BUILDING BRANDS THAT BRING THE DESTINATION TO LIFE

THE OPPORTUNITY

Do you feel most at home somewhere between a mountain trail and a lake sunset? Does a weekend packed with outdoor adventure, local shops, and a worn-in tee sound like your kind of life? Can you spot what makes a resort town feel like a community and translate that into a brand?

If those questions excite you, this role may be for you.

We're looking for a strategic and driven Brand Manager to lead the marketing strategy, positioning, and expression of several of our resort brands. This role is one of two brand roles on the resort division at Lakeshirts and this particular brand manager is responsible for elevating our brand presence across destination and outdoor lifestyle markets Lakegirl and for our legacy resort brand Blue84 Resort, which includes Zephyr Resort, Aksels, and Altered Latitudes.

You'll collaborate closely with Sales, Product, Creative Directors, and retail partners to ensure our brands show up clearly, creatively, and competitively -through email campaigns, catalogs, photo assets, partner communications, and tailored go-to-market strategies.

This role blends brand strategy with hands-on execution, offering the opportunity to shape how resort communities experience and connect with our brands.

PAY + SCHEDULE

Pay: $80,000-$100,000 annually

Schedule: Monday-Friday, 8am-5pm

BENEFITS

LIFE'S BETTER WITH GREAT BENEFITS. PTO accrual, holiday pay eligibility, and merchandise discounts begin immediately. Health, dental, vision, and life coverage, along with 401(k) participation, begin the first of the month after 60 days. Company 401(k) match eligibility begins after 12 months, and profit sharing is based on company performance. Exempt roles receive 10 days of PTO during years 0-1, 15 days during years 1-5, and 20 days after 5 years, plus 7 paid holidays annually. Additional benefits include voluntary benefit options, confidential no-cost Employee Assistance Programs, employee discounts across Lakeshirts brands, employee events and recognition programs, referral incentives, and Dogs at Work. Full details are available through the Lakeshirts Benefits Portal or your HR team.

A TYPICAL DAY | Strategize + Execute + Collaborate + Optimize

• Own and evolve the brand strategy, voice, and positioning for assigned resort brands
• Market Presence & Content Strategy: Develop seasonal and campaign-level marketing plans, defining storytelling, content direction, and messaging that differentiate and elevate each resort brand respectively
• Catalog Ownership: In collaboration with the Marketing Creative Lead, you will collaborate and lead resort catalogs and fliers including timeline management, content direction, messaging, and cross-functional approvals
• Sales Collaboration: Partner with Sales to understand growth opportunities, prioritize requests, and ensure marketing tools align with business goals
• Request Management: Review and prioritize incoming marketing requests through established workflows (e.g., Monday.com), ensuring clarity and alignment
• AI: Embrace emerging AI tools with curiosity, exploring how they can strengthen content creation, campaign planning, email performance, and brand storytelling (no prior AI experience required)
• Retail Experience: Collaborate on and help define in-store branded environments and retail marketing support
• Trade Show Partnership: Collaborate with the broader marketing team on major resort-related trade show presence and materials; serve as a strategic partner (this role does not directly oversee trade shows)
• Email Marketing and Website: Build and manage customer email communications and an effective campaign cadence, primarily B2B via Mailchimp, with support for D2C brands (often in Klaviyo), including light website updates and ongoing site management as needed
• Brand Communications & Social Media: Develop external communications, partner messaging, presentations, company announcements, and social media content that supports broader go-to-market strategies
• Licensing Approvals: Manage submission and approval processes with third-party licensors when appropriate (currently we have Warner Brothers licensing on the Resort side), ensuring compliance with brand guidelines prior to launch
• Cross-Functional Collaboration: Work in close partnership with Creative Directors to ensure visual execution aligns with brand strategy, while respecting product design ownership
• Onsite Activation & Events: Where applicable, aligning events or onsite activations to service overall go-to-market plans; partner on developing and evolving onsite activations and experiential marketing opportunities; help define execution standards and success metrics

This role does not: design products, manage SKU setup or inventory processes, directly manage tradeshows, or function solely as a production-level project manager

SKILLS | Strategic Executor + Collaborative Brand Builder

• Bachelor's degree in Marketing, Business, Communications, or related field (or equivalent experience)
• 6-8+ years of experience in brand management, marketing strategy, sales enablement, or related field
• Passion for or familiarity with resort, outdoor lifestyle, or destination retail environments strongly preferred
• Strong eye for photography, visual storytelling, and content that resonates with lifestyle audiences
• Experience with email marketing platforms and campaign management is highly desirable
• Ability to think strategically while executing tactically
• Highly organized and comfortable managing multiple timelines simultaneously
• Proficient in Microsoft Office and comfortable learning project management systems (e.g., Monday.com)
• Clear and confident communicator, both written and verbal, with the ability to influence and collaborate effectively without direct authority
• Self-motivated, proactive, adaptable multitasker who thrives in a fast-paced environment
• Strong cultural contributor who embraces and enhances our unique company culture
• Willingness to travel onsite and occasionally for events, activations, or industry engagements
• Must love dogs (we kinda like them and we hope you do, too)

WHY LAKESHIRTS IS THE PLACE YOU WANT TO BE

OUR CULTURE is one-of-a-kind and truly sets us apart. We are proud of our humble beginnings and non-corporate style. We offer a unique atmosphere, unlike any other manufacturer. We work hard to be the best and we seek only committed individuals that will help move our company forward and embrace our values and culture. Lakeshirts | Blue 84 is one of the largest privately-owned screen-printing manufacturers in the United States, responsible for decorating and distribution of a wide variety of garments for the resort, college and K-12 markets. At our headquarters in Detroit Lakes, MN, we employ over 900 great people, proudly producing 45,000+ garments daily. It's not just a job but a lifestyle. Our job descriptions help support and guide you in the role you play in making our company successful.LIFE'S BETTER IN A T-SHIRT. IT REALLY IS.

COGNITIVE OR MENTAL REQUIREMENTS OF THE JOB

Employee must be able to see and hear, read and write. Requires adaptability, analyzing, assessing, calculating, decision making, dependability, judgment, reading, speaking, following direction, handling multiple priorities, reasoning.

PHYSICAL DEMANDS

CONTINUOUSLY: Sit
FREQUENTLY:
OCCASIONALLY: Lift, Stand, Walk, Carry, Push, Pull, Climb, Balance, Bend, Twist, Crawl, Reach, Lift under 10 lbs., Lift 10-50 lbs., Lift over 50 lbs., Carry under 10 lbs., Carry 10-50 lbs., Carry over 50 lbs., Reaching above, at, and below shoulder height
NEVER:

NOTE / DISCLAIMER

NOTE: This job description is not intended to be all-inclusive and should in no way be considered a contract or guarantee of employment. Employee may perform other related duties as needed based on the ongoing needs of the business. Minnesota is an Employment-At-Will state and implies no specific length of employment.