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Head of Marketing

Backcountry

Park City, Utah
posted October 12, 2020
  • Reporting into the Chief Marketing Officer
  • Define the goals, core strategies, and most efficient tactics to drive cost-effective acquisition and retention through paid media channels
  • Manage all aspects of customer acquisition process including but not limited to coordinating with external agencies, team recruiting, vendor/tool selection, asset development
  • Devise an SEO strategy and work with cross-functional teams to execute programs that drive high-quality organic traffic.
  • Closely partner with Creative to develop highly converting ad assets
  • Develop, execute, own and manage testing optimization strategies spanning ad assets, landing pages, targeting, media tactics, and new media channels
  • In partnership with Brand, Integrated Marketing and Retention Marketing teams, develop integrated marketing plans and programs that fuel customer discovery, interest, engagement, and retention.
  • In collaboration with external partners, strategize, develop and own retail distribution efforts
  • Maintain firm grasp of competitive landscape, market opportunities, customer acquisition KPIs and champion information dissemination throughout the organization
  • Marketing Channel oversight:
    • Performance Marketing:  PLA, Paid Search, Affiliate, Paid Social
    • Brand Development:  YouTube, Podcasts, Organic Search, TV, Influencers
  • KPI development for performance and brand channels, as well as leading teams towards an agile way of reading/reacting based on channel and content performance.
  • Oversight of Growth Marketing strategies and deployment across Backcountry, Competitive Cyclist and Steep and Cheap; with partnership across other North American (MotoSport.com) and European (Bergreunde) businesses for best practices sharing and application

QUALIFICATIONS:

  • 10-12 years marketing experience across e-retail & DTC brands, paid and organic search, paid social and digital advertising, personalized communications, across both web and mobile
  • Experience managing multi-functional in-house teams and external agencies
  • Highly analytical mindset with data-driven decision making within imperfect or incomplete information environment.
  • Can combine these deep analytical skills with consumer empathy, to ensure we are always delivering delightful, customer-centric experiences
  • Proven track record of operator development and passion for building high-output, cross-functional teams
  • Have an entrepreneurial spirit and are excited by the challenges that come along with building a disruptive business
  • Strong technical acumen and hands-on experience with tools such as Google Analytics, Optimizely, Looker, etc.
  • Offline and retail experience is a plus