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­­­­Brand Marketing Manager – Rapala (Europe)

POSITION OVERVIEW

We are looking for a hands-on, entrepreneurial EU Marketing Manager – Rapala to build and lead a strong, consistent Rapala brand across Europe, reporting to VP, Rapala Brand and Group Strategic Brand Management. Based in Helsinki (on-site), this role drives brand execution, product launches, content, and commercialization in close partnership with EU sales territories and product teams. The ideal candidate combines strong brand thinking with day-to-day execution, thrives in a lean environment, and is passionate about fishing and outdoor culture.

KEY RESPONSIBILITIES:

Brand Leadership & Execution:

  • Own and protect the Rapala brand across Europe, ensuring clear and consistent brand execution across EU markets.
  • Build alignment between brand, product, and sales to increase the influence of brand thinking in EU decision-making.

Content, Social & Influencer Leadership

  • Lead content creation across channels, improving quality and relevance for European audiences.
  • Own and drive social media strategy and performance with a strong, hands-on approach.
  • Lead influencer strategy to strengthen brand presence, engagement, and credibility across markets.

Product Launch Commercialization:

  • Drive commercialization of product launches across Europe, including hero products, channel plans, and launch intensity.
  • Ensure launches are strong, focused and executed with consistency across multiple markets and sales models.
  • Own, organize, and maintain product content, ensuring assets are structured, up to date, and readily available through a hands-on, detail-driven approach.

European E-Commerce Strategy & Execution:

  • Take responsibility for EU e-commerce execution and strategy with the focus of a strong and consistent digital retail presence for the brand.
  • Partner closely with relevant teams to drive assortment visibility, launch execution, and campaign performance across EU e-commerce channels.
  • Step in as hands-on support when needed to maintain momentum during peak periods, launch windows, or capacity gaps

Trade, Retail & Territory Collaboration:

  • Develop selective trade and retail marketing initiatives to support sales execution where it matters most.
  • Influence territories on how marketing budgets are spent and executed to maximize brand and commercial impact.
  • Collaborate closely with Sales & Territory Management to ensure marketing priorities translate into market action.

Cross-Functional Leadership & Resource Management:

  • Partner closely with Product Development and the Design Team to ensure brand and product storytelling is aligned.
  • Manage EU marketing resources including agencies and freelancers, ensuring efficient delivery and consistent output.
  • Own EU Rapala marketing budget, priorities, and allocation decisions.

QUALIFICATIONS:

  • 5+ years of experience in marketing and/or brand roles.
  • Experience in fishing, outdoor, sporting goods, or lifestyle brands (strong cultural fit and category understanding).
  • Proven, hands-on leadership in content creation, social media, and influencer work (not agency-only).
  • Experience driving or partnering on e-commerce execution (campaigns, launches, digital merchandising, performance improvement) is a plus.
  • Strong stakeholder management skills, with the ability to influence across cultures, countries, and sales models.
  • Comfortable working in lean, fast-moving environments with ambiguity and change.

PERSONAL ATTRIBUTES:

  • Entrepreneurial, self-starter mindset with strong ownership.
  • Pragmatic and execution-focused—gets things done with pace and quality.
  • Strong people skills across cultures and teams.
  • Resilient under pressure; able to maintain momentum in demanding situations.
  • A genuine passion for fishing and the outdoor lifestyle is a strong advantage.

WHAT WE OFFER:
The working environment at Rapala is casual and flexible yet ambitious. Our headquarters is a tight-knit, compact sized community where it’s easy to get to know everyone. Many of our people also share the passion towards the outdoors or sport fishing. No matter who you are or where you come from, this fishing club welcomes members as who they are. This position is a great step forward for someone who wants to keep developing as a versatile marketing professional and enjoys working in an international setting. Once we find a great catch, we want to encourage a long career path by offering possibilities for career development, also internationally. In addition, we offer competitive compensation and other benefits, flexible working hours and employee discounts.

This is a full-time, permanent position with a preferred starting time in April/May. Please note that this position is on-site; applicants must be located in Helsinki or within commuting distance.

HOW TO APPLY:

If you’re excited to lead brand execution, elevate content and launches, and drive commercial impact for Rapala across Europe, we’d love to hear from you. Please send your resume and a brief cover letter highlighting relevant experience and results (including examples of launch, content, social, and e-commerce leadership) together with your salary request to rapalaeurope@rapalavmc.com by 28th of February, 2026 at the latest.