Director, Marketing

FN America, LLC is a U.S. subsidiary of FN Herstal, S.A., a global leader in the development and manufacturing of high-quality, reliable firearms for military, law enforcement and commercial customers worldwide. Headquartered in McLean, Virginia with manufacturing operations in Columbia, South Carolina, FN America is passionately committed to providing its customers with a portfolio of FN-branded products, training and support services that enhance user performance and safeguard their lives. For more information, visit us at or follow us on Facebook, Twitter and Instagram.

Position Summary

The Director, Marketing will lead and execute strategic marketing initiatives that support the growth and visibility of our brand within the firearms industry. This position will develop and execute comprehensive marketing initiatives that drive brand awareness, product demand, and market growth within the defense, law enforcement, and commercial firearms sectors. This role oversees all facets of marketing, including brand management, digital strategy, social media strategy, product marketing, content development, and trade show execution.

Job Duties

Strategic Planning & Execution

• Develop and execute integrated marketing strategies aligned with business goals and compliant with industry regulations.
• Partner with Product Management and Sales to develop go-to-market plans for new firearms and accessories.
• Partner with Sales to drive channel marketing and growth at retail chains and independents
• Manage annual marketing budgets and track ROI on key campaigns.

Brand Management

• Oversee brand consistency across all channels including digital, print, social, packaging, trade shows, and dealer/distributor support.
• Protect and evolve the brand voice to resonate with core customers such as military, law enforcement, and civilian sport shooters.

Digital Marketing & Content

• Lead digital marketing initiatives including SEO/SEM, email marketing, social media, paid media, and web development /performance.
• Manage content development (photo/video/copy) for campaigns, product launches, training, and promotions.

Market Research & Competitive Analysis

• Analyze industry trends, customer insights, and competitor strategies to inform campaigns and product positioning.
• Conduct surveys and gather data from dealers, distributors, and end users.

Trade Shows & Events

• Plan and manage company presence at key industry trade shows (e.g., SHOT Show, NRA Annual Meetings, AUSA, etc.).
• Coordinate dealer and media events to showcase products and build brand loyalty.

Team Leadership

• Manage, mentor, and develop the marketing team, agencies, and freelancers.
• Collaborate cross-functionally with sales, product development, and operations.

Educational Requirements

Bachelor's degree in marketing, business, communications, or related field required.

Experience Requirements

A minimum of eight years of progressive marketing experience, including at least two years in a leadership or supervisory role. A strong background in brand development, digital marketing, product launches, retail marketing and customer engagement required - with an understanding of the unique regulatory, cultural, and business dynamics of the defense and firearms sectors preferred. Previous industry experience in firearms, defense, or outdoor sporting goods is highly preferred.

Skills and Competencies

All FN America employees are expected to demonstrate accountability, collaboration, communication, customer focus, and innovation. Additional skills required to successfully perform this position include:

• Strategic Thinking - Ability to contribute to developing long-term marketing strategies aligned with business goals and compliance standards.
• Market Analysis - Strong grasp of market trends, customer segmentation, and competitor analysis in the firearms or defense sectors.
• Data-Driven Decision-Making - Ability to interpret analytics to optimize campaigns and ROI.
• Event Planning - Capable of leading the planning and execution of trade shows, media events, and field marketing activities.
• Vendor Management - Experience sourcing and managing creative, media, and event partners.
• Cross-Functional Collaboration - Comfortable working with Sales, Product Development, Compliance, and Operations teams.
• Team Management - Ability to lead a marketing team and external partners (agencies, freelancers).
• Project Management - Skilled at managing multiple campaigns, timelines, and budgets.
• Attention to Detail - Maintains high standards of quality, accuracy, and brand consistency.
• Professional and positive approach, self-motivated, team player and self-directed.
• Excellent communicator with the ability to influence and persuade across all levels of the organization.

Tools

Microsoft Office, SAP, design software, CRM systems (Salesforce), e-commerce platforms, dealer portals, digital marketing tools. (e.g., HubSpot, Google Analytics, Meta Ads Manager).

Working Conditions

Position is performed in a typical office environment. May be exposed to loud machinery and dangerous chemicals while on the plant floor. Position may require domestic and international travel (30%).

All FN America employees have a responsibility to participate in the development of a safe and healthy workplace and to comply with instructions given for their own safety and health and that of others.

Equal Opportunity Employer/Protected Veteran/Disability

FN America, LLC is committed to working with and providing reasonable accommodation to individuals with physical and mental disabilities. If you need special assistance or an accommodation while seeking employment, please email HR@FNAmerica.com or call: 803-736-0522.

We will make a determination on your request for reasonable accommodation on a case-by-case basis.