Senior Director, Performance Marketing
Adventure is our Culture. Join a team that celebrates a lifestyle as bold as the terrain we love. At Backcountry, we are rooted in adventure, recognition, and wellbeing on and off the mountain. We spotlight employee stories, celebrate milestones, and offer exclusive outdoor perks. Whether you are at HQ, in a retail store, or remote, you will be part of a team that thrives on energy, exploration, and connection.
Reports to: Senior Vice President, Marketing
Location: Salt Lake City (Hybrid - 3x/week in-office preferred); Toronto (Hybrid); All other Canada & US (Remote)
About the Role:
Backcountry is looking for a senior marketing leader to own Paid Media across the full brand family — backcountry.com, competitivecyclist.com, steepandcheap.com, and biketiresdirect.com. As Senior Director of Performance Marketing , you will set the paid acquisition strategy, run a high-performing internal team and agency bench, and partner closely with Creative, Merchandising, and eCommerce to ensure every dollar spent is backed by the right assortment, message, and site experience.
Within your first six months, you will have audited current channel performance, reset budget allocation against incrementality and LTV targets, and built repeatable playbooks for launches, promotions, and seasonal peaks. You will have direct executive access, so decisions move fast and accountability is clear.
This is a lean team. You will own a lot, move fast, and make decisions with full end-to-end responsibility.
What You'll Do:
Performance Marketing Strategy
- Drive customer acquisition by owning the paid media strategy and roadmap across all four Backcountry banners — paid search, paid social, shopping/feed, display, affiliate, video/TV, and emerging channels.
- Set channel and budget allocation based on incrementality, LTV, and blended CAC targets.
- Translate company revenue and margin targets into a clear, prioritized paid media plan.
Execution and Team Leadership
- Manage a team of 3 plus supporting agencies, setting standards for testing velocity, reporting rigor, and channel expertise.
- Stay hands-on enough to review campaigns, audit account structure, and catch underperformance directly — this is not a fully delegated role.
- Hold agency partners accountable to performance benchmarks, media efficiency, and clear scopes of work.
- Own new channel expansion with hands-on execution of campaigns in new channels.
- Build repeatable playbooks for launches, promotions, and seasonal peaks across the brand portfolio.
- Run a continuous A/B and multivariate testing program across creative, landing pages, and audience targeting, turning results into scaled learnings.
- Track competitor activity and market trends across the outdoor and active lifestyle space to spot new channels, formats, and positioning opportunities.
- Leverage AI and automation tools to improve decisions, increase output, and maximize time spent on high-value tasks.
Cross-Functional Influence
- Partner with Creative to ensure ad concepts and assets are built for performance from the start, not retrofitted after the fact.
- Partner with Merchandising to align paid spend with inventory, margin, and assortment priorities.
- Partner with eCommerce, Product, and Web Development to ensure landing pages, site experience, and conversion funnels support paid traffic quality.
- Bring enough credibility and command of the numbers to influence functional leaders who do not report to you.
Executive Reporting and Accountability
- Report directly to executive leadership on channel performance, budget efficiency, and growth opportunities.
- Translate performance data into clear commercial recommendations — not just channel-level metrics.
- Flag risks and opportunities early and bring solutions, not just problems.
Required Qualifications:
- Bachelor's degree in Marketing, Business, or a related field; advanced degree a plus.
- 8+ years of experience in performance market