - $85,000.00 DOE
• Benefits: Paid time off, product discounts.