Vice President, Performance Marketing

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

📋 Description

• Take ownership of the performance marketing P&L and develop a multi-year strategy for four Backcountry brands.

• Determine channel and budget allocation across paid search, paid social, shopping/feed, display, affiliate, video/TV, and emerging platforms.

• Convert revenue and margin goals into a comprehensive multi-year paid media investment strategy.

• Create playbooks for product launches, promotional events, and seasonal surges.

• Advocate for A/B and multivariate testing across creative materials, landing pages, and audience targeting.

• Monitor competitor actions and market trends to discover new channels, formats, and positioning possibilities.

• Build and manage a team of performance marketing experts and specialists, along with supporting agencies.

• Establish operational standards for testing frequency, reporting accuracy, and channel proficiency.

• Ensure agency partners meet performance standards, media efficiency, and contractual obligations.

• Oversee the expansion into new channels and implement campaigns in emerging platforms.

• Promote the adoption and utilization of AI and automation technologies.

• Represent performance marketing within Backcountry’s marketing leadership team.

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

• Provide reports to the executive team regarding channel performance, budget efficiency, and growth prospects.

• Identify risks and opportunities early, offering timely solutions.

⛳️ Requirements

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

• Over 12 years of experience in performance marketing or paid media.

• At least 5 years of experience in managing managers or team leads.

• Demonstrated ownership of multi-channel paid media budgets within multi-brand or multi-hundred-million-dollar businesses.

• Proven ability to manage performance marketing across various brands or business units concurrently.

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

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

• Experience in building and leading high-performing teams.

• Proven ability to manage agency partnerships at scale.

• Strong executive presence coupled with excellent communication skills.

• Experience reporting directly to C-suite executives or participating in a leadership team.

• Familiarity with AI and automation tools to enhance decision-making, output, or team productivity.

• Proficient hands-on experience with Google Ads and Meta Ads Manager.

• Proficiency with Google Analytics, Tableau, or Looker Studio.

• Preferred: experience in outdoor, sporting goods, cycling, or active lifestyle eCommerce.

• Preferred: experience in managing paid media for multiple brands or sites.

🏝️ Benefits

• Paid time off policies.

• RRSP matching for employees based in Canada.

• Medical, dental, and vision insurance for Canada-based employees.

• A range of supplemental benefit options.

• Employee discounts across our portfolio of brands.

• Direct access to C-suite leadership and brand executives.

• Opportunity to establish and develop a team from the ground up.

• Comprehensive ownership of the paid media P&L and multi-year strategy at the portfolio level.