Senior Manager of Vertical Marketing - Backcountry

onX • Missoula, MT

23d • $120,000 - $195,000 • Remote

About The Position

onX is seeking a Senior Manager, Vertical Marketing to lead growth for our Backcountry app—our digital companion for human-powered recreation. You will help shape how Backcountry shows up in the market during a pivotal stage of its evolution, as we sharpen differentiation and unlock the next phase of growth. You will operate as a marketing leader who is both strategic and deeply hands-on. You will own the full-funnel growth strategy, with a focus on identifying and testing non-traditional growth levers that connect in-field product value to compelling go-to-market narratives. Success in this role depends on rapid experimentation, learning from real customer behavior, and translating insight into action. In close partnership with the GM of Backcountry, the Backcountry Product Manager, and the CMO you will play an active role in positioning the product, communicating its value, and accelerating efficient growth as the business scales. The ideal candidate brings a strong growth marketing foundation, comfort operating in ambiguity, and the creativity to develop different playbooks for reaching customers.

Requirements

• 7+ years of growth marketing experience
• A results-oriented, entrepreneurial mindset and a passion for driving growth
• A shared passion for and ability to demonstrate onX’s Company Values
• Bachelor’s degree or equivalent experience
• Permanent US work authorization is a condition of employment with onX.
• Ability to travel monthly, as needed, for multiple days to a corporate office or other onX strategic location, such as a Basecamp.

Nice To Haves

• Experience working in both startup and growth-stage environments
• Outdoor industry experience

Responsibilities

• Growth Strategy & Hands-on Execution
• Own the full-funnel growth strategy for onX Backcountry. You will be responsible for identifying, prioritizing, and executing on opportunities to drive user acquisition, activation, retention, and revenue.
• Lead channel management strategy, taking a hands-on approach to guide the team and directly manage key channels as needed, while empowering your team to own their respective areas and contribute effectively.
• Work closely with the GM of Backcountry, Backcountry Product Manager, and CMO to position Backcountry for its next phase of breakout growth
• Develop and execute a high-velocity experimentation roadmap to unlock new growth levers, using AI-supported analysis and rapid testing to accelerate learning, surface insights, and focus investment on what works.
• Partner with subject matter experts across the company to generate new marketing programs and direct or influence testing roadmaps for multiple channels including influencer marketing, partnerships, paid media, social media, digital user acquisition, lifecycle, PR, and events.
• Team Leadership & Development
• Lead, mentor, and develop a small, high-performing team of marketing professionals, fostering a culture of ownership, accountability, and rapid experimentation.
• Enable your team members to contribute productively by setting clear goals, providing regular feedback and coaching, and removing roadblocks to their success.
• Manage team resources effectively, ensuring the right balance of hands-on execution from yourself and strategic delegation to the team.
• Cross-Functional Collaboration
• Partner closely with functional leaders and their teams within user acquisition, lifecycle/marketing automation, creative, content marketing, PR, Customer Experience, and Brand Marketing to ensure a holistic strategy.
• Leverage Data to Drive Decision-Making
• Own top-line marketing KPIs for the Backcountry vertical (Trials, Conversions, Retention, Renewals), partnering with your team and functional leads to interpret results, pressure-test hypotheses, and iterate strategies using AI-enabled insight generation and analysis.
• Leverage data from market trends, customer behavior, and performance — using AI-supported synthesis and pattern detection — to refine strategy and identify new opportunities for impact.
• Partner closely with Business Intelligence and Finance teams to analyze the impact of marketing campaigns.
• Deeply understand subscription-based B2C business metrics (LTV:CAC, ARPU, ARR, etc.) to identify and explore new opportunities and approaches.
• Effectively communicate Backcountry’s performance, learnings, and plans across onX, translating complex, AI-supported analysis into clear, actionable narratives for diverse stakeholders.

Benefits

• Comprehensive health benefits, including a no-monthly-cost medical plan
• Parental leave plan of 5 or 13 weeks fully paid
• 401k matching at 100% for the first 3% you save and 50% from 3-5%
• Company-wide outdoor adventures and amazing outdoor industry perks
• Annual “Get Out, Get Active” funds to fuel your active lifestyle in and outside of the gym
• Flexible time away package that includes PTO, STO, VTO, quiet weeks, and floating holidays

What This Job Offers

• Job Type: Full-time
• Career Level: Senior