Senior Director, Performance Marketing

This is a fully remote position, open to applicants in Canada, +1 more state.

📋 Description

• Take charge of the paid media strategy and roadmap for four Backcountry banners and channels, which include paid search, paid social, shopping/feed, display, affiliate, video/TV, and emerging channels.

• Determine channel and budget allocation based on incrementality, LTV, and blended CAC targets.

• Convert revenue and margin targets into a prioritized paid media plan.

• Oversee a team of three and collaborate with supporting agencies.

• Evaluate campaigns, conduct account structure audits, and directly address underperformance.

• Ensure agency partners meet performance benchmarks and maintain media efficiency.

• Explore new channels through direct campaign execution.

• Develop playbooks for launches, promotions, and seasonal peaks.

• Implement A/B and multivariate testing across creative content, landing pages, and audience targeting.

• Monitor competitor activities and market trends to uncover channel, format, and positioning opportunities.

• Utilize AI and automation tools to enhance decision-making and efficiency.

• Collaborate with Creative, Merchandising, eCommerce, Product, and Web Development teams.

• Influence functional leaders without having direct authority.

• Provide reports to executive leadership on channel performance, budget efficiency, and growth prospects.

• Interpret performance data into commercial recommendations while identifying risks and opportunities.

⛳️ Requirements

• Bachelor’s degree in Marketing, Business, or a related discipline.

• Over 8 years of experience in performance marketing or paid media.

• At least 3 years of experience managing a team and agency relationships.

• Demonstrated ownership of multi-channel paid media budgets, including search, social, shopping/feed, and display.

• Proven track record of driving efficient growth across various brands or business units.

• Strong understanding of CAC, LTV, incrementality, marginal ROAS, and blended efficiency.

• Capability to influence Creative, Merchandising, and eCommerce partners without direct authority.

• Ability to work strategically while also engaging hands-on with paid media accounts.

• Excellent executive presence and communication skills, including experience reporting to senior leadership.

• Familiarity with AI tools and workflows to enhance campaign performance, reporting, creative production, or team efficiency.

• Hands-on expertise with Google Ads and Meta Ads Manager.

• Proficient in Google Analytics, Tableau, or Looker Studio.

🏝️ Benefits

• Paid time off policies.

• RRSP match.

• Medical, dental, and vision coverage.

• Additional supplemental benefit options.

• Employee discounts across the entire portfolio of brands.

• Exclusive access to C-suite leadership.

• Leadership opportunity to establish and scale a paid media function.

• Portfolio-level ownership across four brands.