Manager Brand Relations

Manager, Brand Relations

SIG SAUER, Inc. is a leading provider and manufacturer of firearms, electro-optics, ammunition, airguns, suppressors, remote controlled weapons stations, and training. For over 250 years SIG SAUER, Inc. has evolved, and thrived, by blending American ingenuity, German engineering, and Swiss precision. Today, SIG SAUER is synonymous with industry-leading quality and innovation which has made it the brand of choice amongst the U.S. Military, the global defense community, law enforcement, competitive shooters, hunters, and responsible citizens. Additionally, SIG SAUER is the premier provider of elite firearms instruction and tactical training at the SIG SAUER Academy. Headquartered in Newington, New Hampshire, SIG SAUER has over 3,400 employees across sixteen U.S. locations in three states, and four additional global facilities. SIG SAUER is certified a Great Place to Work. For more information about the company and product line visit: www.sigsauer.com

Position Summary: The Manager, Brand Relations is responsible for assisting in the building and maintaining of relationships with influencers, media personalities, ambassadors, and relevant partners to expand SIG SAUER's brand reach across and beyond the firearms industry. They are responsible for cultivating a dynamic network of advocates, creating new partnership opportunities, and ensuring the company's brand presence is amplified across a variety of channels including digital media, events, and industry communities. This position requires 5-7 years of experience in influencer marketing, brand relations, partnerships, or a similar role, and 2 years of leadership experience. This role is highly strategic and relationship-driven, requiring excellent communication, planning, and reporting skills, and requires the individual to proactively identify brand alignment opportunities, verify social reach data using internal tools, and drive measurable value from each engagement via outreach, engagement, and follow through on provided product. The Manager, Brand Relations collaborates with Marketing, Brand, Product Management, Sales, ambassadors, and influencers.

FLSA: Exempt

Job Duties and Responsibilities:

• Identify and evaluate new individuals and platforms that align with SIG SAUER's brand values and marketing goals. Assist in ongoing communication with partners to ensure alignment on objectives, deliverables, and expectations.
• Serve as primary point of contact for all hunting and ROSE adjacent ambassadors and influencers.
• Proactively work with partners and ambassadors to identify upcoming events where SIG SAUER can participate or contribute.
• Help coordinate on-site brand activations such as branded tents, giveaways, product placements, hospitality experiences, and co-branded events. Align event participation with broader brand marketing goals and content strategy.
• Identify opportunities to integrate SIG SAUER products and messaging into media content created by partners (YouTube, podcasts, social, etc.). Collaborate with partners to plan media capture during existing travel or events to maximize efficiency and impact.
• Coordinate ambassador and partner visits to SIG SAUER facilities to generate content, deepen relationships, and provide unique brand experiences.
• Help develop exclusive SIG SAUER-branded apparel and ambassador kits to drive brand visibility and desirability.
• Manage seasonal gifting programs and small, meaningful outreach to strengthen relationships and generate organic brand exposure on social platforms.
• Create and maintain a master calendar tracking internal and external events, partner activities, and content deliverables.
• Track and compile data on content performance across social media, podcasts, YouTube, and other media channels to inform future decisions. Provide regular reporting on partner performance, engagement metrics, and ROI of brand relations efforts.
• Align closely with internal Brand, Marketing, and Product teams to ensure partnerships support overall campaign objectives and messaging.
• Communicate campaign goals, product positioning, and key talking points to ambassadors and partners.
• Lead regular check-ins and planning sessions with ambassadors to maintain clear communication and alignment.
• Coordinate product shipments, apparel needs, and contract deliverables in collaboration with internal stakeholders.
• Identify new partnership opportunities across lifestyle, tactical, sports, entertainment, and emerging markets. Assist in building a robust and diverse network of brand advocates that drives consistent growth in reach and engagement.
• Continuously seek ways to elevate SIG SAUER's brand presence beyond traditional industry boundaries.
• Listen to the needs of employees, ensuring that all employees within the team have the tools or resources necessary to be successful.
• Develop the workgroup as a team, fostering a team environment of problem-solving and continuous improvement.
• Coach and mentor employees in a way that fosters two-way communication and will develop a best-in-class team.
• Engage in the performance management process, providing clear, timely, and constructive feedback to employees.
• Ensure appropriate documentation is in place for employment related concerns.
• Coordinate team training and development opportunities as needs are identified. Provide opportunities to grow the team's skillset and talents.
• Participate in the employee interview process. Identify and select the most highly skilled candidate for the team. Develop a successful onboarding plan for new talent that will successfully assimilate them into their role, and the organization.
• Engage in and actively volunteer for Continuous Improvement projects/tasks.
• Participate on problem solving teams for driving to root cause of internal and external quality failures, particularly related to prevention of customer escapes.
• Participate in and sustain 5S Standards.
• Must follow all required Safety and ISO procedures.
• Miscellaneous duties as assigned.

Education/Experience & Skills:

• Bachelors degree in English, Marketing, Communications, or related discipline, 5-7 years of experience in influencer marketing, brand relations, partnerships, or a similar role, and 2 years of leadership experience. Passion for the SIG SAUER brand and familiarity with the firearms and tactical lifestyle industry is preferred.
• Proven track record of building and managing brand partnerships.
• Strong understanding of digital media, influencer ecosystems, and brand marketing strategies.
• Exceptional interpersonal, relationship-building, and communication skills.
• Highly organized with experience in project management and reporting. Proactive, creative, and adaptable to evolving priorities and opportunities.
• Proficient in Microsoft Office (Excel, PowerPoint, Word) and Monday.com.
• Must be able to clearly, concisely, and accurately convey ideas and information to others, both verbally and in written form.
• Ability to meet deadlines and manage multiple projects simultaneously. Ability to prioritize tasks and work independently as well as in a team environment. Ensure deadlines are met and manage workload effectively.

Working Conditions:

• Prolonged periods of sitting at a desk and working at a computer using a keyboard and mouse performing repetitive tasks.
• Ability to open file cabinets, reach with hands and arms, bend, and twist, lift and move files.
• Ability to lift up to 25 pounds.
• Must wear required Personal Protective Equipment (PPE) where required.
• Must comply with all work exposure EH&S training requirements and adhere to SIG SAUER Inc. Security Mandates.

Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, protected veteran status or other characteristics protected by law.