Position at Backcountry
The Vice President of Performance Marketing will lead all paid performance marketing across a portfolio of businesses including Backcountry, Competitive Cyclist, and Steep & Cheap. You will develop a best in industry performance marketing ecosystem and team, working closely with the FP&A, merchandising and operations groups to ensure the companyerformance marketing efforts drive our customer life cycle, while improving company profit, balancing both short-term and long-term objectives (including growing brand awareness through performance marketing efforts in partnership with the brand team). You will collaborate with marketing leadership to develop long-term strategies to drive efficiency and effectively shift more marketing investment to awareness-generating activities and our site value propositions. You will lead a team of high-performing digital marketers managing a rigorous framework for testing and optimization across SEM/SEO, display, paid social, affiliate, and marketplaces to drive growth and acquire high-value customers. You will also oversee a marketing analytics team that provides reporting and relevant insights across all marketing activities including campaigns, channels and strategic projects.
About the Job: - Lead the vision for our performance marketing platform - processes, tools and technologies in concert with the team and key partners (GMbrand, gearheads, merchandising and product/engineering)
- Develop and execute long-term strategies to support awareness and growing revenue through performance marketing channels, while balancing efficiency in direct response marketing
- Partner with FP&A, merchandising, operations and central analytics groups to plan, budget and maximize profit dollars as well as drive new customer growth via performance marketing channels including SEM/SEO, display, paid social, affiliate, and marketplaces
- Recruit, lead and develop a high-performing team of channel managers and analysts responsible for channel execution, marketing analytics and channel optimizations
- Support the evolution and thinking for how we use performance marketing to increase awareness and target new customers through less-immediate transactional channels (social, display, etc) as well as how we appropriately attribute performance
- Partner closely with the brand and experience teams to optimize the customer experience for brand and conversion
- Establish a deep understanding of customer lifetime value, cohort analysis, customer lifecycle and customer segmentation throughout the performance marketing team
- Establish attribution systems and tracking processes providing a complete understanding of cross-channel and cross-device shopping behaviors to figure out the best performance marketing strategies to apply at various stages of the customer life cycle - from prospects to cheerleaders
- Evaluate and upgrade marketing tool sets for bid management, dynamic campaigns, product data feeds, and reporting
- Monitor channel marketing practices and negotiate/support key advertising agreements
- Be a great partner and negotiate agreements with key advertising, media and technology partners
About You: - 7+ years driving sales and new customer growth through performance marketing preferably in a retail ecommerce environment
- Deep background in performance marketing channels and toolsets across SEM/SEO, display, paid social, affiliate, and marketplaces as well as channel attribution
- Successful experience managing, growing and leading a high-performance team
- Understanding of the interaction of performance marketing and awareness/brand marketing - able to utilize qualitative and quantitative data to develop actionable strategic and channel recommendations and insights
- Expertise in customer cohort and lifetime value analysis and background establishing processes to improve the value of customers acquired through performance marketing
- Success driving efficiency in performance marketing and strong budget management skills
- Excellent judgement and highly comfortable taking thoughtful risks running marketing spend to drive desired short-term and long-term business outcomes
- Excellent communication and presentation skills
- Ability to collaborate with a diverse set of partners and influence cross-functional teams
- Extraordinary project management skills with attention to detail and ability to handle multiple projects and priorities
- Bachelor's Degree in related field
About Backcountry
Our mission is to connect people to their passions. Our five online storeskcountry, Competitive Cyclist, MotoSport, Bergfreunde, and SteepandCheap to supply our customers with the gear, knowledge, and inspiration necessary to get out there and chase down lifereatest moments. We do this by providing the biggest and best assortment of premium outdoor products, a superior shopping experience, personalized Gearhead expertise, lightning-fast and accurate fulfillment, and inspirational, informative, and community-centered content.
We take this concept seriously, both personally and professionally, which for employees translates to careers with growth potential and the ability to take ownership and make an impact daily. Perks such as an excellent gear discount, an annual summer Adventure Contest, summer barbecues, and a pet-friendly office make for a fun work environment. Backcountry employees will have the benefit of working with colleagues who are passionate about their careers as well as the outdoors. Benefits include medical, dental, vision, and disability & life insurance, paid maternity and paternity leave, 401(k) matching, and Flexible Spending or Health Savings Accounts.
