The Category Marketing Manager – Electric Instruments owns brand activation and marketing execution for the Electric Instruments category within Gibson’s portfolio. This role drives growth and engagement for electric instruments by leading integrated marketing campaigns and collaborating closely with Product, Creative, Cultural Influence, and Commercial teams. You will champion the electric category’s unique heritage and innovation, ensuring its distinct voice resonates across all channels.
Essential Functions
- Develop and implement annual marketing plans specifically for the Electric Guitars category and associated brand portfolio.
- Execute launch campaigns and seasonal activations that highlight electric craftsmanship and artist collaborations across earned, owned, and paid channels.
- Partner with Retail Marketing to deliver impactful retail and dealer programs tailored to electric guitar audiences.
- Provide market insights and competitive intelligence within the electric segment to guide strategy and positioning.
- Manage campaign briefs, timelines, budgets, and performance reporting for electric initiatives.
- Collaborate with cultural influence, creative, and commercial teams to amplify electric storytelling and maintain category momentum across DTD and DTC channels.
Required Skills/Abilities
- 5+ years in category or brand marketing, preferably within musical instruments with a focus on electric products.
- Experience in multi-brand marketing and campaign development with a focus on premium or heritage products.
- Strong project management and communication skills.
- Ability to derive actionable insights from market and campaign performance data.
Required Education and Experience
- Bachelor’s degree in Marketing, Business, or related discipline.
Personal Qualities
- Creative and analytical thinker with a passion for guitar-centric music and storytelling.
- Skilled at working cross-functionally and managing multiple projects.
- Deep appreciation for electric guitar culture, craftsmanship, and artist communities.
Travel Requirements
- May include travel to retail locations, artist events, or cross-functional meetings.
Physical Demands
- Office-based role with occasional light lifting of promotional materials.
Skills Required
- 5+ years of experience in category or brand marketing, preferably in musical instruments with a focus on electric products
- Experience in multi-brand marketing and campaign development focused on premium or heritage products
- Strong project management and communication skills
- Ability to derive actionable insights from market and campaign performance data
- Bachelor's degree in Marketing, Business, or a related discipline
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What We Do
Gibson, the leading iconic guitar brand, has shaped the sounds of generations of musicians and music lovers across genres for 127 years. Founded in 1894 and headquartered in Nashville, Gibson Brands has a legacy of world-class craftsmanship, legendary music partnerships, and progressive product evolution that is unrivaled among musical instrument companies. The Gibson Brands portfolio includes Gibson, the leading guitar brand, as well as many of the most beloved and recognizable music brands, including Epiphone which has been on every stage since 1873, Kramer the original MADE TO ROCK HARD guitar brand, MESA/Boogie the home of tone, and KRK behind great music for over 30 years. Gibson Brands is dedicated to quality, innovation, and sound excellence so that music lovers for generations to come will continue to experience music shaped by Gibson Brands. Learn more at Gibson.com and follow us on Twitter, Facebook, Gibson TV, and Instagram.
