Vista Outdoor Director, GPL - Optics in Overland Park, Kansas

Join our talented team. Employees at Vista Outdoor are passionate and committed to delivering quality products to our customers. Our culture centers on an engaged and accountable workforce. Our goal is to attract and retain a diverse workforce: rich in talent, background, ideas and experience.

Responsibilities and Qualifications


Marketing, R&D, Product Management & Development: The Global Product Lane Director – Optics will lead Marketing, R&D, and Product Development & Management for the Optics products for the Bushnell Business Unit within the Outdoor Products Group of Vista Outdoor. This leader will achieve product line growth and profitability as well as own the financial success of the business through development and execution of the Optics strategy with key focus on the following:

  • Maintain constant pulse of market developments, including consumer needs, competitive offerings and brand position

  • Help define and execute product strategy and roadmap

  • Bring new products to market in accordance with timelines and budgets – without any compromise on quality whatsoever.

  • Lead financial discussions for product category, including pricing, forecasting and gross margin analysis

  • Engage and organize the entire organization to execute new product launches to trade and consumers.

  • Train internal organization and major customers on new products

  • Manage products through their full lifecycle

Overall Business Unit Strategy: Develop and drive the strategic direction and execution of the Optic Product brands through use of Lean processes and effective business leadership.

Product Planning: Conduct VOC and market research; build and execute annual and long term roadmaps for each product line. Drive innovation through development and optimization of a product development funnel leading to new product commercialization (initial concept to product launch). Ensure that new product design maximizes margins. Specific aspects include:

  • Stage Gate development process

  • Consumer insights and ideation

  • Concept development and testing

  • Concept screening and prioritization

  • Project management

  • P&L management

  • Licensing, Acquisitions, JV

  • New brand launch

  • Brand repositioning

  • Brand renovation

  • Marketing and Demand Creation: Develop and implement brand strategies. Work with marketing, communications and sales to define go-to-market strategies providing guidance on product positioning, key benefits and target customers.

  • Market research

  • Consumer insights and product point of difference

  • Advertising development--strategy, copy and creative

  • Management of advertising agencies

  • Organization Management: Identify make/buy opportunities across the portfolio and leverage internal design and manufacturing capability. Execute business plan through resource optimization to deliver products on time and within cost targets.

Financial Results: Responsible for overall performance of the business unit and the achievement of planned objectives.


  • Extensive experience working with marketing agency partners.

  • Minimum of 10 years of experience in brand leadership, at a consumer product brand.

  • Proven track record leading world class multi-channel marketing campaigns with measurable results.

  • Outdoor products experience and use exposure.

  • 5+ years Business Unit/Product Line management and P&L responsibility at a brand or category level in a CPG business experiencing rapid growth, with emphasis on R&D/product development

  • Minimum BS (preference Engineering); MBA preferred

  • Ability to travel domestically and international - typically 25% - 40%


The successful candidate will possess the following attributes:

Strategic Thinking and Leadership – Capable of creating and achieving a desired future state (vision) through influence on company values, individual and group goals, execution of plans, value reinforcements, and systems.

Impact – Commanding attention and respect, showing an air of confidence without creating an air of superiority. Must have “executive presence” and be able to immediately establish credibility within the organization and with customers and partners.

Teamwork/Collaboration – Working effectively with both direct and indirect (those outside the formal line of authority) organizations to accomplish company goals; taking actions that respect the needs and contributions of others; contributing to and accepting the team’s decisions; subordinating personal objectives to the objectives of the company or team.

Developing Organizational Talent – Developing team members’ skills and competencies by planning effective development activities related to current and future positions and needs.

Organizational Awareness – Having and using knowledge of systems, situations, pressures and culture within the company to identify potential organizational problems and opportunities; perceiving the impact and the implications of decisions on other components of the company as well as the impact on clients and suppliers. Being able to work closely with functional support organizations to effectively achieve goals.

Communications – Presenting ideas effectively both verbally and in writing. Able to motivate and inspire both direct and indirect organizations through effectively articulating the opportunities and challenges throughout the organization. Integrity – Nothing less than 100 percent ethical conduct can be acceptable.

High Energy —setting the example by the highest work ethic and passion to excel.

In addition, the successful candidate will demonstrate strong skills and experience in:

  • Conducting competitive evaluations and benchmarking

  • Developing and implementing effective consumer promotions

  • Building and executing marketing plans

  • Effectively managing a budget

We offer a highly competitive salary, comprehensive benefits including: medical and dental, vision, disability and life insurance, 401K, PTO, tuition reimbursement, and the ability to add value to an exciting mission!

Equal Opportunity Employer Minorities/Females/Protected Veteran/Disabled

Vista Outdoor is an equal opportunity employer. All applicants are considered for employment without regard race, color, religion, sexual orientation, gender identity, national origin, disability, veteran status, and any other characteristics protected by law. The EEO Law poster is available here:

If you need a reasonable accommodation because of a disability for any part of the employment process, please send an e-mail to . Please note that this email address is for accommodation purposes only. Vista Outdoor will not respond to inquiries for other purposes.