Vice President, 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, Utah (Hybrid - 3x/week in-office)

### About the Role:

Backcountry is looking for a VP of Performance Marketing to own the paid media P&L and multi-year strategy across the full brand family: backcountry.com, competitivecyclist.com, steepandcheap.com, and biketiresdirect.com. This role sits on Backcountry's marketing leadership team and is accountable for translating company revenue and margin targets into a paid media investment plan that delivers against incrementality, LTV, and blended CAC goals.

As Vice President, Performance Marketing, you will set channel and budget allocation strategy, build the team and agency bench to execute it, and partner closely with Creative, Merchandising, and eCommerce leadership to ensure paid investment, assortment, and site experience reinforce each other. Success in the first year means establishing the multi-year roadmap, building the right org structure, and demonstrating measurable improvement in media efficiency across the portfolio.

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

• Own the performance marketing P&L and multi-year strategy across all four Backcountry banners, spanning 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, and def