Vice President, Performance Marketing
On-siteCottonwood Heights, Utah, United States
Job Summary
Own the performance marketing P&L and multi-year strategy across four Backcountry banners, translating revenue and margin targets into a paid media investment plan that delivers against incrementality, LTV, and blended CAC goals. Set channel and budget allocation based on performance economics, build the team and agency bench to execute it, and partner with Creative, Merchandising, and eCommerce leadership to ensure paid investment, assortment, and site experience reinforce each other. Establish the multi-year roadmap, build the right org structure, and demonstrate measurable improvement in media efficiency across the portfolio. This role sits on Backcountry's marketing leadership team, representing performance marketing in company-level strategy and planning. You will lead a lean team of performance marketing leaders and specialists, drive adoption of AI and automation tools, and report directly to the executive team on channel performance and growth opportunities.
Required Qualifications
- Bachelor's degree in Marketing, Business, or a related field
- 12+ years of experience in performance marketing or paid media
- 5+ years leading managers or team leads
- Proven ownership of a paid media budget spanning multiple channels (search, social, shopping/feed, display) at a scale consistent with a multi-brand or multi-hundred-million-dollar revenue business
- Track record of owning performance marketing across multiple brands or business units simultaneously
- Strong command of performance marketing economics: CAC, LTV, incrementality, marginal ROAS, and blended efficiency
- Demonstrated ability to influence and align Creative, Merchandising, eCommerce, and executive stakeholders without direct authority over their teams
- Proven experience building and leading teams of leaders, and managing agency relationships at scale
- Strong executive presence and communication skills
- Experience reporting directly to the C-suite or serving on a leadership team
- Demonstrated experience using AI and automation tools to improve decisions, increase output, or improve team efficiency
- Hands-on fluency with major ad platforms (Google Ads, Meta Ads Manager) and analytics/reporting tools (Google Analytics, Tableau or Looker Studio)
Desired Qualifications
- advanced degree
- Experience in outdoor, sporting goods, cycling, or active lifestyle ecommerce
- Experience with multi-brand or multi-site paid media management (shared team supporting several storefronts)
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