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 be